Table of Contents 6 2012 OVATION Awards Winning Entries

Issued four press releases at key inflection points during the sales process to keep the media
and public informed and ensure Teachers’ messaging was prominent in reporting (and distinct
from Rogers and Bell).
Identified and reached out to media influencers in national and regional publications with
greatest ability to communicate to Teachers’ key audiences.
Performed a coverage audit to monitor print and broadcast coverage of the sale issue for the
week period following the sale announcement to determine the volume and tone of coverage.
Leverage close media relationships
Reached out to key business media contacts at The Globe and Mail and the Toronto Star at several
points during the campaign to ensure Teachers’ messaging was prominent and to provide key
information before announcements were put on the wire.
Organized and moderated press conference
Worked with contacts at MLSE to plan and implement a press conference.
Coordinated closely with media relations contacts at Rogers and Bell to ensure consistency of
messaging from all parties.
Facilitated several message‐training sessions to prepare Jane Rowe, SVP at Teachers’ Private Capital,
for her remarks and any questions she may have received during the press conference.
Teachers’ used the following key messages to guide all communications activities for the sale
announcement:
On March 12th, based on unsolicited expressions of interest, Teachers’ hired advisors and disclosed
that a comprehensive review process of its investment in MLSE had been initiated.
Teachers’ approached the potential sale of MLSE with the same discipline, rigour and good faith that
characterizes negotiations around all of its investments.
During this process Teachers’ explored all avenues for the divestiture of this asset, but received no
offers that met its requirements for sale. On November 25th Teachers’ announced the conclusion of
this process with the full intention of retaining enhanced ownership in MLSE.
Less than a week after closing the process, Teachers’ was unexpectedly approached by Bell and
Rogers with an unsolicited offer which met all of its original terms and conditions.
Teachers’ mandate is to invest the pension fund’s $107.5 billion in assets and to administer the
pensions of 295,000 active and retired teachers in Ontario.
5. Implementation and Challenges:
The budget for this project was $56,000 for agency fees.
To make efficient use of this budget, a significant amount of work was done in house. Additionally,
partners at MLSE were integral in the organization and planning of the press conference.
The sales process had many inflection points, each of which had its own unique challenges. Every time
one of these milestones was met, the communications strategy evolved to reflect the new
circumstances. Inflection points included:
December 1, 2010 – The Toronto Star reports that Rogers Communications is in talks to buy a
majority stake in MLSE for $1.3 billion. Teachers’ does not comment on the rumour.
March 12, 2011 – For the first time, Teachers’ confirms publicly that it will explore the possibility of
selling its 66 per cent majority share of MLSE.