Table of Contents 6 2012 OVATION Awards Winning Entries

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2012 OVATION Awards Gala Sponsors We would like to acknowledge our generous sponsors:
2012 IABC/Toronto OVATION Award Winners COMMUNICATION MANAGEMENT This division includes projects, programs and campaigns defined by a communication plan. Entries in these categories: • might include a combination of communication materials, or • might focus on a single communication initiative within a larger campaign. Entrants must demonstrate how their project applied a full range of planning and management skills, while the Work Plan addresses how the entry relates to and affects the organization’s overall business strategies. Community Relations Programs targeted at community audiences, including not‐for‐profit and volunteer organizations. Award of Merit Title of Entry: A Historic Remembrance Day Entrants: Martine Levy, James Loftus, Greg Vallentin, Leah Walters, Erin Bodley Entrant Company: DDB Public Relations View Entry Award of Excellence Title of Entry: Get Volunteering Entrants: Manifest Communications: Andrea Donlan, Stephanie Mannone; Volunteer Canada: Ruth MacKenzie, Paula Speevak‐Sladowski, Wendy Mitchell, Graham Machacek, Phoebe Powell, Melanie Hientz, Shannon Harvey; Manulife Financial: Jeronimo DeMiguel; QMedia: Dorothy Engelman Entrant Company: Manifest Communications, Manulife Financial, Volunteer Canada, QMedia Solutions Award of Excellence Title of Entry: The Creation of Koodonation ‐ Canada's First‐Ever Microvolunteering Community Entrants: Deborah Weinstein, Michael Shipticki Entrant Company: Strategic Objectives and Koodo Mobile Government Relations Award of Merit Title of Entry: Kidney Cancer Canada‐Atlantic Campaign Entrants: Environics Communications and Kidney Cancer Canada Entrant Company: Environics Communications Media Relations Programs focusing on the news media as the main channel used to reach target audiences. 4a Media Relations with budget up to $50K 4b Media Relations with budget greater than $50K up to $100K 4c Media Relations with budget greater than $100K View Entry
Page 2 and 3: Table of Contents 4. A Message from
Page 4 and 5: A Message from the IABC/Toronto Pre
Page 8 and 9: Media Relations with budget up to $
Page 10 and 11: Entrants: Judy Lewis, Tara McCarthy
Page 12 and 13: Award of Merit Title of Entry: McDo
Page 14 and 15: Award of Merit Title of Entry: Rimm
Page 16 and 17: Award of Merit Title of Entrant: Ci
Page 18 and 19: Award of Merit Title of Entry: RECO
Page 20 and 21: Award of Excellence Title of Entry:
Page 22 and 23: over fifty years of successes as a
Page 24 and 25: 5. Use social media as a conduit fo
Page 26 and 27: hosting a variety of fundraising ev
Page 28 and 29: “The world recognizes the Nike lo
Page 30 and 31: generate widespread awareness of th
Page 32 and 33: In addition to pre‐campaign consu
Page 34 and 35: OVATION Awards Winning Entry Commun
Page 36 and 37: • Volunteer Quiz (What’s your V
Page 38 and 39: even a one‐day delay in the appro
Page 40 and 41: Measurement/Evaluation of Outcomes
Page 42 and 43: Complicating the situation was the
Page 44 and 45: Develop a comprehensive news packag
Page 48 and 49: To resonate with the target audienc
Page 52 and 53: Implementation: MSL Canada executed
Page 54 and 55: generally about current events and
Page 56 and 57:
and consumer attention in an authen
Page 58 and 59:
stations). UPS wanted to reach both
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leading up to UPS’s peak day ‐
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3. Goals and Objectives: The progra
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See: Work Sample 8 ‐ SBUX40 ‐ O
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would influence the target, tone an
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Issued four press releases at key i
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For the media relations component o
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Excited by fashions and news trends
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5. Implementation and Challenges: W
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INTENDED AUDIENCE/STAKEHOLDERS The
Page 78 and 79:
TFC identified key major English pr
Page 80 and 81:
• CEO Road Tour: TFC secured 26 m
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In Quebec, a lack of education exis
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According to a recent survey commis
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• Car owners, homeowners and rent
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know that they were covered by thei
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OVATION Awards Winning Entry Commun
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Indigo’s public relations team pr
Page 94 and 95:
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durability. Because cork flooring o
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offers both infinite design possibi
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In August 2010, Valerie Pringle tra
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Council Meetings and social media a
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Measurement/Evaluation We relied he
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lieu of a conventional media launch
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secured notable interior design exp
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Challenges Budget The budget presen
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practicing in Halton, Ontario and a
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4. Use website and social media to
Page 124 and 125:
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The occasion offered attendees the
Page 128 and 129:
IMPLEMENTATION AND CHALLENGES The o
Page 130 and 131:
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too Sexy,” further driving traffi
Page 134 and 135:
Page 136 and 137:
d) Being She: The Culture of Women
Page 138 and 139:
two additional WCH events in the la
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esult would be necessary to become
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oyalty‐free stock art. The centra
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Page 146 and 147:
Solutions Overview: In 2005, Meridi
Page 148 and 149:
ensure new employees were not inund
Page 150 and 151:
very busy jobs that make taking tim
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Challenges: The guest presenters ar
Page 154 and 155:
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Additionally, FH recommended that t
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Company/Brand Mention: 100 percent;
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Goals/Objectives To bring environme
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Implementation and Challenges As a
Page 164 and 165:
these issues: phasing out coal, hig
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exposure. 7 Data released by the On
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1. Educate adult target audiences i
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Budget Resource Quantity/Effort/Cos
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Ontario are facing the same crisis
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produced and printed in‐house at
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features available and to embrace t
Page 178 and 179:
not impact the budget, members of t
Page 180 and 181:
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o Incorporate a user‐friendly con
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Sun Life and High Road partnered to
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3. Deepen engagement with potential
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Secondary Audience: MaRS partner an
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Objective 5: Quantitative objective
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In addition, in 2011, Barrick faced
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o Barrick Tanzania/Zambia 6,700 o B
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We include special inserts in selec
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success stories in Issue 1 alone)
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• People‐oriented vs. regulatio
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It was determined that given other
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udget allocated to YouTube promotio
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But most importantly, we surpassed
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Specific demographics can be drille
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• Oakville hosted first‐ever Na
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Through extensive consultation with
Page 222 and 223:
RESULTS October 2011 officially mar
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years. He is a former president of
Page 226 and 227:
The Executive Roundtable, a profess
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with Holocaust Education Week. Tova
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uilding and leading global teams ac
Page 232 and 233:
Judy Lewis Co‐Founder and Executi
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and is now a freelance writer and e
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Daniel Tisch, APR President and CEO
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2011/2012 IABC/Toronto Board of Dir
Page 240 and 241:
Steven Mills Senior Relationship Ma
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Table of Contents 6 2012 OVATION Awards Winning Entries

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