Table of Contents 6 2012 OVATION Awards Winning Entries

For the media relations component of this campaign, Teachers’ used the Media Relations Rating Points
(MRP) program to calculate impression numbers. Tone of this coverage was judged based on FP
Infomart’s rating system. Additionally, a media analysis prepared by Cormex Research was utilized.
Results included:
1. GOAL 1: Increase awareness of Teachers as a savvy and honest investor and partner
o Generated over 91 million MRP impressions for the announcement of the sale of MLSE to Rogers and
Bell between December 9 and December 15, 2011. Additional MRP statistics include:
o Total number of print, online and broadcast hits: 146
o Total number of stories outside the sports section: 87 (60 per cent of total)
o Cost per contact: $0.001
o Generated over 31 million MRP impressions outside of the sports sections in the same time span.
o The coverage described MLSE as highly valuable and profitable, important key messages aimed at the
business community.
o The transaction received international coverage as well, including articles in the Wall Street Journal,
Forbes, New York Times, Boston Globe and the Houston Chronicle, among others.
o More than 50 members of the media, including a dozen video cameras, attended the packed press
conference.
2. GOAL 2: Protect the reputation of Teachers’
o Minimized negative articles, with only 4% of the MLSE‐related coverage being negative in tone (FP
Infomart).
o Teachers’ experienced a highly favourable quarter in Q4‐2011 with its largest volume and share of
positive coverage on record (Cormex Research). Positive coverage of Teachers’ comprised 36% of total
exposure, up from 19% the last quarter. The volume of positive media was double the next‐highest
quarter (Q2‐2006).
o Tony Van Alphen of the Toronto Star (who was targeted by Teachers’ throughout the sales process as
a key media ally) was the quarter’s largest source of positive attention, stemming in large part from his
characterizations of MLSE as a valuable and profitable asset for Teachers’.
o Additionally, negative coverage comprised just 3% of Teachers’ overall media profile in Q4‐2011.
o Maintained primary control over the press conference, with Teachers’ SVP Jane Rowe speaking first
and FH SVP and General Manager Bill Walker acting as the moderator.