Table of Contents 6 2012 OVATION Awards Winning Entries

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According to a recent survey commissioned by Canadian Tire, Canadian drivers are not taking necessary measures to ensure safe winter driving. Only 43% of Canadian drivers in areas not mandated by law plan to install winter tires. Winter tires are constructed with a special compound that allows them to retain more elasticity in cold temperatures. Technologically engineered tread designs prevent snow build‐up and improve ice and snow traction more than ever before. Though 78% of Canadians are unaware the symbol exists, tires marked with the Rubber Association of Canada’s “mountain/snowflake” symbol meet or exceed industry established snow traction performance requirements, and have been designed specifically for use in cold weather and severe snow conditions Modern winter tires offer up to 50% ‐ or even more ‐ winter traction than all‐season tires. Make sure to install 4 winter rated tires ‐ not just 2; failing to do so can cause you to lose control of your vehicle and lead to a higher chance of causing an accident.
OVATION Awards Winning Entry Communication Management Media Relations with budget greater than $100,000 AWARD OF MERIT Entrant’s name: Jo Langham, ABC Entrant’s organization: Thornley Fallis Communications Client organization: Allstate Insurance Company of Canada Title of entry: Allstate Canada 2011 Media Relations Program Division and category: Division 1, Communication Management, Category 4c, Media Relations over $100K Time period of project: January 2011–December 2011 BRIEF DESCRIPTION Allstate Canada’s 2011 Media Relations Program aimed to drive presence in all Allstate Canada markets in order to maintain purchase consideration by those buying insurance. The program combined proactive media relations, matte articles, events, market research and Allstate Canada claims analysis and earned Allstate Canada 739 pieces of coverage, an MRP score of 77% and a total reach of 109,287,336, a 29% increase over 2010. BUSINESS NEED/OPPORTUNITY You can’t get a mortgage without home insurance. You can’t (or shouldn’t) drive a car without auto insurance. You’re even required by some landlords to buy tenant insurance before they’ll rent to you. Not surprising therefore that many Canadians view insurance as a necessary evil, something they buy and then forget about until it is time for renewal or there is a significant life‐affecting change for them or a change in competitive strategy from the insurer. Allstate Canada estimates that 90 per cent of home owners already have insurance, and since auto insurance is mandatory, any increase in Allstate Canada customers must come primarily from attracting clients from other providers. Furthermore, research done by Allstate Canada shows that 50 per cent of people shopping for insurance purchase their policy from the first company they call. High awareness of an insurance provider therefore means high consideration by customers, which drives sales. While Allstate Insurance is the second largest insurance company in the United States, in 2009 Allstate Insurance Company of Canada had a much lower profile rooted in the idea that Allstate is safe, slow and reliable — a long way from the desired perception of a forward‐thinking, approachable, confident and authentic organization. To help meet Allstate Canada’s business goal of growth based on existing client retention and increased consideration during the purchase process among potential clients, in 2009 Allstate Canada hired Thornley Fallis Communications (TFC) to help strengthen and modernize Allstate Canada’s brand reputation with a focus on demonstrating Allstate Canada’s values and building brand presence in all of its markets. In 2011, despite a higher Canadian profile for Allstate Canada and strides made in modernizing the brand reputation, in order to maintain purchase consideration levels, it remained necessary to drive brand presence in all Allstate Canada markets. INTENDED AUDIENCE(S) Allstate Canada has insurance agents in five Canadian provinces — Ontario, Quebec, Alberta, Nova Scotia and New Brunswick. The majority of its business is in auto insurance policies purchased by Ontario residents. Alberta and Quebec have the largest growth potential for new policyholders, but the company has lower brand recognition than its competitors in these markets. Allstate Canada identifies the following target customer audiences:
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Table of Contents 4. A Message from
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A Message from the IABC/Toronto Pre
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2012 OVATION Awards Gala Sponsors W
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Media Relations with budget up to $
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Entrants: Judy Lewis, Tara McCarthy
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Award of Merit Title of Entry: McDo
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Award of Merit Title of Entry: Rimm
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Award of Merit Title of Entrant: Ci
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Award of Merit Title of Entry: RECO
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Award of Excellence Title of Entry:
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over fifty years of successes as a
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5. Use social media as a conduit fo
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hosting a variety of fundraising ev
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“The world recognizes the Nike lo
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generate widespread awareness of th
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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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Page 62 and 63: 3. Goals and Objectives: The progra
Page 64 and 65: See: Work Sample 8 ‐ SBUX40 ‐ O
Page 66 and 67: would influence the target, tone an
Page 68 and 69: Issued four press releases at key i
Page 70 and 71: For the media relations component o
Page 72 and 73: Excited by fashions and news trends
Page 74 and 75: 5. Implementation and Challenges: W
Page 76 and 77: 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
Page 82 and 83: In Quebec, a lack of education exis
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Page 88 and 89: know that they were covered by thei
Page 92 and 93: Indigo’s public relations team pr
Page 96 and 97: durability. Because cork flooring o
Page 100 and 101: offers both infinite design possibi
Page 104 and 105: In August 2010, Valerie Pringle tra
Page 108 and 109: Council Meetings and social media a
Page 110 and 111: Measurement/Evaluation We relied he
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Page 116 and 117: Challenges Budget The budget presen
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Page 122 and 123: 4. Use website and social media to
Page 126 and 127: The occasion offered attendees the
Page 128 and 129: IMPLEMENTATION AND CHALLENGES The o
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OVATION Awards Winning Entry Commun
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d) Being She: The Culture of Women
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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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Solutions Overview: In 2005, Meridi
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ensure new employees were not inund
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very busy jobs that make taking tim
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Challenges: The guest presenters ar
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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
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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
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not impact the budget, members of t
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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
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RESULTS October 2011 officially mar
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years. He is a former president of
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The Executive Roundtable, a profess
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with Holocaust Education Week. Tova
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uilding and leading global teams ac
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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
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Steven Mills Senior Relationship Ma
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