Towers Watson/IABC Presentation: Become A Legend Through Award Winning Work

Become a Legend Through Award- Award Winning Work IABC Gold Quill Awards Program Webcast January 12, 2010 If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 © 2010 Towers Watson. All rights reserved.

Today’s Speakers Ezri Carlebach, FRSA, is communications director at Lifelong Learning UK, an independent body that encourages employers to invest in workforce training and development. He has over 15 years' experience of creating, managing and measuring communications in print, online and broadcast media for corporate, government and non-profit organizations. Ezri is the 2010 Gold Quill Awards chair. If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 2 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Today’s Speakers Dave Meyer has 17 years of experience in media relations and internal communications, and is the president of BizzyWeb, a company specializing in Web design, social media and communications consulting for small business. Prior to BizzyWeb, Dave managed internal communications for U.S. Bank's retail branch network, and has practiced internal and external communications with companies, including Fleishman-Hillard, Weber S Shandwick, the Minnesota Office Off of Environmental Assistance and West Group. If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 3 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Today’s Speakers Mark Schumann, ABC, is the 2009-2010 Chair of IABC, and the winner of 17 Gold IABC Quill awards over the past 30 years. An Accredited Business Communicator (ABC), he recently co authored two books co-authored with Libby Sartain, "Brand from the Inside" and "Brand for Talent" and regularly speaks at IABC events. You can follow Mark's blog at "comms2020" on the IABC eXchange at iabc.com. If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 4 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Today’s Speakers Ryan Williams is president of twisurveys, an organizational research and strategy development company. Ryan specializes in behavioral and organizational research. He is able to use that research to coach organizational leaders in planning and implementing new strategies. He has received several awards, including the Institute for Public Relation Golden Ruler, three IABC Gold Quill awards, an IABC/BC Blue Wave Award of Excellence and an IABC CC Canada S Silver Leaf Award of f f Excellence. If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 5 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Today’s Speakers Kathryn Yates is Towers Watson’s Communication and Change Management Practice Director. She has more than 25 years of experience in communication and operations management and has particular expertise in helping organizations develop strategies and programs to build strong, productive employee-employer relationships. If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 6 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Towers Watson welcomes you to today’s webinar! As exclusive sponsor of the Gold Quill Award Program, we are excited to promote this opportunity to help communicators: Advance our profession Improve the quality of our work Be recognized as legendary in our field Today, we will: Learn practical tips for preparing your entry Understand more about the judging process Review a winning work plan If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 7 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Rewarding excellence; recognizing the best IABC receives hundreds of outstanding entries for its Gold Quill Awards program Open to members and non-members of IABC Potential to be recognized by colleagues, industry and community, but also receive valuable insights from judges about the strengths and weaknesses of an entry Global competition – submit in English, p g , French, Russian and Spanish

Competition key facts Deadlines Early Bird — January 27 2010 27, Final Deadline — February 3, 2010 Mentorship Program — continuing in 2010 Winners receive great prizes! A mounted, personalized Gold Quill Award Individual recognition and one complimentary ticket to the Gold Quill Awards gala Individual recognition in the July/August issue of Communication World Mention of your name and company on IABC’s Web site Consideration for publication in IABC’s resource materials for winning entries Use of official 2010 Gold Quill Award winner logo Automatic consideration for the Jake Wittmer Research Award and Business Issue Award Exemption from submitting a work sample for ABC accreditation If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 9 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Gold Quill: 4 divisions and 27 categories Communication Government Relations Human Resources and Benefits Management Community Relations y Communication Customer Relations Strategic Communication Process International Communication Brand Communication Media Relations Special Events — Internal or External Multi-audience Communication Social Responsibility Marketing Communication Multilingual Communication Issues Management and Crisis Electronic and Digital Communication Communication Social Media Employee/Member Communication Communication Electronic and Digital Communication Publications Skills Audiovisual Writing Communication Publication Design Outdoor/3-D Creative Other Graphic Design Photography Interactive Media Design Advertising (Conventional Media) Student Division Social Media/Technology Communication Campaigns Publications Communication Creative Writing W iti If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 10 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Judging process First Tier Second Tier Local Judging Scores ≥ 5.25 Blue Ribbon Panel go to second tier Entries E t i scoring 5 25 – 5 74 receive a G ld Q ill A i 5.25 5.74 i Gold Quill Award of M it d f Merit Entries scoring 5.75 and above receive a Gold Quill Award of Excellence Judges use a standard evaluation form (which varies by division) and look for communication activities that address specific business issues Work products do not have to be fancy, showy or expensive, but rather well conceived and well executed No limitations on the number of awards given per category! If your work is deemed strong enough to receive required points, y you receive the esteemed award! If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 11 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Gold Quill entries: Work plan and work sample Entries are composed of two parts: Work plan and work sample Both are critical pieces of the entire submission Detailed requirements can be found on the IABC Web site — there are specific guidelines that must be followed (e.g., number of pages, how to label entry, formats for work plan — all differ by division) Each division requires a unique work plan If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 12 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Evaluation criteria Entries are judged on: Technical excellence Creativity and innovation Effectiveness in identifying and responding to an organization’s or community’s needs Delivery of measurable outcomes and the overall success of the project y p j Seven point judging scale Weighted calculation determines “final” score. Weighting varies by division: Maximum Work Division Scoring Plan Length Communication Management Four pages 50% work plan; 50% sample Communication Skills Three pages 40% work plan; 60% work sample Communication Creative Two pages 25% work plan; 75% work sample Judges’ evaluation forms found on the IABC Web site at: http://www.iabc.com/awards/gq/judging/ If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 13 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Case Study — Excellence Winner: Embracing the Loaf Love Division/Category: Communication Management/Social Media Entrant: Allison McCormick Project Description: In April 2008 Tillamook County Creamery Association asked its agency of record, Conkling Fiskum & McCormick ( g y g (CFM), to come up ) p with “big ideas” to spend a small amount of unexpectedly freed budget. CFM saw the opportunity to implement an idea it had planned for 2009 — to engage Tillamook’s best customers online and encourage brand advocacy to grow new customers Work plan required six categories: Need/opportunity Intended audiences Goals and objectives Solution overview Implementation and challenges Measurement/evaluation We will walk through three of the categories to point out the strengths in this submission and why it was awarded a Gold Quill Award of Excellence If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 Continued… towerswatson.com 14 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Case Study — Excellence Winner: Embracing the Loaf Love Division/Category: Communication Management/Social Media Entrant: Allison McCormick If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 15 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Case Study — Excellence Winner: Embracing the Loaf Love Evaluation Section: Needs/opportunities Evaluation Form Question: How clearly is the need and its ‘Creating an official Tillamook fan effect on th organization ff t the i ti community and engaging its best identified? customers one-on-one would: The submission clearly articulated Provide access to inexpensive research… Tillamook’s business opportunities in an organized, organized thoughtful fashion Offer Off constant engagement with t t t ith Having a clearly articulated need drove consumers… the entire program — starting with the end in mind made it easy to identify Allow for better targeting of event and new effective tactics p product p promotions… Key to social media in particular, the Build a group of Tillamook loyalists… need included conversation with key audiences Gain inspiration and insight for unique Growth of ecommerce as a new media pitches… p distribution channel stood out as a clear advantage created by the loyal Complement and promote e-commerce… customers they had and would foster Measure the success of online investments in real time… If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 16 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Case Study — Excellence Winner: Embracing the Loaf Love Evaluation Section: Intended audiences Evaluation Form Question: ‘Primary: self-declared fans of the brand How clearly are the critical and women ages 25 – 54 who cook and characteristics of the audience are the primary food purchasers in the identified? home Elsewhere in the entry they identified Secondary: cheese lovers in growth y g characteristics of the audience relevant markets outside the northwest U.S. who to the medium — online influencers, hadn’t tried Tillamook’ bloggers, fans of the brand who are online in social channels Extremely clear audience definition made it much simpler to identify tactics likely to engage targets in conversation Sectioned th audience-specific need t S ti d the di ifi d to increase new distribution channels by reaching previously unreached markets If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 17 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Case Study — Excellence Winner: Embracing the Loaf Love Evaluation Section: Measurement/evaluation Evaluation Form Question: How ‘In its first month, site grew to more than thoroughly are results measured 550 fans. By February 2,788 fans had against objectives? (Score 0 if not signed up. The Fan Club newsletter s up newsletter’s measured) click-through rates were extraordinary, with a click-through rate of 76 percent in This is one of the most critical pieces of the first month the work plan and often where we see the most weaknesses Fans continue to enter their stories of love It is critical that entries provide a for the brand. . . framework that has been measured Facebook fan page member numbers properly and delivered outcomes that continue to grow by leaps and bounds . . bounds. were intended Filled 350 seats in the first week after the In this submission, results were invitation to annual Macaroni and Cheese quantitatively measured against the Cook-off was posted. . . business objectives t d b i bj ti to demonstrate a t t successful communication campaign Online store first-month sales were more than US$37,000 through Fan Club Results were more than just numbers — promotions alone. . . ’ real actions measured (vs. p g views, ( page , followers or fans) If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 18 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Common pitfalls Not clearly identifying the intended outcome or need Not N t measuring results effectively i lt ff ti l Measuring the wrong outcomes: Need to be tied to the actual need and/or intended outcome If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 19 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Why should you enter Leverage framework to produce more effective and compelling work Receive valuable f db k R i l bl feedback Increase your confidence Broaden your expertise Be a leader Become a legend! g If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 20 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Wrap-up and questions If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3 towerswatson.com 21 © 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

Towers Watson/IABC Presentation: Become A Legend Through Award Winning Work

by Towers Watson on Jan 27, 2010

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Towers Watson/IABC Presentation: Become A Legend Through Award Winning Work — Presentation Transcript