Case Studies
A Crisis of Trust
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
Helping a Post-Secondary Institution Meet Its Needs
North Alberta Institute of Technology
The North Alberta Institute of Technology (NAIT) is one of the preeminent institutes of technology in Canada, offering practical education in business, advanced technologies and skilled trades. However, according to various focus groups, the public perceived the institute as an alternative for students who couldn’t get into a university, rather than as the top-tier trade school it actually is. In a period of necessary re-branding, the institute launched a comprehensive media relations campaign that positioned NAIT as a trusted source for the media.
ATCO Gas Employees Doing Double Duty for Safety
ATCO Gas
ATCO Gas is a natural gas distribution company committed to protecting the safety of its customers by informing them about how to avoid the potential hazards of natural gas. This work plan outlines a public awareness campaign designed to increase awareness of public safety issues related to natural gas in the home and to communicate safety messages in a way that builds trust and enhances ATCO’s corporate image.
Transforming Funds and Mind-sets—DB/DC Conversion
Nyani Communication with De Beers Pension Fund
After establishing a new defined contribution section within the existing De Beers Pension Fund, the company had to introduce the new fund in such a way that each employee would be able to make a well-informed decision about the fund and the company would achieve a conversion rate high enough to ensure the fund’s long-term sustainability. Building employee trust was the key to the success of the campaign, which used a phased approach, providing employees with a graphic road map that tracked their communication process. The results surpassed expectations, and the company received positive feedback from its employees.
Awards are scheduled to be presented to the winners of the 2009 Gold Quill Awards at IABC’s World Conference, 7–10 June in San Francisco.
The collection of all case studies from the 2007 Gold Quill Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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