Case Studies
Global Communication
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.
Exploring Your Options
International Monetary Fund
In 2008, management for the International Monetary Fund decided to undertake a downsizing exercise, and the organization’s human resources (HR) department was tasked with creating a communication initiative for the program. Titled Exploring Your Options (EYO), the program placed the focus on staff’s options for their future, rather than the organization’s reduction process. Through an EYO web site, informational seminars, an HR support team and the company intranet, the initiative communicated program details to all eligible staff—operational managers as well as staff out in the field, on assignment or on sabbatical.
MAGNET: Migrant Attraction Programme
Immigration New Zealand
Facing a looming worker shortage, New Zealand Immigration developed an innovative approach to international recruitment called the MAGNET Programme. The program’s primary audience was highly-skilled potential migrants, primarily from the U.K. and the U.S. Online advertising was the primary media used to attract people to the web site. The campaign’s key messages highlighted the benefits of living in New Zealand and included information for not only the potential migrants but also their families.
Unlock the Value
Barrick Gold Corp.
In order to find a solution for mining silver out of gold mines in Argentina, Barrick, the world’s preeminent gold mining company, launched a campaign titled Unlock the Value, which included events, media, advertising and a web site. The campaign challenged scientists around the world to come up with a practical solution to the silver extraction. The web site was the platform for managing the campaign and gathering submissions. A launch event, media kits, flyers and video news releases made the science fun while still communicating the seriousness of this scientific endeavor.
Awards were presented to the winners of the 2010 Gold Quill Awards at IABC’s World Conference, 6—9 June in Toronto. View the 2010 winners.
The collection of all case studies from the 2009 Gold Quill Awards program, titled Best Practices in Communication Planning and Implementation 2009, is available for purchase. This softcover book features 100 case studies of the best and most innovative organizations in communication right now. Order your book.
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