Case Studies
PR Measurement
by Janelle Agius, contributing author
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.
Wii Fit Media Relations
APEX Public Relations Inc. and Nintendo of Canada Ltd.
In 2008 Nintendo introduced its newest addition to the Wii system—Wii Fit. Partnering with Apex Public Relations, they created a media strategy that targeted a new demographic for a major gaming company: mothers and their families. The campaign included an intimate, interactive Wii Fit experience for its target audience of lifestyle media, and follow-up marketing strategies to maintain the momentum of product awareness. Success was measured in the amount of coverage in lifestyle and health/fitness outlets, program reach, product ratings and sales impact.
Drive Away Hunger 2008
Farm Credit Canada
In 2008, Farm Credit Canada’s (FCC) Drive Away Hunger Campaign went national for the first time, with food donation activities taking place in 100 communities across the country. To measure the success of the campaign, FCC laid out clear goals focusing on a number of different areas, such as support of Canadian food banks, employee experience and corporate reputation. Specific, measurable objectives for each goal were made, and a variety of methods for collecting qualitative data were implemented. The results of the campaign either met or exceeded the original objectives.
Internal Communication Benchmarking Study
Barclays Global Investors (BGI) and Sinickas Communications
Barclays Global Investors (BGI), with the help of Sinickas Communications, sought to improve its internal communication after an employee opinion survey from 2004 provided inconclusive data about the firm’s communication. The study provided a measurement of communication strengths and weaknesses within BGI through mostly qualitative data. It also benchmarked BGI’s internal communication practices against 10 other “best practice” firms. BGI and Sinickas Communications were able to successfully provide senior management with internal communication recommendations and internal communication comparisons from competing firms, all on time and within the allocated budget.
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 90 case studies of the best and most innovative organizations in communication right now. Order your book.
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