Grand Prize
Title: Domino's "Special Delivery" Going Viral Through Social Media
Submitted by: Adam Peeples and Christiana Vaughn, University of Notre Dame, Mendoza School of Business
Faculty Advisor: Professor James O'Rourke

Abstract: This case study examines how Domino's effectively managed a major breakdown in consumer trust as a result of a video prank posted on YouTube. The company effectively leveraged social media - the same channel used by the pranksters - to transparently communicate the company's efforts to address the situation.

This case study can be downloaded by clicking here and here.
A slide presentation can be downloaded by clicking here and here.
Teaching notes will be made available to faculty upon request.

First Prize, Business School
Title: Apple, Inc.: Transparency in Corporate Statements About the CEO
Submitted by: Paul Kim, Jon Lee and Steve Lee, University of Notre Dame, Mendoza School of Business
Faculty Advisor: Professor James O'Rourke

Abstract: This case study examines how Apple Inc.'s decision not to immediately and publicly address rumors regarding CEO Steve Job's health had an unfavorable effect on key stakeholders: media, shareholders and Wall Street. The lack of transparent communications and the vague nature of the company's public disclosures about Jobs' health chipped away at the trust and positive feelings that had developed over time. This was particularly important, given Jobs' role at the time as the sole public face of Apple. The lack of transparent communications about this important issue led to public uncertainty which ultimately had an effect on public trust and stock price.

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

First Prize, Communications
Title: President Obama at Notre Dame: Maintaining Integrity When Actions Speak Louder Than Words
Submitted by: Elizabeth Riesterer, University of Alabama, College of Communication & Information Sciences
Faculty Advisor: Professor Bruce K. Berger

Abstract: This case study examines Notre Dame's controversial decision to invite President Barack Obama to be its 2009 Commencement speaker and bestow on him an honorary doctor of law degree. This decision called into question the Catholic mission of the university and strained relationships with key stakeholders, including alumni, employees and friends of the university. The case details the actions taken by these stakeholders in communicating their concerns to the university and steps taken by the university to repair relationships once the media controversy had died down.

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Second Prize, Business School
Title: General Motors Corporation: Communicating A New Vision For Survival
Submitted by: Lina Sorensen and Timothy Whitehead, University of Notre Dame, Mendoza School of Business
Faculty Advisor: Professor James O' Rourke

Abstract: This case study examines General Motor's (GM) communications strategy around its 2008 appeals for government aid. In particular, the study explores the differences between the company's initial request and its follow-up visit to Washington, D.C. on December 8, 2008. This second trip was literally and optically very different from the first. Arriving for the Dec. 8 meeting via hybrid car (rather than private jet) and communicating its new plan with an enhanced level of sensitivity to public perceptions, GM was better able to convey the urgency of its message and, ultimately, to win the government support it was seeking.

This case study can be downloaded by clicking here and here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Second Prize, Communications
Title: Entirely Comfortable with its Orientation: Subaru's Successful History of Gay/Lesbian Integrated Marketing Communications
Submitted by: Laurie Phillips, University of North Carolina, School of Journalism & Mass Communication
Faculty Advisor: Professor Elizabeth Dougall

Abstract: This case study examines an integrated marketing and communications success story in reaching a key target audience for Subaru: the gay and lesbian community. Subaru has had an unwavering and authentic relationship with the gay and lesbian community for more than 14 years - a period in which sales for the car manufacturer doubled in size. Company outreach included corporate sponsorship of the Rainbow Card (an affinity credit card), followed by gay and lesbian-specific advertising and numerous strategic sponsorships. Considered revolutionary at the time, Subaru's corporate communications efforts are compared with other companies whose interactions with the gay and lesbian community were much less successful.

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Third Prize, Communications
Title: Cornell University H1N1 Influenza Pandemic
Submitted by: Abigail Bedecs and Joonas Niiholm, Syracuse University, S.I. Newhouse School of Public Communication
Faculty Advisor: Michael Meath

Abstract: This case study examines Cornell University's public information campaign to inform the campus community and public about the potential pandemic influenza threat and the university's plan to prepare for, respond to, and recover from a pandemic. Cornell's plan had six very specific goals ranging from creating awareness about the threat to aiding in the restoration of normal operations.

This case study can be downloaded by clicking here and here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.