Peak Communicators
June 28, 2019

PeaceGeeks

Client objective

Vancouver-based PeaceGeeks is a non-profit organization that builds digital tools to empower communities in the pursuit of peace. In 2019, PeaceGeeks launched Arrival Advisor, a free mobile app that helps refugees and immigrants in British Columbia find information and services to plan their settlement journey.

Arrival Advisor was built in partnership with the LEAP | Pecaut Centre for Social Impact and the Province of British Columbia through the Ministry of Jobs, Trade, and Technology. PeaceGeeks was also awarded a $750,000 grant for the app through the Google.org Impact Challenge Canada 2017.

Peak was engaged in 2019 to help PeaceGeeks raise awareness as a non-profit organization and roll out the launch of their new app.

Campaign

  • Peak worked with PeaceGeeks to execute a traditional media relations campaign that targeted key markets across British Columbia in print, radio, TV and online media.
  • Peak developed media materials including a news release and fact sheet to inform the target market about the app. Peak identified immigration population data for various communities to find a local angle and target pitches and achieve widespread coverage.
  • Peak media-trained for Arrival Advisor spokespeople and provided key messages to ensure their messaging was effective in interviews.

Key Results

  • More than 2.5 million impressions in traditional print, online and social media outlets
  • 98 pieces of online coverage in over 70 communities across B.C.’s Interior, Lower Mainland and Northern regions
  • 22 TV hits with coverage in major markets across the province (including Vancouver, Victoria, Kelowna and Prince George) and across the country (Toronto, Montreal, Winnipeg and Edmonton)
  • Seven informative radio interviews with PeaceGeeks representatives helped to spread key messages across the province

November 3, 2015

Kitsilano Showboat

Client Objective

To engage the Vancouver public with the Kitsilano Showboat, to tell its stories, and to encourage people to attend the shows.

Campaign

Peak worked pro bono to help Kitsilano Showboat garner publicity relating to their 80th anniversary season from June-August. To help achieve media results, Peak created targeted pitches for local media outlets, including a pitch about Canada Day.

Key Results

Media coverage resulted in over 1.8 million media impressions and included:

July 30, 2015

The Dr. Peter AIDS Foundation

Client Objective

The Dr. Peter AIDS Foundation provides HIV care and support for people living with HIV who face additional health and social disparities. The Dr. Peter Centre day health program, enhanced supportive housing program and 24-hr specialized nursing care residence effectively engage people in HIV treatment. It is a model of care that is improving people’s health and inspiring healthcare providers around the world.

Between 2010 and 2013, Peak was engaged by Dr. Peter AIDS Foundation to increase awareness for the organization that would ultimately provide it with longer-term funding and support.

Campaign

Peak leveraged key dates, milestones, personalities, case studies and fundraising events to secure quality media coverage for the non-profit.

This included World AIDS Day, XIX International AIDS Conference in Washington D.C., and the 20th anniversary of Dr. Peter’s death.

Media coverage was achieved through a range of tactics including news releases, features, op-eds, media tours and by monitoring and responding to hot topics in the news. Peak also supported the Dr. Peter team on issues management when needed.

Key Results

Over a three year period, Peak secured well over 150 quality coverage hits in top tier media including CBC, CTV, The Globe & Mail, Vancouver Sun, The Province, Georgia Straight and Metro.

July 29, 2015

The Nature Trust of British Columbia

Client objective

The Nature Trust of British Columbia is a non-profit land conservation organization that acquires and manages ecologically significant land in BC.

Peak has worked alongside The Nature Trust of British Columbia since 2013 to boost brand awareness, and promote the organization’s mandate to exclusively protect land in the province.

Campaign

Peak created and executed a streamlined, cost-effective media relations campaign that generated widespread coverage across British Columbia, Washington state and Canada-wide.

The campaign platform, in line with the organization’s tag line, is “Conserving land in B.C. for future generations.”

Key results

Over an 18 month campaign, Peak has generated over 110 pieces of media coverage for the organization, including in The Vancouver Sun, The Huffington Post, Global BC, VanCity Buzz, CBC Kelowna, Global Okanagan, CTV Vancouver Island and much more.