Peak Communicators
March 15, 2016

Navitas

Navitas is a leading global education provider that offers an extensive range of educational services through three major Divisions to students and professionals including university programs, creative media education, professional education, English language training and settlement services.The objective of this public relations campaign was to strengthen the reputation of its two Canadian Colleges by earning positive media coverage.

the goals

  • Educate existing and potential Navitas partners on the company’s mission and operations in Canada and, in turn, create wider community acceptance.
  • Position Navitas and its Canadian colleges as caring education providers that help international students achieve social and academic success.
  • Showcase the economic impact Navitas and its pathway programs have at a local, provincial, and national level.
  • Highlight student-success stories

the campaign

Peak worked with Navitas for more than two years promoting Fraser International College in Burnaby, B.C. and the International College of Manitoba in Winnipeg, Manitoba.

The media coverage focused attention on the college’s key messages, including:

  • Students studying at Navitas colleges achieve academic success
  • Navitas helps students integrate into their new communities
  • International students contribute to the Canadian/provincial economy

the key results

  • Peak generated 91 piece of media coverage and an estimated 18,849,483 impressions for both colleges between October 2013 and January 2015
  • Media coverage highlights included:

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:

August 11, 2015

Great River Fishing Adventures

Since 1988 this Chilliwack-based fish charter company has provided expert guides and boats to people who want to fish BC locations such as the Fraser River, Pitt River, Lillooet River and/or the Columbia River. They provide a first class adventure and the opportunity for clients to try their hand at many styles of fishing: fly-fishing, single & double-handed spey fishing, steelhead fishing and sturgeon fishing.

Client objective

Great River Fishing Adventures (GRFA) wanted to publicize a record sturgeon catch. The goal was to highlight the unbelievable size of the prehistoric monster fish, the excitement of the catch would attract more business as a result. Great River Fishing wanted to express their underlying passion to see that the Great White Sturgeon population is preserved and maintained by the catch and release and tagging program.

Campaign

Peak worked with Great River Fishing Adventures when an elderly British couple caught a 12 foot – 4 inch long Great White Sturgeon on the Fraser River in July 2012. Peak Communicators worked quickly to have media interview the visiting tourists aboard a Great River Fishing boat with hand-out visuals provided. With dozens of TV, radio and print stories that resulted, the story had International media coverage.

Every time a huge sturgeon is caught, Peak has turned on the publicity machine. It’s worked every time.

  • September 2012 – A Kamloops accounting firm doing a 30 person team-building
    •  Paul caught a 10 foot – 10 inch long sturgeon
  • June 2014 ­­– 19-year-old Paul Jarvis and his dad from Atlanta on their first fishing trip together
    • The firm owner caught an 11 foot – 8 inch sturgeon
  • June 2015 – A nine year old boy and his dad from Atlantic City, NJ dreamed of catching a big sturgeon
    • The 4 foot tall boy pulled in a 10 foot – 1 inch long sturgeon

Key Results

Over a four year period, Peak and GRFA’s marketing man have worked effortlessly together. We secured hundreds of online articles and traditional media hits. In the process their business has grown and they are industry leaders. They are acknowledged by Trip Advisor as the #1 boat tour and water sports company in Chilliwack and they’ve attracted fishing TV series from all over the world to do episodes and segments on their company.

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

Tien Sher Balance Micro-Suites

Client Objective

Prior to the sale of Canada’s smallest condominiums—Balance micro-suites—developer, Tien Sher, wanted to raise wide-spread brand awareness and encourage potential buyers to attend the opening of the sales centre.

The Campaign

Tien Sher worked closely with the Peak team to boost print, online, TV and radio media attendance at the initial opening of the sales centre, by pitching the Balance micro-suites as “Canada’s smallest ever condos,” measuring 305 square feet or smaller.

The Results

The campaign saw many media outlets attend the sales centre opening, to shoot live footage and interview key spokespeople from Tien Sher. Extensive media coverage was secured throughout metro Vancouver and wider Canada, including print, online, television and radio media hits, with a total circulation rate of over 20,000,000. Key media outlets included; Global BC, The Province, Vancouver Sun, CTV, The National Post, The Ottawa Citizen, Montreal Gazette.

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.

 

July 29, 2015

SAGA Sciences

Client

A leading dietary supplement development company, SAGA Sciences researches, creates and develops the world’s most potent and effective sports supplements. SAGA Sciences is the umbrella company for two major sport supplements brands, SD Pharmaceuticals and PharmaFreak, both of which have international distribution.  

Client Objective

Peak has been working with SAGA Sciences since 2012 to raise brand awareness among its target audience in Canada.

Campaign

Peak created and executed a national media relations and digital campaign.

The tactics used included the following:

  • Proactive media relations activity, including drafting and placing thought leadership articles
  • An awards program to identify opportunities and compile entries
  • A target blogger ambassador program that gave bloggers the opportunity to experience the products first-hand
  • A content program to create engaging content for the brand’s followers

Key Results

In 2013 alone, the campaign achieved the following:

  • 153 pieces of media coverage, an increase of 665 per cent from the previous year
  • 32 bloggers conduct product reviews and engaged in social chatter about the brand
  • Engagement increased and continues to increase among the client’s target audience base

 

 

July 29, 2015

Pacific Blue Cross

Campaign

Peak worked on a monthly retainer with Pacific Blue Cross for four years.

An example of the work we did can be shown by Pacific Blue Cross’s launch of an innovative free online tool called the Pharmacy Compass. The tool helps consumers find better prices for their medications by comparing drug costs and dispensing fees at pharmacy locations across B.C.

The Pharmacy Compass also provides the generic equivalent to brand name drugs and the cost difference between them. Generic drugs listed with PharmaCare typically cost 35 per cent of brand-name drugs in B.C.

Key results

We felt the story hit a number of key news buttons – it was a new and innovative tool, the company was headquartered locally (Burnaby), and, most importantly, the Pharmacy Compass directly affected the wallets and health of people the media are trying to reach with their news.

The launch and media campaign were a runaway success. The story was front page headline news in the Vancouver Sun, it was a top story on Global BC, CTV Vancouver and Chek News on the Island. Pacific Blue Cross representative Leza Muir also did interviews on CFAX and Fairchild TV.

The media attention boosted traffic to Pacific Blue Cross’s website literally overnight. There were some 11,200 hits in the first 48 hours and more than 16,000 hits in the first week.  The extensive preparation by Pacific Blue Cross and messaging also paid off – the organization was well prepared to respond to various inquiries about the new service from the media, its customers and the public.

 

July 29, 2015

MR MIKES SteakhouseCasual

Client Objective

Peak has had a successful and ongoing partnership with RAMMP Hospitality Brands for the past several years. Originally engaged to secure media coverage for RAMMP Hospitality in local and national business media, Peak continues to support the objectives of the management group through strategic media relations for RAMMP Hospitality brands, MR. MIKES and The Pantry.

Campaign

Peak has secured top tier media coverage for RAMMP Hospitality across Western Canada by leveraging its ambitious market growth plans and its impressive executive profiles. To build on this exposure, Peak focused its efforts on the MR. MIKES brand, showcasing its strong heritage and contribution to communities across B.C. and beyond.

More recently, Peak has supported RAMMP Hospitality in its efforts to launch multiple restaurants in Western Canada. In addition to local media outreach, Peak provided RAMMP Hospitality’s marketing team with a comprehensive package of customized template media materials for use in future launches.

Key Results

Overall, the ongoing campaigns have generated more than 25 business media hits including stories in the Financial Post, Vancouver Sun, Western Investor, Business in Vancouver and Global TV.

July 27, 2015

Luxury Auction House

The Garage Sale Luxury Auction House specializes in auctioning luxury real estate in Canada. The company’s purpose is to provide a method for buying and selling high end real estate that serves buyers and sellers in a more efficient and streamlined way.

Client objective

The Garage Sale Luxury Auction House wanted to publicize its upcoming BC Cancer Foundation charity auction house: Madrona Grove.

Donated by Robert and Diane Conconi, Madrona Grove was a luxury oceanfront home on Pender Island, B.C. which was donated as a token of gratitude for the care Robert Conconi received while undergoing cancer treatment at the BC Cancer Agency.

The client sought publicity to increase registered bidders for the home’s auction.

Campaign

The campaign program was two-fold:

  • Leverage Robert and Diane’s story for media exposure
  • Coordinate a media fam which saw key outlets fly out to Pender Island to experience the house for themselves

Key results

The media fam was a success, filling the seaplane with six key media targets and generating enough quality media exposure to generate over 2,024 hits to their website the day after the tour; the highest website traffic the client has ever seen on one day.

Overall, the media coverage resulted in:

  • A total of 49 media mentions on print, online, TV and radio
  • A total of 17.5 million impressions
  • 43 unique bidder leads directly referred through media exposure (or, an additional 28 per cent) for the auction

Madrona Grove sold for $725,000.