Peak Communicators
July 27, 2015

F-Pacific Optical Communications Co. Ltd.

Client Objective

F-Pacific Optical Communications is the Canadian subsidiary of China Fiber Optic Network System Group Ltd. (CFONSG) – China’s largest manufacturer of fiber optic connectors. F-Pacific Optical operates the first zirconia ferrule blanks production line in North America. It is the only company that has this unique technique to manufacture these ferrule blanks, which are universally used in the expanding fibre optic market. Fibre optic technology allows for faster internet speeds than any other infrastructure and is being adopted by major telecommunications companies across Canada. Peak was engaged to announce the opening of F-Pacific’s North American head office in Vancouver with a news conference.

Campaign

Peak executed a two-month-long media relations campaign focusing on the opening of the company’s China Fibre Optic Network System Group North American Head Office – F–Pacific Optical Communication office in Vancouver to raise the profile and build reputation for F-Pacific in both Canada and China to create business and investment opportunities for the company and its products while attracting the most skilled employees available.

Peak targeted local news outlets, specifically business and Asian media. The outreach was also targeted at technology trade publications.

Peak worked closely with HQ Vancouver to manage the strategic logistics of hosting ministers from the federal and provincial level to take part as speakers at the news conference.

Peak was also engaged to media train the CEO and key spokesperson for F-Pacific.

Key Results

We achieved the following:

  • 50+ pieces of earned and owned coverage in top tier local business media, Asian media and trade publications.
  • Coverage included placement in The Vancouver Sun, Business in Vancouver, Global TV, Fairchild TV, OMNI, Sing Tao, Ming Pao, Tech Vibes, and Canadian Electronics.
  • 47 million impressions achieved in total

July 27, 2015

City of Trail

The City of Trail had a long outdated image of being a dirty smelter town that couldn’t be further from the truth. Although Teck Resources lead and zinc smelter has operated in Trail for over a century, the company had spent a billion dollars making enormous improvements to air and water emissions. Trail is a beautiful southern B.C. city right on the Columbia River but it needed a new image.

Client objective

The City of Trail brought Peak on board to act as an extension of its communications function. The goal was to highlight the benefits of Trail for people looking to travel, move to the region permanently or do business in the city.

Campaign

Peak worked with the City of Trail for over a decade. Our scope of work ranged from issues management and public consultation to media relations and communications counsel.

At the heart of the PR program was the e-newsletter we created quarterly, which contained a number of local stories that had potential for national appeal. This e-newsletter was pitched to journalists, who then selected their favourite stories for publication. A selection of journalists came to know and expect this newsletter as a source of real-life stories.

Key results

Over a three year period, we secured 200+ articles online and traditional media hits for the City, promoting a variety of community and cultural stories. These stories highlighted the benefits of Trail as somewhere to live and work, and a city worth visiting as a tourist.

One story highlighting the inexpensive homes for sale overlooking the Columbia River resulted in a housing boom in Trail, new families moving into the City and business being started.

July 27, 2015

The BiBo

Client Objective

The BiBo reached out to Peak to assist with the launch of its weekend brunch menu after working with Peak to successfully launch the restaurant the previous year.

Campaign

Peak planned, managed and executed an exclusive launch event at the restaurant for select local media and influencers. Wanting to highlight the brand heritage and its authenticity, BiBo offered its VIP guests samples of unique Italian brunch dishes paired with its exclusive wine. The event provided the owners with an ideal opportunity to mingle with media while educating influencers on their carefully selected ingredients.

Key Results

  • More than 35 media and influencers attended the event
  • More than 20 positive coverage hits and reviews were secured, both online and offline
  • An estimated PR value of over $132,000 for the campaign
  • A total of more than 540,000 campaign media impressions

July 27, 2015

Avigilon

Client Objective

Avigilon designs and manufactures high-definition video surveillance solutions. In 2012, Avigilon was named the fastest growing technology company in Canada on the Deloitte Technology Fast 50 and Cantech’s TSX Tech Stock of the Year.

Peak was brought onboard in early 2012 to raise Avigilon’s brand awareness in the business communities across Canada.

Campaign

Peak developed a media relations campaign that showcased Avigilon’s superior surveillance solutions and products in tier-one Canadian business titles.

The campaign centered on news hijacking, which involved identifying stories or hot topics in the media that Avigilon could comment on. For example, the anniversary of the Vancouver riots or the surveillance needs of retailers in the run-up to Christmas. The news hijacking was complemented by a creative features schedule and sourcing and securing profile opportunities for executives.

Peak also worked with Avigilon to promote its core product announcements. The major launch of 2012 was a new surveillance software system called Avigilon Control Center (ACC) 5.0. To make this news mainstream, Peak tied the futuristic technology into the 10th anniversary of the Tom Cruise film ‘Minority Report,’ demonstrating how the technology featured in the film had now become a reality.

Key Results

In 12 months, Peak achieved the following:

  • 54 pieces of coverage in top-tier Canadian business outlets
  • 4 million impressions among key audiences
  • Coverage equating to the Advertising Value Equivalent (AVE) of over $421,000
  • Coverage in the Financial Post, Globe and Mail, Global TV and BNN

 

July 27, 2015

Able Auctions

Client Objective

Locally owned and operated, Able Auctions conducts a variety of auction sales every week, offering office furniture and equipment, municipal surplus and specialty sales of everything from arcade games to sound studio equipment. Able Auctions has locations in Vancouver, Langley, Abbotsford, Nanaimo and Calgary. Peak has publicized a wide variety of auctions for Able annually since 2003. Peak creates media buzz and increases attendees at their auctions.

Campaign

Peak creates auction-specific media relations campaigns for Able Auctions to help increase brand awareness and bring more bidders to their auctions.

Peak targets print, blogs, T.V. news and radio.

To achieve coverage, Peak sets up a media preview prior to the auction and invites media to check out the lots ahead of the public previews.

Key Results

In 2014 alone, Peak worked six specialty auctions for Able. We achieved the following:

  • Over 300 pieces of earned and owned coverage in top tier local publications – online, print, radio, and T.V.
  • Over 81 million impressions
  • Coverage included placement in The Globe and Mail, The Vancouver Sun, The Province, Sing Tao, Ming Pao, 24 Hours, Metro News, Global TV, CBC, CTV, and News 1130

July 12, 2015

Mission Public Schools

Client Objective

Mission Public Schools, the school district in Mission managing K – 12, engaged Peak in 2009 to help manage its public reputation. Peak acted as the communications department for the school district to help develop the district’s reputation as a stable, well-run school district, during a time of challenging budget cutbacks, school closures, staff layoffs and the implementation of a controversial middle school program.

Campaign

Due to budget cuts, the school district had laid off unionized staff. In addition, the school district had sent 30 staff to a conference that would prepare it for the organization’s next step – embedding middle schools into high schools. The decision to send staff to the conference was criticized in light of the layoffs.

Peak trained spokespeople for Mission Public Schools, managed the issues around the conference and layoffs and celebrated the school district’s successes by garnering positive media coverage focusing on a number of positive education initiatives.

Key Results

  • Thanks to the media preparation Peak provided, the school district was able to act on short notice to answer media questions about the conference and layoffs clearly and strongly, resulting in balanced news coverage on one day  that  was not followed up on by media
  • Peak generated 17 pieces of media coverage that told positive stories about Mission Public Schools

July 12, 2015

Fitness Town

Client Objective

Fitness Town originally came to Peak to launch its 90 Day Family Fitness Challenge. After the success of this initial campaign, Peak worked to secure further coverage for the brand in community, consumer, lifestyle and fitness media across Western Canada. Fitness Town has been a project-based client for three years now.

Campaign

  • Monitored news daily to identify any news hijacking opportunities for spokesperson comment
  • Worked with local ambassadors including Tommy Europe to secure attendance at media events and give interviews on behalf of the brand
  • Pitched some of the brand’s most innovative products, e.g. Power Plate
  • Drafted creative Christmas gift guide pitches and positioned key products as must-haves for the season
  • Brainstormed and drafted seasonal features: e.g. New Year trends and tips
  • Worked with marketing agency to generate new research for media pitching
  • Planned and managed the brand’s first Twitter Chat which trended in the first hour

Key Results

  • 162 pieces of quality coverage in local, trade and vertical media
  • 9 million impressions among key audiences
  • Key highlights include Huffington Post, Georgia Straight, News1130, Metro, 24 Hours, The Province, Vancouver Sun, Winnipeg Sun, Edmonton Sun, Surrey Leader, CBC, CityTV, Shaw TV

July 12, 2015

Caya

Client Objective

Caya, a sophisticated brand of boutiques powered by TELUS, wanted to raise brand and product awareness among consumers in the Greater Vancouver area.

Campaign

Peak and the internal Caya marketing team worked collaboratively to create a 12-month media relations campaign using key annual milestones—including Mother’s Day, Father’s Day and the Holiday season—to position Caya as the go-to boutique for stylish and unique gifts. This publicity was enhanced by consumer contests with key media outlets and Vancouver-based influencers to promote the breadth of Caya’s product range which includes the latest smartphones, a curated camera selection, photo printing/keepsakes and stylish accessories.

Peak and Caya also hosted an in-store blogger event as well as leveraged media coverage around Caya’s sponsorships of Le Dîner en Blanc®, The OPUS Street Party and Make Music Vancouver.

Key Results

July 12, 2015

Lax Kw’alaams Fish Plant

Client objective

The Lax Kw’alaams and Peak have worked successfully together on a number of initiatives, including the launch of an engineering joint venture and the rebrand of their fish processing plant in northern B.C. The band recently approached Peak to help raise awareness of the success of the fish plant both at federal government and local community level. The band wanted to demonstrate the profitability of the plant and its positive impact on the local economy, as well  as engage key government stakeholders. The plant’s prosperity was also a chance for the band to demonstrate the success of the federal government’s Pacific Integrated Commercial Fisheries Initiative (PICFI). The band was hoping for the program to continue and was looking for a positive story to coincide with a federal delegation’s visit to the community.

Campaign

Peak utilized the economic milestone of the fish plant’s payroll hitting $1.5 million annually as a news hook in order to pitch a news release to B.C. and Alberta print, TV and radio media. Peak secured numerous interviews for the fish plant’s general manager.

Key results

Peak achieved quality coverage in a range of print and broadcast outlets in both Vancouver, Northern, B.C. and Alberta including:

  • The front page of the Vancouver Sun business section
  • C. Business
  • CBC Daybreak North
  • Calgary Herald
  • Edmonton Journal
  • The Northern View
  • C. Local News
  • CJFW FM

According to the band’s administrator Wayne Drury: “The coverage from the Vancouver Sun story alone was worth $5 million to the community.”

The Vancouver Sun cover story appeared a day before the visit from the federal ministers, prompting them to publicly champion the story, the band and the PICFI program.  Minister of Industry James Moore tweeted about the fish plant and engaged in a robust social conversation on the topic. The PICFI program is currently under review, but the probability of an extension is high.

July 12, 2015

Burton Software

Client Objective

Burton Software is a leading North American technology company that produces innovative food safety software, to help food producers and food manufacturers improve the quality and safety of their products. Burton Software’s tools are cloud-based and user-friendly—they automate fragmented and largely manual food safety procedures by using advanced technology to manage food safety planning, e-document and safety certifications, and conduct real-time food plant inspections.

Burton Software engaged Peak to raise brand awareness and to educate potential customers in select North American markets about its flagship product, Icicle, via a public relations and social media campaign.

Campaign

Peak worked with Burton Software over a three month period to execute a multi-channel, traditional and social media campaign that targeted key business, trade and technology markets in North America.

Given the technical nature of Icicle, Peak prioritized developing a portfolio of explanatory communications materials to educate and inform the target market. Peak then identified and monitored industry trends, interests and topical news to leverage as “story hooks,” and subsequently pitched relevant stories to key media to secure quality coverage.

For the social component of the campaign, Peak’s social media team identified online opinion leaders and influential bloggers, and established enduring relationships with them to secure monthly blog placements, boost inbound traffic to the Burton Software website, and raise search engine rankings.

Key Results

The campaign’s media relations component enabled Burton Software to secure quality media coverage in reputable North American outlets. It enhanced Burton Software’s online brand presence among multiple social media channels, including LinkedIn, Facebook and Twitter and supported Burton Software to develop partnerships with high-tech and influential bloggers in the food safety industry.

Key results include:

  • Articles placed in the Huffington Post Business in Vancouver
  • Monthly column in Food Quality News
  • Increased inbound web traffic and further engagement across all social media channels