Peak Communicators
August 7, 2015

MR MIKES SteakhouseCasual

MR MIKES SteakhouseCasual launched a brand awareness campaign called ‘Mikes Unite’ to gather a record number of Mikes and Michaels in Regina. The campaign raised $30,550 in support of KidSport. Donations went back to kids in all 26 MR MIKES communities in Western Canada.

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.


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 21, 2015


Sponsorship can be a great way for brands to increase exposure among a targeted audience. The trick is to identify the right opportunity that aligns with your brand.

Whether you’re beginning to consider what sponsorship opportunities are out there, or if you’re already part way through a sponsorship program, we can help.

Our services include:

  • Researching sponsorship opportunities with events, campaigns, teams or individuals that are relevant to your target audience
  • Recommending which opportunities are most valuable to your brand
  • Connecting with organizations to explore opportunities on your behalf
  • Directing and managing the execution of the sponsorship program
  • Evaluating the value of the sponsorship once it’s complete

We excel at making sponsorship opportunities exceed the objectives of our clients. Peak consultants have worked on a number of high-profile sponsorship opportunities, representing large brands such as BBC, CTV, Dyson and Goldcorp.

June 29, 2015

Clients in the Media: MR MIKES SteakhouseCasual

MR MIKES SteakhouseCasual launched a brand awareness campaign called ‘Mikes Unite’ to gather a record number of Mikes and Michaels in Regina. The campaign raised $30,550 in support of KidSport. Donations went back to kids in all 26 MR MIKES communities in Western Canada.

Leader-Post, Mr Mikes, sponsorship, kidsport


Please visit the MR MIKES case study page for more information on the previous work we’ve done for this client.


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March 20, 2015

Kickstarter: Online Dating for Companies

Until recently, my experience with Kickstarter was fairly limited—I loosely understood it as a fundraising platform for companies or projects. So when one of my for-profit clients announced they were launching a new product via a Kickstarter campaign, and needed extensive PR support to get more “backers” (campaign supporters who donate funds in exchange for a product or service) to reach their fundraising goal, I knew I had my work cut out for me. kickstarter-badge-funded-300x287

In a nutshell, Kickstarter was developed to help creative projects flourish among target audiences—it is a low-risk channel that connects early adopters and innovators by introducing new products or services online at a discounted price. The concept is comparable to a commercial version of online dating—matchmaking in commerce. Typically campaigns last for 30 days and all financial proceeds collected during this time are used to help the company cover innovation costs and the expense of bringing the product or service to market.

While Kickstarter was a novelty that received extensive publicity when it launched in 2009, it is now ubiquitous. Rising above the chatter to deliver a topline Kickstarter campaign can be a difficult task that requires a well-thought out marketing and publicity strategy. Product websites, ad buys, news releases, case studies, video, social media, bloggers, events and direct marketing executed before, during and after a campaign are all excellent promotional tactics that increase exposure.

However, I quickly learned one of the most invaluable tactics, that has consistently achieved the best results in campaigns, is word-of-mouth support from your backers and brand supporters. Getting your backers to endorse, rate and review your product or service will always produce more authentic public content than you can generate internally.


Furthermore, if the media—i.e. influential bloggers and well-known outlets (such as The Huffington Post, Forbes, Fast Company, Mashable)—see that the general public is buzzing over your campaign, they will listen and are more likely to mention you in their next blog or article. Don’t underestimate the power social media, word of mouth and the loyalty of brand fanatics. While marketing your campaign is both important and necessary, taking your Kickstarter campaign to the next level requires looking outside the walls of your company for support.

Pebble-Kickstarter1-300x188Take Pebble Technology’s most recent Kickstarter campaign for its new Pebble Time smartwatch. The company has raised $$19,256,637—3,851% of its $500,000 Kickstarter goal—with seven days of the campaign still to go. While Pebble benefits from previous experience with Kickstarter, much of the campaign success is due to the company’s large social media following, word of mouth and ongoing media attention.

Here are a few basic tips that I learned from my experience. I hope they prove useful for those of you preparing to launch a Kickstarter campaign of your own:

  • Be sure there is a genuine interest for your product or service, and a real need for external funding
  • Communicate with your customers before you launch your campaign, and maintain consistent communications with backers and customers during and after the campaign—do not lose contact with them simply because they have pledged for your campaign
  • Ask your backers to talk about your product or service among their networks
  • Remain active on your social media accounts and be sure to post consistent updates to your website and Kickstarter webpage
  • Proactively identify and reach out to select media and bloggers that have a specific interest in your product or service area
  • Be consistent, transparent and genuine—continue to post updates and communicate with your backers and the media well-after the campaign is completed. You never know when you will launch your next Kickstarter campaign and the ongoing exposure is vital for the success of your company.

Many of the writers and bloggers I spoke with were interested in publishing a follow-up piece on the successes and learnings from the campaign. All publicity is good publicity, after all! So you didn’t get the results you were after? My advice: reach out to your media contacts and backers anyway to tell them what you were happy with, and what you would change next time. This shows your humility and willingness to learn, and will help generate support for your next Kickstarter campaign before it’s even been conceived.


Interested in learning more about Kickstarter? Here are a couple of useful articles that may help get you started:


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June 4, 2014

Why Bloggers are Essential to Your Media Relations Campaign

Did you know that 8 in 10 internet users trust information and advice they get from bloggers, and that 6 in 10 have made a purchase based on a blogger’s recommendation?

What if I told you that 63 per cent of consumers are more likely to be influenced toward purchase by a blog than a magazine?

Blogger outreach is becoming an increasingly important element of a successful PR campaign. Traditional media sources such as TV, radio and print used to be the only way to share stories, ideas and opinions – but as we know, sharing information via the internet has allowed information to be available at your fingertips within seconds.

new-bloggers-tagsWhat is it about blogs?

Honesty and trust: Bloggers share personal opinions and reviews that readers trust to be honest and authentic. The average person has exposure to roughly 600 advertisements a day. It doesn’t take long before people start realizing ads are intentionally placed to make you feel as though you need or want something.

  • Blogger benefit: People trust real people. When they can put a face to a name and feel as though they can relate on a personal level, that trust provides more value than any other form of communication.    

Influence and leadership: Some bloggers are just as influential as journalists. Most news outlets reach a certain demographic and, depending on their scope, may not be your target demographic. Bloggers are seen as thought leaders and can generate massive followings.

  • Blogger benefit: Look at your campaign goals and think about your demographic. Would they be more influenced by way of traditional media, blogs or both?

Trend starters: Due to the mobile generation, bloggers have begun to actually share news before media can even become aware of the story. With blogs being the first source for information, traditional media outlets often reference blogs to provide credibility and value to their own stories.

  • Blogger benefit: Bloggers live in the real world and blog anywhere on the spot, giving them an upper hand when it comes to timeliness. People no longer need to read the news paper tomorrow morning to find out what’s happened the day before – they turn to social media to find out what’s happening now.

Social amplification:  It’s every brand’s wish to have something they’ve created “go viral.” Blogs are the landing pages which are then turned into links to be shared though social sites such as Facebook, Twitter and Reddit. Bloggers create social sharing opportunities that traditional media often cannot.

  • Blogger benefit: Bloggers want their content to go viral because of the fame that could result. From sponsorships to media coverage and increased followers – it’s in their best interest to work with you. Aka, a huge win/win.

Don’t just take my word for it  – take a look at these three outstanding blogger outreach campaigns to get an idea of how beneficial blogger campaigns have been for other brands.

So the next time you are planning a media relations campaign, ensure that targeted blogger relations component is included to complement your traditional outreach. This combined approach will optimize exposure, influence and engagement for your brand.

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