Impact might just be the best little PR agency you’ve never heard of. Why? Because we don’t have much time to promote ourselves—we’re far too busy promoting our clients.
In this selection of some of our more memorable client work, you’ll see just how much Impact loves a challenge.
Launching a building centre
Impact was charged with creating community excitement around the opening of a large building supply centre. Not the most interesting of events. But Impact made it interesting by creating the world’s biggest tool belt and hanging it on the side of the building centre along a busy road. The public spectacle led to a packed open house event, interest from Guinness World Records and prominent coverage in local media and trade publications.
Communicating change at a global bank
When one of the world’s largest financial institutions was forced to downsize its regional office, one of Impact’s roles for this long-time client was to work with the executive team, communications department and human resources to smooth the transition and keep the story out of the news. Impact created a detailed 48-hour, minute-by-minute plan of how the news would be communicated at once to all staff, that HR would put in place an assistance plan and all necessary messaging. The plan called for not only strict timing but also an employee communications strategy that would prevent staff from contacting the media. The plan worked and no coverage of the story resulted.
Canada’s most respected resource for housing information wanted to educate the public about the issue of indoor air quality. Impact was retained to assist in creating public seminars in several cities and, importantly, to encourage as many Canadians as possible to attend. Impact sourced local stakeholder groups and promoted the event through these, and created a media relations interview campaign with spokesperson in each city to build a case for the seminars in advance. All seminars were filled to near-capacity and received strong media coverage.
When a California produce marketing board wanted to introduce its product to Canada’s leading food media, Impact created a media tour to Carmel, CA. An exciting tour was planned for the most prominent media that involved the Bay Area’s best restaurants that were working with the product, tours of the growing region and packing plants, and even a trip to an international food festival. The result: a media tour that food journalists still consider one of their very favourites, unparalleled goodwill for the client and tremendous media coverage.
Communicating a misunderstood product
Impact was approached over a decade ago to help build the profile of a product that suffered from unfair misconceptions. Working with a retail expert to drive sales at the retail channel, Impact sought out the endorsements of leading media and celebrity chefs to initially boost the product’s profile. Vertical strategies were employed annually combining various in-store tactics with media relations, online campaigns, events, advertising, trade relations, and marketing communications. In the early years, 30% year-over-year growth was typical and today the product is one of the best-sellers in its category.
Hand up to a tech start up
Impact was chosen over industry heavyweights as the PR agency for a venture capital-financed tech firm selling cutting-edge manufacturing software. Its mission: to gain immediate traction among North American manufacturers. Impact created and implemented a multi-year plan that included business media relations, trade media relations, analyst communications, sales support, interviews for the CEO with media stakeholders and collaborative PR with some of the world’s biggest manufacturers. Impact succeeded dramatically where other agencies failed miserably and today this software firm is one of the dominant players in its space.
Turning a study into front page news
For over a decade Impact has worked on behalf of one of Canada’s largest and best-known not-for-profit organizations. For this client, Impact conducted dozens of media relations campaigns including annual reports addressing different aspects of Canadians’ health. Impact has achieved massive media results by working with its established media contacts, scheduling interviews with physicians and researchers to help media outlets build localized stories. The results: years of sweeping coverage that dominates the online, print and electronic media each year—often appearing on front pages of newspapers and as the lead story on the evening news.
A local manufacturer was re-launching their business during a difficult economic climate and wanted the national trade as well as local customers to know about the changes. On a limited budget, Impact took a very traditional story and ‘hooked’ it around all the current bad news in the manufacturing sector. Specifically, Impact built a story to counteract all of the bad news in manufacturing to gain coverage in virtually all local media and in all applicable trade publications.
Book launch for a professional association
For one of Canada’s leading health care professional associations, Impact was approached to help launch a book aimed at teens and their parents. A media event was staged at a trendy downtown Toronto location and the event was very well attended by news and health media. Impact successfully ‘pitched’ this story to garner national attention and prolific media coverage.
A dealer event with a difference
A leading tire manufacturer needed a national dealer event that would also garner business and trade media attention and vertical coverage. Holding the event in an ideal location, Impact was able to secure the appropriate media attention and by creating unique photo opportunities—created newsworthy coverage.