Overview:
Globalstar, a leading provider of mobile satellite voice and data services to businesses, governments, and individuals, recently introduced the world’s first personal satellite tracker – the SPOT Satellite GPS Messenger.

The Challenge:
The SPOT Satellite GPS Messenger, was a new brand for the Globalstar family of voice and data services, and represented a new GPS product category for the Canadian marketplace. SPOT was the first global satellite tracker to use a combination of reliable satellite messaging and GPS location technology. Unlike other GPS devices that show you where you are, SPOT is a personal safety device that shows others where you are and your status.

Our Strategy:
We targeted niche and vertical media with story ideas, case studies and an aggressive product reviews program. As SPOT established a national retail foothold, we broadened our media relations program to include mainstream consumer and business media.

Results:
Since its launch, our program generated over 200 pieces of media coverage and helped establish a brand presence for SPOT within outdoor specialty, consumer electronics, business and mainstream media markets, including:

Overview:
Skills/Compétences Canada is a national not-for-profit organization that actively promotes careers in skilled trades.

The Challenge:
The 40th WorldSkills Competition was scheduled to take place in Calgary, Canada from September 1 to 7, 2009. Under the leadership of Skills/Compétences Canada, Team Canada was set to compete against more than 900 Competitors from 51 WorldSkills International Member countries/regions in Olympic-style team and individual competitions within specialized skilled trade and technology categories. Our challenge was to break through the media clutter and tell the Team Canada story to national and international media and to raise awareness around the issue of skills shortages and the career opportunities presented to youth in skilled trades and technology sectors.

Our Strategy:
We started with a media-readiness program where we developed comprehensive media materials including key messages, fact sheets, story ideas and abstracts, media contact database and editorial calendars, and profiles of WorldSkills Competitors and industry spokespersons. Our media relations activities focused on generating interest and news coverage leading up and during WorldSkills Calgary 2009. Our team worked onsite during the international event to manage press room activities for Skills/Compétences Canada, and facilitate media interviews and distribution of news.

Results:
Our program generated over 300 pieces of media coverage and news in the six month period leading up to WorldSkills, including stories in community, regional, national and international print/online, broadcast and radio outlets:

Overview:
BioteQ Environmental Technologies, is a water treatment company that applies innovative technologies and operating expertise to solve challenging water treatment problems, reducing environmental liabilities while delivering lower life cycle costs for water treatment. The Company's commercially proven technologies treat industrial wastewater contaminated with dissolved heavy metals and sulphate, producing saleable by-products and clean water that can be discharged safely to the environment.

The Challenge:
BioteQ was looking to generate increased awareness for its innovative water treatment technologies through a program of sustained media coverage that reached a diverse North American and International target audience.

Our Strategy:
We worked with BioteQ to understand their technology, customers, and business objectives and then developed a strategic PR Plan aligned to their goals. We segmented their diverse target audience, developed creative story ideas and implemented an aggressive media relations program that generated sustained media coverage. Case studies and byline articles were developed and placed in target publications to convey BioteQ’s point of view on leading industry issues, positioning its executives as thought leaders and authorities. We also developed case studies that profiled successful applications of the company’s technology in a powerful testimonial format.

Results:
We established solid new relationships for BioteQ with media in target industry and business markets. Our program generated news, bylined articles and sustained media coverage in a variety of top-tier North American and International media outlets, including: