Pointman News Creation

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Modern Concierge, a Toronto-based lifestyle management and planning company for modern-day professionals.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

We needed to get the word out about our business.

SOLUTION

What was the scope of their involvement?

Pointman News Creation led our PR efforts by managing our press releases and devising a campaign for one of our events. We thought of a campaign that highlighted the several activities people wanted to do after the pandemic — Pointman News Creation referred to our ideas and executed a card campaign based on those.

During our brainstorming session, Patrick (Director of International Media Domination) pitched a creative idea — he talked about how difficult it would be for people to put their pants on after being stuck at home. We went with that idea because it was bold and funny, and it became the central theme of our campaign.

What is the team composition?

We mainly worked with Patrick.

How did you come to work with Pointman News Creation?

I met Patrick years ago at a networking event, and we kept in touch. I worked with him and his team on several PR-related projects.

How much have you invested with them?

We spent about $10,000.

What is the status of this engagement?

Our engagement took place in July 2021. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Pointman News Creation created a buzz-worthy campaign that met our expectations — three radio stations reached out to interview me about this project, and we were able to acquire two clients from our media exposure.

How did Pointman News Creation perform from a project management standpoint?

We mainly communicated via email and phone calls. Pointman News Creation had phenomenal project management skills. We originally planned on launching this campaign in August, but they finished their deliverables way ahead of our deadlines. We were just surprised to see them wrap everything up so quickly.

What did you find most impressive about them?

Pointman News Creation impressed us with their unconventional yet effective approach. They had a humorous campaign idea, but it still delivered the message that we wanted to convey to our audience. In fact, it actually improved our message — we were able to remind people that whatever they’re going through during the pandemic was valid, and they shouldn’t feel bad about themselves.

Are there any areas they could improve?

Their entire team nailed it. We were very impressed, and we didn’t encounter any areas that needed improvement.

Do you have any advice for potential customers?

Pointman News Creation is keen on delivering eye-catching results, so be open to considering their out-of-the-box ideas. 

UPDATED REVIEW

This review was published on April 25, 2019

Tina Laquinta

CEO, Modern Concierge

Other industry

1-10 Employees

Toronto, Canada

$10,000 to $49,999

Feb 2019 - Apr 2019

Project summary

Pointman News Creation developed and marketed a pop-up bakery, pitching media members and putting out press releases.

Feedback summary

Turnout was steady throughout the one-day event and included everyday people, bloggers, and industry representatives. Pointman News Creation was easy to work with at every stage and demonstrated a clear mastery of media relations.

BACKGROUND

Please describe your company and your position there.

I’m the CEO and founder of Modern Concierge, a full-service concierge and event planning company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pointman News Creation?

We needed to create a one-day-only pop-up bakery for one of our clients.

What were your goals for this project?

We set out to secure national earned media coverage and brand awareness for a bakery that was new to Canada.

SOLUTION

How did you select this vendor?

We'd worked with Pointman on several PR projects for other clients. They were the obvious choice.

Describe the scope of their work in detail.

To promote our client, Pointman came up with the idea for a blind taste test. At our pop-up, consumers weren’t aware that the food they were trying was gluten-free, so their reactions were honest evaluations of the flavor. Pointman executed their plan perfectly, pitching media members and putting out several press releases to drive turnout.

What was the team composition?

Patrick (Founder, Pointman News Creation) handled our project personally.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

From the moment the event started until we closed, there was a crowd lined up to try the food. In total, over 400 Torontonians sampled the product, including multiple bloggers and a representative of the Celiac Association. We also saw 89 earned media hits, which represented hundreds of thousands in advertisement value.

How effective was the workflow between your team and theirs?

It was impeccable.

What did you find most impressive about this company?

They contributed genius ideas and had a fantastic grasp of how to pitch media members stories they can't ignore.

Are there any areas for improvement?

No, not that I saw.

RATINGS

Overall rating: 5 —  They're the best PR firm we've worked with.

Quality: 5 —  They were extremely creative.

Cost: 5 —  It's competitive but worth the money.

Schedule: 5 — It was excellent.

Willing to refer: 5

BACKGROUND

Introduce your business and what you do there.

I’m the public relations manager for the Canadian division of a global comparison site. We try to help consumers make better financial decisions by comparing a wide range of products. We’re fairly new to the Canadian market, but we maintain a strong presence in countries including Australia, the US, and the UK.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

As a new entrant to the Canadian market, we wanted to increase our brand awareness across Canada through public relations and media relations.

SOLUTION

What was the scope of their involvement?

We hired them to do three campaigns designed to catch the attention of media outlets while also establishing our company as an excellent resource for Canadians when they’re making financial decisions. I was primarily involved with the most recent campaign, in which I worked with Patrick (Director). We started the campaign by conducting a survey of Canadians looking at the trends and financial implications of COVID-related breakups, divorces, and separations. Based on this data, we were able to create a compelling narrative. By integrating this data with humor, insight, and content related to our business, we were able to get media coverage.

What is the team composition?

I worked directly with Patrick. I’m not sure if anyone else from their team was involved in the background.

How did you come to work with Pointman News Creation?

My boss wanted someone on the ground in Canada as they were establishing this division of the company. To solve this problem, he started working with Patrick.

How much have you invested with them?

We’ve spent somewhere between $10,000–$15,000 CAD (approximately $8,000–$12,000 USD) with them.

What is the status of this engagement?

We’ve been working together since November 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The most recent campaign generated 20,420,478 impressions (as per MRP) and $1,907,538 in ad value. One of the most impressive results for us, though, was our most impressive broadcast hits. Patrick was able to get us a spot on a nationwide morning television program in addition to several appearances on major regional news networks. With 6 or 7 TV interviews as well as 10 radio interviews all being syndicated to some degree, our brand awareness grew exponentially.

How did Pointman News Creation perform from a project management standpoint?

Both our firms have lean teams, so we communicate often via regular check-ins and weekly meetings. They’ve been really flexible in responding to trends in the media. The COVID focus of our most recent campaign, in fact, came about due to their flexibility.

What did you find most impressive about them?

The ROI for this engagement has been amazing. I’ve worked with and for other agencies, so I know how overhead costs can drive up hourly rates. Patrick works to limit unnecessary costs as much as possible, though. His team delivers results at a cost-effective price.

Are there any areas they could improve?

There are always ways to improve, but the agility of Patrick and his team makes it hard to say anything negative.

Do you have any advice for potential customers?

Trust their team and let Patrick’s creativity drive your campaign. He’s got the media contacts to back up whatever campaign you come up with together, and he’ll be able to tailor your campaign to best fit the public’s interests.

BACKGROUND

Introduce your business and what you do there.

I’m the vice president of communications for an independently-owned Canadian financial services company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

We were looking to point attention to new tools offered in our online brokerage platform. The new tools were meant to help people assess the potential value of trades along with a variety of other benefits. We wanted to draw attention to the platform and associated benefits to our tools.

SOLUTION

What was the scope of their involvement?

We asked them to come up with a disruptive way of advertising our new tools. They suggested that we run a survey and use the results of the survey as the foundation of media releases and outreach. We agreed to let them design a survey, and they returned to us with questions that we thought would be disruptive.

Their survey included a series of questions about managing finances, including one question in particular that was meant to be surprising and a bit humorous. It dealt with whether people trust their spouses with their finances, and we got interesting data from it. The results of that survey were packaged into releases that were intended to gain the attention of the media. 

What is the team composition?

We worked solely with Patrick (Director).

How did you come to work with Pointman News Creation?

We were working with a traditional provider previously but weren’t getting good value from them. They’d fallen into the habit of just doing cursory press releases and pick-up tracking rather than giving us the attention we needed to get good value for our money. 

We wanted to do something non-traditional with our new partner that would break the mold, especially as the pandemic was affecting the markets and people were gravitating toward online brokerages. We were seeing new sign-ups and interest but wanted to direct people toward our tools through this engagement. Patrick came to me with a disruptive idea that seemed like it would benefit our company. He was already in my business network when I started at this company, and we had already made the decision to move away from the existing PR firm when I started. I brought Patrick forward as a potential partner. They were a smaller team that would give us the attention we needed. I knew they would take the time to understand our company and would care about the results we were looking to achieve. 

How much have you invested with them?

We’ve spent about $10,000. 

What is the status of this engagement?

We’ve been working with them on a project-by-project basis since March 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

When we launched our COVID-centric data, the media had just begun shifting attention to the Black Lives Matter movement. We weren’t sure how this would impact the performance of the survey, but we still got good pick-up across the media landscape in Canada. We were looking for pick-up, and we got it. We got interviews, stories, and more out of the engagement.  

Patrick is great at anticipating what will grab the attention of the media. He’s great at finding things to pique the interest of journalists, which causes news stories and pick-up.   

How did Pointman News Creation perform from a project management standpoint?

They were proactive with us rather than reactive and responsive to our problems. Their project management was stellar from start to finish. We communicated through email, phone calls, and texting. I can always count on a response very quickly. 

What did you find most impressive about them?

Patrick truly understands reporter culture and how to grab the attention of journalists. They’re genius at coming up with disruptive ideas that will draw attention to themselves. 

Are there any areas they could improve?

No, I’d like to be working with them even more than we do. 

Do you have any advice for potential customers?

Listen to them. Because their work is designed to be disruptive, it can take some clients outside of their comfort zones. The more you push back on those kinds of ideas, the less effective they become. They’ll perform best if you’re engaged with the element of surprise in their work.

BACKGROUND

Introduce your business and what you do there.

I’m the managing partner for PacketLabs, which is an ethical hacking business. We specialize in breaking into companies and making them more secure.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

When we initially talked with them, we wanted to come up with different ideas to grab attention. We had an internal problem with finding top talent. When we needed new talent, our options were to hire a recruiter or come up with a more creative approach. I came up with an idea to launch a campaign for Canada’s top ethical hacker.

SOLUTION

What was the scope of their involvement?

When we initially engaged Pointman, we tossed around ideas to figure out the right approach to this campaign. We talked about how to find talent, our industry’s pain points, and channels to reach the masses and the right audiences. They had a media list with targets that would be interested in our story. Their team put together an approach to the story and identified our audience while taking our constraints and considerations into play. They wrote the initial article, and we proof-read it. Once their team made the minor changes we requested, their team published a press release. We had a couple of initial requests from different media groups, and their team coached me before those calls. They also actively listened to our radio and TV appearances to give us pointers.

What is the team composition?

We mainly worked with Pat (Director of International Media Domination).

How did you come to work with Pointman News Creation?

We learned about them through an entrepreneur organization. Pat worked with them on challenges that small businesses face. We were excited by the outcomes that the organization received from engaging with Pointman. It was a no brainer for us after talking with Pat and learning about his work with different groups.

How much have you invested with them?

We spent about $8,000 CAD (approximately $6,300 USD) on the initial project.

What is the status of this engagement?

We worked on this campaign throughout April 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Pointman was involved throughout the project and provided us with a turnkey solution. We made news programs in eight provinces, so we had attention across Canada. We use one of the largest security training company's services. They loved that we folded them into our PR and wrote a case study about us and the unique way we use their tools and technologies.

Our initial audience for finding talent was through LinkedIn. We had access to our expanded networks and advertising, which wasn’t targeted. We paid money and essentially hoped it wasn’t advertised to sanctioned countries. Our campaign with Pointman had metrics and used a tool called Critical Mention that kept track of our media engagements.

Our total online audience thus far was more than 16 million. Their team did a great job telling our story and making it compelling. We actually made the news in Russia, Switzerland, and Germany. The value of the media we got out of the article was exponential.

How did Pointman News Creation perform from a project management standpoint?

They did exceptionally well. It was a straightforward process, so we never had to guess where the project stood. Pat was transparent about the timeline of events. We had a single point of contact who told us what to expect throughout the project. When we started working with Pointman, this was our first investment in PR. It was easy for us to understand how the project would work.

What did you find most impressive about them?

Pointman can tell a story in a way that enables the media to digest it. They can cut through the noise of technical jargon and present the language in a way that the media can understand. Pointman helped us understand the media landscape on a global stage and what to be aware of in that landscape.

Are there any areas they could improve?

No, we got a tremendous amount of value from Pointman.

Do you have any advice for potential customers?

Be open to suggestions because Pat has expertise in the area. He can pick stories that make the most sense and weave in the story that you want to tell. Share your ideas with Pointman to reach the heart of the issue. Be invested in the story and make sure you’re a part of what comes out of the engagement.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of Andie.work. I’m in charge of business development.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

We created an app and wanted to get some media exposure we were trying. To determine what campaign, we could launch socially. I met Patrick (Director of International Media Domination) at a conference, so I contacted him to do a full. Media launch campaign. He came back pretty quickly with a strategy.

SOLUTION

What was the scope of their involvement?

He prepares a strategy for media and presented it to us. They created messaging based on our product. He created interest by presenting the app differently and how our app can help people stay safe.

What is the team composition?

It was all Patrick.

How did you come to work with Pointman News Creation?

I met Patrick about a year ago, and everyone says that he’s one of the top guys in Canada. He has worked in the industry and had a lot of experience. He knows the best ways to get our message out there.

How much have you invested with them?

They charge us about $6,000.

What is the status of this engagement?

The project lasted from April–May 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The attention we got truly exceeded expectations. He has a good, unique strategy and has great connections. With the follow up he did, we were able to do about 20 interviews on radio and TV. We were also mentioned in some significant papers and magazines. Our growth was 1,287% in our first campaign. We started the campaign with 150 users, and wrapped up with 2,080 users. It was a perfect fit.

How did Pointman News Creation perform from a project management standpoint?

It was very simple to manage because he did it all. Patrick communicated with me 3–4 times a day. I never had to go to him for updates—he came to me if anything changed, and was always calling, texting, and emailing me.

What did you find most impressive about them?

He came at the project with a different perspective. His ideas are never what we expect, and it makes people listen, engage, and like the product. His creativity is what makes him unique.

Are there any areas they could improve?

I wouldn’t want to change anything about our experience with Pointment News Creation.

Do you have any advice for potential customers?

Pick up the phone, call him, and let him think. Give him as much information as you can, and wait for him to come back to you with a plan.

BACKGROUND

Introduce your business and what you do there.

I’m the president of Qi Knows Best. It’s a brand that’s an extension of my wellness practice in Chinese medicine and acupuncture.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

I launched my social media platform almost a year ago. That led me to look at how PR could extend my reach and platform. I didn’t have any media training or understanding about how a press release and press kit would work. I had a lot of ideas about what people would enjoy, but I didn’t know how to apply them. 

SOLUTION

What was the scope of their involvement?

Patrick (Director of International Media Domination) was able to advise me, direct me, and help me understand how that business works. He has extensive knowledge and training, and he fully understands things like how journalists read things and how to craft things with a call to action. Under his guidance, I learned how to present these pieces and write copy for my Instagram and Facebook.

Since we started working together, we’ve done three campaigns. We did a campaign with a bottled water company first followed by a campaign for the NBA playoffs. Last year, we had our best campaign yet. Patrick helped me to put together a specific holiday campaign to discourage holiday burnout. He created the tagline and downloadable nine e-cards that people can access on my website and Instagram. 

Patrick also got me into media training to prepare for any news or radio interviews that I might be asked to do. From there, it snowballed very quickly. After our first press release came out, multiple offers came through Patrick about wanting to interview me. Global News — a major Canadian broadcast news company — came to my clinic and did a snippet on it. Patrick prepared me for everything, even for where the camera would be positioned in my clinic. For several radio interviews that happened very quickly, Patrick helped to arrange everything so it all followed my message. I felt well taken care of by someone who knew what they were doing.

What is the team composition?

I work mostly with Patrick, but his wife — who’s a web and graphic designer — has helped me finalize the design of holiday cards and make sure the links were working properly on my website.

How did you come to work with Pointman News Creation?

Patrick’s wife has been a very good friend of mine for the past 10–12 years. When I started my business, I knew I needed to have Patrick in on this. I’ve seen his campaigns and successful year after year was impressed by his creativity.

How much have you invested with them?

I’ve spent about $15,000–$20,000 CAD (approximately $10,600–$14,200 USD).

What is the status of this engagement?

We started working together in December 2018, and the partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

December of last year was the best month of my life; I could not have asked for a better result. A lot more people emailed me during the campaign inquiring for services, and a lot of people have inquired after the campaign ended. There’s been an increase in my practice as well as my social footprints: I have more followers on Facebook and Instagram. I’m very pleased with that. Patrick taught me how to get more used to social media, guiding me and in a way coddling me in laying it all out.

How did Pointman News Creation perform from a project management standpoint?

Once offers came in, everything happened so quickly. Patrick set up all the interviews on my behalf, screening each interview and making sure the top news channels would be the ones I pay attention to. He’s been a mediator to guide me through answering every email and question and prevent me from doing something I regret. He always gets back to me in a matter of minutes; I never have to wait, and I appreciate that.

What did you find most impressive about them?

That personal touch is there. He has many clients and campaigns running simultaneously, but I felt no less important than his other accounts. I also appreciate his guidance and insights, and I’ve learned more with each campaign. That’s a gift that Patrick is able to provide; he’s like a professor of PR.

Are there any areas they could improve?

No, I don’t really see anything that requires changes.

Any advice for potential customers?

This is an investment of expenses and times, but the value will show over time. Plus, Patrick will really work with you. You don’t have to commit to his entire idea; there is room for variations. I’ve recommended Patrick to my colleagues for that reason; they can also see how well my numbers have been and how successful my most recent campaign was.

BACKGROUND

Introduce your business and what you do there.

I’m an executive at a marketing firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

We needed some PR done and were looking for a partner in that.

SOLUTION

What was the scope of their involvement?

Pointman News Creation has done three projects with us. They were involved in every step of the process from the inception of the PR campaign to its execution. They helped us decide what to write about and how to create the right impression for our audience. Next, they came up with articles and press releases based on surveys done by our members. They also informed me of engagements, interviews, and publications featuring our articles.

What is the team composition?

Patrick (Director of International Media Domination) is my point of contact.

How did you come to work with Pointman News Creation?

We found them on Clutch when looking for a PR partner. They had positive reviews. I interviewed them, along with a few other companies, and talked to their references. One reason I chose Pointman News Creation was because they were transparent and honest about their ideas for our campaigns.

How much have you invested with them?

We’ve spent $15,000–$20,000 CAD (approximately $11,000–$15,000 USD). 

What is the status of this engagement?

We began working together in September 2019, and the project is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

To help quantify ROI, Patrick sent reports of how many mentions we had on TV, web, and radio, as well as impressions and other measurements, throughout campaigns. We have had revenue brought in as a direct result of the campaigns. There has also been positive feedback from new and returning customers.

How did Pointman News Creation perform from a project management standpoint?

Their communication is fluent. I have no complaints.

What did you find most impressive about them?

Unlike the other companies I considered, Pointman News Creation was open to sharing ideas and angles on the project from the start. ROI is very satisfactory. We’re impressed overall and happy with the experience. 

Are there any areas they could improve?

Nothing comes to mind.

Do you have any advice for potential customers?

If you’re embarking on your first time with a PR firm, I definitely recommend Pointman News Creation. One of the values they bring is to come up with ideas and help you know the right position to take in the market.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO and owner of Qi Knows Best, a wellness lifestyle brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pointman News Creation?

I needed help launching my brand.

SOLUTION

What was the scope of their involvement?

Patrick (Director of International Media Domination, Pointman News Creation) sat down with me, listened to my vision, and helped me understand the reality of PR and getting myself out there. He did thorough market research to determine who my ideal audience was. Patrick also prepared me with media training, so that I was comfortable doing interviews and being behind a camera.

Apart from coaching and training, Pointman News Creation has helped me launch two PR campaigns. For the first campaign, I was a guest blogger for a filtration system; the second was a Raptors campaign. We have another PR campaign that Patrick will be launching in the next couple of weeks.

Pointman News Creation also does our press releases, which I don’t know how to write. They communicate with all media contacts, whether that’s a news or sports writer. Recently, while I was filming my first videos, Patrick media trained me on the spot.

If I receive any questions on social media, I refer them back to Patrick so that I don’t provide inappropriate medical advice. He researches the topic to make sure our answer is suitable.

Another firm that Patrick recommended runs our social media.

What is the team composition?

I work directly with Patrick.

How did you come to work with Pointman News Creation?

My best friend is married to Patrick. In all the years that I’ve known them and his professional acumen, I’ve always thought that if I were ever ready to make the jump, he’d be the first person to contact. I approached him gently, asking if he’d be willing to take me on, despite being a smaller client. I was so lucky he took me on.

How much have you invested with them?

Total costs have been around $10,000­–$15,000.

What is the status of this engagement?

We started working together in November 2018, and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Working with Pointman News Creation has been a positive experience. I’ve been incredibly happy and excited. The PR campaigns have been the easiest part of this process; everything else has been incredibly grueling. When I sit down with Patrick, he understands what I’m saying and condenses the message to project it to a larger audience. The feedback I’ve gotten on the videos has been unbelievable.

Following the rafter campaign, we saw increased engagement across the US. Different sports networks and publications mentioned me. This was the first time I saw my name attributed to anything outside of Canada.

Patrick also got me, my blog, and my credits listed on the filtration company’s affiliate website. Since then, some health-based companies have reached out, asking me to write other pieces. A lot of these writing offers come in, but I don’t know how to judge or filter them based on merit. I’m able to call Patrick, and he’ll flush them out for me. He tells me whether the offer is legitimate and if my writing will sync with the brand. He guides me through the process to ensure I don’t misstep.

How did Pointman News Creation perform from a project management standpoint?

Project management goes above and beyond what a typical client process entails. Everything is planned and well-executed. It’s so easy to be able to reach someone whenever I need to; I never have an issue contacting them.

Patrick is available any time, day or night. If anyone contacts me regarding collaboration, he’s my first call. He’s always on top of everything. Both of the PR campaigns we’ve done together required very quick turnovers, and I was surprised they delivered on time. When Patrick had an idea for one of the campaigns, I had a day to write it. Then, within 5–6 hours, he prepared everything for the media.

I have a very busy schedule and limited time to take calls and have meetings. Pointman News Creation is very amendable to my schedule. If I can only do a meeting late at night, they’re there and ready to go. I’ve never experienced any issues of disorganization or not having their stuff together. I have a sense of security knowing that.

What did you find most impressive about them?

Pointman News Creation has a certain level of genius. I didn’t know what my audience would be until Patrick did the research and helped formulate the direction I should go in. This allowed me to decide what I should specialize in to coordinate with the right kind of audience.

Being in the wellness community, I’ve come across many people who don’t believe in what I’m doing, but Pointman News Creation is able to separate their beliefs from the work itself.

Are there any areas they could improve?

So far, the process has been seamless. Whenever I visit their office, they have an adorable dog that I’m in love with. I think they should have a second one there.

Do you have any advice for potential customers?

The benefit of speaking to them is that it will give you a sense of direction and purpose, taking away all the noise and confusion that comes with exposing yourself to the media. They provide a great starting point for launching next-level work that you want to share with the world. Other PR companies aren’t as open at Pointman News Creation, who always has your back.

BACKGROUND

Please describe your company and your position there.

I’m the CEO and founder of Modern Concierge, a full-service concierge and event planning company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pointman News Creation?

We needed to create a one-day-only pop-up bakery for one of our clients.

What were your goals for this project?

We set out to secure national earned media coverage and brand awareness for a bakery that was new to Canada.

SOLUTION

How did you select this vendor?

We'd worked with Pointman on several PR projects for other clients. They were the obvious choice.

Describe the scope of their work in detail.

To promote our client, Pointman came up with the idea for a blind taste test. At our pop-up, consumers weren’t aware that the food they were trying was gluten-free, so their reactions were honest evaluations of the flavor. Pointman executed their plan perfectly, pitching media members and putting out several press releases to drive turnout.

What was the team composition?

Patrick (Founder, Pointman News Creation) handled our project personally.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

From the moment the event started until we closed, there was a crowd lined up to try the food. In total, over 400 Torontonians sampled the product, including multiple bloggers and a representative of the Celiac Association. We also saw 89 earned media hits, which represented hundreds of thousands in advertisement value.

How effective was the workflow between your team and theirs?

It was impeccable.

What did you find most impressive about this company?

They contributed genius ideas and had a fantastic grasp of how to pitch media members stories they can't ignore.

Are there any areas for improvement?

No, not that I saw.