Strategic Objectives

BACKGROUND

Please describe your company and position.

I am the Brand Marketing Manager of (a/an) Healthcare

Describe what your company does in a single sentence.

We raise funds for research, education, and the enhancement of patient care. Together with our donors, we’re helping the foundation pursue the knowledge that makes all our lives better.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Strategic Objectives to accomplish?

• Generate earned media coverage
• Raise awareness

SOLUTION

How did you find Strategic Objectives?

Referral

Why did you select Strategic Objectives over others?

• High ratings
• Close to my geographic location
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

What was the size of Strategic Objectives’s team?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Supporting our Grand Cru Culinary Wine Festival, the goal was to generate awareness in the form of earned media coverage pre, during and post event. SO developed a multi pronged media approach, comprising traditional and social media relations to elevate the event and most importantly, the pioneering work at it helps to facilitate.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Impressions
• Attendees

What was your primary form of communication with Strategic Objectives?

• Virtual Meeting
• Email or Messaging App

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Laura, Sadie, Emily, the entire SO team was on the ball and communicative. They worked hard to pitch our pieces and understood the goals. Everything was delivered on time, but we would have appreciated them guiding us a little more and telling us what they needed and when so we could stay on track.

What did you find most impressive or unique about this company?

What was most impressive was they personable staff; We felt like we had the right people for the job from the start.

Are there any areas for improvement or something Strategic Objectives could have done differently?

As mentioned, would just love to have everything they need with timelines attached communicated as early as possible. There were a few things we didn't know they needed, if we had they would have been done.

BACKGROUND

Introduce your business and what you do there.

I’m the senior marketing manager for digital and media for one of the largest grill manufacturers in the world.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

Firstly, we needed support with our growing social media because we had an aggressive growth target. Secondly, we needed a partner to help us with our PR campaigns.

SOLUTION

What was the scope of their involvement?

Strategic Objectives provides a full support for our social media strategy. We’re in touch with them; we generally tell them our strategies and objectives in terms of product and support. Then, they identify content that will work with that and help our in-house team to develop it in English and French because we have to offer both in Canada.

We work through our content calendars, and Strategic Objectives also helps us unfold the trends, what’s going on, and what’s working with our content. At the moment, our biggest platforms are Facebook and Instagram.

On the PR side, they’ve made huge strides for our brand. They’ve gotten press and television coverage, which give us great positioning.

What is the team composition?

On a daily basis, we have about six people dedicated to our account. Our main points of contact are Vanessa (Account Director) and Saul (Account Manager). We also have a person based in Québec as a consultant because it’s a different culture than English-speaking Canada’s.

How did you come to work with Strategic Objectives?

We reached out to people we’d worked with in the past and looked for recommendations. We wanted to get a small or mid-sized agency, so we cast out a wide net. Then, we narrowed it down to three partners.

Strategic Objectives blew us away with their pitch for both PR and social media. They researched the brand and had a very thorough approach. We joked that they’d hacked our computers and read about what was going on because they were really far ahead. They were very thoughtful, and the answers they gave to our questions made us confident about going forward with them.

How much have you invested with them?

We’ve spent between $250,000–$400,000.

What is the status of this engagement?

We started working with them in November 2020, and our relationship is ongoing.

RESULTS & FEEDBACK

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

Our social media audience grew from 60,000 to 175,000 followers across Facebook and Instagram over the last year. More importantly, our engagement also increased by 4%–5%, so not only did we grow in number of followers, but they were also quality followers. 

Additionally, we’ve been with them for almost a year, and it really feels like they’re part of our team. They’re our partner, not just an agency that works with us.

How did Strategic Objectives perform from a project management standpoint?

They’re great. We set parameters for our work, but they’re also responsive and great at alertings us the things we need to know right away. We all work together, and they feel like an extension of our team.

We often use emails to communicate, and we have weekly or biweekly calls to go over things, depending on what’s going on. Also, we have huge seasonality, so we adjust when there’s a lot of snow and no one wants to be grilling.

What did you find most impressive about them?

They focus on being a partner and dedicate themselves to know the brand. Strategic Objectives jumped in with both feet from the beginning, so we didn’t feel like there was a huge education gap. We provided some training, but we didn’t have to answer questions all the time.

Also, their attention to detail is outstanding. In my experience, it sets them apart from other agencies.

Are there any areas they could improve?

We’ve had a few changes on our team. Although they’ve managed it really well, maybe they could communicate those transitions bedore we find out. However, it’s a minor issue, and there isn’t anything other than that.

Do you have any advice for potential customers?

To set up the relationship for success from the beginning, make sure you have all your information up to date and provide them with what they need to know. Strategic Objectives is pretty engaged from the get-go, so sometimes they might pressure you to provide things — they’re very proactive when dealing with clients.

BACKGROUND

Introduce your business and what you do there.

I’m the director of external communications for Maple Leaf, one of the largest food processors in North America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We weren’t happy with our previous PR agency, so we brought Strategic Objectives in for a marketing initiative, working with our marketing team and one of our company brands. Our corporate communications’ team needed an agency for a large, multilevel program, so we hired them for that, too.

SOLUTION

What was the scope of their involvement?

From the marketing side, they’ve worked to understand the consumer we’re trying to reach and build a virtual online program, which is especially useful during COVID-19. After considering where people’s minds were during the beginning of the pandemic, they strategized around a different approach than a typical marketing communications program. They helped us build a program based on the new normal we were living in, creating a brand-focused, consumer-related program. 

On the communications side, we were dealing with the company’s CSR (corporate social responsibility) initiatives. They worked out a strategy to celebrate our 1-year of being carbon neutral while in a pandemic. Additionally, they created new initiatives around other sustainability efforts that we were embarking on, culminating in an open letter to Canadian organizations that signed on to an initiative that follows the Paris Climate Accord. 

They’ve done all of this work from a virtual environment and reach out to various journalists across North America. They’re continuing on with media relations, but that will be wrapping up soon. They’ve developed a strategic plan for 2021, so they’ll be leading that for the year. 

What is the team composition?

We’ve worked with multiple people, including one of the founders, the VP, the senior VP, and the director on a daily basis. There are also 2–3 people whose positions are below the director that we work with. Regularly, we work with 2–3 people, but for the overall program, it could be up to 5–6. 

How did you come to work with Strategic Objectives?

We wanted a team that had a high degree of integrity, experience, creativity, and the right people. Strategic Objectives has also won awards, but I wasn’t blinded by that, because it’s the quality of work and ability to strategize that is most important. They fit all of our needs, and since I’d worked with them at a previous company, I recommended we use them. 

How much have you invested with them?

Up until now, we’ve invested around $200,000 in the two programs. 

What is the status of this engagement?

Our ongoing relationship started in July 2019. 

RESULTS & FEEDBACK

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

We use media impression numbers to measure their impact, so we’ve seen between 30–40 million media impressions for the marketing program. For the sustainability program that we’re wrapping up, we’ve seen close to 50 million media impressions. Their work has been very successful and significant. 

They’ve met our needs and are able to develop the strategies we ask for, so they’ve been very successful. The incredible open letter they helped us craft has been highly successful.

How did Strategic Objectives perform from a project management standpoint?

They are one of the few agencies I’ve worked with that have been great on an ongoing basis. Everything is done on time and within our budget. 

The process has been very smooth overall for our team, which is a relatively small group of people. There are only two of us who work on external communication, so having Strategic Objectives keep us on track and keep things moving to hit our deadlines has been fantastic. The team is easy for us on the corporate side because they take the worry away around keeping track of the moving parts. 

What did you find most impressive about them?

There are many things I find impressive about them. From a people standpoint, they have very experienced, capable, seasoned people working with us. From an overall program perspective, they bring a lot of creative, bold ideas that make our company stand out. 

We really needed to get them up to speed quickly about our company’s personality, and they were able to take off running immediately. They learned about the different aspects of our business and a whole as well as the individual teams. Their writing ability and skill in understanding the voice of our company has been right on from the very beginning. 

I’ve worked with them at several companies and with various people on their team, and each and every one of them has been exceptional. It’s been quite remarkable because the people I work with are tough in the sense that they are looking for good ideas and creativity, and Strategic Objectives is able to work with all the various stakeholders, including the CEO, and have positive results. 

Are there any areas they could improve?

I have no complaints or concerns about them whatsoever. 

Do you have any advice for potential customers?

When a company takes on an agency like Strategic Objectives, it’s important to work closely with them. Educate them on your business and personalities. Have multiple conversations and engagements with them so they’re fully versed in who you are as a company and working group. 

Too many companies will take on an agency and just leave it to them and don’t stay involved. As a result, they won’t be happy with the way things turn out or won’t be engaged. It is a two-way street and a working relationship. You can’t just pass the business off to the agency and expect them to do it all successfully when you have no ongoing involvement with them. 

BACKGROUND

Introduce your business and what you do there.

I’m the marketing manager of a life science company. Our company focuses on creating next-generation phytotherapeutics for our patients here in Canada and around the world.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

Since we’re a young company, we need help with our public relations and media relations efforts. We want to elevate our reputation and establish our brand.

SOLUTION

What was the scope of their involvement?

Strategic Objectives helps us draft and promote media outreach plans once press releases are issued on Business Wire. The team also helps our sponsored editorial content. As of now, their roles are limited to just media relations, press releases, and supporting media interviews.

What is the team composition?

We directly communicate with one contact person who then streamlines the information to two more team members. 

How did you come to work with Strategic Objectives?

Our team found them through Google and we cross eliminated three companies. The two other agencies that we were initially looking at had a global presence but we want to work with a local team here in Ontario.

We went with them because we like their boutique style and their responsiveness — which was great since we wanted someone who can pick up the work immediately. Also, they have a great reputation here because they’ve already won multiple awards. 

What is the status of this engagement?

The ongoing engagement started in November 2019. We just renewed our contract with them for another year.

RESULTS & FEEDBACK

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

Our metrics are fairly new and we don’t have previous data to compare those results with. But based on the first year of the engagement, we’re pretty happy and pleased with Strategic Objectives’ efforts. 

How did Strategic Objectives perform from a project management standpoint?

The team has been excellent with communication and project management. Strategic Objectives has been well-organized. We never have to follow up with them because they’re always on top of deadlines. Communication between our ends goes through email. Whenever we have questions or concerns, we can easily contact Strategic Objectives.

What did you find most impressive about them?

Their knowledge of the tasks and the ease of communication in the engagement impress us. Strategic Objectives’ support through the process helps build the trust factor that is important to ensure they are delivering what is in the best interest of our organization.

Strategic Objectives has this level of professionalism that stands out. Usually, CEOs aren't direct contacts during engagements and so we like the fact Strategic Objectives' CEO directly speaks to our CEO.

Are there any areas they could improve?

We don’t have criticisms for them at this point. Since we’re still a young organization, we don’t have anything to compare them with but we’re satisfied with engagement so far.

Do you have any advice for potential customers?

Trust your instincts. Strategic Objectives' reputation already speaks volumes.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of Consumer Bathroom Tissue & e-Commerce for Kruger Products. We manufacture and distribute Trademark and Controlled-Label consumer tissue products in Canada and the USA for sale across retail channels.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We were looking for a PR agency to develop a flagship property to promote a strategic brand.

SOLUTION

What was the scope of their involvement?

Strategic Objectives (SO) has worked on multiple projects, including our annual Cashmere Collection PR event. This is a fashion show featuring original, couture dresses made from bathroom tissue, which spotlight leading Canadian design talent, and the event raises awareness and funds for the breast cancer cause at the Canadian Cancer Society. SO creates an annual retrospective for the Cashmere Collection, which is on our website, including editorial photos of the designs, designer bios, and descriptions of the garments.

When the pandemic hit, SO was an integral partner in a collaborative, multiple-agency program to support frontline workers and food banks. The #RollingItForward campaign also promoted acts of local sharing, addressing panic buying by encouraging Canadians to share paper products until the shelves could be re-stocked. 

What is the team composition?

Day-to-day, I work with one of the principal owners, who is involved with strategy development and execution; an account director; and an account assistant. Within SO, many more team members are selected to work on initiatives to support our business objectives.

How did you come to work with Strategic Objectives?

We were transitioning a key product to a new brand name. We put an RFP out to different PR agencies and chose Strategic Objectives based on their pitch.

What is the status of this engagement?

We began working together in January 2003, and we continue to collaborate on an ongoing basis.

RESULTS & FEEDBACK

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

After events, we analyze media coverage metrics such as hours of video, number of stories, sentiment, etc. Every year, we see gains in media impressions. SO always exceeds the brand-awareness industry standard, with our brand being mentioned around 95% of the time vs. the standard of 75%. In respect to cost-per-impression, we fall well below the industry standard. There is great value in the work they do for us.

How did Strategic Objectives perform from a project management standpoint?

Strategic Objectives is a disciplined, robust team that’s supported by strong leadership. They communicate well and always go above and beyond to deliver what they promise.

What did you find most impressive about them?

Strategic Objectives is a top-notch PR agency, and I have the utmost respect for their entire team. They are invested in our business, executing with excellence on all levels: strategy, implementation, reporting, and more.

Are there any areas they could improve?

I can’t think of any areas where I would say they need to improve.

Do you have any advice for potential customers?

Be transparent. The more information you provide, the better execution will be. Embrace them as a partner.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing manager of a consumer product manufacturer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

Our business had grown in the Canadian market, and we wanted to have an in-market earned media agency for them specifically.

SOLUTION

What was the scope of their involvement?

At eye level, we wanted them to be the media agency of record for our Canadian operations. We asked them to handle all of our outreach and gain multimedia placement. They were thoroughly insistent on starting with a process of information gathering and market research.

There were also a series of related initiatives.

They gave us the “boots on the ground perspective” since we made a lot of assumptions about the Canadian market. The team provided strategic counseling and suggested we attack the market from a different angle. Currently, we’re in talks to continue working with them on a full-time retainer basis.

What is the team composition?

Karina (Senior Account Manager) is my main point of contact.

How did you come to work with Strategic Objectives?

We asked for recommendations through our network which didn’t lead anywhere. We turned to cold outreach and found agencies based on Google search. We sent RFPs to a number of agencies and ultimately decided to work with Strategic Objectives. We were impressed with their accolades, book of business, and relevant experience with working consumer product companies looking for growth in Canada.

What is the status of this engagement?

We started working together in December 2019, and our work is ongoing.

RESULTS & FEEDBACK

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

They’ve exceeded the KPIs that we set in place. We ended up going with their set of suggestions and were successful. We’re up 971% in earned media in Canada.

How did Strategic Objectives perform from a project management standpoint?

They gave us a proprietary method of project management. The approach was logical, well thought out, and well-executed. They stand out amongst our agency partners in quickly earning our trust.

What did you find most impressive about them?

The team listens really well, and they’re pretty good of finding the balance of when to push back. When I think of some of the negative agency experience, I have, some vendors are rigid and act like they know better than the client, which isn’t the case with Strategic Objectives. They’re organized and committed to process and deadlines, too. Overall, the team is collaborative, innovative, and nimble.

Are there any areas they could improve?

There are some agencies that are a bit more on the “catch-all” side of things. On the one hand, we’d love to be able to work with them in some other areas. On the other, the more they diversify their product offering, the more they end up diluting quality overall. If there were more core marketing services offered that fit our needs, we’d definitely expand our engagement with them.

Do you have any advice for potential customers?

We found success in starting with a narrow scope of work on a finite contract basis. Then, you can evaluate and decide to expand the scope of work from there. Results really speak for themselves.

BACKGROUND

Introduce your business and what you do there.

I’m the president of TrendHunter.com, which provides insights and customer research to businesses of various industries all over the world. We look to help them spot future opportunities. My specific role is overseeing client experience; I work to ensure that clients are getting the best experience out of the services they’re purchasing from us.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We were looking to reassert ourselves as one of Canada’s leading innovation companies and reestablish ourselves as frontrunner trend-spotters.

SOLUTION

What was the scope of their involvement?

They helped us build the company’s profile through various PR efforts. In a major push before an important book launch, Strategic Objectives secured coverage in both traditional and digital publications. They assisted in shaping the content we were looking for from different media outlets.

We also worked on acquiring media coverage for our Future Festival here in Toronto. They sent out invites to their vast database to increase prospective attendees’ interest in our event.

What is the team composition?

We worked directly with Amelia (Senior Account Manager) and Deborah (Co-Founder).  

How did you come to work with Strategic Objectives?

We’d known Strategic Objectives for a long time; Deborah often invites our editorial staff to various PR events for the clients she works for. She’s done a great job of putting media-covered events together, so we were confident that they could do great work for us.

What is the status of this engagement?

We started working together in September 2019, and the festival took place in October of the same year.

RESULTS & FEEDBACK

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

We were able to get media partners to attend the festival, where we also enjoyed some coverage. The profile we were able to subsequently develop helped increase our ability to acquire talent and increased our brand exposure.

They’re super realistic in their approach. I really appreciated how transparent they were about what they could and couldn’t do for us within a one-month time frame. Even though we brought them on a little late in the process, they dove in headfirst and were up and running immediately.

How did Strategic Objectives perform from a project management standpoint?

They’re excellent on this front. They’re extremely communicative throughout the entire process, so they were lovely to work with. We had a few in-person meetings, but our communication was mostly through email and phone calls. We can contact them anytime and get a quick response back, which was great.

What did you find most impressive about them?

They’re known for being one of the best in their industry–they win best agency awards, year over year. That puts a lot of confidence in anybody who’s looking to select an agency.

They’re very human about everything; they’re eager to hear what you have to say before molding it into something they can build on.

Are there any areas they could improve?

Nothing jumps out. It would’ve been great to get even more media coverage, but it was the tight timeframe that held us back, so we can’t fault them for that.

Do you have any advice for potential customers?

Start off by delineating what your goals and objectives are. Then, you can leverage their expertise on how you can achieve those.

BACKGROUND

Introduce your business and what you do there.

I’m the director of communications for a regulated consumer packaged goods company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

Strategic Objectives was our corporate public relations agency.

SOLUTION

What was the scope of their involvement?

They worked on a number of different activities for us, including drafting press releases, managing media relations around specific announcements, drafting key messages and speaking notes for media briefings, and crisis management.  We have a high-profile CEO, so we didn’t have a problem attracting media attention, but Strategic Objectives recommended which opportunities would be the most valuable and ensured that our CEO was prepared. To support this, they profiled our C-Suite. They also planned events and thought leadership, including our corporate social responsibility program.

What is the team composition?

I had three key contacts that I spoke with regularly, though there were a few other people who worked on our account.

How did you come to work with Strategic Objectives?

I inherited them as an agency when I came on board.

How much have you invested with them?

We spent between $500,000–$1 million.

What is the status of this engagement?

Our engagement lasted from 2018–2019.

RESULTS & FEEDBACK

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

They provide fantastic service. We were really pleased with their support of our corporate social responsibility program and media turnout. They’re well organized and their event organization is amazing. They had creative ideas that we appreciated.

How did Strategic Objectives perform from a project management standpoint?

With every project, they took care of all the details. They followed up with reminders and were very diligent. I knew that if they were working on a project, everything would run smoothly. No detail was left out.

Our teams were very close and we would communicate via text or email. We also had weekly phone calls and hosted teleconferences when necessary.

What did you find most impressive about them?

Their client service was outstanding. We were super pleased with that.

Are there any areas they could improve?

They’re strong partners and I didn’t see any areas for improvement.

Do you have any advice for potential customers?

Give them the opportunity to pitch on or provide proposals on projects that you wouldn't normally think of them for. Strategic Objectives is normally thought about as a very consumer PR shop, but the work they did for us was very corporate. Even areas they aren’t as well known for, they have very strong skills.

BACKGROUND

Introduce your business and what you do there.

I'm the director of strategic communications for a child-centered international development organization. We've been in business for nearly 60 years, and we just rebranded.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

If you look at the scope of players in our area in Canada, it's a very crowded space for international development. Our organization has traditionally been about a tenth of the size of most of these other organizations.

We had never done proactive public relations to raise awareness of our brand, our voice, or our global campaigns. And so, we started working with Strategic Objectives.

SOLUTION

What was the scope of their involvement?

They’ve been working with us to help us develop a cohesive brand voice, cut through the clutter, and get significant media and PR coverage. 

We knew we were going to be changing our brand to align with our goals. So, Strategic Objectives has helped us develop a name for our organization. We spent a lot of time working with media, influencers, and social media to really raise our brand voice so that when we changed the name it wouldn't be like, “who are you?” 

They’ve invested a lot of time and energy to help us gain some really good national coverage. For example, we have an authority-building campaign with our current CEO. They’ve worked with us very closely to establish him as an authority in the space. They've also done media trips with us overseas.

They’re very good at working with our marketing partners or any other partners that we have. They've played a really strategic role in that. And so, they're very integrated into the work that we do. 

Also, they've developed all kinds of marketing and advertising materials for us over the years. In fact, Strategic Objectives created, developed, and launched our global survey campaigns from top to bottom for two years. This included creating the final report and devising all the media, social, and video materials. 

What is the team composition?

There's always a senior account person who does the day-to-day. Also, we've always had a very, very close working relationship with Judy (Co-Founder & Partner, Strategy Objectives). She's always been intricately involved in the project. I feel I can truly call or email her anytime, and she responds instantly.

Normally, when we're meeting their team face-to-face, there are 5–6 people involved depending on the focus of the meeting. The people involved in media relations strategy could be different from the people involved in report designs or social media. A communications manager serves as our inside person to vet all the media requests and social tasks.

How did you come to work with Strategic Objectives?

We had worked with some of the other really huge firms, but we hadn't had great success because we didn’t feel like we were like an important part of their business. 

We had a need for content strategy, and we heard pitches from 2–4 companies. Strategic Objectives came out on top. When we find a good partner, we always want to grow that partnership because it’s a huge value to have a partner with a depth of knowledge about our work. 

We chose to work with them because they are very, very knowledgeable in the sector and they have huge credibility with the Canadian media landscape and social influencers. They are known because they're so professional and proactive. They really know how to build influence or how to grow authority. They're super, doggedly determined to get the results that you want. 

They are deep thinkers, and they understand what’s going on in the world, our sector, and the PR industry. They are not going to implement something unless it will resonate and get results.

We work with them because they really take the time to sit down and figure out what we do. We may say, “We think this is a problem,” and they may turn around and say, “That’s a part of your problem, but did you also think about X, Y, and Z?” 

They’re always thinking about the best way to get our message across and grow our brand over time. That’s why we’re with them, and that’s why we love working with them.

What is the status of this engagement?

We started working with them in 2013, and they serve as our ongoing public relations communication partner.

RESULTS & FEEDBACK

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

So we have a very successful and results-driven relationship with them.
Every year, the work we do with them results in better and better media coverage. It takes time to explain, position, and elevate your brand voice, and the media is really starting to understand what we do. The media has had no problem talking about our new brand. 

They’ve helped us do a lot of events with the media. For example, we did an art show in downtown Toronto where a brand photographer took beautiful photos of our work. 

They’ve also helped build our CEO’s authority in the space. During International Day of the Girl, he was called upon by national media to be a voice for our sector.

The survey campaigns they created were run globally all over the world. We got millions and millions of impressions, media coverage, tons of interviews, as well as coverage with influencers, television, radio, and more. 

How did Strategic Objectives perform from a project management standpoint?

It’s a very positive relationship. They’ll submit a statement of work, and we have full confidence they’re going to get it done. They’re always going to exceed our expectations in some way. 

Every week, they provide us with a full description of ongoing work, challenges, opportunities, and the next milestones. They’re on top of it. It’s a relationship based on mutual trust and respect.

We have touch-base meetings, in-person meetings, brainstorming sessions, and phone calls. We always feel very, very confident that they're very aggressively pursuing their work. It's always very timely.  They’re always pushing us, saying, “Can we get your CEO in front of this media?” They’re pushing us because they love what they do. You can tell they take huge pride in their work, which is always excellent.

We're always very informed of who's on the core team. If we need to reach different members of their team, we always can. They're very, very proactive in ensuring that we know who's doing what on their team. We know exactly how many hours each employee is devoting to each task.

What did you find most impressive about them?

They’re very creative and innovative. They’re always able to find really, really creative ways to raise our brand voice. They're always coming up with new ways of doing things.

They have tangible examples of how they’ve achieved results over the years for many organizations, and those examples show their out-of-the-box thinking. We needed to really shake things up dramatically, and we've been able to do that with them.

Are there any areas they could improve?

We’ve worked together for so long that we have really honest and open discussions. I can’t think of an instance where they’ve let us down or where there’s been a challenge. If they don't understand a particular initiative, they'll just call us up and ask about it.

I don't feel that there's ever barriers in between what we need to do or what they need to do.  I don't really have criticism. If I did, I'd probably be looking for another partner. But they're totally loved and appreciated over here.

Do you have any advice for potential customers?

The more open and honest you can be about your business challenge, the more you can engage with them, involve them, and inform them. Then, they’re better equipped to help you.

You have to be really open and invite them into your staff meetings. You have to take the time to educate them so they can do their job well. 

They need to understand the strategic vision of the organization. We share all of our documents with them (e.g. our three-year plan, our goal, and areas where we’re having difficulty). 

BACKGROUND

Introduce your business and what you do there.

I’m a marketing communications officer from a national nonprofit dedicated to ending human trafficking. We provider victims with referrals to service providers and law enforcement in their communities, as well as accept tips about human trafficking incidents.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We were going to launch a national hotline. To promote it and our organization, we wanted to engage journalists in small communities, but we had a small team.

SOLUTION

What was the scope of their involvement?

Early on, they did 1-on-1 journalist outreach, as well as stakeholder relations with the Candian press, which got lots of coverage. Our hotline launch was picked up by national outlets and local newspapers.

They also organized a Toronto press conference for us where journalists came in and interviewed our CEO and staff members, plus service providers and law enforcement from Toronto. The conference was live-streamed so our stakeholders could view it online. In preparation for the conference, they put together our key messages and fact sheets and did media training. Afterward, they provided media tracking, which we presented to our board.

What is the team composition?

There were roughly six people. Shane (Former Communications Manager, Strategic Objectives) was our main point of contact, but there were a few others depending on what was happening at the time. For example, on media day, we had someone to coordinate and escort us to interviews.

How did you come to work with Strategic Objectives?

We’d worked with Judy (Co-Founder, Strategic Objectives) on pro bono level before, so we knew they could deliver. They provided advice on putting together our key documents as we grew: marketing communication strategy, a crisis communication plan. They also had input on our strategic priorities before I came to the organization.

What is the status of this engagement?

We worked together from March until the end of June 2019. The launched was in May 2019.

RESULTS & FEEDBACK

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

Their original goal for earned media impressions was 4.5 million, and they got 83.5 million. They really blew that goal out of the water. They also earned 760 earned media pieces in French and English media outlets. The team presented all this information in a really great report after the event.

How did Strategic Objectives perform from a project management standpoint?

They really performed well for us. The support we felt at this very stressful point – since our marketing communications team was just me—was amazing. We wouldn’t’ have been successful without them.  

What did you find most impressive about them?

Their level of relationships with journalists across the country was incredible. We had a unique project for them regarding the smaller size of our budget and our subject matter, but their expertise in engaging journalists in our topic was amazing. We didn’t have that ability.

Are there any areas they could improve?

On the level of working with a nonprofit, they have room to grow. Not that they didn’t do a great job, they just don’t have as much experience dealing with tactics we use. For example, they wanted to use influencers in the campaign, but that’s not part of our approach.

Do you have any advice for potential customers?

Be organized and map out goals and priorities. Walk them through the other stakeholders and their priorities. We had board, community members, and victims and survivors to think about, so provide them as much detail as possible on the audience. They can do a lot of research, but it helps if it comes from yourself.