front + centre

Introduce your business and what you do there.

I'm the CEO of Plantsome Retail. We are a direct-to-consumer online plant store shipping tropical plants to communities all over B.C. and Alberta.

What challenge were you trying to address with front + centre?

When we started our business in March 2020, we were looking for a marketing and PR partner to help us spread the word about the business. We were looking for a company that could represent us in front of the media as well as a company with a large media network so that we could get the message out quickly and effectively.

The initial assignment was to find an organization that would represent us as a PR agency and also actively engages in the process of finding the right media partners and influencers to spread the word.

What was the scope of their involvement?

front + centre has played a huge part, and they were our voice when it comes to engaging with influencers, finding the right influencers to help us develop our company, and finding partners in that field. They have taken full responsibility for this assignment and are instrumental in improving our social media strategy.

It's an ongoing project, we have a strategic relationship with front + centre. They're always searching for new media outlets who want to say more about what we're doing. Since we're such a young company, there's still a lot of opportunities to tell what we're all about and what we stand for.

What is the team composition?

I work with two people, Cecilia (Account Manager) and Crystal (Principal).

How did you come to work with front + centre?

I was searching for a PR company to represent us and right at the very moment, Crystal essentially cold-called me and said she heard about our venture and about what we were doing. Someone put an order with us that she knew and wondered if I was looking for someone to represent us from a PR point of view.

It's very weird that we were in the middle of scoping out a PR company to represent us, and they came out of the blue and got in touch with us. I began to involve her when we were in the process of vetting PR firms, and I soon found that they were right for us.

The key reason why we went with front + centre was their obsessive emphasis on wanting to represent direct-to-consumer companies. They've got the knack for what it takes to launch an e-commerce brand, and they really resonated with us.

How much have you invested with them?

As of this time, we have invested about $10,000, but as this is an ongoing project, the value will expand as we grow our business. I think on an annual basis, it might be between $25,000–$35,000. 

What is the status of this engagement?

We started working with front + centre in March 2020 and the engagement is ongoing.

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

There are many ways to measure the performance of a PR agency, and one of the best is how much publicity they have been able to create for us and how that exposure has resulted in sales. They've blown away our expectations when it comes to publicity.

We were able to get exposure in some of the leading channels, such as the Georgia Straight, Vancouver Sun, and Daily Hive. A lot of companies have released a piece on our business which has created a huge amount of sales. I could see the traffic and sales spike on our website the moment front + centre persuaded these companies to do a piece.

They were able to communicate with a few dozen influencers while at the same time talking to various media outlets and trying to get us on the radio and the TV, all of which were successful.

How did front + centre perform from a project management standpoint?

front + centre is always leading the charge when it comes to new projects. We're giving them our goals and we're asking them what to do on a higher level. They are able to translate what they can contribute to that from a PR point of view. They've always been open with us about what they can deliver and what they can't deliver. It's interesting to see how they're going to execute.

I value the fact that their lines of contact with us have always been very transparent and very close. They do take a lot of ownership of the work, but they're still very honest about what they're doing and when they're doing it.

What did you find most impressive about them?

Their pace of service and their ability to really produce positive results in a very short period of time is something that surprised me. Them being a real advocate and a spokesperson for our brand, championing what we do within their own channels, has also really surprised me. I'm so glad that they're doing that.

Are there any areas they could improve?

They’re a relatively small team and I would love to see them grow and take on bigger projects. I think they are capable of doing much more.

Do you have any advice for potential customers?

Give them the ability to execute, and give them access to your resources and data. Give them as much opportunity to run the show inside the parameters that are set.

I noticed that success with them stems from our willingness to allow them complete autonomy over their part of this project and to have as little intervention as possible. These are professionals; they know what they're going to do and let them run it.

Please describe your company and your position there.

I am a co-founder of a DTC Vancouver based start-up. We launched the world's first 100% waterproof sneakers.

For what projects/services did your company hire front + centre?

We were looking to build national and international brand identity through storytelling. We didn’t have the capacity or the knowledge and connections to successfully get into the right PR markets. We were looking for a partner that had these connections and could also work with our start-up culture.

What were your goals for this project?

We wanted to build brand trust, awareness, and open up a new channel for us to communicate with our potential customers.

How did you select front + centre?

Our team was in search of a local PR agency that could really understand and work with us closely. We interview over 10 different candidates/ agencies for the position but that made us choose Front & Centre was Crystal's knowledge and dedication when she spoke about building a brand story.

Describe the scope of their work in detail.

The scope consisted of building a strategy each month to align with our marketing efforts. Front & Centre. was to work closely with our entire marketing campaign to create a cross-functional plan that can help boost the entire campaign.

They helped from developing a social media plan, collaborating on partnerships, and always on the lookout for different opportunities. Front & Centre was able to secure both traditional and digital media outlets for our campaigns.

I worked closely with Front & co to develop our marketing plan and calendar. Crystal and Cecilia are definitely leaders in the Canadian PR scene.

What was the team composition?

I worked closely with Crystal and Cecilia. We would have pre-booked called every week and more if needed.

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

Front & Centre made sure a lot of our initiatives during COVID-19 were heard. They were able to successfully hit our KPI's and goals set and have increased our searchability through news stories online even at a time where media is so uncertain.

How effective was the workflow between your team and theirs?

Our teams worked well together in a collaborative setting. They were able to set our expectations and worked within tight deadlines. We used our CRM platform to cross-communicate. Front & Centre was always open to feedback and suggestions. Our collaborative approach to projects made sure we both left feeling happy and certain about what the plan is.

What did you find most impressive about this company?

Crystal and Cecilia's dedication to our company's success is truly remarkable and different from what we've experienced with other PR agencies. They were able to make suggestions that aligned with their knowledge about media and our brand pillars.

Are there any areas for improvement?

We were satisfied with their work but just need to look into how we want to manage our budget especially with 2020.

Please describe your company and your position there.

I'm the CEO of the company and oversee the full business. I also am the head of marketing and help drive all marketing initiatives.

For what projects/services did your company hire front + centre?

We hired front + centre on an ongoing basis to provide strategic support on new campaigns and initiatives to grow our readership and explore new markets. Additionally, they support on an issues/crisis related matters.

What were your goals for this project?

The goals of the project were to reach new audiences and drive awareness of DH within key markets.

How did you select front + centre?

I've known Crystal for 10 years and she is a trusted and reputable consultant. We've worked with her extensively.

Describe the scope of their work in detail.

1. Campaign communications plan development that outlined a strategy and supporting tactics
2. Key message development
3. Media relations (proactive)
4. Development of holding statements

What was the team composition?

We had a small but capable team - one account lead and one support resource.

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

• We were able to secure press in trade publications (top priority)
• Spokesperson briefing documents (including anticipated questions)
• Balanced stories in media

How effective was the workflow between your team and theirs?

Very effectively. We did not want an overly bloated team. They were a seamless extension of our team.

What did you find most impressive about this company?

They are professionals that get the job done exceptionally well. We would not hesitate to recommend them.

Are there any areas for improvement?

Not at this time.

Please describe your company and your position there.

I'm the CEO of a media-tech company.

For what projects/services did your company hire front + centre, and what were your goals?

• Awareness of our emerging technology and development

How did you select front + centre and what were the deciding factors?

Crystal was the VP of a reputable PR firm Citizen Relations.

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

• Communications planning
• Digital marketing
• Press release
• Copywriting strategy

How many people from the vendor's team worked with you, and what were their positions?

1. CEO
2. Project Manager

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Crystal and her team are amazing to work with. I have had four successful campaigns over the years that have greatly shaped the future of my organization.

Describe their project management style, including communication tools and timelines.

Their strategic team is responsive and creative with their approach to public relations.

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

Their customer service is superb.

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

None.