We Make News.

Named Best Mid-Size Agency in the World 2019 at the IABC Gold Quill Awards, Strategic Objectives is Canada’s most award-winning public relations agency. Headquartered in Toronto, with associates across the country, we partner with our big brand clients to create breakthrough, integrated marketing strategies that cut through the clutter with effective communications that make good news, build positive awareness and drive sales.

Our Strategic Objectives team of master storytellers has a proven successful track record of building, maintaining and protecting brands.

 
$25,000+
 
$100 - $149 / hr
 
10 - 49
 Founded
1983
Show all +
Toronto, Canada
headquarters
  • 184 Front Street East Suite 400
    Toronto, ON M5A4N3
    Canada

Reviews

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PR & Media Strategy for Market Research Innovator

“They’re eager to hear what you have to say before molding it into something they can build on.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Sep. 2019
Project summary: 

Strategic Objectives helped acquire media coverage for a major event held by a customer insights platform. The team conducted PR efforts in order to reestablish the client as a leading innovation company.

The Reviewer
 
51-200 Employees
 
Toronto, Ontario
Shelby Walsh
President, Trend Hunter
 
Verified
The Review
Feedback summary: 

Within a tight timeframe, Strategic Objectives succeeded in increasing attendance and securing media coverage for the festival. Their work allowed the client to expand their brand profile and acquire more talent. The team was realistic, transparent, and overall a pleasure to work with.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Corporate PR Services for Packaged Goods Company

“I knew that if they were working on a project, everything would run smoothly. No detail was left out.”

Quality: 
4.5
Schedule: 
4.5
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2018 - 2019
Project summary: 

Strategic Objectives drafted press releases, managed media relations, planned events, and provided corporate crisis management. They also established a corporate social responsibility program.

The Reviewer
 
51 - 200 Employees
 
Toronto, Canada
Director of Communications, Regulated Consumer Goods Company
 
Verified
The Review
Feedback summary: 

Overall, it was a positive engagement. They provided fantastic customer service and offered creative ideas on a variety of projects. A trusted partner, Strategic Objectives was diligent and detail-oriented.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

PR Partner for International Development Nonprofit

"They’re always able to find really, really creative ways to raise our brand voice."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
2013 - Ongoing
Project summary: 

Strategic Objectives spreads brand awareness through national coverage spanning social networks, news outlets, and television. They've re-named the brand, crafted marketing assets, and driven a global campaign.

The Reviewer
 
51 - 200 Employees
 
Ontario, Canada
Director of Strategic Communications, International Nonprofit
 
Verified
The Review
Feedback summary: 

Expectations are continually exceeded. The vendor has forged strong partnerships, gained significant coverage, and facilitated successful events. They're a communicative team that brings a depth of expertise to meetings. A results-driven group, they always consider stakeholders' long-term goals.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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). 

5.0
Overall Score They hit it out of the park for us every time. We never worry about what they're doing. We know they have our best interests at heart.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They're always on top of everything.
  • 5.0 Cost
    Value / within estimates
    It's a high value for money because there's always something extra that really exceeds what you thought they were going to achieve.
  • 5.0 Quality
    Service & deliverables
    They deliver what they promised, and they often exceed it.
  • 5.0 NPS
    Willing to refer
    I have referred lots of organizations and people to them.

Journalist Engagement for Nonprofit Hotline Launch

"The support we felt at this very stressful point – since our marketing communications team was just me—was amazing." 

Quality: 
5.0
Schedule: 
5.0
Cost: 
3.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Mar. - June 2019
Project summary: 

Strategic Objectives provided media outreach for a nonprofit. Their main deliverable was a new service press conference where they facilitated stakeholder interviews and set up a live-stream of the event.  

The Reviewer
 
2 - 10 Employees
 
Toronto, Canada
Marketing & Communications Officer, National Nonprofit
 
Verified
The Review
Feedback summary: 

Far exceeding metric goals, Strategic Objectives work led directly to a successful service launch. Extending beyond the event, they delivered a thorough report that was delivered to the organization’s board. Strategic’s industry relationships were notable, as was the consistency of their support.  

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score We look forward to working with them on other projects.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They followed up with us to help us hit our own deadlines.
  • 3.0 Cost
    Value / within estimates
    This is from a non-profit perspective.
  • 5.0 Quality
    Service & deliverables
    They got us the media coverage we expected. We felt very supported by them.
  • 5.0 NPS
    Willing to refer
    I’d definitely recommend them.

Press Release for an On-Demand Delivery Service

“Their pure ability to surpass our KPIs was really impressive.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. - Sept. 2019
Project summary: 

Strategic Objectives developed a news release to raise brand awareness for an on-demand delivery service. They created mailer kits for local influencers, designed materials, and executed a media event.

The Reviewer
 
1,001-5,000 Employees
 
Toronto, Canada
PR & Influencer Marketing Specialist, foodora
 
Verified
The Review
Feedback summary: 

Every KPI for this campaign was met or exceeded. Strategic Objectives was professional and well-organized, and they helped bring the brand to a new level. Their project management and communication were strong.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

We are a third-party, on-demand delivery service. We deliver food, alcohol, and other household items. I'm a PR and influencer marketing specialist.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We're launching a new product on our platform for Toronto. We wanted to raise awareness and drive acquisitions.

SOLUTION

What was the scope of their involvement?

They helped us with media relations. That included developing a news release and distributing it across Canada through targeted pitching. They also created mailer kits to send to influencers in Toronto. They designed and procured all the materials, put everything through production, and oversaw packing and shipping. They also executed a media and influencer event in Toronto.

What is the team composition?

We worked with two front-facing individuals: one account manager and their SVP. The account manager was our main point of contact.

How did you come to work with Strategic Objectives?

We did an RFP, and we hoped to find a team that could fit within our budget and a rather short timeline. Strategic Objectives has a good reputation, and we wanted to work with a company that had the connections and experience to pull off an event and program of this scale.

How much have you invested with them?

We spent about $60,000 in total.

What is the status of this engagement?

The project started in August 2019 and was finished at the end of September 2019.

RESULTS & FEEDBACK

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

Our experience was very positive, and everything surpassed the KPIs we set for the platform. We were very happy with the work that they did, and everything was professional, well-executed, and organized. They took us to a new level.

How did Strategic Objectives perform from a project management standpoint?

They're very good project managers, and we never had to hold their hand. We communicated mostly through email, but we also had a weekly phone call.

What did you find most impressive about them?

Their pure ability to surpass our KPIs was really impressive.

Are there any areas they could improve?

I don't have any areas of improvement for them.

Do you have any advice for potential customers?

Give longer lead time if you can. The earlier you can start working with them, the better.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were always on time.
  • 5.0 Cost
    Value / within estimates
    They were on par with industry standards.
  • 5.0 Quality
    Service & deliverables
    They did everything as we asked, and they always went above and beyond.
  • 5.0 NPS
    Willing to refer
    I'm very impressed by them.

Ongoing PR Campaigns for Snack Company

“I was taken by their enthusiasm and their genuine drive to represent the brand to the best of that brand’s potential.”

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
2009 - Ongoing
Project summary: 

Strategic Objectives provided PR solutions for the brands of a confectionary conglomerate. From conception to launch, they annually manage a seasonal proposal for marketing and campaign initiatives.

The Reviewer
 
10,001+ Employees
 
Birmingham, United Kingdom
Export Account Manager, Packaged Food Company
 
Verified
The Review
Feedback summary: 

Strategic Objectives demonstrates a keen understanding of the company’s different brands, and implement initiatives that are sensitive to customer behaviors. Over time, they’ve become a valuable partner by effectively providing a comprehensive service. They’re also great at adapting to feedback.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the account manager of exports at a large confectionery company. I manage our UK exports as well as some of the North American imports.  

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We were seeking PR work and representation for a few of our brands.

SOLUTION

What was the scope of their involvement?

They're instrumental to our PR procedure because they focus on brand representation and communication. Their PR involves marketing campaigns—communicating news items about our brands. They even work with influencers across social media.

During holiday time, they’ll compile a yearly program that outlines different initiatives for different times of the year. They take into account what’s trendy and relevant to contemporary consumers. After we work together to discern which activities we want to proceed with, they’ll bring that plan to life.

What is the team composition?

I have consistent contact with around three members of their team. Different teammates work on different brands, but since I oversee all of their work, I regularly communicate with all three.

How did you come to work with Strategic Objectives?

It’s a historic agreement that existed before I onboarded at this company, but I maintain our relationship with them because they have an excellent understanding of the brands they manage.

How much have you invested with them?

We spent somewhere between $100,000–$200,000 annually, so the total we’ve spent would easily exceed a million.

What is the status of this engagement?

We’ve been working with them for almost ten years, from 2009. The engagement is ongoing.

RESULTS & FEEDBACK

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

They continue to demonstrate an excellent understanding of our brands. They’re able to get under the skin of customers through effective consumer angles and engagement ideas. The extent of their attention to detail is very impressive.

I also embrace the fact that they’re always coming up with different solutions for our particular needs. They provide a very full service, which is very helpful.

How did Strategic Objectives perform from a project management standpoint?

They’ve been excellent. They follow a methodical approach of coming up with ideas, scoping them out, putting a proposal together, then launching and managing it.

They’re very approachable and open. We communicate via conference calls when required, but we also have occasional face-to-face meetings. In general they’ve been accommodating of different communication methods.

What did you find most impressive about them?

I was taken by their enthusiasm and their genuine drive to represent the brand to the best of that brand’s potential.

Are there any areas they could improve?

Nothing long-term comes to mind because whenever I have constructive feedback, I deliver it to them immediately. They’re great at taking and adapting to feedback, which I really appreciate.

Do you have any advice for potential customers?

Be communicative about how exactly you want the brand to be represented, and go in detail. It’s very important that all objectives are outlines with real clarity.

4.5
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

PR & Brand Reputation Services for CPG Organization

"They bring in-depth knowledge to each project and adapt to last-minute tasks and scope changes with ease."

Quality: 
4.5
Schedule: 
4.0
Cost: 
3.5
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
Feb. 2007 - Ongoing
Project summary: 

Strategic Objectives provided PR and marketing strategy to shrink a public perception gap on a product’s quality. They led research studies, engaged spokespeople, and delivered a video to review their results.

The Reviewer
 
5,001-10,000 Employees
 
Toronto, Canada
National Marketing Manager, CPG Organization
 
Verified
The Review
Feedback summary: 

The campaign met all requirements and metrics of success. Strategic Objectives' diligence, dedication, and in-depth knowledge make them a valuable partner in every project. They deliver high-quality products on time at cost-effective rates and adapt to timeline and scope changes as needed.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am the head of marketing for a consumer packaged goods (CPG) organization. We sell our products in multiple channels of retail and e-commerce in Canada.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We’ve worked with Strategic Objectives for over ten years on multiple business scenarios. One particular challenge they helped us address was a quality perception issue with our pens. According to market research, consumers believed our pens fell short of market standards when from a technical perspective, they exceeded category norms. We engaged Strategic Objectives to create PR and social strategies to shrink this perception gap.

SOLUTION

What was the scope of their involvement?

Strategic Objectives identified an opportunity to communicate the benefits of writing by hand versus typing. They tapped into our research resources and set up studies to demonstrate these benefits. At the same time, during these demonstrations with consumers, they subtly talked up our brand of pens with an emphasis on quality. They engaged several spokespeople to deploy this message.

Throughout the process, Strategic Objectives dove into our business objectives to better understand our goals. After 2–3 rounds of discussion and negotiation, we settled on our final programming—including any deliverables or physical materials—and establish KPIs to measure impact. Once the campaign finished, Strategic Objectives provided regular performance trackers through a video and a PowerPoint presentation.

What is the team composition?

I work primarily with Vanessa (Account Manager, Strategic Objectives) who leads a team behind the scenes. We also collaborate with Judy (Co-Founder and Partner, Strategic Objectives), and Adriana (Vice-President, Strategic Objectives).

How did you come to work with Strategic Objectives?

We parted ways with our prior PR vendor because their level of client service didn’t meet our expectations. I asked for recommendations from industry colleagues and drew a shortlist of 6–7 companies to consider. Strategic Objectives was one of them. In our interview, we were looking at more than a company’s skill set; we wanted a partner that would fit with our project and organization’s needs. Strategic Objectives stood out from the competition, and we’ve been working together ever since.

How much have you invested with them?

We’ve spent over $3 million CAD (approximately $2.3 million USD) so far.

What is the status of this engagement?

We started working together in February 2007, and our partnership is ongoing.

RESULTS & FEEDBACK

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

We measure the impact of our campaigns using KPIs such as CPI rates. We look for a certain number of TV, radio, and print impressions and weigh it against how much we’re spending on those ad campaigns. Strategic Objectives reliably delivers CPI-efficient campaigns. They turned around public perception of our pen brand. Their campaigns meet or beat KPIs, and we are highly satisfied with our partnership.

How did Strategic Objectives perform from a project management standpoint?

They’ve made the collaboration seamless. The team meets every deadline and helps us stay on track to accomplish the next stages.

What did you find most impressive about them?

Strategic Objectives dedicates themselves to every step of a project. They bring in-depth knowledge to each project and adapt to last-minute tasks and scope changes with ease.

Are there any areas they could improve?

Over the past three years, we’re moving towards a more permanent presence in social media (rather than leveraging social channels as part of a campaign). While our in-house team is overseeing this effort, we could use insights from Strategic Objectives on social advertising.

4.5
Overall Score While there’s slight room for improvement, their quality and level of commitment is very impressive.
  • 4.0 Scheduling
    ON TIME / DEADLINES
    They meet every deadline. Any delays come from our side.
  • 3.5 Cost
    Value / within estimates
    Earned media delivers good value, but has a harder time scaling compared to paid media.
  • 4.5 Quality
    Service & deliverables
    They deliver high-quality products that meet or beat expectations consistently.
  • 5.0 NPS
    Willing to refer
    We recommend their services regularly to colleagues and friends. They do great work and provide creative solutions to challenges.

PR & Marketing for Global Automotive Company

"They're accommodating, strategic, and very creative."

Quality: 
4.5
Schedule: 
4.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
July 2018 - Ongoing
Project summary: 

After brainstorming ideas and developing a strategy, Strategic Objectives spearheaded a PR and marketing campaign. They developed key messages to target a new audience and helped set the goals for KPIs.

The Reviewer
 
201-500 Employees
 
Toronto, Canada
Corporate Communications Manager, Automotive Company
 
Verified
The Review
Feedback summary: 

Strategic Objectives has overachieved the KPIs and generated substantial media coverage. They go above and beyond to meet all goals, while their positive attitude, exceptional organizational skills, and ability to develop successful strategies made them a go-to partner.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm a corporate communications manager at an automotive company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We were trying to get more out of our sponsorship activities and target a new audience. We worked with the automotive journalism, but we didn't speak to the mainstream journalism, so we started looking for a company to help us find a new voice to share our stories.

SOLUTION

What was the scope of their involvement?

First, they sat down with us and tried to identify what the problem was and what business needs we had (our goal is to sell cars). After brainstorming their ideas and strategies with us, they identified one strategy and worked with me on developing key messages and setting the goals for KPIs. After that, they implemented the strategy. They did a fantastic job guiding the process and engaging their team members. They continue to update us on the new opportunities and let us know when the problems arise and what solutions they've come up with.

What is the team composition?

I usually work with three members of their team.

How did you come to work with Strategic Objectives?

I come from an agency experience, so I knew of some agencies. Strategic Objectives went above and beyond in terms of doing research and proposing some ideas we hadn't thought of, so we decided they'd be a good fit.

What is the status of this engagement?

We started working with them in July 2018 and the relationship is ongoing.

RESULTS & FEEDBACK

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

They've overachieved the KPIs that we set for the campaign, and we have more media coverage coming in.

How did Strategic Objectives perform from a project management standpoint?

They're very organized and someone from their team is always available to answer our questions. They have a thought-out agenda and they always follow up, implementing anything we've discussed.

What did you find most impressive about them?

They're very easy to work with. They're accommodating, strategic, and very creative. They have great ideas and a positive attitude.

Are there any areas they could improve?

I can't think of anything. They've met all of our expectations.

5.0
Overall Score We've enjoyed working with them.
  • 4.0 Scheduling
    ON TIME / DEADLINES
    They're great at being organized, even with the challenging timelines we give them.
  • 4.0 Cost
    Value / within estimates
    They always had the right people available for each task. We've got a very good value.
  • 4.5 Quality
    Service & deliverables
    They do high-quality work.
  • 5.0 NPS
    Willing to refer
    I'd definitely recommend them.

Media Exposure for Global Automotive Parts Company

“I’m completely satisfied with their services at this point.”

Quality: 
4.5
Schedule: 
4.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Jan. 2017 - Ongoing
Project summary: 

Strategic Objectives helped establish a relationship with Canadian media representatives and influencers to increase brand familiarity and visibility within the target market.

The Reviewer
 
11-50 Employees
 
Toronto, Canada
Director of Brand Communications, Automotive Parts Company
 
Verified
The Review
Feedback summary: 

Strategic Objectives work generated over 8 million impressions, which is three times more than the original goal. The team is organized and efficient, carefully tracking all of their work in progress reports. Their professionalism and industry expertise have led to a lasting partnership.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the director of brand communications at a global automotive parts company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We wanted to increase our brand’s exposure in Canadian media.

SOLUTION

What was the scope of their involvement?

We wanted to establish a positive reputation for our brand in Canada. We wanted to highlight the advanced technology we use in our automotive parts, as well as our commitment to safety. Strategic Objective helped us build relationships with media representative and influencers.

What is the team composition?

Taylor (Account Manager, Strategic Objectives) is our account executive, and I’ve worked with several other people who’ve since left the company.

How did you come to work with Strategic Objectives?

We sent out an RFP to several PR companies in Toronto. Strategic Objectives had more experience in the automotive industry than the other candidates. Ultimately, we chose to work with them for their unique perspective on storytelling.

How much have you invested with them?

For both the specific project and the retainer, we’ll spend around $240,000 by the end of 2018.

What is the status of this engagement?

We started working together in January 2017, and it’s an ongoing relationship. Currently, we have a monthly retainer, which we plan to renew for the next year.

RESULTS & FEEDBACK

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

Overall, we’ve increased our visibility within the Canadian market. We have an internal system that measures our media coverage. Last year, we received triple the impressions than we’d hoped. Our goal was 3.8 million, but we passed that by 8 million. We’re still working on projects for the rest of 2018, and we’re on track to have a successful year.

How did Strategic Objectives perform from a project management standpoint?

The Strategic Objectives team is very efficient in putting together daily and weekly progress reports for ongoing projects. Because we’re a global company, we value organization. We get documentation from our global office, localize it, and share it with Taylor and his team. For day-to-day communication, we use email.

What did you find most impressive about them?

I was impressed by their professionalism. They’re very experienced in Toronto’s media space—they’ve won multiple awards. We’re excited to continue working with them.

Are there any areas they could improve?

I’m completely satisfied with their services at this point.

5.0
Overall Score
  • 4.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Public Relations for Educational Facility & Cosmetics Company

“They have a personal approach… and made sure we were well represented.”

Quality: 
4.0
Schedule: 
4.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Feb. - Aug. 2017
Project summary: 

Strategic Objectives provided PR support for a Canadian market debut. They supplemented an existing partner’s advertising channels by identifying key publications and influencers.

The Reviewer
 
1-10 Employees
 
New York City, New York
Director of Operations, Education & Cosmetics Company
 
Verified
The Review
Feedback summary: 

Internal tracking shows an increase in impressions. Strategic Objectives took time to understand diverse concerns, and organized their workload well. They provided regular updates and feedback, and were timely with deliverables.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am the director of operations for an educational facility with a cosmetic line.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Strategic Objectives?

We entered the Canadian market through the department store we partner with. We needed PR assistance to promote our brand in Canada.

SOLUTION

What was the scope of their involvement?

We discussed our long-term goals. They advocated advertising both inside and outside of our partner’s channels, and helped identify publications and influencers that would work best for us.

What is the team dynamic?

My direct contact was Shane McKenna [Account Manager, Strategic Objectives]. We had a weekly call and communicated via email. Their team sent us regular updates and feedback on projects.

How did you come to work with Strategic Objectives?

We met with two other PR firms, but Strategic Objectives already had a relationship with our department store partner. We chose them because of that existing contact with potential consumers.

What is the status of this engagement?

We entered a six-month contract with them between February and August 2017.

RESULTS & FEEDBACK

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

Our internal marketing department tracks our market impact. Based upon the increase of hits, Strategic Objectives found good avenues to influence our consumers.

How did Strategic Objectives perform from a project management standpoint?

They were very detailed and timely, and they kept us abreast of any new projects we could collaborate on. They organize their workload well, and demonstrate their impact throughout the process.

What did you find most impressive about them?

They have a personal approach. They took time to understand our company, our concerns, and how we could best utilize our budget. They also considered our diverse offerings and brought high-level managers into the project to be sure we were well represented.

Are there any areas they could improve?

We had a bit of a bumpy start, but once they got to know our company our experience was completely positive.

5.0
Overall Score They made this a personal relationship, and represented us well across our diverse industries and market locations.
  • 4.0 Scheduling
    ON TIME / DEADLINES
    After a slow start, they got to know our company and delivered everything on time.
  • 4.0 Cost
    Value / within estimates
    Their cost was similar to other companies in their field.
  • 4.0 Quality
    Service & deliverables
    They were very detailed, and proved their effectiveness.
  • 5.0 NPS
    Willing to refer