Associations

AUTOMOTIVE INDUSTRIES ASSOCIATION OF CANADA (AIA)

• Xposure was hired by AIA to orchestrate two nationwide media tours promoting car care safety and awareness and launch the “Be Car Care Aware” campaign under the Car Care Canada brand
• Xposure identified target audiences, researched media in different cities and highlighted the most effective media outlets to reach these audiences through development of targeted media lists
• Executed two successful media tours resulting in nationwide media exposure including appearances for spokesperson Kelly Williams on Canada AM, Gabereau, Breakfast Television shows and radio shows across the country as well as stories in major dailies and other print media
• Coordinated and provided media support during media tour visits to 10 cities in October 2004 and 15 cities during the May 2005 tour
• Xposure surpassed original media hit goals on both campaigns
• The carcarecanada.com website has seen a significant increase in activity due to media coverage. The goal for May 2005 was to have 6000 visits – the actual number of visits is over 9,000

CIM

• Retained by the Canadian Institute of Mining, Metallurgy and Petroleum (CIM) to execute a media relations campaign to educate consumers about the essential role the mining and minerals industry plays in every day life
• Xpo sure PR also conducted an awareness campaign for the CIM's first annual “Mining in Society” show, which took place in Toronto alongside “Mining Rocks”, an international conference profiling technological innovations and best business practices within the mining industry
• CIM was founded in 1898 and is the leading technical society of professionals in the Canadian minerals, metals, materials and energy industries, consisting of over 10,000 national and international members

• Agency-of-record in Toronto for largest IT professionals association in Canada (Canadian Information Processing Society)
• Press tours in 2001 and 2002 to introduce new CIPS Toronto board
• Issue-based PR campaigns including:
  • Concerns over the Ministry of Transportation's sale of driver information to private companies
  
  
  • Corel's decision to divest its involvement with Linux
  
  
  • Age discrimination in the technology industry
  
  
  • Online shopping trends (2001)
  
  
  • Canadian Copyright Board's levies on CDs and DVDs
  
  
  • Technology workers -health and wellness
• This year, Xposure increased its role within CIPS in helping the association build its membership base and participation
• Xposure has organized and booked the Speaker Program for 2003-2004, increasing membership attendance
• Also negotiated a media sponsorship worth approximately 85,000. of free publicity to promote CIPS events
  

• Raised awareness of this international association of intellectual property lawyers and patent agents
• Handled issue management around major court decisions such as The Harvard Mouse case in Canada and the AIDS generic drug issue in Africa
• Arranged interviews and subsequent article placements in international intellectual property (IP) trades such as Managing IP and Patent World
• Arranged interviews between local FICPI spokespeople and regional media in various countries
• Presented a marketing seminar and presentation during FICPI s International Conference in Berlin in 2003

• Home + Style Studio Tour has been organized as both a fundraiser for Toronto AIDS Foundation and as a vehicle to promote the fine arts, local design retailers and service firms. It encourages the public to visit various locations during the weekend with a percentage of the purchases donated.
• Xposure PR’s challenge was to create effective media relations that would increase awareness of the event by getting coverage in as many local media as possible before and during the event.
• Xposure PR arranged general media such as community newspapers, radio broadcasts, T.V. and daily newspapers as well as event listings both web-based and print.

• Conducted two press events to launch the Fresh Obsessions potatoes from FoodTrust in Toronto
• Held a "back to potato cooking school" event in which the top food writers were invited
• Billed as the "freshest, easiest to buy, simplest to cook and most flavourful potatoes on the market," the launch received feature-length coverage in Toronto-area media such as The Toronto Star and The Hamilton Spectator
• The Chef spokesperson appeared on television programs such as CTV's Canada AM and CITY-TV's Breakfast TV
• The second press briefing was held at the Royal Winter Fair with A&P's CEO with FoodTrust and the Minister of Agriculture of PEI with national coverage through CBC radio and television as well as extensive PEI media coverage

FOUNTAIN TIRE

• For over 50 years, Fountain Tire has worked to become Western Canada’s premier tire and automotive service retail chain through its strong dedication in meeting the needs of its customers and communities.
• Xposure PR was approached in the spring of 2006 to help promote the company’s Gift of Time contest in the major Western Canadian urban centres—Vancouver, Edmonton, Calgary, and Winnipeg. It was clear that media would not be interested in promoting a contest. Xposure PR, however, overcame the challenge by creating a campaign that gained mainstream media attention, supported its 50th anniversary, promoted the Gift of Time contest, and complimented Fountain Tire’s brand.
• With the help of Ipsos-Reid, Xposure PR developed and conducted a survey to identify time issues among western Canadian families. Xposure PR hired a parenting expert as the spokesperson for the media tour to provide media with a credible expert to comment on the data. Fountain Tire families in each market were involved as additional spokespeople. This provided media with a local angle and visual elements that were of interest to television media.
• The campaign was hugely successful in meeting coverage goals.The media hits generated were “A-level” media with high levels of viewers/listeners. Xposure PR used the Media Relations Rating Points program to measure the success of the campaign. The media coverage reached a total of 1,888,257 people in Western Canada. It was also calculated that the total program cost per viewer/listener was $0.02, considerably less than the goal of less than $.50.

LONGO'S

• Longo Brothers Fruit Markets Inc. (Longo’s) is a family owned business established in 1956. With 15 stores in the GTA, Longo’s prides itself on providing the freshest produce, meats, cheeses and grocery products.For over 50 years, Longo’s has built an effective reputation within its communities because of its unwavering enthusiasm and pride for every aspect of its business.
• Xposure PR Inc. was hired to assist Longo’s in increasing its profile among its current and prospective customer base.
• Public relations objectives include
  • To increase in-store traffic by appealing to values and interests of Longo’s customer target base (Women 35-55, above average education/income)
  • To position Longo’s as the store that cares about freshness and wholesome living AND delivers on the promise.
  • Encourage higher sales and more frequent trips. To promote Longo’s products and services.
• Xposure PR works closely with Longo’s to develop and implement PR programs that support the company’s “Adventures in Food” tagline. Campaigns include Back to School Healthy Start programs, Living the Good Life, and various seasonal programs including Christmas, summer and Thanksgiving-specific programs.
• To add credibility and provide media with strong spokespeople, Xposure PR worked with various experts within the Longo’s organization to establish media opportunities.
• The company is celebrating 50 years of business in 2006 and a series of special events and vendor-sponsored programs were developed to celebrate and promote the occasion. To kick off the program a Celebrity Grocery Bagging Event was held to raise funds for the Longo’s Charitable Fountation. Media were invited to participate in the program and to cover various celebrities bagging groceries.
• Television coverage from Toronto Living - click here - (files may take time to load)
• Television coverage from City TV at Noon - click here - (files may take time to load)

QUALIFIRST FOODS

• Xposure retained as agency of record to introduce company to business media through media relation campaign that included a front page ROB story in the Globe and Mail as well as coverage in Toronto Star
• Successfully launched company's website www.epicureal.com to consumer media across Canada
• Arranged broadcast and print interviews across Canada for Qualifirst spokesperson on launch of website and designated products
• Executed media relations campaigns for designated products available on epicureal.com

• Media launch of DesignSource Technology, a Boston-based software company offering a Product Data Management solution for SolidWorks CAD software
  
• Press relations surrounding DesignSource Technology s presence at SolidWorks World 2001 and 2002
  
• Ongoing media relations in US and Canadian design, engineering and manufacturing press with articles in Design Product News, Product Design & Development,Computer-Aided Engineering, Desktop Engineering, Design Engineering

• Javelin is Canada's largest reseller of SolidWorks Computer-Aided-Design (CAD) software
• Launched the company including development of position, vision and market awareness
• Provide on-going strategic marketing counseling and implementation of media relations, sales collateral, customer relations and advertising
• Created and launched Javelin's annual design competition resulting in publicity from Canada's three largest engineering and design publications
• Javelin Technologies was awarded a "Hottest Start-Up"award from Profit Magazine for 2001 and 2002

CANADIAN CANCER SOCIETY

• The Canadian Cancer Society is the largest charitable funder of cancer research, and supports services that help improve the lives of cancer patients in communities across Ontario.
• Xposure PR’s challenge was to create effective media campaigns that would promote Daffodil Days in high circulated/high viewership media, increase awareness and support of the Society’s door-to-door canvassing, and to showcase how the Society was educating the people about cancer prevention.
• Xposure PR arranged for daffodil boutonnieres to be distributed to meteorologists, and they were asked to wear one in support of Daffodil Days, and to talk about the campaign during their weather segments. Xposure PR recommended and approached a celebrity cancer survivor to become a spokesperson for the campaign. Kevin Hearn, from the Canadian rock band, Barenaked Ladies, survived leukemia and took on the cause to promote cancer research. He was the key for this campaign to reach high profile media such as The Toronto Star, and CTV’s Canada AM.
• Xposure PR arranged media relations outreach program to attract general media such as community newspapers, smaller city broadcasts, and daily newspapers. Interviews were scheduled with volunteers, survivors and society staff.
• The Canadian Cancer Society reported that the April coverage surpassed any previous campaign. With a $20,000 budget, Daffodil Days and the door-to-door campaigns reached a total of 3,175,183 people in Ontario, translating to a per viewer/listener cost of $0.01, considerably less than the goal of $0.50 (fifty cents).
• The Cancer Prevention Week campaign achieved similar success with a total reach of 2,543,750 people in Ontario for a total cost per viewer/listener of less than $0.01.

• Xposure PR Inc. was retained to handle media crisis and PR strategy during the SARS crisis in Toronto
• Scarborough Grace Hospital was the epicenter of the disease and Xposure's mandate was to identify and prepare worse case scenarios communications plans, analyze media coverage and recommend corresponding PR strategies
• Developed a strategic post-crisis communications plan that would assist the hospital in rebuilding its reputation with its community

ERGOCENTRIC SEATING SYSTEMS

• ergoCentric specializes in ergonomic office seating and in the past. The company has grown based on word-of-mouth, aggressive sales and its reputation in the industry
• .Xposure PR was approached to help increase awareness of ergoCentric’s expertise in the market through media relations.
• PR is crucial for the company’s future growth in the business by supporting the launch of new products and geographical expansion into the US.
• Xposure PR arranged for a “news” announcement to launch the PR campaign which included a comprehensive press kit.
• Various trade and mainstream media were approached for one-on-one desk side briefings with the executive team to provide media with demonstrations on the features of ergonomically correct chairs and to show the importance of proper chair adjustment. A media campaign to identify the “Worst Office Chair” in Canada is currently in the works.

• US-based, FullMetrics develops and implements processing, analytical and management solutions for the Plastics Industry
• Kick-off campaign consisted of publicizing the name change from Nicolette Processing Engineering to FullMetrics
• Successful launch campaign led to an on-going media relations retainer s targeted at US plastics and die-cast publications including Plastics Week and Plastics Technology as well as the manufacturing industry press such as Manufacturing Automation and Quality Magazine

TORLEYS

• TORLYS is a high-end flooring company that supplies hardwood, laminate and cork flooring products through a wide distribution network in Canada. Xposure PR was hired to build brand awareness for TORLYS among consumer and trade media. This was achieved by developing programs that ultimately increase TORLYS sales to consumers by educating and influencing dealers to recommend TORLYS products.
• Campaigns were developed to create awareness of TORLYS products among key decision-makers – designers, builder and architecture communities. Xposure PR developed a continuous, targeted communications strategy for these specific audiences that provided value-added information to educate audiences about TORLYS products, trends and design. By developing relationships with top designers,
• XposurePR was successful in negotiating opportunities for TORLYS products to be included in makeovers and renovation features in high profile television and magazines features.

• Myriad Marketing is a special events and marketing company based in Toronto
• Raised Myriad's visibility in Canada through media relations and speakers bureau aimed at the marketing/ advertising press
• Ongoing coverage in marketing publications such as Ad News, Strategy and Marketing Magazine

• One of Canada's largest design and brand firms, SFP has been largely overlooked by the press
• Retained in 2001 to raise companies profile by recruiting ongoing coverage in the marketing press
• Coverage in the business media have included The Globe & Mail, CP-24, The National Post and front page coverage in Canada's largest daily, The Toronto Star
• Implementing US and Canadian speaker program

• Appointed agency-of-record in 1998
• Media relations support for product launches
• Press conferences including "Insight into the The Making of Titanic"promoting DEC's servers for use in special effects
• Writing, editing and coordination of advertorial insert in The National Post

• Fluke Network s Canadian agency-of-record, a manufacturer of testing, monitoring and analysis tools for computer networks and cables
• Media relations programs to support product introductions (approximately one/per month)
• The PR program initiated in June, 2000 has significantly increased Fluke s visibility in the Canadian technology media and has helped to brand Fluke as a player in the network management industry
• In 2003, we have extended Fluke Networks PR mandate to include government and business media with recent articles in The Globe & Mail, IT in Government and CP-24

• Media tours conducted in June 2001 to launch Hitachi s powerful data storage system, Freedom Storage Lightning 9900
• Coverage included full-length articles in Computer Dealer News, Network World, ComputerWorld, ChannelLine, Channel Business, Direction Informatique and the National Post
• Appointment agency-of-record in early 2002.
• Increased focus in the business press with coverage in Canadian Business, The Globe & Mail and The National Post within a three-month period.

• Internet pioneer, specializing in delivering e-business solutions to major financial institutionspowerful data storage system, Freedom Storage Lightning 9900
• A re-branding process took place this year which resulted in new corporate literature, letterhead and positioning
• Public relations geared to the financial media with articles in The National Post, Investment Executive

• MEI is a Montreal-based software developer of UniverSell, is a Customer Relationship Management (CRM) software specifically developed for the Consumer Goods industry
• Hired in 1998 as agency-of-record for North American media relations
• Helped to raise MEI s profile in the US trade media including consumer goods publications such as Consumer Goods Manufacturer and marketing publications such as Brand Marketing

• Perle Systems is a Canadian-based public company traded on the TSE and NASDAQ, providing remote access servers and networking/router solutions
• Aggressive media relations campaign to support investor relations and sales
• Coverage in business media including Wall Street Journal, MSNBC, Business 2.0, The street.com, Dow Jones, Reuters, etc.
• Tripled the press coverage over the previous year and substantially reduced costs (previously Perle has employed a US-based PR firm)

• PointSite is a Canadian-based company offering customizable, turnkey rewards program based on a multitude of platforms such as in-store, wireless and Internet
• Media tour to launch of the GraphiCard? in Canada with coverage in Strategy Magazine, , Ontario Restaurant News, Western Hospitality, The Globe & Mail, Canada s Food Service magazine, CGTA Retail News, Canadian Direct Market News, and others
• Coverage led to substantial sales leads as readers contacted PointSite directly for more information on the product.

• Media relations for Bell Nexxia Managed Services


• Launch/press conference for Bell's Wireless LAN initiative and for Bell s HotSpot wireless consumer offering.


• Extensive coverage resulted in the technology trade media as well as business media such as CTV, The Globe & Mail and The National Post.


• Speaking opportunities for Bell's Small Business division


• Customer testimonial articles


• Executive speeches and presentation


• Internet and Intranet by-lined article writing


• In 2004, developed and implemented an internal communications strategy to support Enterprise employees through the company's migration to an IP platform of data, video and voice services

BELL SECURITY SOLUTIONS INC.

• Bell Canada launched Bell Security Solutions Inc. in February 2005.
• This new branch to the company provides network and information security for communications networks to Canadian businesses and governments.
• XposurePR was hired to develop and coordinate a Speaker’s Bureau program to enhance brand recognition BSSI executives were booked in more than 15 engagements in the United States and Canada with a wide variety of audience levels in the general business and technology sectors.
• The Speaker’s Bureau program offered various executives with the opportunity to develop their speaking skills and gain valuable business contacts.

• Roadpost provides international wireless and satellite phone services to both end users and network carriers/distributors.
• Target campaign in 2002 aimed at the North American gas and oil sector. Implemented a series of by-lined article placements in US and Canadian publications such as Oil & Gas Network, Pipeline Gas Journal and Energy Processing Canada
• Appointed agency-of-record in 2003 with extended program aimed at corporate and leisure travelers resulting in coverage in the Frommer's Travel Guides (all European countries), Internet Travel News, LA Business Times, The Washington Post, Business.com

• Development of the Marketing Strategic and Tactical Plan, Sponsorship and Speakers Bureau Plan and the Charitable Plan for the then newly-established Toronto National Office covering central and eastern Canada