Au terme d’un processus de transfert d’entreprise à la relève familiale, la firme de design multidisciplinaire et intégré, Signature design communication (SDC), s’est engagée dans une transformation identitaire, mettant l’humain au coeur de son positionnement.
Mandat
Ainsi, depuis février 2024, la SDC est devenue PXP afin de marquer un point d’ancrage dans deux composantes essentielles de son offre de services, les personnes et les places.
Pour l’occasion, PXP s’est adjoint les services de l’agence Franchir afin de les soutenir dans le rayonnement de se tournant stratégique, incluant ses relations publiques. Le présent rapport vise à présenter les retombées de visibilité de cette offensive de presse.
Objectifs
01 – Positionner PXP comme l’allié de prédilection pour améliorer l’expérience urbaine et publique des populations.
02 – Démontrer la valeur ajoutée de PXP en misant sur son expertise tout en illustrant un système de valeurs, savoir-faire et savoir-être dans lequel les cibles sauront se retrouver. Raconter le succès des dernières années en mettant de l’avant les humains derrière PXP, notamment avec le repreneuriat par Vincent.
03 – Inciter les cibles à parler de PXP, notamment dans les communautés d’intérêts, les médias et dans l’écosystème des affaires;
Par ricochet, inciter les cibles à considérer PXP dans les appels d’offres, donc accroître les ventes et soutenir une croissance durable.
Résultats
Avec l’appui des relations publiques, PXP a généré 11 mentions confirmées et 3 à venir dans les médias du Québec, mettant de l’avant l’annonce de son nouveau positionnement et le transfert d’entreprise à la relève familiale.
L’ensemble de l’opération a généré un total de 4 378 000 impressions, ce qui fut un succès.
MÉDIAS
100% des mentions étaient de tonalité neutre ou positive
11 mentions confirmées dans les médias
3 mentions à venir
4 378 000 impressions totales
1 entrevue donnée par le porte-parole
85,7% des mentions contenaient une image
100 % des mentions contenaient l’un des messages clés
On September 13, Reitmans unveiled its fall 2023 collection, featuring colourful ensembles and casual garments designed to enhance one’s stylish personal and professional life.
Mandate
To mark the occasion and acknowledge its Quebec roots, the brand wished to tap into the province’s media outlets, influencers and stylists, and invite them to the unveiling of its new collection on the terrace of the Grande Roue de Montréal in the city’s Old Port.
FRANCHIR was responsible for the turnkey management and organization of the entire event and its public relations.
Objectives
01 – Position Reitmans as the fashion destination for inspired and inspiring women, by focusing on the flagship products of its new fall 2023 collection in the Quebec market.
02 – Demonstrate the values and personality of Reitmans in the lives of its target audience by emphasizing its comfortable on-trend options, wide range of sizes and affordable pricing.
03 – Encourage Quebec’s traditional and digital media outlets to report on Reitmans in the short and long term, as well as enable the creation of influencer content to increase visibility on social networks on behalf of our guests.
Strategy
01 –Build momentum with the new collection, making it possible to reconnect Reitmans with Quebec media and influencers by focusing on what truly sets the brand apart: its heritage, approach to fashion and trendy products.
02 –Capitalize on the novelty factor and flagship products from the fall collection, with their modern lines and bright colours, to maximize reach (awareness) through traditional as well as new media (blogs/lifestyle news sites/content creators).
03 – Tell the Reitmans story and how the brand has evolved over nearly a century, from a women’s boutique on Montreal’s Saint-Laurent Boulevard to one of the country’s largest women’s specialty retailers.
04 – Organise a fun, Reitmans-themed event in keeping with its advertising campaign, during which media and content creators could get acquainted with or rediscover the brand while enjoying privileged access to the women at the company’s helm.
05 – Treat guests to the Reitmans experience by offering them a gift card prior to the event, thus enabling them to show their brightest colours.
Results
Supported by public relations, Reitmans generated 16 mentions in Quebec media and 70 mentions on social networks, spotlighting the launch event and the new fall 2023 collection.
The entire campaign generated a total of 6,459,342 confirmed impressions from both influencers and media.
A great deal of content was created on social media on the night of the event, both by content creators as well as the media in attendance (Magazine Véro, ELLE Québec, Billie, Clin d’œil). After the event, new mentions poured in from the media.
Medias highlights
. 16 recorded mentions . 5,323,400 total impressions . 100% of mentions included an image . 100% of mentions referred at least once to key messages . 83.3% of mentions redirected to the Reitmans website
Content creation
. 70 recorded mentions on social networks . 1,135,942 total impressions . 63% of mentions were stories . 18.5% of mentions were reels . 18.5% of mentions were photos
Noteworthy
Audrey Simard, makeover artist to the stars, shone on the red carpet at the 38th Prix Gémeaux Gala, wearing a colourful outfit from Reitmans’ new fall 2023 collection, thanks to a gift card offered in the lead-up to the event.
Steadfast in its commitment to values such as inclusion and respect for diversity, Radio- Canada proudly supports the Fierté Montréal Festival. It served as a ‘great partner’ for its most recent edition, which was held at the Olympic Park from August 9 to 13, 2023. On-site, Radio-Canada wished to position itself as a vibrant brand and generate buzz and excitement among festivalgoers and the community.
Mandate
Radio-Canada chose Franchir to help create and produce its activation around the butterfly – Radio-Canada’s emblem and official signature for all its major cultural partnership initiatives.
Objectives
01 – Build engagement with the Radio-Canada brand;Position Radio-Canada as a key partner of the Fierté Montréal Festival and Contribute to Radio-Canada’s standing as a cultural player that supports and embodies inclusion and diversity in everything it does, in keeping with its values.
02 – Create commitment and bring the brand to life in a participatory way, in interaction with festival-goers.
03 – romote photo taking and sharing (UGC) as a way to showcase Radio-Canada.
Concept
It is estimated that there are roughly 150,000 different butterfly species in the world. Each one has its own lifespan, although it’s never very long. The life expectancy of butterflies is extremely brief: from an hour to a few days. Just like our installation, which only runs as long as the Fierté Montréal Festival. Fierté, much like butterflies, reflects a diverse environment, where each being expresses their own colour and identity. But it’s also an insect in constant flux, in a state of transformation. Franchir thus proposes ÉPHÉMÈRE (“EPHEMERAL”), an installation that mirrors the LGBTQ+ community as well as Radio-Canada’s values of evolution, creativity and inclusion.
Nikki Küntzle brings her singular vision of the butterfly to the project. More than a mere activation, our installation is intended to be both artistic and cultural, and to carry a message that transcends that of an institutional partnership. A freestanding, internally lit structure measuring 6 feet wide by 12 feet high and 4 feet deep brings the artist’s vision to life. The lighting doesn’t steal the show, but rather enhances the muralist’s creation. Everyone is invited to unfurl their very own butterfly or moth.
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With nearly 20 years of communications and marketing experience under her belt, Mireille has built up a wealth of agency experience. With more than 5,000 events across Canada to her name, she has mastered every component of a successful brand activation in the field.
Over the course of her career, she has carried out events of all stripes: corporate, company branded, B2B, sponsorship activations and stunts for clients such as Danone, Keurig, VIA Rail, Radio-Canada, Mobilia, Cirque du Soleil and many others. Her management skills and creativity make her an excellent advisor to our clients.
With a communication sciences degree from University of Montréal and over ten years of experience in public relations, communications, marketing and management, Anne-Marie is known for the vast network of contacts and business partners she has cultivated over the course of her career.
She is the recipient of a Woman of Distinction Award in the communications category from the Women’s Y Foundation and of half a dozen Awards of Excellence from the Société québécoise des professionnels en relations publiques. She was listed in the “Rising Star” category in the 2021 and 2022 Palmarès des entreprises au féminin rankings published by Premières en Affaires.
Email: amcaron[a]franchir.ca
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Rosiane Tessier
Public relations, Senior advisor
Rosiane’s passion for public relations is built around a vast experience in strategic communication, media relations, and creative marketing initiatives. With over 7 years of corporate experience, she has acquired solid skills in planning impactful marketing and communication campaigns, implementing public affairs strategies in crisis management, and developing lasting relationships in the business world. Her collaborative approach, her creativity and her ability to orchestrate complex projects make her a valuable collaborator in promoting our clients and their projects. Her greatest strength is the creation of synergies between strategic vision and operational execution, an added value for our public relations team.
Email: rosiane.tessier[a]franchir.ca
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Maude Ouellette-Archambault
Account Executive – Public Relations
A graduate in Marketing Administration at HEC Montreal, Maude knows how to wear many hats within the agency; press relations, influencer marketing, nothing stops her! Her sense of contact and her thirst for knowledge allow her to meet the needs of clients and to welcome new challenges with open arms.
Email: maude.ouellette[a]franchir.ca
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Joannie Chamberland
Account executive and digital planner
With over 8 years of experience in the exciting world of agencies, Joannie has held various positions that allowed her to develop a versatile expertise. Throughout her career, she has taken on roles such as Community Manager, Content Editor, Social Media Specialist, Strategist, Content Strategist, and Account Manager. Her passion for reading and writing has also led her to build an extensive portfolio of writing for a diverse clientele.
Equipped with a sociable personality and contagious enthusiasm, Joannie excels in collaboration and agility, two essential values for guiding clients towards achieving their goals. She stands out for her creative and dynamic approach, as well as her ability to analyze client needs and propose innovative and effective solutions.
Convinced that communication is the key to any successful relationship, Joannie always strives to cultivate authentic and lasting relationships, based on trust.
Email: joannie.chamberland[a]franchir.ca
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Juliana Bedwani
Events and communications project manager
With her contagious enthusiasm and a proven ability to tackle new challenges, Juliana has played a central role in over a hundred brand activations as an ambassador, thereby developing a proven passion for the events industry. Holding a degree in marketing and project management, she brilliantly combines her theoretical knowledge with practical field expertise and experience. Known for her creativity, autonomy, and organizational skills, Juliana is committed to orchestrating events that meet and exceed expectations, thus ensuring complete satisfaction for both clients and partners.
Email: juliana.bedwani[a]franchir.ca
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Lisa-Marie Minier
Project manager, Events
Having worked in the event industry for over 10 years, Lisa-Marie has held virtually every position in production. This progression has enabled her to fully understand and master all the aspects and challenges inherent in producing multidisciplinary events and artistic projects. The accumulation of her expertise, first in the field, then in different management positions, makes her a versatile manager with a 360° vision of each project. Curious and assertive, she has a knack for building solid, trusting relationships with her clients. Her creative spirit, attention to detail and positive energy set her apart within a team, and contribute to creating unique and innovative activations that are adapted to each client’s reality.
Kyanna is a passionate public relations professional, holding a Bachelor’s degree in marketing from HEC Montréal. With an insatiable thirst for learning and constant curiosity, she loves taking on new challenges. The importance she places on interpersonal relationships is evident in her ability to create lasting connections with journalists, influencers, clients, and colleagues alike. She combines her academic training with a strategic approach to create impactful initiatives. Dynamic and versatile, she brings positive and creative energy to the public relations team!
Email: kyanna.laporte[a]franchir.ca
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Charles Durivage
Office Manager
Charles has a very diversified profile, combining communications, design, and management. With over 10 years of experience in various positions within several marketing communication firms, he has developed a solid understanding of the agency world. On the brink of his tenth professional anniversary, he decided to explore a short new career in interior design, where he honed his aesthetic sense and understanding of workspace environments. However, the twists and turns of life brought him back in an agency setting, where this time he discovered a great interest for management, administration, and corporate culture development. As the office manager at Franchir, Charles pays attention to both numbers and the working environment of his colleagues. There isn’t a single corner of the agency that is a secret to him!
