Catégorie: Public relations

In 2023, the Jean Lapointe Foundation’s 28 Days Sober Challenge celebrated its 10^th anniversary. To this day, very few non-profit organizations can lay claim to having such a long-lasting and high-profile fundraising campaign. Ten years is a milestone – a golden opportunity to look back while also looking to the future. 

On this occasion, FRANCHIR was tasked with managing and carrying out public relations for the 28 Days Sober Challenge. 

Demonstrate the Challenge’s impact by leveraging numbers (and statistics), most notably through its platform; 

Position the 28 Days Sober Challenge as a standout fundraiser in Quebec;

Increase public awareness and familiarity with the Jean Lapointe organization (House and Foundation), its purpose and attributes;

Ignite conversations in the media and word-of-mouth in the public sphere;

Generate interest and spark conversation about the Challenge as well as its spokespersons and ambassadors (suggested stories);

Generate goodwill for the Challenge, and in turn, drive donations, registrations and more to the Foundation.

Strategy

With the support of public relations, we generated 1,066 confirmed media mentions in 2023, highlighting the 28 Days Sober Challenge and the Jean Lapointe Foundation’s mission.

The overall operation generated a total of 154,721,207 impressions, which was a resounding success. 

1. 1,066 media mentions
2. 154,721,207 total impressions
3. 100 interviews with one of the spokespersons
4. 31% of mentions contained a spokesperson’s name
5. 99% of mentions used the term 28 Days Sober Challenge
6. 92% of mentions referenced key messages
7. 50% of mentions directed to the website (call-to-action)
8. 38% of mentions featured an image

The 28 Days Sober Challenge spokespersons were brought up in 31% of mentions.

Louis-Raymond Maranda, CEO of the Jean Lapointe Foundation, was mentioned most often in the media (36%), followed by Anne Elizabeth Lapointe (29.5%).

The vast majority of mentions (92%) referenced one of the key messages.

Just over half (50.3%) of mentions contained a call to action: either an action verb or a redirect link to the Challenge website.

In 2023, nearly 65% of mentions of the 28 Days Sober Challenge were on the radio. 

Print: 25 mentions

Digital: 18 mentions

Radio: 691 mentions

Television: 106 mentions

Web: 226 mentions

On the strength of its success in Montreal’s Plateau Mont-Royal neighbourhood, India Rosa officially opened a brand-new branch in Griffintown on January 11, 2023.

The new restaurant has all the ingredients that contributed to its renown – a laidback and unique atmosphere, an Indian fusion menu and cocktails – but now presented in a larger space that can accommodate up to 200 people.

To mark the occasion, FRANCHIR was tasked with inviting public figures, media representatives and influencers, as well as publicizing news of the opening in the public sphere. 

To mark the occasion, FRANCHIR was tasked with inviting public figures, media representatives and influencers, as well as publicizing news of the opening in the public sphere. 

01 – Position India Rosa as THE brunch and dinner destination in Griffintown.

02 – Showcase India Rosa’s added value for foodies by leveraging its distinguishing features, including its ambiance, menu and more.

03 – Incentivize target audiences to talk about India Rosa, especially in the media and ecosystem, and encourage them to consider the restaurant on their next outing.

We carried out a classic press campaign involving three (3) distinct steps: media invitation, launch, post-launch.  

1. BEFORE – We invited the media and influencers, as well as a few public personalities who call Griffintown home, to the opening night as a way to publicize the new location. We also targeted some vegetarian notables, considering that Indian cuisine is known for its meatless dishes. 
   We also negotiated a spot on WKND radio’s lunchtime program, during which one of the restaurant’s co-owners served and presented the menu to the team of hosts consisting of Geneviève Hébert Dumont, Pascal Morissette and Marc-Antoine Nunez.
2. DURING – As part of the event, held in a 6 to 8 p.m. format, the media and influencers met the chef and owners, and left with a small gift from the establishment that evoked its Indian origins.
3. AFTER – The very next day, a press release was sent out to relevant media and journalists, particularly in the lifestyle, design and architecture, restaurant and business categories, to maximize the story’s reach. Several pictures were also made available to extend the impact of our efforts.

With the support of public relations, we generated 25 confirmed media mentions, highlighting the opening of INDIA ROSA Griffintown. 

The overall operation generated a total of 10,032,889 impressions, which makes it a success. 

1. 24 media mentions, including La Presse, Zeste, MTL Blog, Narcity, Silo 57.
2. 10 million total impressions 
3. 90% of mentions included the website.
4. 80% of mentions featured an image.
5. 80% of mentions referenced key messages. 
6. 50% of mentions contained a spokesperson quote.

Thanks to the support of public relations, we welcomed over 20 public personalities and influencers on opening night, such as Dany Turcotte, Ludivine Reding, Richardson Zephyr, PO Beaudoin and Pascal Morrissette.

All these public personalities published stories over the course of the evening. The sum of their respective communities amounts to more than 700,000 impressions.