Strategy Archives

INTRODUCTION

For nearly 35 years, Tel-jeunes has been there for Quebec teens, guiding them through their discoveries, first experiences, questions, and challenges by providing an environment tailored to their real needs.

With the significant evolution of the philanthropic sector in recent years, nonprofit organizations like Tel-jeunes must now more than ever communicate their initiatives to showcase their impact, generate support, and maintain an active role in the lives of their target audiences.

In this context, the organization turned to Franchir’s expertise to integrate a strategic public relations component into its communication efforts. This collaboration aims to strengthen Tel-jeunes’ positioning as a key reference and trusted ally for teens in the public sphere.

OBJECTIVES

NOTORIETY
Position Tel-jeunes among 12-17-year-olds as the expert in help-seeking and a trusted ally for teenagers in Quebec, while raising awareness among both young people and their support network about the services offered.

ENGAGEMENT
Showcase Tel-jeunes’ expertise and highlight the organization’s contribution to the teen cause, particularly by leveraging its knowledge to inform, implement initiatives, and demonstrate its concrete commitment to youth.

LOYALTY
Encourage media and influencers to speak positively about Tel-jeunes and proactively seek its expertise to deepen discussions on youth mental health issues. As a result, increase grants and support for Tel-jeunes’ initiatives while encouraging 12-17-year-olds to use its services.

GAME PLAN | STRATEGY

To achieve these objectives, Franchir developed and implemented a strategy based on four key pillars.

Implementation of proactive press relations initiatives throughout the year to support Tel-jeunes’ communication strategy and strengthen its positioning as an expert.

Launch of the 2024 Ambassador Program, including the selection and management of six content creators approved by Tel-jeunes’ youth committee.

Design, production, and coordination of a province-wide tour in October 2024 to connect with young people across Quebec: La Tournée Tj

Establishment of media monitoring to build public affairs intelligence and respond when relevant.

RESULTS

With the support of public relations, Tel-jeunes generated 1,364 confirmed media mentions in Quebec in 2024, highlighting the organization or one of its spokespersons and key messages, including prevention, mental health, education, sexuality, youth, and support services for parents.

These initiatives resulted in a total of 268,023,262 impressions, making it a resounding success!

HIGHLIGHTS

1,364 media mentions

268,023,262 total impressions

28.7% of mentions cited a spokesperson

90.68% of mentions included at least one key message

38.6% of mentions were on the radio

38.2% of mentions were in national media

Last September saw the inauguration of Spa Carré Saint-Louis, a space for relaxation and rejuvenation located near the park of the same name, in the heart of the Plateau Mont-Royal.

Mandate

Nestled in underground vaults reminiscent of oriental cultures, Spa Carré Saint-Louis offers an all-in-one circuit that guides visitors through a comprehensive thermotherapy and massage therapy experience.

The spa includes a jacuzzi pool, a traditional hammam (eucalyptus steam bath), a dry sauna, a cold bath, showers, a relaxation area and fully equipped changing rooms. All the above are in addition to a wide variety of relaxing or therapeutic massages.

Spa Carré Saint-Louis thus called upon FRANCHIR for a public relations mission.

Objectifs

01 – Position Spa Carré Saint-Louis as a preferred relaxation destination for Montrealers.

02 – Showcase the benefits of thermotherapy, the expertise of practitioners, as well as the distinctive qualities of Spa Carré Saint-Louis, including its ideal location and the singular charm of its Indian décor.

03 – Encourage journalists and key influencers to create content in the media and on social networks to persuade target audiences to book, visit and return to Spa Carré Saint-Louis.

Strategy

01 – Write a press release along with tailored media approaches for initial contacts and follow-ups to maximize reach of the news.

02 – Capitalize on the novelty and proximity of Spa Carré Saint-Louis to maximize reach (awareness) through traditional outlets and new media (blogs/lifestyle news sites/content creators).

03 – Send invitations to official inauguration event, where media representatives and content creators can enjoy the thermal circuit as well as a therapeutic or relaxation massage.

04 – Send gift cards to those unable to attend the event, allowing them to enjoy the Spa Carré Saint-Louis experience.

Results

With the help of public relations, Spa Carré Saint-Louis generated 29 confirmed media mentions as well as 22 mentions on social networks, mainly highlighting the opening of this new sanctuary of serenity.

The entire campaign generated 12,133,500 recorded impressions, in addition to the 840,376 total confirmed impressions on social networks, for a grand total of 12,973,876 impressions – by all accounts a happy outcome.

Medias highlights

29 media mentions;
12,133,500 confirmed impressions;
100% of mentions contained one of the key messages;
24.1% of mentions contained a spokesperson’s name;
96.6% of mentions either identified or directed to the website / Instagram page (call-to-action);
72.4% of mentions featured an image;
82.8% of mentions came from national media.