Positioning Deloitte as the Marketplace Leader in Technology, Media & Telecommunications
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CHALLENGE
Deloitte Canada’s annual Technology, Media & Telecommunications (TMT) Predictions report is a series of insights showcasing the emerging global TMT trends expected to significantly impact businesses and consumers in the coming year. Broad Reach was challenged to create a media relations strategy around the launch of this report and secure national, regional, and trade media coverage for the report, its co-author, and nine spokespeople across Canada. Broad Reach was also expected to secure media attendance at cross-country road show events.

SOLUTION
To pique media attention, Broad Reach worked closely with the report’s co-author to develop a list of top ten TMT Predictions of particular interest to Canadian businesses and consumers. These were sent to relevant editors and reporters covering a wide range of beats. The Broad Reach team then designed and executed an extensive media relations campaign culminating in a cross-Canada media tour featuring the report’s co-author as well as nine regional leaders. Media relations included targeted and tailored media outreach to media in each market as well as national, regional, and trade media across print, radio, TV and online properties. Media materials invited media to learn more about the firm’s TMT Predictions, interview spokespeople, and attend road show events.

IMPACT
This campaign won the PR industry’s most prestigious media relations award: An international IABC Gold Quill Award (the highest level of professional acknowledgement in business communications today).
An unprecedented volume and quality of coverage was generated: Over 128.5 million audience impressions (an increase of 40% from the previous year) in 210 stories, of which 95% were in top-tier media−exceeding goals and client expectations.

• National media coverage included BNN, Global TV, CTV National News, CTV Local News, CTV Webmania, CBC Radio Syndication, the Globe and Mail, and the National Post.
• 100% of stories mentioned Deloitte in a very positive tone by positioning the company as a TMT thought leader.
• 92% of stories focused exclusively on TMT Predictions and included key messages (up 14% from 2010).
• Regional media coverage was widespread and all Deloitte spokespeople appeared in local media coverage, achieving the goal of creating eminence and visibility for all spokespeople in regional markets.
• Industry media coverage included IT World Canada, Canadian HR Reporter, Marketing Magazine, Media in Canada, Playback, Canadian Manufacturing, Digital Journal, The Wire Report, and Techvibes.
• 26 journalists attended road show events across the country, generating a second round of coverage over the course of two weeks, consisting of 147 stories.
• Canadian CXOs, CIOs, CFOs, IT administrators, and media across the country now see Deloitte as a pre-eminent thought leader in the TMT industries as a result of the widespread eminence created by this media relations campaign. They also now see Deloitte as a leading professional services firm they would call upon as a trusted advisor in these and other areas.

“In my view, what differentiates Broad Reach Communications from other PR and marketing communications firms is the virtually unique depth and breadth of its service offering. Other companies may excel at one or two of: writing skills, work ethic and timely delivery, technical industry knowledge or media contacts. I have found that Broad Reach and Andrea Lekushoff stand out in all of these areas – essentially making them a ‘one-stop shopping’ experience for those who demand more complex solutions.”

– Duncan Stewart, Director of Research, Deloitte Canada

“We were very happy with the work Broad Reach did for Deloitte for TMT Predictions launch in Canada. They offered a full service solution, working with us to develop and refine our key messages, turning those into a press release, and then getting our key thought leaders and spokespeople in front of the media across the country, as well as making the various launch events that were part of the eight city cross Canada road show more successful. Based only on hard metrics like web site visits, downloads, launch event attendance, media hits, and interviews, Deloitte Canada had its most successful Predictions launch in history — with across the board increases, sometimes of more than 100%. Further, many of the approaches and collateral developed by Broad Reach in consultation with Deloitte Canada have been recognized within Deloitte globally as industry-leading and best practices.”

– Duncan Stewart, Director of Research, Deloitte Canada