Positioning Primus as the Leading Anti-Cyberbullying Resource
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CHALLENGE
Find and own the white space in Canada’s saturated telecommunications market as a means of promoting Primus’ Internet services to parents, the company’s primary customer base.

SOLUTION
Following an in-depth analysis of the marketplace, Broad Reach identified cyberbullying as an emerging issue that parents needed support managing. By partnering with PREVNet, Canada’s authority on bullying prevention, and commissioning a survey to reveal the depth of parents’ concerns, Broad Reach developed a multi-dimensional media campaign to position Primus as the Internet service provider Canadian parents could lean on.

IMPACT
Widespread earned media coverage generated awareness from coast to coast – so much, in fact, that Canadians began to write Primus thanking them for their efforts. This newfound standing inspired Primus to launch CyberGuard, an online resource for parents seeking cyberbullying information and advice, and solidified their position as the leading telco committed to protecting Canadian families online.

“The Broad Reach team has been a true partner in enabling us to accomplish our goals throughout a period that presented numerous, industry-wide challenges. Without question, this partnership delivered ‘amplified results’ on a tight budget in an efficient, agile and flexible manner. I highly recommend Broad Reach Communications to any organization that, like Primus, is working in an industry that is rapidly evolving under heightened competitive pressures.”

– Senior Vice President, Marketing and Product, Primus