work | case study

Bluedrop Performance Learning

Services: Communications planning, news release preparation, media relations, and speech writing

Challenge

Bluedrop is one of the largest eLearning companies in Canada and a recognized global leader in its field. They are listed on the Toronto Stock Exchange (TSX-V BPL) and rank in the annual PROFIT 500 list of the fastest growing companies in Canada. The CEO is a dynamic entrepreneur with a wealth of knowledge in the areas of workforce development, partner/customer training and using technology to advance human development in the work place.

Like many other fast growing, entrepreneurial companies, Bluedrop was focused on the day-to-day dynamics of running the company and was not promoting the company to the industry and capital markets as well as it could. It needed to increase its public profile and get better at issuing news releases on a timely basis. They had just completed a reverse takeover of a company and started trading on the TSX-V exchange.

Strategy

A brainstorming session with the CEO and other team members formed the basis of a PR strategy with the following key components:

  • Issue timely news releases; quarterly results, key new hires, customer and contract wins, executive appointments and new product releases
  • Develop tailored story angles about Bluedrop and the leadership role it plays in the eLearning industry and pitch media of interest
  • Secure a guest column with a strategic media outlet for Bluedrop’s CEO as thought leader in eLearning
  • Leverage media around high profile events involving Bluedrop; use traditional and social media to generate publicity
  • Engage with national business writers while keeping Bluedrop on the radar of Atlantic Canada media.

Results

Stories on Bluedrop were pitched to key business writers and features were secured in the Globe and Mail’s Report on Business, The Financial Post, Progress Magazine, Canadian Defence Review and HR Pro. A monthly guest column featuring Bluedrop’s CEO was pitched and secured with Global TV’s online news site. When Bluedrop’s involvement in an international project was highlighted at the prestigious Clinton Global Initiative in New York City alongside Senator Hillary Clinton, a photo and news release was released with pick-up on over 250 news sites in the U.S. and Canada.

Over a 13-month period, Bluedrop’s profile was increased significantly and an internal process was established to have a proactive media and industry profile program established. This profile was further enhanced when Bluedrop acquired Halifax based, Atlantis Systems Corporation making it one of Canada’s leading Defence training solutions providers.