IRCM
Help a Renowned Center be Known
Challenge
The Clinical Research Institute of Montréal (IRCM) is renowned in biomedical research. In 2009 the IRCM contracted CASACOM to conduct both a positioning study and communications plan.
Strategy and Activities
Conducted research & benchmarking.
Developed positioning based on the strengths and the concrete benefits of scientific research “for everyone.”
Completed a strategic communications plan with multiple activities. For example, “scientific cafés” were organized for the general public on topics like cholesterol, hypertension, obesity, and diabetes to name a few. Effective meetings with the press followed these events.
Created leaflets, speeches, trained spokespeople, directories for media, press releases and fact sheets, key messages, questions and answers, opinion letters, presentations, and more than 10 events and 25 news annoucements.
Advised the board and provided management to IRCM leaders on several hot topics around public position.
Conducted several media trainings.
Results
In the following three years, media impressions reached 50 million.
In addition to radio and television, articles appeared in both local and international media.
The Institute Foundation, as well as the funding from the Québec government, benefited from our work.
Relevant Data
10
Events
25
Promoted news
50
M media impressions
