About Communications Infrarouge
Founded in Montreal in March of 2011, Communications Infrarouge is a Public Relations boutique firm offering a wide range of communication services for customers in both the private and public sectors.
Since then, the agency has been able to rely on the loyalty of its clients and partners as well as the strength of new business relationships. Communications Infrarouge’s clients are mainly involved in the food, health, technology, communication, tourism and retail sectors.
Every day, the Communications Infrarouge team helps its clients pinpoint the most important communication opportunities and issues in order to effectively get their messages across while at the same time developing and protecting their reputation.
Communications Infrarouge’s advisors are very familiar with the Quebec media world and the main influencers who shape society. They will suggest the action best suited to your situation by providing you with:
- An ability to listen attentively, which is a key to carrying out quality work;
- Strategic advice of the highest level based on vast knowledge of the stakeholders, particularly the media;
- An great understanding of the issues;
- Creative solutions;
- Perfect French;
- Constant concern for your satisfaction.
An in-depth analysis
All of our mandates begin with thinking along strategic lines, allowing us to not only properly understand the brand, but also the business environment and challenges that our customers are faced with.
Meticulous and demanding, Communications Infrarouge advisors carry out every action suggested with tact and professionalism in order to achieve their clients’ goals and follow-up on them to obtain the greatest benefits.
Communications Infrarouge offers flexibility and customized services at great rates.
Issues management and handling of delicate situations
Reputation and change management
Marketing and product launch PR
Promotion, activation, recruiting
Special events design and production (internal meetings with managers and employees, press conferences, annual meetings, company anniversaries, launches and inaugurations, etc.)
- Planning and logistics
- Choosing suppliers
2.0 technology integration
Hosting (press conferences, gala evenings) and mediation (citizenship and information evenings )
Translation and revision
Spokesperson and media interviews
Videos (events, conceptual or testimonials)
Project: 1st anniversary of the Local Purchasing Policy
On May 15, 2014, Metro marked the first anniversary of its Local Purchasing Policy at an event at Montreal’s Old Port. Quebec’s food distribution leader used the opportunity to announce that Irresistibles private label chickens sold in its Metro, Super C and Marché Richelieu stores in Quebec would be farmed and processed in Quebec from that point on.
With BBQ season approaching, Communications Infrarouge suggested that Metro organize a friendly competition by inviting five well known chefs to cook using Quebec products, including Irresistibles brand chicken. Along with a dozen or so journalists, the event brought together several partner suppliers and Quebec agri-food industry players.
The event played host to about one hundred guests from Quebec’s agri-food sector and about a dozen journalists. The press coverage of the event reached over 1.7 million people.
Project: Launch of the Natrel Milk bar by java u
After having reviewed its positioning, branding and packaging, Natrel, a division of the Agropur dairy cooperative, wanted to continue to differentiate itself from its competition by offering a distinctive customer experience that would spotlight the milk. Natrel wanted to establish itself in order to create direct contact with consumers and get better integrated into the community.
At the same time, java u, the Montreal café-restaurant chain was looking to upgrade the milk being served in its cafés. Impressed with Natrel milks, for both their taste and their foam, java u management proposed coming up with an unparalleled customer experience in order to strengthen its strategic pillars, including the freshness of the food and the “vibe” in its cafés. Natrel’s marketing team liked the idea so much that it pushed the concept even further. That’s what gave rise to the Natrel Milk bar by java u.
Communications Infrarouge was mandated to create awareness about the Natrel Milk bar by java u, including both the traditional and non-traditional media.
Communications Infrarouge developed a multidisciplinary approach combining traditional press relations, social media, contests with bloggers and a tour of morning radio shows.
In particular, Infrarouge generated interest from the major national media by highlighting the innovative side of the Natrel Milk bar by java u. This « co-lab » approach – where two brands join forces to create a new product – was an original way to set itself apart in a market characterized by a drop in milk consumption, not only in Canada, but also in most countries around the world. Supported by studies and statistics, Infrarouge developed a story that was both pertinent and hard-hitting for the business, marketing and consumer press.
Infrarouge also organized a morning happy hour type of launch that brought together 18 influencers, and selected 7 influential bloggers to organize contests.
All the goals that had been set were exceeded.
- Articles, mentions and reports: 29
- Total reach: 8,187,081
- Non marked up advertising value of $200,000
- Bloggers: 8 texts and 7 contests
- Twitter: 25 tweets
- Facebook: 15 posts
- Instagram: 26 posts
Project: Fundraising campaign
In 2013, Fibrose kystique Québec (FKQ), bolstered by its new Board of Directors, wanted to replenish its coffers in order to support research against the illness. Quite a challenge when you consider the number of causes that call upon the generosity of the public and the Quebec business community. It would take a major coup to get Fibrose kystique Québec back on potential donors’ list. The La Base agency came up with the idea of asking the group Mes Aïeux to write a song, the proceeds from which would be turned over to the organization. The team then focused on a song launch rather than a traditional fundraising campaign. So the operation set itself apart through its new form (no TV ads, but instead a clip and invitations to download the song) and its “altruistic” nature, which allowed donors to receive something in return. The public relations role was therefore very strategic in the success of the campaign.
Communications Infrarouge orchestrated the public relations operation surrounding the launch of the benefit song by raising media awareness about the cause by using the musical dimension. As a result, the major music and entertainment columnists were approached, along with journalists specialized in health matters. Furthermore, a 2.0 component was planned to feed the social networks and create a buzz around the event and the song La différence. The public, who could get the song on the major downloading sites, was also invited to make a $5 donation by texting the word FIBROSE to 45678.
- The song La différence was Number 1 on the iTunes francophone charts the week of its release.
- Press coverage (print and web) reached 7.3 million and extended to media all over Quebec.
- The campaign raised over $350,000.
Awareness and recruiting campaign
Year: Since 2013
Founded in 2000, TRIOTECH sets itself apart through its interactive products for attraction parks (Interactive Dark Ride, XD Dark Ride, XD Theater, Interactive Cinema), not to mention the Typhoon simulator for arcades. This rapidly growing Quebec company employs about one hundred people in Montreal and Joliette. Like most technology companies, it wants to recruit the very best resources and in order to do so, it must first make itself known.
Communications Infrarouge worked with TRIOTECH management to plan a series of major announcements that resulted in positioning the company’s leadership and promoting the quality of its working environment and its company culture focused on innovation.
Right away, in September of 2013, press coverage of being awarded a major contract with Canada’s Wonderland in Toronto generated about a hundred very interesting applications. Two other offensives, in May and November of 2014, resulted in filling the positions being offered and in providing the company with an outstanding applicant database.
At this point, the collaboration between TRIOTECH and Communications Infrarouge has resulted in about 130 articles and reports being published in the national, local and specialized media, reaching a total of over 6.5 million people.
A passionate and versatile communicator, Pierre has 30 years of experience in marketing public relations and public affairs.
Prior to co-founding Communications Infrarouge, he worked for Optimum relations publiques for over 20 years, where he was in charge of several teams specializing in public relations, press relations, special events and the training of spokespeople (media and oral presentation). In 2009 he won two public relations Awards of Excellence for the inauguration of the spent potlining treatment plant from the Canadian Public Relations Society and la Société québécoise des professionnels en relations publiques.
Over the past few years, he has provided his expertise to clients such as the Canadian Space Agency, Agropur (Natrel), l’Association des centres jeunesse du Québec (Quebec Association of Youth Centers), la Caisse de dépôt et placement du Québec, Brunet, the Red Cross, CST Brands (Ultramar and Dépanneur du Coin/Corner Store), Metro Inc., Pratt & Whitney Canada, Six Flags – La Ronde, la Société des Alcools du Québec and Transat A.T. Inc.
Several major companies, including General Motors of Canada, Transat, La Ronde and CST Brands have also given him the role of media spokesman.
A media training specialist, Pierre benefits from his experience as a journalist, publicist, spokesman and teacher, allowing him to illustrate his words with examples drawn from his professional past. He has trained dozens of spokespeople from the business, medical, cultural, media, political, para-governmental and sports worlds.
From 1983 to 1985, he was the parliamentary correspondent for the program D’un soleil à l’autre, aired on Radio-Canada. From 1985 to 1987, he worked in the Franco-Ontario theatrical community, handling governmental relations, promotion, press relations and the coordinating of events. Pierre was also a reporter for le Réseau des Sports. He has a Bachelor of Arts degree with a specialization in Communication from the University of Ottawa (1983)
As an educator, he taught a course called Pratiques avancées en relations publiques (2010-2012) to graduate students in Marketing Communication at the University of Sherbrooke and Communication orale (1992-2012) at l’Université de Montréal.
Pierre also sits on the Board of Directors of Refuge des jeunes de Montréal.
Caroline has a Master of Arts in translation and a certificate in Public Relations from l’Université de Montréal and chose to combine her love for languages, her keen interest in the media and her desire to exchange with people by devoting herself to a career as a public relations advisor.
She worked as a freelance press officer for over five years. Known for being thorough and efficient, she got an opportunity to diversify her mandates by working in the beauty, consumer affairs, environmental, television, food, tourism and event planning industries.
Caroline’s experience includes working with Maison Lavande, Tourisme Basses-Laurentides, Metro, Brunet, Regroupement des événements majeurs internationaux (RÉMI) – or Major International Events Network (MIEN), TeaTaxi, Corner Store, Stelpro and Ordre des sages-femmes du Québec (OSFQ).
Johanne has more than 15 years of coordination, administration and management experience in governmental and artistic circles. Conscientious and proactive, she excels in creating and maintaining harmonious relationships with clients, suppliers and artists.
A tireless worker, Johanne was part of the support team for several Cirque du Soleil touring shows. Her collaborations with various companies such as BlackBerry, IBM and Volkswagen enabled her to develop her skillset and successfully complete several projects at the same time.
Johanne loves to travel and also has knowledge relating to immigration, human resources and event production.
Strategic Partnership with Primacom
Nancy German is a senior communications strategist who has devoted her career to providing business executives and their teams with forward-thinking insight and guidance on their most critical business and marketing challenges. She has worked at national and international corporations in a range of fields, including aerospace, food distribution, banking and forestry, and at leading PR agencies. In 2014, she founded Primacom Inc., a communications and strategic-planning consultancy firm focused on driving business results consistent with the vision of its clients.
Prior to establishing her own firm, Ms. German led Pratt & Whitney Canada’s worldwide external and internal communications as Vice President, Communications, from 2001 to 2014. Her responsibilities included strategic planning, marketing and business communications, internal communications, public relations, brand positioning, advertising, digital communications, public affairs and government communications as well as corporate social responsibility.
As a member of the Executive Committee at Pratt & Whitney Canada, and as a member of the communications leadership teams at Pratt & Whitney and United Technologies, Ms. German played a key role in driving Pratt & Whitney Canada’s growth objectives and positioning it as a global leader in the aerospace industry. She also successfully drove the implementation of a public relations and advocacy strategy to establish Pratt & Whitney Canada as an economic pillar in Canada. She joined the company as Manager, Employee Communications, in 1999. In this capacity, she led many transformation initiatives and helped position the company as an employer of choice, which led to its being selected as one of the top 100 employers in Canada.
Before joining Pratt & Whitney Canada, Ms. German held strategic positions at a number of major corporations, including the Laurentian Bank of Canada (1998-1999); Metro (1994-1998); Productions Jamais Deux Sans Toi (1992-1993); Groupe Everest (1990-1992); and Groupe Denis (1986-1990).
Active on boards and steering committees, Ms. German has chaired the Aéro Montréal Branding and Promotion Working Group since 2012. She was a member of the Public Affairs steering committee for the Aerospace Industries Association of Canada and for the General Aviation Manufacturers Association. She has also served on the boards of Make-A-Wish Foundation and Fondation maman Dion.
Ms. German graduated from the Université de Montréal (Translation, 1986) and HEC Montréal (Marketing, 1992). She also completed the Advanced Executive Program at the University of Virginia Darden School of Business in 2001. In 2011, she received an award from the Université de Montréal in recognition of her leadership and successful international career in the fields of communications and marketing.
Alix is a graduate of Jean-de-Brébeuf College and the John Molson School of Business. Passionate about social media and international issues, she has travelled extensively across Europe and the United States, discovering new cultures and trends along the way.
Her professional experience includes working in VIA Rail’s Communications department, where she created synergies between the organization’s various 2.0 platforms.
Alix is responsible, outgoing and attentive to detail. She is able to objectively assess the various aspects of a given situation, recognizing that a meticulous approach is the secret to quality work. She is an excellent listener who quickly understands the most important issues affecting a situation. Alix is constantly on the lookout for exciting and ambitious challenges that will allow her to grow her knowledge in her main field of interest: public relations.
Communications Infrarouge also relies on the support of regular contributors and associates, who offer a wide range of experience and skills in writing, strategic counsel, events organization, public relations marketing and media relations. Communications Infrarouge clients are thereby assured of receiving the services they need at all times, for any size project. Communications Infrarouge provides personalized service at very reasonable rates.
460, Sainte-Catherine st. West
Montréal (Québec) H3B 1A6
Phone : 514 849-4554
Fax : 514 849-9240
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