objective:

Prior to Alma Care, a postnatal retreat was a completely new concept in Canada. In order to launch with impact, we had to fill an education gap, mitigate potential controversy, and show Canadian parents why they deserve a better standard of postpartum care.

Execution:

We developed a multi-pronged communications framework and strategy that included outreach with education-first messaging, developing risk-mitigation messaging to combat any potential negativity, building relationships with aligned brand partners and influencer ambassadors to drive awareness and key messaging comprehension, and a thoughtful launch event for press, influencers, and community members.

Outcome: 

Through intentional outreach, profile-building and, ultimately, culturally-pervasive brand awareness and credibility, we were able to shift perception to better reflect what a hospitality-driven postnatal experience could look like in Canada.