Idea Workshop has been named public relations agency of record for Nutrition House Canada, a natural health product franchise with 60 outlets across the country.
Nutrition House last worked with a PR agency about 10 years ago, but only on a project basis, says Wayne Parent, president and CEO of Richmond Hill, Ont.-based Nutrition House Canada.
“We’re trying to somewhat reposition ourselves in the industry,” Parent says. “We thought it was probably good to be working with an agency that understands it.”
Idea Workshop, which has eight employees and is based in Toronto, has worked for a number of clients in the health and wellness sector, says Jon Packer, managing director of the Toronto-based PR firm.
“That was a plus,” Parent says. “Someone doesn’t have to get educated on your dime, so that’s always a good thing.”
Idea House will be developing and executing a comprehensive communications strategy for Nutrition House with media and blogger relations, social and digital marketing and community engagement.
“The recent mainstreaming of the category has led to many of (natural health) products becoming widely available,” Packer says. “One of the things we’re looking at is how do we help Nutrition House stand apart? How do we focus on their expertise and the knowledge that’s within the organization and the individual stores?”
Part of the solution will come from developing a controlled and consistent message on the website, on social media and in public, Parent says. “We needed a whole plan as to how to get that out there.”
Parent says Idea Workshop is working on such things as getting Nutrition House experts on breakfast talk shows “where we need that personal touch” to break through.
Idea Workshop will also be looking at developing expanded partnership opportunities with Nutrition House vendors and leveraging its loyalty program.
Last November, Idea Workshop was acquired by the CHR group, a New York-based marketing services organization. Since then it has gained several clients, including First Capital Realty, CORE Architects, mobile app developer Clearbridge Mobile and the Dilawri automotive group.
