Challenge
VistaPrint had a strong global reputation, but it was too often seen as “just a printer.” When it brought Talk Shop on as its first agency partner in Canada, the goal was bigger than market presence. VistaPrint wanted to be recognized as a trusted partner to small businesses, one that offers design expertise, marketing support and customized print solutions for both business and personal moments.
Building awareness was only part of the work. VistaPrint also needed credibility across trade and lifestyle media, and leaders who could speak with authority to the issues small businesses care about. That meant investing in thought leadership at the executive level, with clear pillars for each leader and media-ready profiles to support visibility in the near and long term.
Our Approach
Talk Shop built an integrated PR strategy that combined earned media, contributed content and seasonal lifestyle outreach. At its centre was an executive media training program spanning two continents. Talk Shop met one-on-one with eight VistaPrint leaders across North America and Europe for mock interviews, personalized coaching and deep dives into each executive’s role, focus areas and media potential. We then developed tailored bios and opportunity maps for each leader, giving VistaPrint a foundation for ongoing visibility in business, trade and vertical media wherever its leaders operate.
Media outreach put that bench to work. Executives spoke to remote work, HR insights and small business marketing trends. Seasonal lifestyle stories, including holiday gift guides, put VistaPrint’s products in front of consumers at the moments that matter most.
Results
Talk Shop earned 72 media placements and 29M+ impressions for VistaPrint, building trust with both B2B and consumer audiences. Coverage spanned national business and trade titles, including Canadian Business, Strategy and Benefits Canada, lifestyle outlets like Daily Hive, and a national broadcast holiday segment on The Marilyn Denis Show. With eight executives now media trained and profiled, VistaPrint has a thought leadership bench ready to support its visibility across markets, well beyond a single campaign.
“Talk Shop’s media trainers are professional, efficient and informed. By balancing crucial media relations education with realistic interview scenarios, our executives felt equipped to manage conversations with ease and confidence.”
— VistaPrint Communications Team
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