Edelman quickly developed a strategic outreach program, leveraging a series of announcements to drive awareness and application submissions.

The team employed a transmedia strategy, leveraging traditional and digital media channels to spread the word about HYPERDRIVE. This included a robust media relations program to targeted online properties across North America, as well as an influencer relations program.

Under tight deadline, Edelman was able to generate significant online media coverage and successfully amplify awareness of the HYPERDRIVE launch through seven forum submissions and nine articles including top-tier coverage in the National Post and Globe and Mail. The outreach totaled 3.9 million media impressions, and Communitech received a total of 117 application submissions – exceeding the goal by 134%.