SafetyCo North: Establishing a New Safety Authority in Northern Ontario
Client: SafetyCo North
The Challenge
SafetyCo Partners, Canada’s fastest-growing integrated safety provider, acquired Norpro’s Health & Safety Division to enter Northern Ontario — a new, unproven regional market. The company needed to establish instant credibility for a brand-new, female-led division in a historically male-dominated, safety-critical industry, with zero existing regional media presence.
Our Approach
We built a market-intelligence-led launch strategy that identified SafetyCo’s regional USPs and translated technical safety services into a credible growth story for trade and mainstream audiences. We positioned co-leads Jessica Amadio and Shannan Boston as the go-to media spokespeople for Northern Ontario safety, backing them with media training and interview prep for regional broadcast and print coverage from day one.
Coverage & Recognition
98 coverage hits secured across trade and mainstream media — 100% original coverage, not wire-syndicated. Trade press included Canadian Occupational Health & Safety, OHS Canada, Canadian Manufacturing, and Northern Ontario Business.
Mainstream coverage included CTV Northern Ontario, The Hamilton Spectator, The Sault Star, The Sudbury Star, and Timmins Daily Press, anchored by the launch headline "SafetyCo's first female-led division sets up in Sault."