PRAXIS U Course: The Democratization of Influence

For Toronto-based Praxis, it’s all about people. 

And, sure, it’s probably not the first time you’ve heard that. However, this mid-size national marketing communications agency has been able to punch above its weight because it has actively invested in clients and creating strong relationships. 

Launched more than 20 years ago by co-founder and partner Maureen Juniper, Praxis has cultivated enduring partnerships with clients across the public and private sectors, including brands like PepsiCo, Suntory Global Spirits, Cineplex, and more. 

Erin Morra joined as the agency’s first president last fall. She says that much of Praxis’ success comes down to that fundamental belief in the power of relationships. The company embraces a people-first philosophy that permeates every aspect of its operations. Clients are not just customers but valued collaborators, with many relationships spanning decades – which Morra says is a testament to Praxis’ unwavering dedication to mutual growth and success. She points to the agency’s commitment to ensuring clients remain on the pulse of industry trends and changes via Praxis U as a clear indicator of that.

PRAXIS U Course: Driving Credibility in a Post-Earned World

Praxis U is an on-demand educational initiative that offers existing and potential clients complimentary learning sessions that cover emerging industry trends. These sessions, which have included topics ranging from AI’s impact on reputation management to democratizing influence in marketing, empower clients to stay ahead of the curve while fostering a collaborative environment where knowledge is freely shared.

PRAXIS U Course: Experiential Events that Generate Buzz

The goal is to educate and empower clients to make informed decisions and confidently navigate complex marketing challenges. For example, Morra says that a beverage alcohol client was recently interested in learning about trends in influencer marketing, such as the rise of nano-creators and the emergence of Lo-Fi content. The team curated a unique session to walk them through the necessary elements for their business. Morra says the client left with clarity, the tools to bring back and continue the education for their team and tangible next steps for their business. “The impact of Praxis U extends far beyond a knowledge transfer,” she explains. “It serves as a testament to Praxis’ ethos of collaboration and shared success, positioning the agency as a service provider and a catalyst for industry-wide advancement. By opening our doors to knowledge-sharing initiatives, Praxis enhances client relationships and cultivates a continuous learning and innovation culture.” 

To serve those relationships, the agency has developed an expansive offering across five core pillars, each strategically designed to deliver impactful results and drive client success. These include PR, brand partnerships, digital marketing – enhancing brand visibility and engagement across digital platforms by focusing on digital strategy, content development and precise media buying – experiential, and social. 

The latter two disciplines have been especially fruitful of late.

PRAXIS U Course: Impactful Social Marketing in the Era of Paid

Experiential exists under the Praxis Live banner, and is known for award-winning campaigns like “Laugh-Roaig” for Islay-based distillery, Laphroaig. Playing on the Scotch Whisky’s difficult-to-pronounce name, Praxis executed an invite-only influencer dinner and comedy show in Toronto. A stand-up comedian incorporated Laphroaig and its key messages into his set, and guests were treated to a dinner that included thoughtful pairings of various Laphroaig expressions with each course of the meal. The results included a 52% boost in impressions at a 33% lower cost than previous campaigns. 

Through Praxis Social, meanwhile, the agency develops tailored strategies to drive community growth, manage social presence, and cultivate meaningful influencer partnerships – as evidenced by successful campaigns such as Pure Leaf Iced Tea’s “Say Yes to Real” campaign. It was created to expand the brand’s reach with women aged 25 to 34, and was centred around influencers who could naturally integrate Pure Leaf into their lifestyle content, reflecting real moments and genuine enjoyment. In total, Praxis secured partnerships with 26 influencers – two mega and 24 nano influencers – and the results included a 23% increase in positive sentiment and 15X higher engagement rates. 

PRAXIS U Course: PR & Reputation Management – AI Solutions

Morra says the agency remains steadfast in its commitment to innovation and client empowerment and anticipates expanding its Praxis U offerings and evolving its service portfolio. By staying ahead of industry trends and leveraging its deep expertise, Morra says Praxis aims to sustain its continued growth – and redefine what it means to be a strategic communications partner in the 21st century.

For more information on how you can get involved with Praxis U please visit the Praxis website https://praxispr.ca/