Case Study: Opening the Municipal Market for an HR Services Firm
In short: A Quebec human resources services firm wanted to reach Quebec municipalities. SPAK built a campaign timed to the municipal budget cycle, with decision-maker lists built from public data. The campaign aimed at directors general worked well enough to be extended to elected officials.
The challenge
Municipalities have real HR needs (recruitment, succession, workplace climate), but their purchasing follows a strict budget calendar. A message that arrives at the wrong time is ignored, even if it is relevant.
Our approach
The right timing. The campaign was launched ahead of fall budget preparation, with a simple angle: "Your HR needs for next year."
The right contacts. Lists were built from Quebec's public municipal directory: first the directors general, then elected officials.
Shared execution. SPAK handles prospecting and meeting booking; the firm's president leads the meetings and writes the proposals. A weekly meeting keeps the campaign on track.
Results
The campaign targeting directors general performed well enough to be extended to elected municipal officials. The president now spends her time in meetings rather than searching for contacts, and the firm has a repeatable method, aligned with the budget calendar, to approach this market every year.
Key takeaways
In the public sector, timing matters as much as the message.
Public data makes it possible to build complete, up-to-date lists.
Separating prospecting from selling lets the expert focus on meetings.
SPAK helps companies win clients in Quebec and Canada: market validation, B2B prospecting and sales structuring. Book a free consultation.
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