Techstars

Case Study

Empowering the next cohort of tech disruptors.

Techstars is a global start-up accelerator and venture capital firm that supports the growth of disruptors around the world. We helped Techstars Toronto develop and refine their brand in Canada in order to attract a larger, more qualified set of applicants to  their 2024 cohort.

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We worked directly with their managing director, Sunil Sharma, to leverage his brand, network, and personality as a major driver of engagement. Sunil ultimately became the face of the digital marketing campaign we developed and our partnership was crucial to the repositioning and expansion of Techstars Toronto’s offering.

Challenge

Leverage social media to attract qualified applicants to their latest cohort of start-ups.

Outcome

An organic content creation strategy was both an overall highlight of the cohort’s thesis, and twenty-four 60-second interviews were conducted by the managing direction and founders, highlighting the caliber of talent and experience that the target audience would resonate with.

Project Scope

Brand & Marketing Strategy

Full Funnel Campaign Creation

Content Creation

Collateral Design & Production

Community Engagement & Management

Understanding the Audience.

Over a two-day facilitated session, we surfaced the challenges SPJA as an organization faced. In the process, they prioritized the needs and goals of the business and its customers. This became the foundation for the branding and marketing plans for the 2017 event. By using an iterative approach to the events and working closely with the Techstars team, we were able to completely revolutionize the way in which investors, founders and partners engaged with one another.

Developing the Strategy.

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.

Activating the Campaign.

The long-standing cohort of Toronto’s Techstars has built years of brand recognition into the ecosystem. We took the individuals the represented the true innovation that was being created and refined its representation.

Continuing the Conversation.

After the program concludes, we focus on amplifying its success and building a lasting legacy for both the cohort and the accelerator. By highlighting founder achievements, sharing success stories, and promoting the program’s impact, we ensure that the momentum continues to attract future applicants, investors, and partners.

The Results.

Techstars was able to create greater awareness and deeper connection with their target audience. By the end of our initiative, we had seen a 70% overall increase in the number of qualified applicants, increased community involvement from mentors, and heightened brand lift for all founders involved.

Sunil Sharman

Managing Director, Techstars