Platform E was conceived by Singapore Institute of Management (SIM) as an entire entrepreneurship ecosystem offering a unique blend of knowledge, industry practicum, mentorship, incubation, start-up business support and funding.
In late 2016, because of our work with several local startup clients of various stages, Platform E’s CEO engaged us to help with the launch marketing of the fledgling incubator with a mandate to recruit participants for its pioneer cohort.
The only problem? The curriculum and faculty had yet to be confirmed, and renovations to create the premises had not even started. Platform E was also entering the local incubator fray where other incubators from NUS, NTU and SMU were already well established. Our challenge then was to create awareness of Platform E and its unique offerings, as well as to persuade potential participants to part with up $12,000 to sign up for an incubator program that yet to boast of any full curriculum, faculty, reputation, nor premises.
As Platform E sought to recruit new and aspiring entrepreneurs of all ages, we first created a Facebook page as the key communication channel to reach out to the widest demographic of people.
Next we set up a LinkedIn page so that we could showcase the growing faculty, as well as to get noticed by members of the the local and international startup world – the founders, C-suits, investors, and most importantly, aspiring and budding entrepreneurs.
We utilised Facebook’s robust ad targeting to send our communication messages towards users with startup and entrepreneurship related interests, as well as people already working in those areas.
Facebook Events were also used to draw people to Platform E’s first two ever popup events for business owners looking for extra help to take their businesses further as well as budding entrepreneurs of all ages wanting to find out if they had what it takes to start their own venture.
At the event, we also livestreamed the panel discussion on Facebook so as to reach out to a wider audience in addition to those who could not make it to the event.