Challenges

MyStartr is Canada’s only national employer-led coalition focused on improving hiring systems for youth who face barriers to employment. Previously known as “Opportunity for For All Youth” the organization rebranded as MyStartr and Intent has been engaged to create, develop, and manage a campaign related to the launch of its new look. Considering the organization is just four years old, there was careful consideration of how we would be introducing MyStartr province wide and how this would be scaled on a national level. Comparable organizations in the youth employment sector have well established brands and Intent is meeting the challenge of exponentially increasing overall brand awareness across Canada while ensuring our messaging reaches our key audiences — youth and employers

Strategy

Our first step was our Listen phase—a research and discovery exercise to understand MyStartr  as an organization, its clients and stakeholders, and to get a sense of how we could best engage with them throughout the campaign. As part of this phase, we facilitated a 90-minute kickoff discovery session, conducted interviews and workshops, and collected quantitative data through surveys. Once we consolidated our data, we developed a comprehensive communications plan that includes strategies for social media, public relations and media, and direct marketing.

Solutions

Working alongside MyStartr, they formally launched it’s new brand in July 2022. The launch event called “MyStartr Activate” took place where funding for Opportunity for All Youth was announced in 2018 — Albion Library. Intent designed all promotional materials at the event that include pull up banners, table cloths, giveaways like T-shirts, and signage. We utilized our social media and public relations strategy that brought 400 youth to the event. MyStartr Activate also got provincial coverage as our team mobilized CBC News to attend and film the event. 

The event had 400 youth in attendance as well as major employers like Starbucks, Walmart, Home Depot, and many more. 50 youth were hired on the spot, and 150 youth left with pending opportunities showcasing the monumental work MyStartr is doing for the youth employment sector. By the end of our campaign, we had a reach of over 8.9 million individuals across Canada, doubling our initial goal of 4 million. With this project on budget, on time, whilst growing our partnership — now MyStartr can develop other campaigns using the information we’ve gathered from our successful campaign.