MyStartr Playbook 2


Formal brand launch through MyStartr Activate, an in-person event for youth employment


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


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.


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.

MyStartr Website

MyStartr partnered with Intent to help us design and launch our new brand to our youth and employer audiences. Although the brand launch work is still in play I can say that Intent has done a fantastic job designing a creative brand campaign that resonates with both youth and employers, plus has supported our new brand in many ways such as creating beautiful digital imagery plus signage and other assets for our events. Thank you Intent for bringing our new brand alive!

Angela Simo Brown
VP Early Talent Innovation and Lead Executive MyStartr, MaRS Discovery District
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