The Inaugural 'Adapting for Tomorrow' Start-Up Programme
In September 2024, The Adaptavist Group launched the inaugural 'Adapting for Tomorrow' incubator programme. This initiative was designed to support ambitious startups in Toronto who are harnessing the power of Generative AI to solve real-world challenges, offering selected startups a unique blend of mentorship, strategic workshops, and access to some of Canada's brightest minds in tech.
As a strategic communications partner, TFD was brought on board to provide comprehensive support for the programme's launch and execution. Our primary goals were to establish the programme's credibility, create meaningful engagement within Toronto's tech ecosystem, and drive high-quality applications from innovative startups. This required a multifaceted approach that went beyond traditional media relations, encompassing strategic communications guidance, content creation, and community engagement.
Our Approach
The team cast a wide net across Toronto's innovation ecosystem, establishing crucial connections with local universities and key organisations like Toronto Global. This groundwork was essential in building a strong foundation for the programme's launch and ensuring its resonance within the local tech community.
A key focus was developing strong relationships with top Canadian publications, particularly those with an AI and startup focus. To bring the programme to life, we created engaging content across multiple platforms, with our advisor Q&A series as the standout initiative. This series involved crafting tailored questions for each advisor, conducting in-depth briefing calls, and transforming these recorded conversations into engaging video content for social media. These valuable insights were then strategically repurposed into featured articles, including a prominent piece in TechTalent.
Our involvement spanned multiple aspects of the programme's development and execution, extending beyond promotion. The team worked with The Adaptavist Group's internal operations team, from supporting with crafting website copy to managing both internal and external communications. This holistic approach ensured consistent messaging and brand voice across all platforms and touchpoints while driving high-quality applications.
"Launching our first 'Adapting for Tomorrow' program needed the right strategy to connect with Toronto's vibrant tech ecosystem. The TFD team played a crucial role in bringing our story to life, from developing relationships with local universities and media as well as creating engaging content that attracted high-quality applications. TFD’s work helped us establish credibility in the community and create meaningful connections between startups, advisors, and industry leaders. The program's success in attracting innovative startups like Deaf AI and FastDoc is a testament to the strong foundation we built together."
Harp Athwal - Head of Channel Operations at The Adaptavist Group
The Key Results
Media Impact
The programme garnered attention from key technology and startup-focused publications in Toronto, achieving a total reach of 114,540 across various platforms. Each piece of coverage helped establish the programme's credibility in the city's tech ecosystem. Notable coverage included:
TechStars Toronto - (DA: 29, UVPM:19,642)
The Tech Factor - (DA 10, UVPM: 2,292)
Startups Magazine (DA: 45, UVPM: 80,200)
Tech Talent. Ca Toronto Global, (DA: 26, UVPM: 12,406)
Social Media
The social media campaign was particularly effective, generating substantial engagement within the Toronto tech community. Across eight posts shared through key programme leaders, we achieved:
394 total likes
35 comments
Multiple reports from industry influencers
Engagement from key figures in the tech community
The pitch event wrap-up post generated 85 likes and 10 comments, demonstrating a strong interest in the programme's outcomes. Most notably, advisor interviews, particularly with Maria Estepa, achieved 89 likes and 10 comments, highlighting the value of personal insights from industry leaders.
The Event
The programme's launch event marked a crucial milestone in the campaign, featuring a Dragon's Den-style pitch competition that brought together innovative startups, industry advisors, and key tech ecosystem stakeholders. Our focus was twofold: ensuring high-quality attendance to provide an engaged audience for the startups to pitch to, and encouraging both startups and attendees to develop new connections through networking opportunities.
We incorporated a session on pitching best practices where startups worked on developing their presentations with expert guidance from one advisor. Additionally, we ran a specialised session emphasising the importance of investing in marketing and communications as a startup. The Dragon's Den-style element added an exciting and competitive edge to the event, allowing startups to showcase their innovative solutions to a panel of experienced industry leaders.
Throughout the day, we conducted on-site interviews with the advisors and startups, capturing the energy and insights that will fuel the ongoing promotion of the programme and ensure success for future cohorts.
