SMC x Propel

Overview:

Propel is an innovative online platform that connects students and employers through industry-relevant communities, fostering connections on and off campus. It empowers students to discover their next career move by providing access to internships, co-ops, and post-graduate roles. Propel facilitates meaningful connections between students, student clubs, and employers through events and networking opportunities. Propel is free for students, ensuring equal access to job opportunities. The project was led by Project Director Emily Gwin, with the support of consultants Peter Desantis, Ella Lane, Shiraz Sigouin, and Anna Cumming, who worked diligently to deliver exceptional outcomes.

Problem:

Propel approached SMC at the initial product release stage to enhance its social media presence and build brand awareness among student communities across Canada. Their main challenge was establishing a community during the product's launch and driving sign-ups as a startup company. In a highly competitive industry, it was crucial to differentiate Propel and create unique marketing opportunities. SMC was tasked with optimizing and strategizing potential partnerships within the industry, conducting comprehensive market research, developing a social media and communication strategy, and implementing a brand ambassador program for Propel. The overall objective was to position Propel as a top-of-mind platform for students throughout their post-secondary education, fostering a brand community to support its launch and ongoing initiatives.

Solution:

The first phase of the project focused on proposing strategic partnerships for Propel. To accomplish this, the team initiated an extensive competitor analysis matrix to inform future decisions. They categorized partnerships into three sections: influencers, clubs, and organizations. After careful consideration, the team recommended key partnerships for both categories, including large and small-scale opportunities, and devised a tangible strategy for approaching and implementing these partnerships. The next phase involved developing a comprehensive social media strategy for Instagram, TikTok, and LinkedIn. Building upon the competitor analysis, the team created a cohesive strategy and implementation plan tailored to each platform. The final phase encompassed a communication strategy and a brand ambassador strategy. The communication strategy involved refining an established brand guide, expanding on the preliminary guide created by the Propel team, and crafting compelling copy for Propel's accounts and emails.

The team also devised a brand ambassador strategy, including mock job postings, event ideas, and training opportunities. Overall, SMC made tangible contributions to Propel's entry into the mainstream market. With realistic implementation plans and cohesive brand strategies, Propel has a robust guide to further build brand awareness, establish partnerships across Canada, and engage with students and employers through various media channels.