Non-Profit
Mission: make MaRS a globally renowned innovation hub. We solidified its reputation with international media coverage and in-house media production.
The Challenge
MaRS Discovery District was becoming recognized in Toronto as a destination for startups, but to attract top tech partners worldwide, it wanted to launch its profile globally. So how could a Canadian non-profit capture the minds of Silicon Valley tech giants, New York venture capitalists, and Hong Kong investors?
The Approach
Earned Media
With the US news audience consumed by Trump-related coverage, we spotlighted “the reverse brain drain”. An influx of world’s top minds, global engineering talent, and major tech companies were now choosing Toronto over San Francisco.
Thought Leadership
MaRS startup ecosystem was like a galaxy of innovation spanning AI, blockchain, drug development, cleantech, and more. We saw the opportunity to cluster emerging trends and take a future-thinking POV on tech breakthroughs. Alongside monthly op-eds, we secured regular ongoing content syndication with Entrepreneur & the Toronto Star.
Branded Content
As the global authority on Canadian innovation, we spearheaded MaRS Magazine, a complete quarterly multimedia publication that helps readers make sense of how breakthrough innovation will change their lives. From robot-guided brain surgery, to AI-powered drug discovery, or capturing carbon from the atmosphere to make stronger concrete. With compelling videos, articles and social media, we brought innovation to life.
Startup PR Advisory
With an organizational objective to help startups breakthrough, we doubled-down on our efforts to support startups with PR, media coverage & marketing support. Acting as an in-house agency, we helped founders get in front of journalists, share their mission story, and prepare stronger pitches.
The Results
MaRS became recognized as the top innovation hub globally attracting partnerships from Microsoft, Autodesk, Samsung & more.
We secured multi-million dollar media value with coverage in The New York Times, the Wall Street Journal, The Atlantic, NPR, Time, Forbes, Entrepreneur, Bloomberg, MIT Tech Review, and more.
MaRS startups benefited from weekly press global and national press coverage.
#1
Innovation Center Globally
$2M+
Annual Earned Media Value
100+
Startups Supported with PR
From startup co-founders, to non-profit execs, here's what people are saying:
Danielle is an excellent writer and marketer. She's smart, driven, professional, and an asset to any business.
Our company operates in a really competitive space and she made a huge impact by keeping us top-of-mind for consumers.
Tea Nicola
CEO of CI Direct Investing
It’s rare to find someone who can quickly take a project from creative concept to delivery.
Danielle's storytelling skills were a bonus for MaRS corporate leaders and dozens of our startup clients seeking global recognition.
Karen Mazurkewich
Former VP Strategic Communications, MaRS
Danielle was a huge help to us when Zoom.ai was starting out and continued to be so while we grew. Our news articles that she organized were always very successful.
Roy Pereira
CEO & Founder, Zoom.ai (now CalendarHero)
Danielle is frankly one of the top marketing and PR people I‘ve come across. She did such a wonderful job representing the MaRS IAF portfolio companies!
Nicole Verkindt
Founder & CEO, OMX