Conducting primary research of the original program
To truly understand the strengths and weaknesses of the original program, I led a thorough research process focused on gathering real feedback from those who mattered most: our students. I designed and conducted detailed surveys, facilitated focus groups, and engaged participants in open conversations about their experiences. This approach gave us honest insights into what was working and, more importantly, what needed to change.
In addition to this primary research, I also reviewed relevant programs and best practices through secondary research. By combining direct student feedback with industry insights, I was able to identify core challenges and opportunities for growth. These findings became the foundation for a set of clear, practical recommendations that would guide the redevelopment of the program.
The Challenge
When I began my role as Marketing Coordinator and Lead Developer for the Build Up program at the Innovation Hub, I noticed right away that the program’s brand and value proposition were not clear to students or to our external partners. Although Build Up had the potential to empower aspiring entrepreneurs, people struggled to understand what the program actually offered and why it mattered.
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This confusion was more than just a branding issue. It was a real barrier, preventing talented students from recognizing themselves as future innovators. The main challenge was to redefine and communicate Build Up’s mission so that every participant, from first-time founders to experienced mentors, could see the program’s value and feel inspired to get involved.
Redevelopment of original program including rebrand
With research in hand, I led the effort to completely refresh the program. It was decided to extend it to 16 weeks, giving students more time and space to develop their ideas and skills.
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Rebranding was one of my favorite parts. Using design thinking approach I led exercises like Crazy 8s and bad idea races with the team. These activities helped us shape a new identity that truly matched our vision. We chose a brand and name that captured our energy and purpose.
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We also made learning more interactive by adding videos, fillable worksheets, and hands-on workshops. These changes made the program more welcoming and gave students the practical tools they needed to turn their ideas into reality.
Executing the Launch Campaign
With the new program and brand in place, I set out to share our story and invite a fresh wave of aspiring entrepreneurs to join us. I developed a marketing campaign that reached across print, social media, and our website, making sure our message was clear and inviting.
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The results were inspiring. We saw a 25% increase in applications for the fall 2025 intake, and more importantly, a community of students who were excited to bring their ideas to life. Watching the latest cohort grow, develop their concepts, and deliver their final pitches was incredibly rewarding. Their creativity and determination made all the hard work worthwhile, and reinforced my belief in the power of an entrepreneurial mindset—not just as a spark of energy, but as a blend of discipline, organization, and creativity.
