The Incubator Program Q&A
Designed to support Canada’s community of up-and-coming brands and creators, the Incubator Program equips small businesses with affordable PR and marketing services to put them in front of new audiences, increase brand awareness, and grow to new heights.
Leading this innovative program is our very own agency director, Adrienne. Our newest blog answers common questions about the program and how we select brands for each intake.
1. Let’s start from the top. There is often confusion or a misunderstanding about what public relations (PR) is and how it differs from marketing. Tell us what PR is and how it can benefit companies.
PR is an ever-evolving industry and challenging to comprehend in its entirety, especially since the line between PR and marketing is so blurred!
PR today is the process of communicating brand impact and brand values that will resonate and influence targeted audiences. As organizational values continue to fuel decisions among savvy audiences, PR is about building lasting, authentic relationships, community connections, and an environment of transparency and trust that leads to positive brand awareness and brand affinity. A variety of tactics can achieve this, such as media relations, influencer and affiliate marketing, strategic partnerships, paid media, events, and speaking opportunities, among others.
2. What is the Incubator Program?
Created to support small and emerging brands, the Nine Point Incubator Program is a special offering of PR services at an affordable rate. By recognizing the financial barrier for small-sized companies to invest and achieve their marketing goals, the Nine Point Incubator provides PR and marketing tools, services, community connections and expert guidance. The minimum six-month program offers flexibility, which has been valuable for small businesses, with the opportunity for add-on services like social media management and content creation, for an additional fee.
3. What can we expect from the program?
Through media and influencer coverage, promotions, networking, and press previews, clients can expect to reach new, desirable audiences that, in turn, help grow brand awareness, brand affinity and ultimately support in driving sales and overall growth.
4. Tell us what a typical month looks like.
Programs vary from client to client, based on the needs and overarching business goals. In general, once we’ve completed a 30-minute onboarding session, compiled brand assets and developed a bespoke media list, a typical month will include: a 30-minute call with the client (which offers an opportunity to share information, updates, and or make tweaks to the program), the distribution of two proactive pitches to a wide list of media, the facilitation of imagery/samples/product information/interviews/etc., targeted follow-ups to encourage media placements, select influencer gifting, as-it-happens sharing of media/influencer coverage, plus an end of the month activity report.
5. Is there any type of business that isn’t suitable for the program?
The program was really designed to support small businesses that don’t necessarily have the finances in place for a more comprehensive, long-term PR retainer, but otherwise, it’s adaptable and flexible and caters to all businesses, industries, and life cycle stages.
6. Can you share a couple of program highlights?
You bet - we love sharing wins! In addition to working with incredibly inspiring people and brands in various stages, we have secured opportunities for our Incubator clients that have “moved the needle”. Based on feedback, this would not have been possible without our teams’ solid relationships, dedication, passion, and efforts. From helping to launch brand-new companies and amplifying brand values, to securing coverage on a national daytime television show that led to a sell-out collection, and feature brand and founder profiles in top-tier outlets, we are lucky and proud to support these changemakers in the industry, despite their small size!
