When we first heard about Canadian tech start-up Prodigy Game, we were immediately hooked. Prodigy is an RGP-style online game that teaches math to elementary school students. It’s free and used by 30 million students worldwide. The concept is simple – build your character, battle wizards and dragons while solving math problems, and ensure you’re learning math at the right pace.
Prodigy Game started as a fourth-year project for University of Waterloo mechatronics graduates Rohan Mahimker and Alex Peters. Combining their love for math and videogames, they created Prodigy in their parents’ basement in 2011. They wanted to make math fun and engaging for kids, and also address the ‘math anxiety’ many kids face when they think of the subject.
The company has seen wicked success in the last seven years, recently ranking no. 2 in Deloitte’s Technology Fast 50™ companies, and no. 9 in PROFIT Startup 50 Fastest Growing Companies. Late last year, they expanded to the penthouse of their Burlington office, aiming to grow their team exponentially. But their fast growth was jeopardized due to the fact that they couldn’t fill high paying jobs fast enough.
Prodigy approached APEX to help fulfill two goals – increase pageviews to the company’s jobs page and increase the number of inbound job applicants. In response, APEX developed a 360-degree media relations program, coupled with a strategic influencer plan.
The success story of a hyper-local tech company aiming to help kids become better at math resonated well with media.
Over the course of three months, we secured 23 stories, three broadcast interviews and nearly 4.5 million impressions. From a TV segment on CHCH, to articles in MobileSyrup and The Globe and Mail, we secured great wins to help raise the company’s profile.
We partnered with six Toronto-based tech influencers to review the game and drive readers to the Prodigy jobsite. Partnering with Amber Mac, Zach Bussey (Guy Maven), Aeryn Lynn (Geek With Style), Joallore (ClickFlickCA), Stephen Crane (Toronto Game Devs) and Casie Stewart resulted in more than 300K impressions and high engagement across all channels.
Tech Toronto Event
An important part of our program was co-founder and co-CEO Rohan participating in a Tech Toronto meetup in December 2017. Rohan presented a TED-style talk in front of hundreds of potential recruits. The event was a huge success, with more than 500 people in attendance.
Results from October – December 2017
- We secured 23 pieces of coverage with nearly 5 million overall impressions for Prodigy Game
- As part of an integrated initiative, PR helped move the needle on jobsite page views by 107 per cent and helped increase the number of inbound job applicants by 127 per cent