Sara Koonar is the President of Platform Media, a successful Canadian influencer marketing agency that represents a talented roster of influencers. Sara graduated from the School of Communications, Media, Arts and Design’s Journalism program in 2009.
"From a young age, I possessed an unwavering fascination with media, evident through the sky-high stack of fashion magazines adorning my childhood bedroom," shares Sara Koonar, a 2009 Journalism program graduate. Growing up interested in all things media and journalism, Sara would create her own fictional radio shows and eagerly contribute to her school newspapers.
Right after high school, Sara was inclined to start her journey in the journalism industry, eventually leading her to pursue a Journalism program at the University of Ottawa. However, it wasn't shortly after that she realized her true passion was exploring the fashion industry.
“I was fortunate to secure an internship at Fashion Television in Toronto during my second year,” she shares. “The experience confirmed that Toronto was the ideal city for my aspirations, prompting me to make a decisive shift and complete my education at Centennial College, specifically applying to their print journalism program. This deliberate transition allowed an optimal environment for my growth as a journalist.”
SARA’S EXPERIENCE AT CENTENNIAL
Sara says from the moment she stepped into her program at Centennial's School of Communications, Media, Arts and Design, she felt a profound connection, citing the people in the program and that she found her preferred learning style as contributing factors to this feeling.
“The program's immersive and practical approach allowed me to thrive and excel as a hands-on learner,” she explains. “This environment not only encouraged open discussions but also facilitated personalized guidance and mentorship from experienced professionals in the industry. The combination of hands-on experience and close-knit relationships undoubtedly enriched my education.”
Speaking of hands-on, this was an element of the program that Sara greatly appreciated, tied with the intimate classroom setting that she also valued. "This environment not only encouraged open discussions but also facilitated personalized guidance and mentorship from experienced professionals in the industry. The combination of hands-on experience and close-knit relationships undoubtedly enriched my education,” she shares.
HOW THE PROGRAM PREPARES STUDENTS FOR A CAREER
Having instructors who are professionals in their industry can be an incredibly valuable component of any program, and for Sara, this was especially true as she says, “This aspect proved invaluable, as it meant that right from the outset, I had access to a wealth of industry contacts and numerous exciting opportunities.” She continues, “The program's emphasis on networking and establishing connections within the journalism world opened doors and expanded my professional horizons, even before graduation.”
The Toronto Observer, an online newspaper run by students in the journalism department, is another element of the program that Sara deemed as invaluable, as she says it served as a crucial stepping stone for the initial years of her career as a freelancer for Canada's leading fashion and beauty publications.
“Working with The Observer exposed me to the inner workings of a professional publication, allowing me to familiarize myself with the editorial process and gain insights into what captivates readers. This hands-on experience gave me a unique advantage when it came to freelancing, as I possessed the knowledge and expertise required to deliver compelling content that editors would genuinely appreciate,” she adds.
“The program provided an opportunity to gain real-life experience in the field, allowing me to apply what we were learning to real-world situations. With a smaller class size, I had the privilege of developing closer relationships with my teachers and classmates, fostering a supportive and collaborative learning environment.” - Sara Koonar
FROM GRADUATION TO STARTING A MAGAZINE
After graduating in 2009, Sara faced a challenging job market due to the ongoing recession at the time. With hiring freezes and difficulty securing full-time employment for many, navigating this time was undoubtedly on the difficult side. However, fueled by determination and her creative spirit, Sara decided to forge her own path.
“Armed with the knowledge and skills acquired from my journalism program, I made a bold decision to take matters into my own hands and create my own digital magazine. This decision not only allowed me to stay engaged in the field I was passionate about but also presented an opportunity to carve my own path and showcase my unique voice and perspective,” she shares.
Taking on the multiple titles of Editor, Writer, and Publisher, Sara was able to have complete creative control while staying active in the industry. She was also able to further develop her skills during this chapter of her career, which was key in the ever-changing media landscape.
STARTING HER OWN COMPANY
Sara eventually sold her magazine in 2012 and took on the role of Editor-in-Chief at Maple Media. During this time, Sara became more immersed in the influencer industry, noticing a gap in the Canadian market for an influencer talent agency. This eventually led her to start her own company, Platform Media & Management Inc., in 2016. “Recognizing this need, I eagerly seized the opportunity, knowing that my unique skill set allowed me to advocate for content creators and bridge the gap between them and advertisers,” she explains.
“Transitioning from the role of an Editor-in-Chief to launching an influencer talent agency may seem like a significant leap, but in reality, it was a natural progression for me. The skills and experiences I gained as an Editor-in-Chief prepared me well for the new venture,” she shares.
When she was an Editor-in-Chief, Sara explains she developed strong relationships with advertisers, as she could understand their needs and objectives within this media landscape. She adds, “This experience allowed me to seamlessly transition into the world of influencer talent management, as I already had established connections and a deep understanding of how to navigate partnerships and collaborations.”
DAILY RESPONSIBILITIES AS THE PRESIDENT OF HER COMPANY
“My day-to-day revolves around leading and managing a team of fourteen employees at our headquarters in downtown Toronto. I actively seek out exceptional content creators who align with our agency's vision and can provide unique perspectives and engaging content to our clients,” Sara explains. Marketing content creators to clients, engaging with clients, and creating a nurturing work environment for her team are central to her daily responsibilities.
“When starting Platform Media & Management Inc, I approached it with a clear intention of protecting and advocating for creators and legitimizing the influencer marketing space. Prior to launching, I invested time and effort into conducting thorough research to ensure that my concept had strong potential for success. This involved assessing market demand, understanding the competitive landscape, and identifying who our clients would be,” she says.
“I adopted a nimble approach in the early stages. I recognized the importance of starting lean (just me, my partner and our laptops in our apartments) and growing as we became more profitable. By starting small and gradually scaling as profitability increased, I ensured the long-term stability and viability of the business. By continuously monitoring industry trends, I could make necessary adjustments to the business model and offerings, ensuring that we remained relevant and competitive in the evolving market landscape.”
THE IMPORTANCE OF INFLUENCER MARKETING
Sara explains that influencer marketing has evolved into a powerful way for brands to connect with their target audience in an authentic and impactful way. Going beyond traditional advertising, she says it can enable brands to reach their niche and highly engaged audiences. “By collaborating with content creators, brands can leverage their credibility and relationships with their followers to promote their brands in a more organic and relatable way,” she explains. “The partnerships themselves have also evolved, now encompassing a range of creative collaborations, including sponsored content, product collaborations, event appearances, and even long-term ambassadorships.”
Sara’s journey is filled with unwavering determination, and her passion for this industry is truly outstanding. Congratulations, Sara, on your incredible accomplishments to date, and we are thrilled to follow along in your journey!
To learn more about Sara and her work, follow her on Instagram @sarakoonar, and check out Platform Media’s website here.
Article by: Alexandra Few
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