SDN looked to Vantage Branding to enhance their Spark Connections brand — a biannual SDN initiative which brings together accredited dating agencies to provide specially curated events, services and workshops for singles to make new friends while pursuing their hobbies and interests. Based on validating our core segment’s needs involving focus group discussions with millennials, a key finding revealed that an awkward apprehension about dating services was often felt. To bring greater engagement a more subtle approach was needed by offering trendier events where the emphasis is placed on enjoyment and not explicitly getting hitched. The new branding has attracted an increase in engagement and sets a more relevant tone for future SDN initiatives. Location Singapore. Opportunity SDN looked to Vantage Branding to enhance their Spark Connections brand — a biannual SDN initiative which brings together accredited dating agencies to provide specially curated events, services and workshops for singles to make new friends while pursuing their hobbies and interests.
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SINGAPORE: Last month, the Prime Minister’s Office (PMO) released Network (SDN) and its accredited dating agencies – which include matching singles The SDN has also since moved into accrediting dating agencies.
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The report showed that the proportion of singles in most age groups had gone up, with the biggest increase among Singaporean women aged 25 to Some have asked whether they were just a waste of time and money, and should be discontinued. The Government established the Social Development Unit SDU in January to encourage greater social interaction and marriage among graduate singles, on the back of the population census which revealed an increasing trend of singlehood among graduate women.
Mr Ong Peng Tsin is one of those Singapore entrepreneurs who has made a The target is to have 30 accredited dating agencies by
More men are signing up for dating services, a trend that observers say reflects a growing openness to seeking help in romance. Although specific figures are hard to come by, 10 of the 13 dating agencies accredited by the Social Development Network report a rise in the number of men participating in the dating events they organised over the past five years. Some men say the benefits of dating services include gaining a greater confidence in communicating with women and improved grooming and self-image through workshops and coaching sessions provided by the agencies.
For others, group activities intended to encourage pairing up are themselves part of the draw of such services. While speed-dating events and match-making dinners used to be the mainstay of dating agencies, some of them are branching out to organise activities for a diverse range of interests, such as rock-climbing sessions or leather-crafting workshops, according to industry insiders. Ms Chen Yingying, director of Fabrique Love, an SDNTrust accredited agency, says: “The ratio of men to women approaching dating agencies 10 years ago was probably 30 per cent men to 70 per cent women.
Today, the proportion of men is closer to 40 per cent. Ms Violet Lim, chief executive officer and co-founder of Lunch Actually Group, another SDNTrust-accredited dating agency, says: “When we first began in , there was a stigma against the dating industry as people were not really sure what to expect from dating agencies. She says Lunch Actually is seeing more interest in its services not only from individuals, but also from the corporate world.
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The Masquerade Ball Dinner & Dance was supported by eight SDNTrust accredited dating agencies: A Dance Date, Champagne JSG.
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Besides coordinating and facilitating dating activities offered by the private sector, it also serves to educate the public on singlehood issues. SDN’s role in the industry has not always been that of facilitating and accrediting. When it was first established in as SDU, it functioned on its own, organising activities for its members without the help of commercial agencies. It was only in that the then SDU decided on a major change in approach: it let the private sector be the main provider of matchmaking and dating services, focusing instead on accrediting and funding private dating agencies and projects.
This was done in the hopes of creating a more vibrant dating scene and of allowing singles to have more options to interact with others of different educational levels. A census conducted in revealed that a large number of highly educated women were still unmarried, despite being above 40 years of age.
SDN monitors these dating agencies to ensure that they comply with the following SDNTrust Accreditation Criteria & Standards: (a) Identification and Disclosure.
The vouchers drew a strong negative reaction. Why do you think this happened, and what’s your own take on the idea? Mr Vikram Nair VN : The reaction is not entirely surprising, given there is still quite a stigma to using dating agencies, although it’s probably unfair. According to an SDN survey of singles, of the ones who are not seeing anyone, 76 per cent said they would like more opportunities to meet people.
Of that, about 95 per cent said they’d welcome introductions from friends but only 16 per cent are willing to use dating services. I think it’s quite unfashionable to say “I need to go to a dating agency”, because it creates the impression you’re desperate – though the reality is, there are many singles out there who would appreciate an introduction.
I hope the stigma diminishes because if singles want to meet people, then the dating agencies are good facilitators. Dr Paulin Straughan PS : If it was packaged in a different way, I don’t think it would come across as so negative – say, if we talk instead about events which are organised for young people to mingle but instead of buying tickets directly, you can buy one to give to your friends. The whole idea of invoking family and friends to expand the social circles of singles is not objectionable, unusual or new.
In the everyday context, we do this all the time when we introduce friends to each other.