A
?

Parklab Group

← All clients

Brand kit

colours the generator renders with — without these nothing can be generated
Primary#1f9d78Text#ffffff

What we know

19 statements from meetings, WhatsApp, documents and delivery

Full history →
  • contextaudience-demographics2026-07-2882d ago

    62% of the audience is in Singapore, with notable segments in Shanghai and Guangdong (attributed to raw material suppliers) and Australia; core age band 25–44 with a balanced gender split.

    Instagram grew 131 followers and total views rose ~432% month on month, largely credited to collaboration posts on personal accounts. Facebook functions mainly as a landing page, daily average page views 4.8.

    Meeting· Jil Micole Leesource ↗

  • preferenceboosting-approach2026-07-2882d ago

    Wait three days after posting before boosting, so the algorithm has time to reach a wider audience; boosting drives awareness, not leads.

    Jensen to evaluate budget for boosting the viral flood story video.

    Meeting· Jil Micole Leesource ↗

  • contextbrand-positioning-pivot2026-07-2882d ago

    Jensen wants to pivot Parklab's messaging away from being just a playground contractor towards being organisers of workshops, activations and family activities.

    Meeting· Jensen Gohsource ↗

  • preferencechinese-captions2026-07-2882d ago

    Jil proposed adding Chinese to captions to engage the China-based and local Chinese-speaking audience; left open for Parklab to decide.

    Jensen confirmed Parklab is looking at scaling overseas to a number of markets but did not commit to bilingual captions.

    Meeting· Jil Micole Leeinferred, not statedsource ↗

  • preferencefounder-content-volume2026-07-2882d ago

    Jensen dislikes the LinkedIn tone ("very cringy") and wants less founder-on-camera content; September will feature more kids and end users, with founder content reduced but not dropped.

    Jil: "lesser than what we did for you first month" but Jensen and team must still appear in some videos for branding.

    Meeting· Jensen Gohsource ↗

  • constrainton-camera-wardrobe2026-07-2882d ago

    Team members appearing on camera should avoid big logos and expensive branded clothing to avoid audience backlash about wealth.

    No uniform needed; Jil warned clients who dress fancy "100% you'll get bashed by comments".

    Meeting· Jil Micole Leesource ↗

  • contextoutdoor-fitness-elderly2026-07-09101d ago

    Possible scope expansion into outdoor fitness equipment (calisthenics/Kyro equipment outdoors) targeting elderly motor skills; their unique installation completes around August/September.

    Jensen raised it as a future angle beyond the children's play focus. Jil: "we definitely have to talk about that."

    Meeting· Jensen Gohsource ↗

  • contextreinvention-activation-event2026-07-2882d ago

    Parklab has a new activation event project called "Reinvention", scheduled for completion around 20 August.

    Meeting· Jensen Gohsource ↗

  • constraintshoot-locations-package2026-07-2882d ago

    The signed package covers only two location shoots per production; a third location needs Kai's approval and possibly additional charges.

    Jensen asked for a third location so the office/designers could be filmed. Jil: either drop one playground this production or do the office next time; she will ask Kai after the call.

    Meeting· Jil Micole Leesource ↗

  • preferencestorytelling-content-angle2026-07-2882d ago

    Story-led content performs best — the "flood story" playground was the top performer; folklore-themed playgrounds (e.g. Jack and the Beanstalk) are the recommended future angle.

    Jensen to compile and send briefs on playgrounds with interesting background stories. Second best was the fruits and vegetables post, which Jil considers a biased result; third was Jensen's personal 'why I work in this industry' video.

    Meeting· Jil Micole Leesource ↗

9 worth re-confirming before acting on

Nothing has contradicted these, so they are still on the record — but they are old enough that the client may have moved on. Treat them as questions, not instructions.

  • decisionaugust-production-shoot2026-07-2882d ago

    Next production shoot set for the 5th of August, 1:00pm–5:00pm, at the two playground locations.

    Jensen originally suggested the 6th; Jil asked to move to the 5th to allow extra work time Thursday and Friday, and Jensen confirmed the whole team is available. Jil to check with Jin Kai whether the office can also be used.

    Meeting· Jil Micole Lee / Jensen Gohsource ↗

  • riskchild-talent-sourcing2026-07-2882d ago

    Kid talent for the September shoot is not yet secured — Jensen will either source children or recruit families impromptu at the playground with a token of appreciation.

    Jil prefers at least two children, ideally siblings, upper-primary age who look younger, with a parent on set; very young children give short nervous answers.

    Meetingsource ↗

  • decisionlinkedin-personal-branding2026-07-2882d ago

    LinkedIn strategy will prioritise the founder's personal profile — Jensen posts on his personal page first, with the Parklab page reposting.

    Jil: "Always post on your personal. You need to build your personal branding first." Atlas can schedule posts via a third-party tool but only for one linked page, and Jensen must write the captions himself in a reflective, lesson-based LinkedIn tone, sent via the WhatsApp group.

    Meeting· Jil Micole Leesource ↗

  • decisionmixed-content-formats2026-07-2882d ago

    Content strategy will shift to a mix of Reels, static posts and carousels, with statics/carousels aimed at the B2B audience who browse during work hours.

    Jil advised that relying only on video Reels will eventually drag engagement down; Parklab's own in-house team to produce more static/carousel 'thought process' and process-of-working-with-us content while Atlas handles Reels.

    Meeting· Jil Micole Leesource ↗

  • decisionrender-to-reality-october2026-07-2882d ago

    The "Render to Reality" content piece is deferred to October to align with the activation event timeline; Nigel to rework the plan and propose a new idea for September.

    Tied to the 'Reinvention' activation event completing around 20 August; production time needed.

    Meetingsource ↗

  • decisionreward-based-engagement2026-07-2882d ago

    Site crew content will use a reward-based approach — Jensen offers rewards to the team or followers if a video hits a specific view count.

    Meetingsource ↗

  • decisiontestimonial-discount2026-07-09101d ago

    Internally agreed pricing: base 3,000/month for three months, with 10% off the first month only — 2,700 first invoice, then 3,000 for months two and three.

    Decided by Jun Kai and Jil after Jensen left the call. Jun Kai: "3K, 10% off for the first month... first month 2.7 then the next two months 3K." Original figure discussed on the call with Jensen was 3,200 less 10% = 2,880.

    Meeting· Jun Kai Gohsource ↗

  • decisiontiktok-raw-style2026-07-2882d ago

    TikTok will stay a lower-priority cross-posting channel and shift to a raw, unpolished, impromptu filming style, distinct from the polished cinematic style used for Instagram.

    Jil: TikTok rewards phone-shot, barely-edited content; the current talking-heavy polished videos underperform there. Instagram prefers aesthetic, cinematography-heavy work.

    Meeting· Jil Micole Leesource ↗

  • commitmentthree-month-engagement2026-07-09101d ago

    Jensen agreed to a 3-month commitment running August through November, in exchange for a slightly revised (lower) rate.

    Jensen: "three months for us until end of this year no problem." Jun Kai: if shooting starts now it's August, three months on top takes it to November. No lock-in normally — engagement runs on a rolling basis.

    Meeting· Jensen Gohsource ↗

Meetings

3 sets of notes in Drive

Log meeting notes

Paste the notes; extraction pulls the facts and flags what contradicts the record. Add the doc link so the full detail stays one click away.

Facts

only approved facts may anchor a claim
62% of Parklab's social audience is based in Singapore, with 2% in Shanghai and a further segment in Guangdongcontextquantifieddraft

“For demographics, you're actually getting 62% from Singapore. Shanghai is 2% and Guangong Winrol I guess.” — Jil Micole Lee

Parklab has roughly five to ten completed sites readily available for filmingcontextquantifieddraft

“We have easily maybe I think five to 10 sites readily available.” — Jensen Goh

Parklab's Facebook page averaged 4.8 daily page views, with growth in followers, total views and page visitscontextquantifieddraft

“good news we did have a growth in almost everything followers total views and page visits and our daily average page view was around like 4.8” — Jil Micole Lee

Parklab's Instagram gained 131 new followers over the reporting period (June–July)contextquantifieddraft

“So for your total followers we got actually garnered around 131 new followers.” — Jil Micole Lee

Parklab's Instagram total views increased by over 432% in the reporting periodcontextquantifieddraft

“And for total views, it was almost more than 432% increase in the views.” — Jil Micole Lee

A number of media outlets have added Parklab as a collaborator on their reelscontextspecificdraft

“Quite quite a number of uh media they already added us as collaborators on the on the resel.” — Jensen Goh

Parklab has an upcoming project at Science Parkcheckcontextspecificdraft

“Jensen Goh mentions the need to visit additional locations, specifically "reinvent" and "Science Park" (transcribed as "size part")” — Meeting notes

Parklab's 'Reinvention' site has been extensively featured by other media outlets and gained significant traction from that coveragecontextspecificdraft

“We we got a lot quite a lot quite a lot of traction for for already.” — Jensen Goh

Parklab has a notable audience segment in China, and also in Australiacontextspecificdraft

“you guys have quite a lot of places in China and also surprisingly in the Australia sector also.” — Jil Micole Lee

Parklab has at least one additional site beyond Pine Close, which still requires rectification work and is not readycontextspecificdraft

“he say he just said there's one more site, but we still need to rectify it. He never really say which one.” — Rayne Choo

Parklab's social audience skews to the 25–44 age range with a balanced male/female splitcontextspecificdraft

“your target audience group is within this age range, like the 25 to 44. I would say they're mostly parents,” — Jil Micole Lee

A more unique Parklab installation is scheduled for completion around August–Septembercontextspecificdraft

“So the thing is um currently what we have that is more unique is going to be completed around August August September.” — Jensen Goh

One Parklab project has an Indian folklore story behind it, which was used as the unique selling point of a social post that performed well on reachcheckcontextspecificdraft

“another one main interesting USP that we put in it's the Indian folk law story” — Jil Micole Lee

Outdoor fitness equipment is part of Parklab's business alongside playgroundscontextspecificdraft

“one of the things that we also do uh part of our business is actually we also work on outdoor fitness” — Jensen Goh

Parklab brings calisthenics equipment outdoorscheckcontextspecificdraft

“Calesthetic equipments like you know not a lot of people doing Kyro and all that. So like we bring Kyro equipments outdoor.” — Jensen Goh

Parklab brings in its playground products/materials from the US and European marketscontextspecificdraft

“It's literally um products that you guys bring in from the US market, right?” — Jil Micole Lee

Parklab has a playground built around the Jack and the Beanstalk storycontextspecificdraft

“like maybe if you guys had you remember you talked about like one playground you guys were building that is like focus on like the jack and bean stock that story.” — Jil Micole Lee

Parklab has an office where physical product samples are kept and reviewed as part of its design and ideation processcontextspecificdraft

“There is a actually yeah there might be some samples that we'll be looking at and all that.” — Jensen Goh

Parklab has working relationships and connections with preschool workshop companiescontextspecificdraft

“We also work with some um uh preschool um workshops. We we have some we have some uh connections with the preschool workshops uh companies” — Jensen Goh

Parklab works with raw material suppliers based in Chinacontextspecificdraft

“some of them are like the the raw material suppliers they they are following our page. That could be one of the reason” — Jensen Goh

Parklab's outdoor fitness equipment includes the ability to charge a phone while exercisingcontextspecificdraft

“Yeah, correct.” — Jensen Goh

Parklab's Pine Close site includes a badminton court with soft flooringcontextspecificdraft

“either talking about like the bminton court with the soft flooring or as like being able to charge your phone” — Rayne Choo

Parklab's Pine Close site includes a senior cornercontextspecificdraft

“So I think for this one we can do both the court and the senior corner.” — Rayne Choo

Parklab's Pine Close site includes fitness equipmentcontextspecificdraft

“we want to feature more on the sports flooring on our um uh fitness” — Jensen Goh

Parklab's Pine Close site includes sports flooringcontextspecificdraft

“it will be um featuring the the sports flooring that is uh at the site. So we won't be featuring the the play equipments anymore.” — Jensen Goh

Parklab has an activation event project called 'Reinvention', scheduled for completion around August 20thcheckcontextspecificdraft

“Jensen Goh introduced a new project, an activation event called "Reinvention," scheduled for completion around August 20th (00:54:57).” — Meeting notes

Parklab's next activation after the current one is in April of the following year — Artbox 2027 — and participation is described as more or less confirmedcheckcontextspecificdraft

“It's just that at this moment we don't have um another activation until uh I think April next year. So the next one probably is April next year which is uh upbox 2027.” — Jensen Goh

The 'Reinvention' activation is no longer running and its structure is being taken downcheckcontextspecificdraft

“but mentioned the event we are no longer doing the The the structure is being cut down right” — Jensen Goh

Playground and fitness equipment cannot be bought plug-and-play because every space, dimension and layout is differentcontextspecificdraft

“the thing is there's uh it's impossible for an equipment to come from this because every space and every dimension every layout is different. So it's very difficult to just plug and play for for for equipment” — Jensen Goh

Safety distance requirements make it very difficult to import equipment directly for a given spacecontextspecificdraft

“but safety distances and all that makes it very difficult to just import like that.” — Jensen Goh

The landscape architect on a Parklab project creates the story behind the playground; the same landscape architect created both the flood story playground and a Jack-and-the-Beanstalk themed playgroundcontextspecificdraft

“So so the landscape architect actually created the story.” — Jensen Goh

Parklab published content about the founder's reason for working in the playground industrycontextspecificdraft

“And the third post was actually the one that you were talking about like your reason of working in this particular industry.” — Jil Micole Lee

Parklab's founder, Jensen Goh, is a father himselfcontextspecificdraft

“because you're a father yourself and if you were to talk more about like your experience of bringing kids down to the playground and how that is so much more necessary in today's world where kids are like growing up with the iPad” — Jil Micole Lee

Landscape architects are a target audience Parklab wants to reachcontextspecificdraft

“some of our clients are speaking like our really the target audiences that we want to reach, right? ... like the landscape architects they like to see like um uh greenery They like to see like landscape, playgrounds, related stuff.” — Jensen Goh

Parklab is a B2B business; its buyers are businesses rather than consumerscontextspecificdraft

“I understand the conversion rate from the reals engagement to our leads is not high because we are B2P.” — Jensen Goh

Parklab is shifting its content focus toward the fitness and sports portion of its offering, on the basis that it already has enough play and educational-play materialcontextspecificdraft

“I previously mentioned that I wanted uh to focus more on the fitness and the um sports portion now because we have enough of the play play um also the the educational part of” — Jensen Goh

Parklab has been featured in magazine coverage, interviews, and has received awardscontextasserteddraft

“I know we have talk been talking a lot about your uh your ends like the magazine all the awards that you were featured in and all the interviews that was done.” — Jil Micole Lee

Parklab is scaling overseas and is looking at a number of new marketscontextasserteddraft

“Yes. Yes, of course. Yeah, we're looking at like quite a number of places actually.” — Jensen Goh

Parklab does not use the cheap material type whose colours fadecheckcontextasserteddraft

“we have to talk about how we don't use a lot of type of stuff because the colors fade away and whatnot” — Jil Micole Lee

Parklab is early-stage — the founder describes the company as having only just startedcontextasserteddraft

“location wise we are constantly doing and we have because we just started only.” — Jensen Goh

Parklab does not want to attack or 'fire at' its competitors in its marketingcontextasserteddraft

“So like um we we don't want to go we don't want to fire at our competitors.” — Jensen Goh

Parklab emphasises qualitycontextasserteddraft

“despite our uh emphasis on quality but we also don't want to at the same time fire at our competitors.” — Jensen Goh

Parklab is pivoting its messaging from being just a playground contractor to also being an organiser of workshops, activations and family activitiescontextasserteddraft

“Jensen Goh aims to pivot the company’s messaging away from being just a playground contractor to also being organizers of workshops, activations, and family activities (00:59:57).” — Meeting notes

Parklab positions itself as a community builder rather than only a playground builder, and states this is its brand directioncontextasserteddraft

“Uh yes, of course uh we we we this is our direction. So um we plan to let the the audiences know this angle that we are moving towards too.” — Jensen Goh

Parklab tells customers its real competitors are screens — devices, tablets, phones and TVs — not other playground companiescontextasserteddraft

“every time when we are selling right actually we always tell our customers that our competitors right are actually Not like for example Playpoint not uh other competitors like uh in the playground industry we we say that um our competitors are actually the devices the tablets the phones the TVs and all that.” — Jensen Goh

The founder characterises the playground market as having few playerscontextasserteddraft

“we are there's not many players in the market.” — Jensen Goh

Documents

drafted by the system, edited by people — then the edits are read back into the record

Nothing yet. Drafting is instant and free — agreement, invoice and deck from the client record, with [AM: …] markers where a human must fill in what the system must not invent.