Keen to ramp up their engagement and profile in Cornwall’s business community, business planning process and competition Ignite contracted The Vine Marketing to plan, implement and deliver a cohesive marketing campaign in 2012.
As part of that campaign, The Vine asked us to create a new campaign concept and written materials. The goal was to move Ignite away from its literal metaphor and into new territory, acknowledging that anyone, anywhere, at any time could become an entrepreneur – and that the Ignite process and competition could help people make that happen.
The goal was to move Ignite away from its literal metaphor and into new territory, acknowledging that anyone, anywhere, at any time could become an entrepreneur.
We immersed ourselves in the world of what it means to be an entrepreneur. Embracing the everyman spirit of the Ignite competition, we used it to develop a concept that addressed potential entrepreneurs by talking to them wherever they were, from the bus stop to a tea break at work. Using site-specific metaphors to create a connection, we captured the moment of having an idea and imagining where it could take them.
We started by creating a new brand strapline that captured the spirit of the 2012 campaign.
Then, with advertising sites booked across Cornwall for the launch of the 2012 competition and process, we worked with The Vine to craft advertising copy. The metaphor straplines were designed to stand out from the clutter of traditional business advertising, taking a bold, creative approach to engage everyone – not just established business people.
Finally, working closely with The Vine’s creative team, we developed, wrote and created a tea-break sized mini-magazine. Packed full of ideas-driven, editorial content, it talked to readers on a level and demonstrated that their ideas could be the start of something big – so encouraging them to engage in the Ignite process. From content planning and feature writing to layout design, proofreading and production support, we created a publication to get people thinking about how they could make their business idea a reality.