Babson Engages the Marketplace in Redefining “Entrepreneurship”

Launches New Advertising and Marketing Campaign

(Babson Park, MA) January 24, 2012 – Babson College is setting out to change the way entrepreneurship is defined. The educator, convener and thought leader for Entrepreneurship of All Kinds,™ Babson has launched a new, fully integrated advertising and marketing campaign. The campaign is designed to extend the definition of entrepreneurship, asserting, “The World Needs a New Definition of Entrepreneurship. It’s Being Written Here at Babson.” The keystone of the campaign is a new digital hub,, which creates opportunities for the community at-large to participate in the “Redefining Entrepreneurship” effort by posting and sharing their definitions and accessing information about the entrepreneurial experience.

Babson’s new digital hub:

“Technology has evolved. The economy has shifted. The world has changed. And today’s entrepreneurs do more than just start businesses,” said Babson’s former Chief Marketing Officer, Sarah L. Sykora. “As the recognized global leader in entrepreneurship education, we here at Babson know that ‘entrepreneurial thought and action’ is crucial to organizations of all types and sizes, from large corporations to new ventures. Today, more than ever before, the social, economic and environmental issues confronting our world require solutions—the type that entrepreneurship, broadly defined, is uniquely capable of delivering. Through this campaign, we invite the community to help us extend the definition of entrepreneurship and, in doing so, help shape how the world views and values entrepreneurs.”

During a soft launch of the campaign last month, more than 1,000 text and video definitions were entered by students, faculty, and friends of the College, including ABC-TV’s Shark Tank host and Babson Entrepreneur in Residence, Daymond John. Later this year, Babson plans to incorporate the definitions submitted into the branding campaign to help change the way the world looks at entrepreneurship.

The campaign was conceptualized and executed in partnership with Connelly Partners, a leading full service advertising agency in Boston. “Babson College offers the most progressive business education available; its rankings demonstrate the success Babson has achieved as a thought leader,” explains Connelly Partners’ President and Chief Creative Officer and Babson alum, Steve Connelly. “This campaign advocates for the same ideologies utilized in Babson’s approach to education.”

Babson MBA/Ruthie Davis ad in People Magazine

Babson MBA/Ruthie Davis ad in People

The campaign includes print, digital and radio components, which all lead to Babson’s newly created digital hub, One of the first ads of the campaign features the work of iconic footwear designer and Babson alumna, Ruthie Davis. The ad, pictured here, is one of several that will run in outlets ranging from Forbes and Fortune to People and Sports Illustrated.

Babson is especially grateful for the generous support of Mr. Douglas B. Otto, whose gift, made through the Whale Beach Foundation, helped dramatically increase the reach of this campaign. Mr. Otto, the parent of a Babson senior, is co-founder of Deckers Outdoor Corp. (NASDAQ: DECK), a global company with six lifestyle brands: UGG® Australia, Teva,® Sanuk,® Mozo,® Ahnu,® and Tsubo.®

About Babson

Babson College is the educator, convener, and thought leader for Entrepreneurship of All Kinds.® The College is a dynamic living and learning laboratory, where students, faculty, and staff work together to address the real-world problems of business and society—while at the same time evolving our methods and advancing our programs. We shape the leaders our world needs most: those with strong functional knowledge and the skills and vision to navigate change, accommodate ambiguity, surmount complexity, and motivate teams in a common purpose to create economic and social value. As we have for nearly a half-century, Babson continues to advance Entrepreneurial Thought and Action® as the most positive force on the planet for generating sustainable economic and social value.

About Connelly Partners

Connelly Partners is a mid-sized, full service advertising agency located in Boston. Our mission is growing business by understanding the uniqueness of our clients’ brands and the power of human nature. Since 1999, we’ve been creating empathy in our work by finding strategy and inspiration in human nature and building client relationships by listening and open conversations. While we feel the quality of our work speaks for itself, what were most proud of is the 50+ client references from the 50+ brands we’ve worked on.

By Michael Chmura | 1/24/2012 10:00 AM
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