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Mission: Definition Brand Campaign

Launched in January 2012, Babson’s institutional brand campaign, designed to position Babson as the educator, convener, and catalyst of Entrepreneurship of All Kinds®, is based on the assertion, The World Needs a New Definition of Entrepreneurship. It’s Being Written Here.

Through this effort, Babson is engaging the world in a crowdsourcing challenge to broaden the meaning of entrepreneurship by inviting people to share their definitions on the campaign platform,

Join us in redefining entrepreneurship: Share your definition at, and help extend our efforts in other ways.

Campaign Advertisements: July 2013–June 2014

Paid media in two primary markets, Boston and San Francisco, and three secondary markets, New York City, Washington, D.C., and San Jose supports the campaign, and consists of print, online, radio, and out-of-home (airport, street furniture, elevator screens, digital units, and a wall scape) channels. Advertisements in the first year of the campaign were focused primarily on definition acquisition, while advertisements in the second year of the campaign incorporate definitions submitted to In 2014, the third phase launched with an emphasis on definitions in action.


Our print advertisements feature definitions of entrepreneurship previously submitted to from people around the world. These advertisements convey the message that entrepreneurship is creating, growing, and changing organizations of all types and sizes and changing the world in the process. These print executions were featured between January and May 2014 in magazines, including Forbes, Fortune, Time, Sports Illustrated, The Week, Money, Fast Company, and Entrepreneur.


Using the concept from the print ads, our banner ads feature definitions from people across the world. They encourage users to live their definition of entrepreneurship. These banner ads were placed on numerous websites, including and A no-sound animated video also was created, which ran on various websites and at events.

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Logan Airport

Logan Airport

Out of Home

In Boston, advertisements were placed in poster bollards, a type of street furniture, and at other high impact locations, including an installation at the Back Bay Train Station and on various digital screens around the city in the fall of 2013 and in the spring of 2014. We also placed airport advertisements in San Francisco International Airport (SFO), San Jose International Airport (SJC), and Boston Logan International Airport (BOS) in the fall of 2013. To reinforce Babson’s San Francisco presence, we placed banners on light poles around the city, and had a mural hand painted on the side of a building near 7th Street and Market Street. The banners are up for a one-year installment from January 2014 to January 2015, and the mural installation was up for the month of March.

Digital Screen in Boston

Digital Screen in Boston