Mission: Definition Brand Campaign
Launched in January of 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, define.babson.edu.
Join us in redefining entrepreneurship: Share your definition at define.babson.edu, and help extend our efforts in other ways.
Campaign Advertisements: July 2012–June 2013
Paid media in two primary markets, Boston and San Francisco, and three secondary markets, New York City, Washington, D.C., and Miami, supports the campaign, and consists of print, online, and out of home (airport and street furniture) 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 define.babson.edu.
Our print advertisements feature alumni who practice Entrepreneurship of All Kinds™, proving that an entrepreneurial mindset is critical across all industries and organizations. These print executions were featured between January and March of 2013 and in the fall of 2013 in magazines, including Forbes, Fortune, Time, Sports Illustrated, People, The Week, Smithsonian, and Entrepreneur, and serve as the foundation for all campaign creative for both online and offline channels.
Click image to view full animation
Using the concept from the print ads, our banner ads encourage users to share their definitions of entrepreneurship at define.babson.edu and showcase Babson alumni who are broadening the definition of entrepreneurship across industries. One of our banners has functionality that allows users to share their definitions of entrepreneurship within the actual ad. These banner ads were placed on numerous websites, including Boston.com, Entrepreneur.com, TechCrunch.com, BusinessInsider.com, Inc.com, Kiplinger.com, and HuffingtonPost.com.
Download static banners »
Download interactive banners »
Out of Home
Our out of home advertisements also feature definitions of entrepreneurship submitted to define.babson.edu. Advertisements were placed in poster bollards (pdf), a type of street furniture, around Boston in the spring of 2013. To reinforce Babson’s West Coast presence, we placed banners on light poles around San Francisco. The banners are up for a one-year installment from January of 2013 to January of 2014. Our airport advertisements were placed in San Francisco International Airport (SFO), San Jose International Airport (SJC), and Boston Logan International Airport (BOS) in February of 2013, and Miami International Airport (MIA) in March of 2013.