FLORIDA SBDC
Founded in Florida
Positioning the largest SBDC network in the U.S. as a resource for Florida-founded entrepreneurs.
This project was developed during my tenure at idgroup.
Key Contributions:
- Account Service
- Brand Positioning Strategy
- Brand Architecture
- Communication Strategy
- Research & Analysis
- Concept Development
THE GIST
Serving over 1 million entrepreneurs, the Florida Small Business Development Council (SBDC) is the largest network in America. But, it needed a better way to tell its story, and more specifically, unify all thee various chapters across major Florida cities with one, singular message.
PERCEPTION
The biggest challenge facing the Florida SBDC was its peculiar corporate headquarters, situated in the remote northwest corner of Florida—far from any of the state's major cities. With the onboarding of a new Executive Director, the SBDC needed a strong position to unify all the regional chapters under one cause: serving the small business communities of Florida.
POSITION
Partnering with the new executive director, we held two strategic planning sessions, and conducted extensive qualitative and quantitative surveys across a network of more than 800 employees, volunteers, consultants and partner coaches. We identified rich stories of resilience, determination, and grit; and crafted a campaign to highlight the successful businesses (and their owners) across the state with the "Built by ________, founded in Florida" campaign.
SURVEY ENGAGEMENT
CONVERSION
SUBMISSIONS
WEBSITE TRAFFIC
OUTCOMES
The small business community—and its community of coaches and consultants—were zeroed-in. They wanted to contribute to the initiative, because they are so passionate about their business communities. We saw a 100% survey engagement rate from all employees and partners. We saw an traffic increase of 143% in the first month of launch; and a conversion rate of nearly 40% across promotions on web, email and social. And when it came time to identify stories to highlight as part of the campaign, over 200 submissions were collected.
LETS GET TO WORK
Rally the troops and raise the stakes; it's time to craft a story that positions you as the category standout.
I work with bold, entrepreneurial, and impact-driven organizations seeking change. If that sounds like you, then there's someone I want you to meet. (Hint: it's me).