Grassroots tactics & visual identity for an event for young entrepreneurs.
The unemployable will employ themselves. And Global Entrepreneurship Week can be where those outsiders fit in.
The marketing budget called for the grassiest of grassroots efforts. Geo-fenced paid social and flyers in parking lots of corporate areas. Burned out printer-paper posters talking about burnout on lampposts. Matchbooks in dispensaries. Sandwich boards to parallel the small businesses we’re hoping to inspire. Sidewalk signs and car flyers poking and prodding people to reconsider their day job.
Meeting our people where they were, literally and figuratively.
Showcasing the path less traveled in a playful and energetic way, we used type paths and object elements paired with bold, modern typography to balance the more disruptive curves and stability. With design and copy, we’re balancing the feeling of fun and seriousness that shows this event has value beyond just a good time.
Clicks and impressions were good, but what you really want to know is that we increased attendees by 25%. There was a strong desire to increase younger attendees, really to get any young, aspiring entrepreneurs at all. After the work we did, 32% of the attendees were 38-years-old and younger.
