Event name and slogan: “The Smart Small Business” “Start small, Work smart, Grow big”
Event description: To promote its new business loan schemes, a national banking group is hosting a meet-and-greet event for young entrepreneurs and investors. Entrepreneurs between the ages of 18 and 25 will present short films and presentations on the topic “The Smart Small Business”. They will share their stories of setting up a small business in today’s continuously connected world, sometimes using just a smartphone and a little financial help. All attendees will have the opportunity to meet and greet a select group of investors and bank representatives.
Event USP: Young aspiring entrepreneurs get a head-start in their small business ideas.
Event rationale: According to a survey in the UK, the top career choice of 18-25 year olds is setting up a business. But only 7% had already started businesses of their own, while 71% believe that they need access to incubators and investors to lift off their ideas (University of Surrey, 2014)
Communication Brief (200 words)
Communications Objective: Learn how to set up a small business
Business Objective: Create opportunities for business loans
Target Audience: 18-25 year-olds, aspiring entrepreneurs
Action: Attendees must register via email/website registration. Type of interest must be specified. Nominal fee of 3 pounds per entry; 4 pounds for walk-ins
Single Benefit/Point of Difference: Opportunity to meet potential investors for their business. Learn about financial support options. Yet others will get to know what is required to set up their own business.
Features or Supporting Facts: Over 70% of people in this age group are looking for avenues to set up their business. Event promotes small-scale business which is most likely the type of business people in the 18-25 demographic aim for.
Mandatory: 5 success stories from 5 sectors, at least 1 of them bank-assisted. Minimum of 10 investors invited.
Timing: First advertisement shall be 3 weeks prior to event to allow time for registration. If registration is not full, second advertisement published 5 days prior to event. Confirmations shall be sent within 24 hours of each registration. 250 registrations shall be accepted. 100 walk-ins can be accommodated on day of event or more if registrations are not full. Two days prior to event, reminder advertisement shall be published inviting walk-ins. On the day of event, advertisement shall be published again inviting walk-ins.
Evaluation: Number of people attending will indicate success of concept. Number of appointments made will indicate success of the event.
Visual Research
Image: surrey.ac.uk
Image: slideshare.net
Image: birminghammuseums.org.uk
Image: birminghammuseums.org.uk
Image: Google Search
Image: Google Search
Image: Google Search
Advertisement ideas
Images: Google Search
Design elements
Header: The Smart Small Business. SSB 2016.
Slogan: Start small, Work smart, Grow big
Benefit: Start your small business today!!
Image:
Images sourced from pixabay.com
Body (first ad):
Have you been thinking about starting your business? What’s stopping you? Think you are too young? Think you won’t find the money? You don’t know where to start? Look no further! If you are an aspiring entrepreneur between 18 and 25 years of age, the world has just opened up for you!
Brought to you by xzy National Bank and Birmingham Young Entrepreneurs
What: The Smart Small Business, SSB 2016
When: Sunday, the 8th of May, 2016
Where: The tea rooms @ Birmingham Museum and Art Gallery
Who: If you have a genuine passion for business, ANY business, or you have a plan you are eligible to come
How: Register at www.xzy.com/SSB2016 or email us at or Call us at +44 123 456789. Enrollment cost £3 per head.
You also have a chance to win £2,500. Register a business idea and come armed with a 3-minute presentation.
Listen to success stories, learn how to start and where to start, meet some keen investors, know more about financial assistance. All under one roof, in one day!
What are you waiting for? Register now to begin your business!
Body (2nd Ad, other ads)
Xzy National Bank and Birmingham Young Entrepreneurs bring you SSB 2016, the Smart Small Business fest. It’s the start of your business dreams, just follow the trail to:
The tea rooms @ Birmingham Museum and Art Gallery
On Sunday, the 8th of May, 2016 from 9 AM onwards
Registrations still open! Limited seats! Register at www.xzy.com/SSB2016 or email us at or Call us at +44 123 456789. Enrollment cost £3 per head.
Walk-ins on event date, enrollment is £4 per head.
Don’t wait, register and come over. Or just come over.
Body (event day ad)
Xzy National Bank and Birmingham Young Entrepreneurs bring you SSB 2016, the Smart Small Business fest. It’s the start of your business dreams. Walk in today at:
The tea rooms @ Birmingham Museum and Art Gallery
On Sunday, the 8th of May, 2016
Enrollment charges: £4 per head
Event Logo:
Press Release (450 words)
Xzy National Bank and Birmingham Young Entrepreneurs present
For all aspiring business people, an opportunity to turn their dreams to reality
Birmingham, UK- Xzy National Bank and Birmingham Young Entrepreneurs proudly present the first ever Smart Small Business fest, SSB 2016, for all young aspiring entrepreneurs between the ages of 18 and 25. The fest is aimed at all young people who want to start their own businesses but don’t know where to or how to start.
SSB 2016, which will be hosted at the Tea Rooms of the Birmingham Museum & Art Gallery, provides a wonderful opportunity for aspirants in any business field to meet investors and financial planners in addition to hearing some remarkable success stories of youngsters from Birmingham and other parts of Britain. The event will hear the stories of abc, the 25-year-old who went from running a one-man produce delivery service to running a 50-employee network across the Isles and all with hand held gadgets. Also sharing inspiring stories are def, the 23-year-old CEO of Books & Pencils, a social enterprise initiative that helps inner city children read, ghi, the 24-year-old owner Crystal Art, and many others alongside an opportunity to win £2,500.
The event will feature:
Register at www.xzy.com/SSB2016 or email us at or Call us at +44 123 456789
Rough drafts for final imagery (advertisement message remains the same):
1. Need to show image of successful person. It should not refer to IT in any way.
2. Message conveys independent business. A contractor winning a contract; is an independent small business.
3. Food business; owning a restaurant; chef in the kitchen, running his own small business.
4. Highlight the ability to start business as supplier of exclusive items, points to exclusivity.
5. Small scale industry owner – textiles, embroidery, exclusive fabrics
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1. Convey general success, want to succeed.
2. Image projects possibilities – sky is the limit kind of thought.
3. Flying high imagery to convey heights that can be reached.
4. Birds? Balloons in hand?
5. Open sky? Clean slate.
Final Solution – above line
Final solution – below line
Review and justification of the creative process (200 words)
In order to find out what are the areas of interest for 18-25 year old people, I researched on the events that young people attend. Business was a prominent engagement point for youngsters in this age group. Most young Britons want to start and run their own business but are generally not aware of how to do so . This means that there is scope for forums which focus on this area. This was my rationale for choosing an SSB event. Next I considered the number of young people in Birmingham. It is estimated that 47% of the population is under 30 . Therefore an event like this could easily be host to 250-400 young aspiring entrepreneurs. Therefore for the venue, I chose the Birmingham Museum & Art Gallery which can accommodate up to 500 people.
For the print advertisements, I wanted to choose images that conveyed that the SSB forum was for people in all walks of business. It was not an IT fest or an IT start-up meet. I also wanted to convey the message of happiness and success, which is why I chose the images of the thumbs-up sign pointing to the sky and the man in construction worker clothes celebrating a contract.
References
Birmingham City Council. (n.d.). Population in Birmingham. Retrieved from Birmingham City Council: http://www.birmingham.gov.uk/cs/Satellite?c=Page&childpagename=Planning-and-Regeneration%2FPageLayout&cid=1223096353755&pagename=BCC%2FCommon%2FWrapper%2FWrapper
