Babson Launches New Advertising, Marketing Campaign

Babson College has announced the launch of a new advertising and marketing campaign aimed at expanding what entrepreneurship truly means, asserting that “The World Needs a New Definition of Entrepreneurship.  It’s Being Written Here at Babson.”

The keystone of the campaign is a new digital hub, define.babson.edu, which creates opportunities for the community at-large to participate in the “Redefining Entrepreneurship” effort by posting and sharing their definitions and accessing information about the entrepreneurial experience.

“Technology has evolved. The economy has shifted. The world has changed. And today’s entrepreneurs do more than just start businesses,” says Babson’s Chief Marketing Officer, Sarah L. Sykora.

“Today, more than ever before, the social, economic and environmental issues confronting our world require solutions – the type that entrepreneurship, broadly defined, is uniquely capable of delivering.  Through this campaign, we invite the community to help us extend the definition of entrepreneurship and, in doing so, help shape how the world views and values entrepreneurs.”

During last month’s soft launch, more than 1,000 definitions were entered by students, faculty, and friends of the college, including ABC-TV’s Shark Tank Host and Babson Entrepreneur in Residence, Daymond John.

Later this year, Babson plans to incorporate the definitions submitted into the branding campaign to help change the way the world looks at entrepreneurship.

The campaign, conceptualized and executed in partnership with Boston advertising agency Connelly Partners, includes print, digital and radio components.

One of the first ads of the campaign features the work of footwear designer and Babson alumna, Ruthie Davis.  The ad, pictured here, is one of several that will run in outlets ranging from Forbes and Fortune to People Magazine and Sports Illustrated.

“Babson College offers the  most progressive business education available; its rankings demonstrate the success Babson has achieved as a thought leader,” explains Connelly Partners’ President and Chief Creative Officer and Babson alum, Steve Connelly. “This campaign advocates for the same ideologies utilized in Babson’s approach to education.”

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