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IFRA XMA Cross Media Awards 2008 projects |
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Company: The Globe and Mail |
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Project name: Cisco Business Incubator |
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Topical category of the project |
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A: Cross media campaigns for individual advertising customers |
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General information about the publication |
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In print for 164 years and published coast to coast, The Globe and Mail is Canada's only national newspaper with a cumulative weekly readership of 2,880,000. Its flagship website, globeandmail.com, is one of the country's most-visited online news destinations. The newspaper also publishes a number of widely read magazines, including Report on Business magazine, Report on [Small] Business and tq (Technology Quarterly) |
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Project description |
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The Business Incubator, which launched in January 2008, is a Web 2.0-enabled microsite designed to engage, educate and serve as an online community for small and midsized business owners.
Visitors to the microsite, linked to from globeandmail.com, can view video profiles of SMB executives who face the same kinds of challenges many members of the target audience do. Afterwards, visitors can view video analyses and advice from an expert panel of business leaders and academic experts assembled expressly for the Incubator, and offer their own comments about case studies.
The Incubator also features polls, an e-newsletter, podcasts by well-known business authorities, interviews with entrepreneurial legends, live discussions, a Facebook group, a resource guide and more. Prominent links to related content on Cisco's website let visitors make use of the networking company's small business evaluation tools and its own SMB-directed content. At launch, the Incubator hosted a contest that let SMB owners submit their own challenges for a chance to win $100,000 worth of Cisco equipment. |
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The basic idea of the project |
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Cisco provides networking equipment to the world's largest and best-known enterprises. Nevertheless, Cisco looked to The Globe and Mail to help them find a new way to effectively reach and engage small and midsized Canadian businesses as well as the country's technology decision-makers, innovators and early adopters.
In response, The Globe created the Cisco-sponsored Business Incubator, an online resource where entrepreneurs can connect with small business experts and peers who provide mentoring and support in a variety of multimedia formats. |
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Used media channels |
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The implementation |
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The Business Incubator was developed by The Globe's Marketing Solutions Group and its Report on Business editorial team in conjunction with Cisco and its agencies.
Summaries of Business Incubator case studies along with Cisco brand ads run every Monday on the Tips for Entrepreneurs page in The Globe and Mail's Report on Business newspaper section, reinforcing both the value of the microsite's content and Cisco's commitment to entrepreneurs.
In addition, the Business Incubator is promoted with print display ads in the newspaper, in Globe magazines tq and Report on [Small] Business, online at globeandmail.com and through their e-newsletters. E-blasts have been sent to targeted e-mailing lists, a Facebook community was established and an extensive press relations program included direct marketing at the Canadian Innovation Exchange Conference in April. |
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Image(s) |
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Links |
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www.globelink.ca/cisco/
www.reportonbusiness.com/incubator
www.facebook.com/group.php?gid=9890038586&ref=ts
https://a303.c1s1.net/seos/303/mpd/290620084adfb82 ...
https://a303.c1s1.net/seos/303/mpd/290620084adfb82 ...
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Project results |
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One of the key goals for Business Incubator was a cost of $5.00 per engagement. The Globe exceeded this objective within three months, achieving a cost per engagement of $1.55.
With nearly 42 million impressions of web ads that feature the Cisco logo, the site saw a 442% growth from site launch through the end of May. Activity on the site is still very lively, and Cisco is considering extending it throughout the rest of this year and into 2009. |
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