Inclusive Entrepreneurship Campaign for BDC
Core deliverables
• Campaign and messaging development
• Event planning & logistics
• Video production
Challenge
BDC, the bank for entrepreneurs in Canada, wanted to strengthen its commitment to building a diverse and inclusive entrepreneurial ecosystem, setting a goal for 40% of its clients to come from diverse backgrounds. To achieve this, BDC introduced three new initiatives tailored to Black, Indigenous and women entrepreneurs. The ask for Creative Fire was to help launch these initiatives in a way that maximized impact and reach, while ensuring that each audience felt uniquely valued and included. BDC needed a campaign that communicated their commitment effectively without losing sight of the specific needs and priorities of each target group.
Our Approach
Our team saw an an opportunity to position BDC as more than just a financial institution, but as a connector and community builder. Our goal was to create an inclusive platform where underrepresented entrepreneurs could connect, learn and inspire one another. To achieve this, we developed a launch campaign that bundled the three announcements into a cohesive narrative around BDC’s commitment to supporting diverse entrepreneurs.
We planned a flagship event at BDC Square in Montreal, featuring a panel discussion, speakers’ corner and networking opportunities. The event was designed to emphasize cultural representation and inclusion, incorporating elements such as themed decor, catering and music to reflect the diversity of the attendees. Leveraging the credibility of BDC’s existing partners, we created the ideal stage to introduce BDC’s new inclusive entrepreneurship program.
To further amplify the message, our videography and photography team captured high-quality content throughout the event. This included a high-energy recap video (produced in both English and French) and material for a range of digital content assets that will continue to drive engagement and awareness through ongoing social media campaigns.
Impact
The event created a blueprint for BDC for hosting inclusive, culturally competent events for underrepresented entrepreneurs across the country. The extensive video, photo and interview content captured provides BDC with a library of authentic assets that can be used to promote the Inclusive Entrepreneurship Program on an ongoing basis. As a result, BDC has strengthened its role as a community leader and connector, helping underrepresented entrepreneurs across Canada feel supported and inspired.
