XAVIER LAUNCH-A-BUSINESS COMPETITION
In its first year, the Xavier Launch-a-Business Competition generated 166 applications for new businesses and nonprofits, using a public relations campaign developed by Ashire Communications. The winners have the potential to generate hundreds or thousands of jobs.
The Williams College of Business wanted to support new businesses and nonprofits to boost the economy. So the College organized a competition for entrepreneurs. The winners will receive advice from the College’s faculty members and MBA students as well as other support.
Dean Ali Malekzadeh asked Elliot Grossman to organize the effort to generate applications. The resulting public relations strategy focused on these main points:
• To create web pages devoted to X-LAB.
• To use public relations tactics to drive people to those pages. That’s where people could find more details about X-LAB and the only place they could file their applications.
• To use a variety of public relations tactics because the news media and other ways to reach people have become so fragmented. No single media outlet reaches enough people anymore.
Our tactics included:
-- A kickoff event designed to create a buzz in the business world. A key feature of this event was a student-actor who portrayed Benjamin Franklin and delivered an opening monologue. In addition to being a statesman, Franklin was a renowned entrepreneur.
-- Traditional news media, including newspapers, TV and radio. We scored about a dozen media hits.
-- Emails from our supporters to their acquaintances.
-- Announcements in digital publications produced by the University and College.
-- Affinity groups, especially those with business ties, to spread our message to their followers.
-- Partnerships with established economic development programs.
-- Postcards we handed out, including at our kickoff event, which prominently featured our web address.
-- A video introducing X-LAB, which we posted several places on the Internet.
“Without Elliot Grossman’s public relations efforts, the first phase of the Xavier Launch-a-Business Competition would not have been so successful. Elliot has the ability to coordinate multiple avenues while at the same time focusing on important details. He has great listening skills and a keen ability to ask the questions that need to be asked, to open up discussions that lead to the best solution. And Elliot has the ability to work smoothly with anyone – from our dean to our administrative assistants to our technical support staff.”
Joseph Carter, Director, X-LAB; Visiting Professor, Management & Entrepreneurship, Xavier University
The 2010 X-LAB PR campaign won a Silver Award in the annual Blacksmith Awards Contest, which recognizes outstanding PR efforts in Greater Cincinnati. It is sponsored by the Public Relations Society of America.
egrossman@ashire.net / 513-240-9801 / Loveland, Ohio
