Where do you go when you need money to grow?
Venture Niagara is a federally-funded agency that provides financing to companies that have a sound business plan but can’t get support from traditional lending institutions like banks and credit unions. In early 2010, we were hired to boost the organization’s public profile by developing a new marketing plan. Using information we gathered from surveys and interviews with business owners, business leaders and bank managers, we refined the organization’s brand positioning to spotlight its critical role as an accommodating lender to small and medium-size enterprises. We summarized that positioning with a new marketing slogan, “Where do you go when you need money to grow?”
The marketing plan we developed targets traditional sectors like agriculture and the wine industry, as well as companies in emerging industries like renewable energy, digital technology and bio-products. We also redesigned the organization’s brochures and displays, and refreshed the look of the website.