By Ross Barich
When Microsoft wanted to engage the US software startup community through its BizSpark program, it hired Metia to devise and implement an integrated digital media campaign.
I quickly realized an effective campaign would include outreach via multiple avenues including social media channels, startup-focused websites, and in-person events. As a former small business owner I embraced this opportunity as I understand and appreciate the needs of businesses in early stages of development.
We began by executing a marketing campaign on the
professional networking website Linkedin, wherein we targeted US technology entrepreneurs
whose companies matched the criteria for Bizspark membership. Through web
banners and Linkedin InMail, we reached out to these contacts and drew new
registrants to the program. On the social media news and web tips site
Mashable, we hosted the ‘Spark of Genius’ series, which included a Bizspark
landing page, and sponsored banners & daily news posts across the website.
To further engage US entrepreneurs, we
established a sponsorship presence within online startup communities Silicon
Alley Insider, vator.tv, and thefunded.com, where we created Bizspark landing
pages & web banners and sponsored articles & posts. We also sent emails
to subscribers of thefunded.com inviting them to register into the program.
The BizSpark team reached new audiences and
generated more interest in the program by engaging potential members in-person
with branded event sponsorships at the Web 2.0 conference and at music, film,
& interactive festival South by Southwest. We supported this engagement by creating
flyers and branded swag for the team at the BizSpark booth to distribute to attendees.
This multifaceted campaign led BizSpark to
achieve a total of 5,133 enrollments in the program’s first year, which was
112% of its goal. The success of this campaign established that the US
entrepreneur community values Microsoft’s offerings and that BizSpark resources
are vital to the needs of software startups.