Brand Identity / Application

Economic Development Regina – Audacity YQR


Winner
Submitted ByEconomic Development Regina

Project Purpose

In 2016, EDR facilitated research resulting in the creation of an Entrepreneurship Strategy and the formation of a volunteer Council for Entrepreneurship Growth.

Key Insight: Despite having bold, inspirational businesses and entrepreneurs, the city was known as a sleepy, government town both by residents and outsiders. How do you change the perception of a city?

Audacity was a project designed to improve perceptions of Regina as an entrepreneurial community, ensure adequate ecosystem supports, align stakeholders and ultimately grow business in the city. It is a movement celebrating the creativity, innovation, and success of bold individuals and visionary organizations that call Regina their home. We believe that when our entrepreneurs thrive, our city thrives.

Key objectives

  • The community embraces the Audacity brand
  • Regina is seen as an audacious, entrepreneurial city
  • The Audacity movement inspires, informs, and celebrates Regina entrepreneurs
  • New businesses are started or brought to the region

Audience

The primary audience is entrepreneurs (startups, scaleups and established). We’re for people flying solo with an idea; family businesses maintaining a legacy or maybe just establishing one; existing enterprises expanding to generate more success.

A secondary audience is the Regina community – to support and encourage our entrepreneurs.

 Key Tactics

Every entrepreneur has a unique journey and unique story to tell – Storytelling is our strategy. A bold brand was developed and primarily executed through social channels, an annual celebration event, branded promotional material and key messaging from community leaders.

Challenges and Changes

Before COVID, we were preparing for the best Audacity Celebration with 400 tickets sold and keynote speakers secured (Dragon Den’s Bruce Croxon and investor Neal Dempsey).With COVID cancellation, Audacity launched a robust Mentorship Program and two storytelling campaigns during the summer months – Good News YQR and Reinvention Stories.

Results:

The Audacity YQR brand has developed a cult-like following in the business community over the last year. Aside from having 10 CEO-level entrepreneurs leading the Council for Entrepreneurship Growth, we’ve seen real engagement from all sizes of businesses.

More importantly, since its inception, leaders have developed an ecosystem of support including our first incubator (Conexus Cultivator) and co-working space (Path) with EDR as its main tenant. Both entities work closely with Audacity and our small business support team, Square One.

Brand Visibility in the community: Our clings can be seen in businesses and on vehicles around the city, the co-working space features Audacity, our mayoral candidates are sporting Audacity t-shirts and when EDR speak to City Council, Audacity is always mentioned by councilors. Lastly, we’ve partnered with local WHL team for an Audacity Night featuring TSN’s Jay and Dan. The University and local high schools have partnered, and businesses have come together to invest money and time to advance the movement.

Key metrics

  • Significant community partnerships: Hill and Levene School, Campbell High School Business Students, 22Fresh, Regina Pats, RDIEC, Path Cowork, Cultivator by Conexus.
  • Instagram followers 2,585
  • Facebook followers 952
  • Email list subscribers 373 – open rate 40%, click rate 8.7%
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