Success Stories
In 2024, we launched a paid advertisement campaign centered around a video titled “Success Stories,” showcasing real testimonials from local entrepreneurs and business owners who have worked with Ignite. The goal of the campaign was to celebrate the impact we’ve made within the community, position Ignite as a trusted and supportive resource, and inspire others by highlighting the real outcomes of our work. The ad copy—“Join us in celebrating the successes of our community. Watch these stories to learn, be inspired, and see how Ignite is making a difference.”—was intentionally written to invite viewers into these stories and help them envision how Ignite could support their own business journey.
The video, which featured authentic and heartfelt stories from clients, captured a wide range of experiences—from those just starting out to more established business owners who turned to Ignite for support during key moments of growth. This narrative approach created an emotional connection and made our impact tangible. The results reflected the power of storytelling as a marketing tool: the campaign received 176,000 impressions, 233 link clicks, and 371 overall engagements. These numbers showed that the message didn’t just reach people—it resonated with them.
One challenge we encountered was finding the balance between keeping the video emotionally engaging while also making sure the key messages about Ignite’s role were clear. We didn’t want the video to feel overly polished or promotional—we wanted it to feel real. To overcome this, we focused on tight, purposeful editing and kept the voice of the entrepreneurs front and center. We also tested variations of ad copy to see which wording best encouraged users to click through and view the full video.
The primary audience for this campaign included small to medium-sized business owners, early-stage entrepreneurs, and individuals in the local professional ecosystem who might one day benefit from Ignite’s services. While many viewers were already aware of Ignite, this campaign was also designed to connect with those unfamiliar with our organization—offering a glimpse into what we do, but through the lens of people they could relate to. The campaign reached both rural and urban audiences across our region and emphasized that success can look different for everyone—and that support is available at every stage.
This project fits well within the EDAC Awards category of Marketing – Single Promotional Piece or Online Community Outreach, as it used targeted digital marketing to share community-driven content in a way that was accessible, relatable, and impactful. By focusing on the people behind the businesses, we brought our mission to life in a format that was easy to share and revisit.
The campaign is also sustainable in that the stories captured remain relevant and can continue to be used across multiple platforms and communications. These testimonials form a lasting foundation for future campaigns, social media content, grant reports, and presentations. By continuing to elevate the voices of those we serve, we’re not only telling Ignite’s story—we’re helping tell the story of economic development in our region in a way that’s real, inclusive, and future-focused. ACCESS VIDEO HERE https://youtu.be/GfHjzdLEZ9Y?si=W7u2vkb9CkBTcH15
