The Marketing Standard
Fri, 21 Jan 2022 08:22:20 GMT
To meet the needs of entrepreneurs of color at all levels of their business journey’s, Mailchimp is launching 'Bloom Season' an editorial business resource created by purpose-driven creative agency Kin.
‘Bloom Season,’ serves as a community centered digital resource that provides guidance on starting, running and growing a business with content that is centered on the unique challenges of Black entrepreneurs. It provides perspective on striking the balance between professional and personal life, discussing important topics including wellness, mental health and emotional aspects of business ownership.
The goal of Bloom Season is to cover topics that uniquely affect the POC experience, tell emerging stories that spark new conversations and craft thoughtful narratives to counter common stereotypes about entrepreneurs from historically excluded groups. To create this edition Kin brought together a diverse community of Black writers, designers, illustrators, photographers and filmmakers who are shaping culture and driving change.
“The name ‘Bloom Season,’ was something we thought really captured the idea that the path for small business owners of color should be paved with possibilities and not roadblocks,” explained Kwame Taylor-Hayford, co-founder of Kin and himself a Black entrepreneur. “They are the roses that grew from concrete. We’re here to help them realize their ambitions and build the businesses of their dreams”.
The content features first-hand business and life experiences with insights, and actionable possibilities for Black entrepreneurs to grow their businesses. Contributors include Jewel Burks Solomon (Collab Capital and Google for Startups), Dr. Joy Harden Bradford (Therapy for Black Girls), Ryan Wilson (CEO & co-founder of The Gathering Spot), Jon Gray (Ghetto Gastro), Baratunde Thurston (How to Citizen) and many others. The topics they dive into include everything from raising capital, to therapy for Black entrepreneurs, to inventing a business in a pandemic.
“Bloom Season expands on Mailchimp’s established programs supporting small business with a dedicated focus on entrepreneurs of color,” said Michael Mitchell, Senior Director of Brand Marketing and Content at Mailchimp. “It is a new-age manual for how to succeed in business that strikes a balance between personal and professional life, all designed for and by folks whose experiences defy the status quo in small business.”
Bloom Season will be supported by a dedicated marketing and advertising campaign that includes a .30 and .15 second launch film along with paid social assets. It will tap into influencers and strategic partnerships to activate its community of business owners and platform contributors with the goal of sparking impactful conversations about equity and entrepreneurship.
“Building this platform from the ground up allowed us to identify the challenges that entrepreneurs of color face in building successful businesses and to create a resource they can come back to for guidance and support.” said Sophie Ozoux, also a co-founder of Kin.
Ozoux continued: “Our hope is to develop a second edition of Bloom Season filled with all-new content that addresses the needs of another community of color very soon”.view more - CreativeThe Marketing Standard, Fri, 21 Jan 2022 08:22:20 GMT