insights & strategy

Millennial Week Activation

Engaging millennial small business owners

THE CHALLENGE:

Millennial Week is a first of its kind conference produced by and for millennial leaders, innovators and attendees. The mission of Millennial Week is to promote and present ideas and trends reflecting the impact of millennials on culture and society. Wells Fargo is well known for its commitment to small business amongst Gen-Xers and Boomers, but awareness is significantly lower amongst millennial entrepreneurs. In an effort to get to know this audience and identify opportunities to support them, Wells Fargo agreed to act as the lead sponsor of the entrepreneurial track. They asked Purpose Generation to help them create an activation plan that would allow them to position Wells Fargo as a value added partner to this audience.

OUR APPROACH:

We designed an activation plan around three key events that made up the entrepreneurial track of the conference: the Startup Lounge, the Entrepreneur’s Forums, and the Founder’s Unconference. We worked closely with Wells Fargo’s marketing team and their local counterparts to ensure that there was ample opportunity for Wells Fargo representatives to connect with DC-based millennial business owners. Activities included one-on-one “speed planning” sessions, where business bankers offered advice on topics ranging from fundraising to personal credit, as well as a 45-minute workshop on how to build and effectively pitch a business plan.

What We Did

  • Event Activation

    Designed and executed against a multi-event activation strategy. Purpose Generation worked closely with Wells Fargo’s national and local teams, as well as the Millennial Week staff to ensure that everything was executed smoothly and the client was properly positioned to achieve its objectives. Purpose Generation responsibilities included vendor management, project management, client preparation, content development, and onsite support.

  • Content creation

    Designed a new logo for the Startup Lounge and accompanying collateral, including banners, table tents with relevant conversation topics, audio-visual content, and handouts. We worked closely with Wells Fargo’s design team to repurpose existing materials for a millennial audience.

  • Audience insights

    One of Wells Fargo’s primary motivations to sponsor the event was to gather meaningful insight into the unique needs of millennial business owners. To support this effort, we conducted an onsite survey and several in-depth interviews with attendees. We analyzed the data points and provided several strategic recommendations on how Wells Fargo may refine its services with this audience in mind.

  • Curriculum development

    Designed a Startup Lounge Playbook in response to the success at Millennial Week to give local representatives a roadmap for replicating the activation in their own city. The Playbook included a master vendor list, PowerPoint presentations, talking points, and more.

Startup Lounge Environment

We created a branded lounge environment for the duration of the conference where attendees had the opportunity to learn more about Wells Fargo’s services for small business owners, meet brand representatives, access free resources, and charge their mobile devices.

The Results

Wells Fargo experienced a very high level of engagement during Millennial Week compared to other sponsors. Its primary focus throughout was on learning (as opposed to selling their services), which allowed Wells Fargo representatives to build meaningful connections with attendees and gather actionable insights for the future, while also raising awareness around the tools it offers small business owners.

89%
of attendees said the Startup Lounge was somewhat or extremely valuable
50%
of attendees signed up for a one-on-one with a Wells Fargo banker