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Deluxe

Sparking a Revolution

Overview

When most people are asked what Deluxe does, they’ll reply, “They make checks.” The company, which was founded 100 years ago as a check printer, has evolved into a provider of marketing services for small businesses. In fact, check printing now makes up only a small part of Deluxe’s business. The company’s 100th anniversary presented a key moment to reposition Deluxe as a forward-looking, responsive partner for small businesses. Instead of promoting its own centennial, Deluxe chose to launch a storytelling campaign that would create an authentic and lasting association between the company and the success of small businesses nationwide. “The Small Business Revolution” was born.

Approach

  • Use Deluxe’s 100th anniversary to spotlight the company’s evolution from “the check printer” to a one-stop shop for small business marketing and financial services
  • Develop a long-term campaign that gives Deluxe a relevant and authentic voice as a champion of small businesses
  • Dedicate a majority of planned paid-media budget to a significant, year-long storytelling effort
  • Focus outward by making the company’s target audience — small business owners — the face of the campaign
  • Incorporate a relevant spokesperson to lend credibility and star power
  • Drive online engagement and digital/social conversations
Approach

Digital Content

The campaign told the stories of 100 small businesses to celebrate 100 years through video vignettes and photo essays

Digital Content

Premiere Events

We hosted several special events to screen the video vignettes at the featured businesses

Premiere Events

Social Media

Engaging social strategies across platforms fueled conversations among a passionate audience

Social Media

Spokesperson

Shark Tank’s Robert Herjavec brought credibility and star power

Spokesperson

Media Relations

The 100 stories created national and local media opportunities as they debuted throughout the year

Media Relations

Consumer Promotion

We launched an opportunity for people to nominate their favorite small business for a chance to receive one of four $25,000 prizes

Consumer Promotion

Promotion Payoffs

We orchestrated surprise events for the promotion winners to capture additional content and create more local media hooks

Promotion Payoffs

Documentary Film

A long-form documentary examining the state of small businesses in America, created by Flow Nonfiction, debuted with a special influencer event in Minneapolis

Documentary Film

Campaign Evolution: Web Series

In year two, we searched for the perfect small town to receive a makeover of its Main Street businesses. More than 10,000 towns were nominated.

Campaign Evolution: Web Series

Campaign Evolution: Web Series

Deluxe and Robert Herjevec worked to revitalize the businesses in the winning town of Wabash, IN – showcasing Deluxe’s services in the process. The 8-episode web series is available on Hulu or at smallbusinessrevolution.org.

And the revolution has only just begun.

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Results

  • 2 billion earned media impressions
  • More than 370 million social media impressions
  • More than 1 million video views
  • More than 1 million visitors to SmallBusinessRevolution.org
  • Small Business Revolution – Main Street featured among Inc.’s “Top TV Shows Entrepreneurs Should Watch”