Infograpics - the "Hotter Than" Internal Communications Campaign

The Canadian Federation of Independent Business (CFIB) launched its first Small Business Saturday campaign (since renamed Small Business Every Day) in 2012, and I created a range of materials to support that launch. SBS encouraged Canadians to shop in small, locally-owned, independent enterprises on a certain Saturday in October. 

CFIB’s leadership wanted to get its sales force excited about the campaign and the growing number of small businesses who were contacting us to take part. Motivated salespeople are key to selling CFIB memberships. 

With that in mind, I worked with CFIB’s talented IT professionals and graphic designers to create the “Hotter Than” internal communications campaign. Every Friday, we released the new sign-up numbers on the CFIB intranet along with an image that poked some gentle fun (yes, we asked for permission, first) at a CFIB executive. The idea being that enthusiasm for Small Business Saturday was “Hotter Than”… [NAME]’s [PERSONAL PASSION]. 

Our campaign-within-a-campaign was a hit; CFIB employees looked forward to seeing the weekly updates, and I was informed that they helped to motivate CFIB’s sales professionals.