CGN Relaunches, Breaks Print Spots

CGN Marketing & Creative Services has broken its first print advertising for BizLand, a company that helps small businesses harness the power of the Internet to attract customers.

The effort is part of an integrated campaign that also includes the relaunch of the Web site and direct marketing initiatives. The budget is estimated in the $10 million range.

Print ads feature small-business owners in their work environments; the entrepreneurs convey passion and determination to succeed.

One execution shows a woman who owns a harbor cruise operation while another, still in production, features a pilot who offers “flights of fancy” tour guides, said Scott Madden, an svp at Boston-based CGN. Ads include the new positioning line, “Helping small businesses succeed, one dream at a time.”

The line grew out of research conducted nationwide by the Boston agency. It explored small businesses, what they look for in a small-business resource site and why their owners went into business for themselves. “These people had a dream of starting their own job,” said Madden “A lot were frustrated or disgusted by corporate America.”

After researching companies as small as one or two people and as large as 30 to 40 people, CGN also drew the conclusion that BizLand needed to find a niche targeting smaller businesses, said Madden.

Ads for the Burlington, Mass., client target small businesses of 10 people or less and feature the new logo, which was created as part of the company’s new corporate identity. Ads are running in publications such as BusinessWeek, Fortune Small Business and Kiplinger’s. They will also begin appearing in The Wall Street Journal as well as other urban newspapers.

While TV is not currently in the mix, it may eventually be part of the campaign, according to Madden.

The company was started in 1997 as Click to Commerce to provide small-business owners secure credit card processing. The company changed its business model more than a year ago; now it offers members Web hosting, online storefronts, e-marketing tools and business advice.