Westminster Economic Development Initiative (WEDI)

About WEDI

The Westminster Economic Development Initiative (WEDI) reduces barriers to success and opportunity through economic development, community building, and education.

WEDI launched the West Side Bazaar in 2011 as a small business incubator supporting immigrant, refugee, and low-income entrepreneurs on their path to becoming successful business owners.

In October 2019, WEDI announced that it would leverage grant money to buy a vacant, 17,000-square-foot building on Niagara Street in Buffalo and turn the building into the new home for the Bazaar.

The new location represents an exciting vision for the Bazaar’s future: It is nearly three times larger than its original location on Grant Street and will enable it to grow its incubator capacity, expand its mission, and continue improving the region’s economy.

The Challenge

As a non-profit, WEDI relies on grants and donations from supporting organizations, businesses, and individuals. In order to renovate its new location, it needed to activate its donor network.

WEDI wanted to look beyond the run-of-the-mill and create a unique experience that would build a deep, lasting connection between donors and the organization.

The Problem

Selecting a medium for their message was fairly simple: WEDI officials decided early in the process that a short video showcasing its educational programs, providing insights from key stakeholders, and revealing the new building would be best. But it soon became clear that one short video wouldn’t capture everything—nor would it create the emotional impact needed to inspire the audience to donate.

The real challenge was one of framing. It was important that we work collaboratively to find the “why” that would provide just the right framework for the campaign. We needed to weave together several complex narratives, but prioritize them so the viewer was left with a clear idea of WEDI’s challenge and goals. And finally, we needed to make the message effective, authentic, and moving.

The Solution

STEAM Strategies worked collaboratively with WEDI officials to fully understand the campaign’s goals and the unique value proposition of both WEDI and the West Side Bazaar.

We recommended that WEDI create two videos, both of which would be played during an event at which WEDI welcomed donors and asked for their support.

A snappy video asking questions of WEDI students answered in a round-robin format.
A video showcasing the ways in which the Bazaar has transformed the lives of those in the surrounding communities and beyond.

The video featuring the students played without sound on a closed caption loop as donors and prospective donors arrived at the event. It successfully introduced donors not only to the students WEDI serves but placed front-and-center the difference WEDI has made in their lives.

The video featuring the Bazaar required a slightly different approach.

We knew we had to tell the story of all that WEDI has accomplished since its inception. We had to tell the story of challenges faced and overcome, of lessons learned and carried into the future, of lasting change that is life-altering. We had to build a foundation of trust amongst prospective donors and demonstrate that WEDI and the West Side Bazaar could be trusted as an impactful steward of their generosity.

Using facts as our foundation, we carefully built a framework around the phrase: “It’s not what you say. It’s what you do.” We knew it was important that we do more than simply ask WEDI staff and the entrepreneurs to tell a story. We needed to craft a narrative that made clear the impact WEDI has had in the community at-large.

To show what the Bazaar does, we leaned on a signature STEAM Strategies approach and went personal—because doing so is the only way to bring about real transformation and change.

“It’s been a journey. One of the things that I’m proud of is now WEDI owns the building. So when you own the building, you also own your future.” That quote from Louise Sano, a Bazaar “graduate” who now owns and operates Global Villages as a standalone business, is a fitting capstone.

The Result

The five-minute feature video was shown during an event to an audience so engaged and inspired that WEDI received some of their largest donations that evening. WEDI’s revenue increased from $134,000 in 2019 to $142,000 in 2020—even though the 2020 audience was smaller than that in 2019.

TESTIMONIAL QUOTE FROM WEDI OR WEST SIDE BAZAAR REPRESENTATIVE.”

In short: Our video inspired people to take action; to give of themselves so that others may enjoy success.