Building Narrative Infrastructure: Reflections on Women's Entrepreneurship Day

Today is Women's Entrepreneurship Day, and I'm reflecting on a story that landed in my lap this summer—one that perfectly captures why I do what I do.

Meeting Bolu

I first met Boluwarin Ojo—Bolu—through my work with the Iowa Lakes Corridor Development Corporation. She was one of this year's Okoboji Entrepreneurial Institute (OEI) participants, and her story immediately stood out.

Here was a fourth-year Industrial Design student at Iowa State who also works as a welder. She experienced firsthand what happens when safety equipment isn't designed for everyone. When a co-worker mentioned he'd once set his hair on fire while welding, Bolu didn't just sympathize—she decided to solve the problem.

That's how SparkDefy was born.

Why Bolu's Story Matters

As someone who specializes in strategic branding for economic development organizations, non-profits and budding corporations, I know that our region's greatest assets aren't just our lakes, our workforce, or our business infrastructure. Our greatest asset is our people—especially the ones bold enough to build something new.

But great stories don't tell themselves. And that's where the real work begins.

From Entrepreneur to Story

After meeting Bolu at OEI and watching her journey unfold this year—winning 1st place at the Global CEO Conference Pitch Competition in Tampa Bay, placing 1st in ISU's Pappajohn Fall Startup Pitch Competition, earning recognition at multiple events—I knew her story needed to be shared beyond just pitch competitions and award ceremonies.

This is the kind of narrative that economic development marketing should amplify:

• A student from one of our partner universities

• An OEI graduate putting her experience to work

• An entrepreneur solving real problems with innovative solutions

• A woman building a business in the trades

The Collaborative Process

Here's what I love about this work: Bolu had the story, the Corridor had the platform, and I got to help connect the dots. Working with her and the Corridor team, we're telling her story through multiple channels:

The strategy: Position Bolu as both an OEI success story AND a representation of what's possible in Northwest Iowa's entrepreneurial ecosystem

The execution: Social media posts timed for Women's Entrepreneurship Day, blog content for the Corridor's website, and assets Bolu can use in her own marketing

The collaboration: Working directly with Bolu to ensure her voice and vision come through authentically—because the best marketing doesn't just talk about people, it talks with them

What Economic Development Marketing Really Is

People sometimes think my work with the Iowa Lakes Corridor is about making brochures or managing social media accounts.

And sure, those are tactics. But what we're really doing is:

1. Building narrative infrastructure that makes it easier for entrepreneurs, businesses, and community members to see themselves as part of something bigger

2. Creating connection points between programs like OEI and the broader community who needs to know these resources exist

3. Amplifying voices that might otherwise only be heard in a pitch competition or classroom

4. Documenting momentum so that when the next student or entrepreneur is deciding where to build their business, they can see proof that it's possible here

The Bigger Picture

Bolu is still in pre-launch mode with SparkDefy. She's doing the hard work—designing, sewing, testing, pitching, refining. But part of building a successful business is also building awareness, credibility and community support.

That's where strategic marketing comes in.

Not to manufacture hype, but to ensure that real stories reach the people who need to hear them:

• Future OEI participants who need to see what's possible

• Potential customers in the welding and safety industries

• Investors and partners looking for innovative solutions

• Young women considering careers in entrepreneurship or the trades

• Community members who want to support local startups

Why I Do This Work

I started Vertical Marketing + Design because I believe in the power of strategic storytelling to build stronger communities. Working with organizations like the Iowa Lakes Corridor allows me to do marketing that matters—work that doesn't just sell products but strengthens the economic fabric of our region.

Every time we take the time to tell a story like Bolu's, we're sending a message: Northwest Iowa is a place where entrepreneurs can thrive. Where bold ideas are supported. Where programs like OEI connect students with mentors, resources, and opportunities. Where hard work and innovation are recognized and celebrated.

That's marketing worth doing.

Learn More

Want to follow Bolu's journey? Check out SparkDefy at sparkdefygear.com

Interested in learning more about the Okoboji Entrepreneurial Institute or other Corridor entrepreneurship programs? Visit lakescorridor.com

And if you're a business or organization with stories worth telling, let's talk. That's what we do best.

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About Vertical Marketing + Design

Vertical specializes in strategic branding for economic development organizations and multi-brand companies, helping leaders tell compelling stories that attract investment, businesses and talent. To learn more about transforming your brand, contact our team.