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AT&T
CAPITAL CORPORATION
Partners
For Growth
 Although
it is the nation's second largest equipment leasing and finance
company, AT&T Capital Corporation had low name recognition,
particularly among small businesses. This award-winning program
was designed to provide a high level of recognition and goodwill
for the company within that sector, while demonstrating understanding
of small business owners' unique financial needs.
We
developed a first-of-its kind program called Partners For Growth.
Entrepreneurs in major U.S. cities were invited to compete for start-up
grants by submitting business plans focused on "making good
while doing good." Winners included a designer of clothes for
the physically challenged and an inner city fuel-buying co-op. The
American Institute of CPAs was invited to be a co-sponsor and provided
complementary mentoring services for the entrepreneurs.
Media
coverage of the national launch and local grant winners — including
a Houston Chronicle editorial praising AT&T Capital Corporation
— dramatically boosted the company's visibility. Partners For
Growth earned 1995's CIPRA Award for Business-to-Business and won
several regional competitions.
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