The Council for Entrepreneurial Development, which marked its 25th anniversary this year, has a new logo, slogan and branding campaign as it looks to expand its membership during a down economy.
The Research Triangle Park nonprofit saw membership increase about 8 percent for the year that ended in June, and has set a goal of 10 percent for the current year, said Joan Siefert Rose, who became CED's president in August 2008.
CED was formed in 1984 and is now one of the country's largest support groups for entrepreneurs and small businesses, with more than 5,500 members.
Siefert Rose spoke by telephone this morning about the group's new look and more. Here are some highlights of that conversation:
On the new brand: CED's previous logo was about 15 years old and "it looked like it needed some upgrading," she said. The new one features a pattern of swirling dots with an orange dot in the center and the new slogan "Start Something." Clean Design, an RTP brand firm, designed the new look.
The group also is starting to refer to itself as "CED," rather than the full name, which "was sort of a mouthful," Siefert Rose said. "It's nice to have a fresh start."
On membership goals: The group wants to add 250 new members by Dec. 25, which would put it on track for a 10 percent increase during the fiscal year that ends next June. So far, about 120 new members have signed on since CED's 25th birthday party last month at Durham's American Tobacco Campus.
The group is seeing more interest from people cut loose by larger employers and considering starting new businesses. CED also is attracting more entrepreneurs by offering new "practical" programs and workshops, such as one next week on how to build a management team, Siefert Rose said.
On a smaller CED: The group now has nine full-time employees, down from 20 at its peak. That's still pretty big compared to a lot of other entrepreneurial development programs around the country, Siefert Rose said.
On the economy: While established companies are having more luck getting financing they need to expand, credit remains tight for early stage firms, she said. One area that's showing more activity: "clean" or green technology.
"People here are really caught up in the notion that they want to do something good for the environment that's also potentially rewarding," she said.
One big challenge is that private investors are still "watching and waiting" to see which technologies will be among the winners. With federal stimulus money aimed at green jobs starting to trickle down, that could help spur more private investors to jump in, she said.
On her "new" job: Siefert Rose joined CED last year after spending more than 20 years in radio, including as general manager of N.C. Public Radio-WUNC since 2001.
"I'm listening to my friends' fundraiser drive right now and I'm wishing them well," she said. "But I enjoy being in a field where I can help people realize their dreams and find meaningful employment. There's something rewarding in doing that."
Assistant Business Editor Alan M. Wolf joined the N&O in 1999 covering the business of health care. He became an editor in 2001, and helps oversee the paper's daily business coverage and Sunday Work&Money section. He lives in Clayton with his wife and two children. Reach him at 919-829-4572 or 
