Project Description

A diverse group of community leaders was interested in creating a life sciences cluster initiative to fuel economic growth.
The region had strong businesses assets from which to build, though lacked an organizing mechanism for marketing the initiative.
A new strategic brand was developed and launched as the catalyst to connect diverse interests across business, university, and civic leaders and drive growth.
Challenge
- Geographic region with broad array of life science assets (corporations, academic institutions, etc.) though no organizing mechanism for driving growth
- Regional economic effort formed to attract new business/research opportunities and enhance entrepreneurial capacity and intellectual property
- Multiple points-of-view regarding core offering, targeting, and marketing approach
Action
- Situation assessment, including best practice and competitive review of economic clusters
- Hypothesized customer framework to aid in target prioritization and offering definition
- Concept development and optimization research to address core positioning, naming and logo alternatives
- Creative brief and agency search to secure local creative partners for implementation
Result
- Alignment across multiple public and private entities around brand strategy, positioning and new name
Secured over $250 million in funding to support business formation and entrepreneurial capacity
- Recognition of the state as one of the top four life sciences leaders in the U.S.
Learn more
See other case studies or contact EquiBrand to learn more.
Follow EquiBrand