Establishing a life sciences industry cluster brand to fuel economic growthEquiBrand2023-10-20T10:21:23-07:00
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.
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