Situation

With remote work more prevalent than ever, Innovate Marquette SmartZone saw the potential for Marquette, Michigan to become a mecca for remote workers. They brought Siren on to build a new, branded movement to attract, retain, and support the remote workers and others shaping Marquette’s evolution.

Strategy

Siren’s strategic communication and multi-stakeholder relationship development forged a successful project. Our team led the development of the communication, media, and marketing strategy, and provided counsel to the internal team. Our strategy included educating  the community and other audiences about the purpose behind the initiative in order to build trust and increase transparency.. Launching the campaign built brand awareness for Make It Marquette and enhanced the reputation of Innovate Marquette.

Results

• Launched the brand-new talent attraction initiative across the U.P. and the state
• Established and grew loyalty around the vision through strategic positioning, messaging, and branding
• Earned media coverage for the launch included:
  • Media share across 12 news outlets.
  • Potential audience of 100k
    • 60k in online news audience
    • 40k in TV news audience