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Economic development in the Upper Peninsula

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Economic development in the Upper Peninsula

Situation

As an economic development organization, Innovate Marquette Smartzone is focused on fostering opportunities for businesses to thrive in and around Marquette. Without a clear message and communication strategy the Smartzone’s marketing efforts were focused on promoting events, and that left the unsatisfied. They knew their brand could do so much more to lift up their region.

Strategy

We dove deep with the client to uncover the inspiring stories around entrepreneurship and economic opportunity that existed in and around Marquette. We heard from local leaders and business owners, and discovered who the most important audiences were and what they needed to hear from our client. 

With the message clearly defined, we launched an effort to bring Marquette residents and business owners together through the Smartzone’s social media channels.

Results

  • A strategic communication plan that clearly defined Innovate Marquette Smartzone’s brand narrative around entrepreneurship and economic opportunity
  • Within three months of launching communication efforts LinkedIn and Instagram engagement increased by 50 percent and content resulted in 23k organic impressions
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