Situation

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

Strategy

Through strategic sessions with the client, we uncovered 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