As a leader in the regional economic development community, TechAlliance (TA) needed to build additional awareness, grow engagement and showcase their subject matter expertise through a refined brand position, new brand-level messaging and reinvigorated public relations opportunities. The new position then needed to be delivered to the region in a variety of channels to grow additional understanding and support for the organization’s strengthened position and exciting new strategic initiatives.
To help form a new brand narrative, sagecomm facilitated discovery sessions with organizational leaders and members. This research supported the development of a new strategic position and modernized brand language that would resonate with audiences. To launch the new brand position, a social media and public awareness campaign was created and implemented. The campaign was rooted in content development and storytelling, including custom photography, of local entrepreneurial success stories, delivered via a multichannel social media campaign. To complement the digital campaign, media partners were engaged and seven earned media opportunities were achieved, including a monthly magazine column, to assist in raising the brand profile overall. The campaign showcased TA’s core value proposition, drove traffic to raise awareness about the depth of services available, and ultimately helped to continue to position TechAlliance as a leader and key driver of economic success in the region.
To achieve an accurate and authentic picture of the diversity of entrepreneurs that TechAlliance supports in the region, we engaged local leaders and influencers in a custom photo shoot and produced narratives and visuals that were unique to them, their products, and their entrepreneurial origin stories.
When successful entrepreneurs like Damir Slogar from Big Blue Bubble tell their stories, entrepreneurs of all backgrounds listen. For these ads to do their job, the stories and visuals needed to be simple, compelling and remarkable.
With a visual brand refresh already underway internally, we worked together with the TA team to ensure integration of their newly selected brand palette into the campaign. We further provided guidelines for appropriate use in a variety of mediums to allow the internal marcomm team to work independently with their newly selected palette across all marcomm efforts.