Brand Activation Strategy
THE PROBLEM:
The new team at CTNext inherited a branding problem. Despite transitioning organizational direction and design, our communications audit revealed our community was still confused. What is CTNext and what do they do?
THE GOAL:
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Generate a transparent dialogue with entrepreneurs, partner organizations, and city + state level administration to communicate key regional wins to date and identify services + resources still needed to make CT a thriving entrepreneurial state.
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Build strong community connections and brand association through a low pressure, welcoming environment at key cultural locations in each region.
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THE SOLUTION:
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Curate an entrepreneur meetup series across our (4) Innovation Places – Hartford, New Haven, New London, and Stamford – to spotlight our local partners, community initiatives, and new path towards a vibrant innovation ecosystem throughout CT.
THE RESULTS
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350+ Entrepreneurs + Partners Registered
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5 NEW Impact Reports on Innovation Places investments from 2016-2021
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20+ Ecosystem Partners Participated across regional government departments, chambers of commerce, and small business support organizations
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Inspired a reboot of the event series hosted by a local marketing agency the following year