Strategic Marketing Case Study - Life Sciences Cluster

San Francisco/Bay Area
1100 Moraga Way
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Moraga, CA 94556
Ph: (925) 247-1400

Chicago
200 S. Michigan Ave.
Fifth Floor
Chicago, Illinois 60604
Ph: (312) 635-0785

>> Life Sciences Cluster

Launching a new cluster initiative to fuel economic growth

Challenge
	Geographic region with broad array of life science assets (corporations, academic institutions, etc.) though no organizing mechanism for driving growth
	Regional economic effort formed to attract new business/research opportunities and enhance entrepreneurial capacity and intellectual property
	Multiple points-of-view regarding core offering, targeting, and marketing approach

Action
	Situation assessment, including best practice and competitive review of economic clusters
	Hypothesized customer framework to aid in target prioritization and offering definition
	Concept development and optimization research to address core positioning, naming and logo alternatives
	Creative brief and agency search to secure local creative partners for implementation
Result
	Alignment across multiple public and private entities around brand strategy, positioning and new name
	Secured $80MM in funding to support business formation and entrepreneurial capacity
	Recognition of the state as one of the top four life sciences leaders in the U.S.