Mobility and innovation districts are places where pioneers make critical advancements in logistics and supply chain modernization. It’s also a place where technology breakthroughs are developed that can affect billions of people. They are critical to advancing how consumer and commercial operations move forward to improve lives everywhere. The challenge with innovation districts is communicating a tangible concept that resonates with valuable audiences and encourages entrepreneurs, scientists and business leaders to utilize the district’s capability.
We partnered with the AllianceTexas Mobility Innovation Zone to create a flexible identity package that communicates all the intangible benefits this testing ecosystem can provide mobility visionaries and their teams.
Making Intangible Value Tangible
We partnered with the MIZ team and entered into extensive discovery sessions to better understand where MIZ stands in the market and how we can highlight their value proposition and boost awareness of the one-of-a-kind opportunity that the MIZ offers mobility innovators. In marketing the MIZ, our first charge was to articulate the opportunity that the MIZ offers to technology innovators by creating a vision for something that did not yet exist.
Through this discovery the Schaefer team identified that the AllianceTexas MIZ was a genuinely unique blend of people, places and things, structured in a manner unlike any other innovation zones. We leveraged this differentiation into a defining position and archetype to inform the subsequent brand identity and campaign creative development. This allowed us to tangibly define the value that the MIZ brings to entrepreneurs and innovators that elect to use their district and capabilities. Ultimately, this helps the MIZ advocate for new businesses and create long term partnerships with innovative companies that bring jobs to North Texas and innovation to the mobility industry.
Messaging Full-Scale Innovation
We crafted “Innovation from the Ground Up” as a key message to clearly position the opportunity of the innovation zone. It nods to the full-scale capabilities of the MIZ and communicates it as a place where mobility innovators can push the boundaries of now to discover what’s next and do it all—ideation to implementation—at the MIZ.
Deploying a Detailed Digital Activation
We launched the updated identity with the “Innovation from the Ground Up” campaign, which introduced the MIZ as the premier, pioneering testing, scaling and commercialization ecosystem. The campaign solved three key communications requirements: promoting the MIZ brand, communicating the surface capabilities, and promoting the airspace utility. This reflects the total MIZ ecosystem and communicates it as a flexible, utilitarian space that is open for business across the mobility industry.
We developed a multichannel digital marketing plan to launch the “Innovation from the Ground Up” campaign, utilizing paid media, native and sponsored content, email drip campaign and display banners. For paid ad placements, we strategically chose publications that resonated with our target audiences in the logistics, aviation and entrepreneurship industries. The campaign also engaged prospects directly through a targeted email campaign, which encouraged website form fills to contact the MIZ to use their testing ecosystem. Ultimately, the digital strategy is successfully creating extensive brand awareness and driving both engagement and conversions from high value prospects which has yielded new business partnerships for the MIZ.
- 300% increase in form fills MoM since beginning of campaign
- 82% increase in Contact Us form fills
- Display impressions increased nearly 200% MoM resulting in 141% more clicks
- 34% increase in new website users
- Improved brand exposure and market saturation