Client | IMPACT 307
How do you update a state-wide brand to align with who they are as an organization today and execute a re-launch and promotional campaign that increases awareness, interest, support, and engagement from Wyoming entrepreneurs and the business community?
LUM Studio was hired by the Wyoming Technology Business Center (WTBC) in March 2020 to provide re-branding, re-launch, and promotion services for the only University of Wyoming sponsored business incubator program in the state. The goal of the project was to update the WTBC brand to be relatable, understandable, and valuable to potential entrepreneurs and Wyoming communities and to ensure that the participation and results from the WTBC’s programs, services and offerings expand the start-up ecosystem and generate economic activity for Wyoming communities. Additionally, the aim of the project was to grow awareness of and engagement with the current incubators in Casper, Laramie, and Sheridan. LUM kicked off the project with a strategy meeting and branding workshop, which resulted in a new name (IMPACT 307), logo, and consistent and aligned brand. Following a new state-wide and local brand package, LUM developed messaging to be used in promotion efforts and developed and designed a new, steam-lined website to communicate IMPACT 307’s existing programs and facilities to drive results and increase entrepreneurs leveraging services. Prior to the re-brand launch, on September 8, 2020, LUM completed a social media assessment of IMPACT’s existing platforms (Facebook, Twitter, and Instagram), updated information and images on these platforms, and created a LinkedIn account for the state-wide brand.
To promote the re-brand LUM created and managed a re-launch campaign, which included a state-wide media buy, designed digital ads, and utilized existing relationships with local and statewide media to secure media coverage of the rebrand, plus executed the social media re-brand. Finally, LUM also developed the team’s ongoing content and social media calendar that is utilized to communicate all digital efforts. LUM also developed and implemented a social media strategy to target the IMPACT 307’s primary audiences and provided an outline of how to keep these individuals engaged. Beginning May 15, 2020 LŪM began management of all IMPACT 307’s social accounts, building awareness and engagement prior to the re-launch. LUM continues to work as an extension of IMPACT 307’s team providing website content development and management, as well as social media content and ad development and management.
As with many of our clients, LUM utilizes a monthly dashboard to report on efforts and prove success. In the few months since LUM began managing IMPACT 307’s social, reach on Facebook have grown by 10,989%, and by 100% on Twitter, Instagram and LinkedIn. Engagement on Twitter has increased by more than 6,000% alone. LUM continues to monitor growth in other marketing and communications areas that have recently launched, such as the website. In the first month, since launching the site, IMPACT307.org has had over 1,300 page views.