Cleantech Conference
The City of Summerside attended and exhibited at the London Climate Technology Show 2022, which aimed to be the leading Climate Technology exhibition and conference in the UK in 2022. It provided an exclusive stage for the entire sustainability value chain, including governments, global & regional companies, investors, academia and entrepreneurs, to network and deliberate on mitigating the climate crisis through sustainable business solutions, disruptive technology and advanced knowledge.
Challenge
This integrated marketing campaign aimed to attract international entrepreneurs and well-established cleantech companies looking to enter the North American market to discover significant business opportunities in Summerside and start a dialogue with the Economic Development Office (EDO). Our task was to help EDO develop a unique value proposition for Summerside based on a deep understanding of the target audience's goals, barriers and problems. We needed to create a marketing strategy around the prospect's journey to provide target groups with all the necessary information and motivate them to contact the Summerside EDO team to start a conversation. Our challenge was to concisely and memorably demonstrate the undeniable benefits of Summerside's business offer, providing critical data to the target audience and minimizing the risks for them to start doing business.
Idea
At the beginning of our creative work, we decided to ditch all of the common clean tech symbols and overused green tech images like windmills and solar panels and come up with an innovative solution to present Summerside as a unique place to do business in North America. We aimed to create compelling communication with a business audience using thoughtful symbols and business language with tangible proof. After we completed our market research and competition analysis in the cleantech marketplace, we developed a creative concept with emotionally packed key visuals to help the city of Summerside stand out from the exhibitors and build effective communication with the business audience. Diving into an entrepreneur's psychology, feelings, motives and triggers, we realized that the biggest barrier to entering a new market, which can be considered a new startup, will be significant financial risks and human fears. Therefore, a businessman flying in the sky without an open parachute became a solid visual concept for recreating the necessary feelings and strong emotions when someone takes the risk of boldly jumping from an airplane at an altitude of 18,000 feet. Creating an analogy between a person jumping in the sky and an entrepreneur starting a new business in a new country would be an equal feeling that would help make the right emotional impact on the target groups and spark curiosity to learn more about Summerside and business opportunities.
Results
We created the key message, REDUCE RISK, RISE REWARDS, which perfectly communicates the key benefits of Summerside's unique value proposition and complements the key visual. The image of a flying businessman has become a central element of all marketing communications, presentations, printed materials, and a web platform for lead generation as part of a comprehensive marketing campaign. We recreated a complete lead journey and developed marketing communications content that was used in the brochure and landing page, as well as on social media. Summerside received an innovative presentation and marketing funnel for the London Climate Technology Show 2022 which helped Summerside EDO increase the city's brand awareness as the hub of innovation in Atlantic Canada and engage international businesses in dialogue to present amazing business opportunities.