Groton, CT is not the first location entrepreneurs think of when looking for shared laboratory and office space. Sure, Pfizer is still headquartered there, but many East Coast biotech innovators head to hubs in Cambridge, MA and New York.
CURE Innovation Commons needed more visibility both inside and outside the local community through a combination of new messaging, a website and enhanced social presences.
CURE Innovation Commons approached Clarity Quest Marketing to create messaging that would appeal to entrepreneurs in life sciences, technology and services sectors. Each persona looked for different features in spaces, so we constructed copy to speak to all audiences while still telling a cohesive story. We came up with a position that emphasized the quality of the lab, office, and co-working spaces, combined with unparalleled support services.
On the heels of creating the brand messaging framework, we first created engaging website hero banner options. Then, we wrote engaging headlines and copy for the website and social media sites.
Mission Two: Search Engine Optimization
To gain online visibility outside of the local geographic market, we ranked a search engine key phase list and used those terms to create a search engine optimization (SEO) strategy. The Commons now ranks on Google and Bing page one for many target key phrases.
Mission Three: Website Development and Deployment
In addition to giving visitors a way to virtually tour the facility, we broke out sections for the three different personas and created custom form submissions/applications for each group. A comprehensive resources section highlighted The Commons’ entrepreneur support services and the lifestyle associated with the location — their unique differentiators.