Cultivating a community of engaged businesses in North San Diego County
About this project
Client
Innovate78
Services
Marketing Campaigns, Creative, Media
The approach
The Innovate78 brand was initially created from and inspired by a spirit of cooperation between its five partner cities—Carlsbad, Escondido, Oceanside, San Marcos and Vista. The goal was simple: collaborate, instead of compete, on regional economic development for the betterment of the entire area. With untapped potential to unify the region and promote North San Diego County as a collection of invested cities with resources, support and significant economic development upside, JPW launched a new content engagement strategy to amplify the Innovate78 brand in 2023.
The opportunity
JPW was tasked with striking a balance between customizable materials for city use and region-promoting outreach that would increase the reputation of North San Diego County, its impressive business community and the perks of owning a business here.
A mix of materials were designed to ensure that economic development staff have the tools they need to support their own individual efforts while also supporting the overarching brand. JPW’s work included the management of Innovate78’s outbound marketing that spanned digital, print, sponsorships and shared media.
The solution
Increased social media engagement
High performing email marketing efforts
Support of in-person networking events
Sponsorship strategy implementation
Creation of new collateral materials
Monthly blog features
Quarterly data report design
The target outcomes were met through the team’s dedicated marketing efforts. These outcomes included enhanced reputation in the region, better visibility into the economic development efforts of partner cities and increased brand recognition on the following channels:
20.9 percent net social audience growth
250 percent increase in Instagram followers
35 percent increase in LinkedIn followers
59.4 percent increase in Facebook followers
85.3 percent increase in messages posted
750 percent increase in Instagram messages received
26,478 total impressions
178 percent increase in LinkedIn impressions
827 total engagements
49.2 percent increase in LinkedIn engagements