NorTech - Economic Development Branding and Marketing

NorTech chose Aespire as its agency of record to guide NorTech’s objectives of enhancing its positioning and profile, and to help NorTech tell its story with clarity for its regional and national stakeholders.

A regional nonprofit technology-based economic development organization serving 21 counties in Northeast Ohio, NorTech lead efforts to develop regional innovation clusters that create jobs, attract capital and have a long term, positive economic impact.

In addition to its core messaging, NorTech has three major initiatives that focus on flexible electronics, advanced energy and water technologies, industry sectors that Northeast Ohio is well positioned to serve.

Especially challenging to the process was the need to develop the visual brand strategy and framework while simultaneously creating core communications pieces.  Following the Clarity process, Aespire created mood boards to guide the visual branding process, which also gave NorTech insight into the direction that the tactical communications pieces would take. The plan unfolded over a four-year period, which ended with the merger of NorTech and Team NEO (a process Aespire also had influence in, through its work with RECS, the Regional Economic Competitiveness Strategy).

NorTech Website 720pxThe most striking transformation has been nortech.org — from nothing more than a blog to a substantial web presence and media platform that showcases initiatives, cluster member news, and high-level events such as the NorTech co-sponsored visit from President Barack Obama.

NorTech-Collateral

NorTech commissioned Aespire to create the digital communication platform for the NorTech UnConference:

NoTech UnConference Website

Results

NorTech's communications staff, now merged with TeamNEO, builds upon the traditional media and digital media tools that enable executives and staff to present NorTech's story consistently to myriad audiences.  A complete suite of customized and standardized communications tools were developed, including Powerpoint decks, print-ready templates (easily converted to PDFs) for a digital library, and a modular literature system.

Key to NorTech's messaging, all web sites are client-managed in a flexible and scaleable content management system, incorporating video, a media center, and in-depth support for core messages around NorTech's initiatives.


As of October 2015, NorTech has merged with Team NEO. We are grateful for the opportunity to have served as the agency of record for NorTech from 2010-2015. Contact agency principal Brian Sooy to learn how we can empower you to lead by design and communicate with clarity, as we did with NorTech.