THE CHALLENGE
As the MBDA InVision Tour shifted from live to virtual, its existing brand and marketing strategy required renewed energy and focus. The MBDA sought to present the virtual event series as a pathway for minority innovators and entrepreneurs to discover available federal research and development resources and advance their ideas and inventions for use in space exploration.
OUR SOLUTION
Montage conducted discovery conversations with the MBDA and listening sessions with industry leaders to inform marketing strategy and brand development.
We then created a clean, compelling, eye-catching brand reflecting the theme of space exploration that was employed across the marketing tactics. Our team also updated and modified a variety of existing products to help InVision Tour attendees and other minority innovators and business owners access critical information and resources about federal R&D.
Drawing on our audience research and aligning with the tour’s virtual delivery, our marketing strategy recommended a digital-first approach. We delivered on the strategy—developing a new website; launching, managing, and leading content creation for four social media channels; and supporting email marketing to stimulate awareness and participation in the event series.
THE RESULTS
- Montage delivered and implemented refreshed branding, linking participating in the InVision Tour with unlocking the vast opportunities for innovation and federal partnership within the space sector.
- 1,500 participants joined the tour’s five virtual events as a result of digital-first marketing efforts.
- The new website generated a 16.7% conversion rate from prospective participants who visited the website.
