Innovate Edmonton

KEEN partnered with EEDC to help bring attention to their Innovate Edmonton sector, and raise awareness around the ground-breaking work being done in Edmonton’s tech industry. The goal of the project was to position Edmonton as an innovation city, by creating a platform that can start a conversation around Edmonton tech.

PROJECT WORKSHOP

In order to help EEDC raise awareness around Innovate Edmonton, our first step was to figure out who we were talking to. The project launched with a facilitated session led by KEEN to identify the correct target audience. The session included participation from key members of EEDC working alongside KEEN strategists. Together, we were able to narrow down 5 key groups that our campaign would speak to, giving the project the strategic focus that it needed.

WHAT WE DID

  • Facilitated brainstorm session
  • Target audience research
  • Voice matrix
  • Website redesign
  • Custom illustrations and infographics
  • Copywriting support

DIGGING INTO THE AUDIENCE

Once the target audience was identified, our team conducted research to determine the best way to communicate with them. We used various methods of primary and secondary research to uncover the psychographics, communication styles, and cultural habits of the key audience groups. Our methodology included brainstorming sessions, analyzing Innovate Edmonton’s social media footprint, Google Analytics research,  PRIZM5 analysis, and other online research. Based on our findings, our team developed a voice matrix that outlined the most effective ways to communicate with each of our audience groups.

INNOVATIVE DESIGN FOR AN INNOVATIVE BRAND

In order to highlight Innovate Edmonton’s inventive spirit, we created custom illustrations and infographics to be used on the website. We also utilized custom dynamic headers that are able to provide the information in a captivating manner. Our goal with the project was to have Innovate Edmonton’s creative and technically advanced nature shine through their website.

BUILDING A COMMUNITY PLATFORM

Our final deliverable for the project was a custom designed website that was representative of Innovate Edmonton’s personality and was able to provide information on Edmonton’s tech scene in a way that is relatable and engaging. We created a conversation starter which can be used to learn more about Edmonton tech and help position Edmonton as a tech city.