Take a corridor of three streets filled with underutilized and historically under appreciated, fun, kitschy and cool real estate in an urban setting and normally you would have the makings of a comeback residential neighborhood. Now, plop that real estate down as a connector between Cleveland’s most important health care, educational and cultural assets and you have an opportunity known as the Cleveland Health Tech Corridor.
A haven for smart people to start world changing businesses.
This opportunity was such a natural win to become a global center of developing research and technology companies that the State of Ohio collaborated with the City of Cleveland that collaborated with MidTown Cleveland that collaborated with the Cleveland Clinic, University Hospitals, St. Vincent Charity Medical Center, Case Western Reserve University, Cleveland State University. You know, lots of really smart people saw the opportunity for this to be a great place to draw more really smart people.
How did we market that idea?
We identified our audience as a member of Richard Florida’s creative class, but expanded the definition to what we called the “Inventor Entrepreneur”. By imagining and studying the catalysts to an idea generating environment, we developed communications materials and key messages that would advance awareness of the corridor to all of the doctors, professors and students who were already residents. By adding Health Tech Corridor resident to their identity, we could help the corridor stake its claim as a neighborhood that was a place for people who solve problems “for the betterment of all mankind”.
Analog smarts meets digital optimism.
To attract our audience, we created a design context of old meets new. Think of it as the hard work of invention coming together in a modern space with a digital outlook.
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