Strengthening Brand Awareness and Affinity with Podcast and Video Content

Challenge

Curley & Pynn since 1996 has managed strategic public relations and marketing communications for the Florida High Tech Corridor (The Corridor), a state-funded economic development initiative of the University of Central Florida, the University of South Florida and the University of Florida to strengthen the innovation ecosystem of a 23-county region.

As its 25^th anniversary approached, The Corridor challenged Curley & Pynn to identify new storytelling approaches that would communicate its legacy of impact and continued relevancy more than two decades since the initiative started.

Objective

Our objective was to strengthen brand awareness and affinity among The Corridor’s target publics, while leveraging new technologies to reinforce its brand as a “high-tech” organization.

Solution

Informed by the latest research about multimedia consumption by our target demographics, we collaborated with The Corridor’s creative brand and marketing agency to launch a monthly podcast and related video series called “Tech’s Potential.”

The first season launched February 2022 in conjunction with The Corridor’s rebranding and 25^th anniversary celebration at Synapse Summit. Episodes featured the inspiring energy of The Corridor’s CEO as a relationship builder and conversationalist as he interviewed changemakers who are defining the region’s next 25 years and beyond.

Curley & Pynn led pre-production for each episode, including guest identification, liaising and scripting; suggested edits to the recordings; drafted promotional social media copy for special guests to share on their personal platforms; and, led the curation of promotional emails. Our agency partners edited each video and audio recording and promoted the episodes on social media. Aligning with The Corridor’s new strategic pillars of “radical inclusivity” and “community-driven innovation,” we carefully curated episodes to highlight diverse guests from varying demographic and geographic backgrounds.

Results

In its first season, Tech’s Potential episodes generated more than 47,000 impressions combined across all podcast, website and social media platforms. The series also contributed to a 12% increase in website visitors and an incredible 1,522% increase in LinkedIn pageviews. Related promotional emails generated an additional 48,000 impressions and saw an average 20% open rate. Recorded podcast episodes continue to be edited and repurposed for social media content, resulting in additional views and engagement.