Get the Global Advantage in the World without Boundaries

International Inbound Marketing for University of Arizona’s Tech Launch Arizona division

Overview

Technology Development and Technology Commercialization

Tech Parks Arizona has established a non-profit 501c3 organization (Campus Research Corp) to manage the Tech Parks on behalf of the Arizona Board of Regents. This organization manages and markets the Tech Parks on behalf of the University of Arizona. The main focus of the Tech Parks Arizona digital business development campaign is centered around the international business attraction program, Global Advantage. This program provides business development, manufacturing, and product development assistance to companies seeking to expand their market access into or further within the U.S market.

Challenge

Reaching the Right Audience

To achieve the goals Tech Parks had set for the Global Advantage Program, an inbound and a direct business marketing strategy was employed to maximize exposure and quality lead attraction. Both strategies focused on targeting international businesses looking to expand into the U.S.

Israel and Mexico were targeted markets because they are technology rich markets and there is an established corporate and community relationship that Israel and Mexico both share with Tucson and the University of Arizona.

Solution

An In-bound Approach

The inbound marketing strategy employed by the Nuanced Media team focused on creating valuable user content in the form of blogs, fact sheets and brochures that were then promoted to specifically tailored target domestic and international audiences through social media, ad retargeting, and email marketing efforts.

After employing these strategies, over 300 leads have been recorded. These leads were collected through:

Optimized Landing Pages with Engaging Calls-to-Action
Facebook and Linkedin Ads Targeting Businesses and Business People in Mexico and Israel
Adwords Campaigns Targeting Specific Corporations and Corporate Regions in Israel and Corporate Regions in Mexico
Blog posts discussing Israel’s and Mexico’s community connections and business opportunities within Tucson

Results

A Collective 1,160,000 Targeted Impressions

Cumulatively, all inbound campaigns have reached 1,160,000 targeted impressions and generated more than 300 leads. The average Global Advantage Mailchimp Email Campaign open rate is outperforming Business industry standards open rates by 10.7% with a cold outreach response rate of 6.88% outperforming industry standard by over 600%.

increase in email open rates

generated leads

What Our Clients Are Saying

Steven G. Zylstra of Arizona Technology Council recommends Nuanced Media.