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Case Study

Techstars Startup Week Detroit
Storytelling for Michigan’s largest entrepreneurial conference

Techstars Startup Week Detroit is a week-long, free entrepreneurship festival that provides hundreds of opportunities to help startups learn, network, and grow. As a volunteer-led initiative with limited resources, they needed a strategic communication plan that reached key audiences in Detroit’s growing startup ecosystem.

Our Role

As entrepreneurs with a deep connection to the startup community, we led marketing strategy and media outreach for the event, to amplify the uplifting narrative around Detroit entrepreneurship.


Our big audacious goal was to motivate entrepreneurs of every type and stage to attend Startup Week and take advantage of its opportunities.

Detroit’s startup scene is diverse. In order to have an impact for all entrepreneurs, the stories we told had to be diverse as well.

Our Solution

Show the face of Detroit’s diverse startup ecosystem through integrated storytelling. We aligned all of Startup Week’s owned channels to distribute stories of Detroit entrepreneurs in a way that strategically built momentum.

Our process involved:

  • Assembling a diverse set of entrepreneurs to be the face of Startup Week.
  • Launching and operating a podcast, interviewing entrepreneurs about their journeys (shout out to Ashe Media, who recorded the podcasts).
  • Acquiring beautiful photography of entrepreneurs (Photo cred: Tara Danielle and Leo Sage).
  • Creating powerful stories of Detroit area entrepreneurs to share on the website, social media, and through email marketing. 
  • Driving traffic to owned channels by earning extensive media coverage.

Detroit has been globally recognized and hailed as one of the most diverse Startup Week events in the country by Techstars.

  • 53% of attendees were women
  • 45% were African-American
  • 38% were 31-45 years old, 37% were 18-30 years old, and 20% were 46-60 years old

earned media audiences


Facebook audience reach


entrepreneurs in attendance

“The team at Siren helped immensely in ensuring every voice at the table was heard as it related to our sponsor-backed, volunteer-led 7-day event. I’ve worked with teams across the country on similar initiatives and having an empathic project voice to ensure every stakeholder priority was included is no easy feat. Yet, the Siren team managed it gracefully and successfully and we were so grateful!”

Christina Christian, mentor catalyst at Techstars

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