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.
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.
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:
Detroit has been globally recognized and hailed as one of the most diverse Startup Week events in the country by Techstars.
earned media audiences
Facebook audience reach
entrepreneurs in attendance
–Christina Christian, mentor catalyst at Techstars