Challenge
Nanotech BC was formed to provide a voice for the British
Columbia nanotech community, and to educate and support the growth of
nanotechnology with business, research, academia and government
stakeholders. The objectives of Nanotech BC were to establish linkages
between other nanotech organizations, provide a forum for researchers,
foster entrepreneurial industry research, and coordinate nano-related
interests around ethical, environmental, economic, legal and safety
issues (NE3LS).
Action
Being a start-up alliance, Nanotech BC had no presence
within BC’s industry, academia and research communities. To establish
the alliance and generate the required awareness and credibility, a new
brand identity and positioning statement were produced. Once finalized,
the new identity was applied in a consistent manner to all the marketing
tools – from business cards, stationery, brochures to a website.
Results
In the immediate years after launching the new suite of
marketing materials, the company showcased its technological innovations
and presented papers at the Pacific Energy Institute Conference
Vancouver, Canadian Fuel Cell Conference Calgary, Hydrometallurgical
Conference Toronto, Grove Fuel Cell Conference London, World Energy
Conference Tokyo, Globe Vancouver, Fuel Cell Expo Tokyo, Conference of
Metallurgists Calgary, Hydrogen & Fuel Cells 2007 Conference
Vancouver and China International Hydrogen and Fuel Cell Investment /
Trade Expo Shanghai. The company was also successful in raising over $4
million and developed joint-venture initiatives with Ionocom Inc.,
Gentrx Corporation and Seawolf Industries Inc.
