Process |
Five site expansions and the opening of a day care center were packaged to communicate the ambitions and growth of the company. Each expansion phase was celebrated with a building opening crafted to appeal to a different target audience (recruiters, university opinion leaders, state and local politicians, scientists, employees). At the same time the media outreach effort achieved front-page attention in the Connecticut media. All of the events raised the company ’s visibility and cemented its reputation as a leading employer in central Connecticut. |