Reputation Management

Client
BioForward Wisconsin

Industry

Healthcare
Economic Development

Our Expertise:
Strategic Facilitation
Message Development
Marketing
Graphic Design
Website Development
Public/Media Relations

BioForward Wisconsin represents more than 220 member organizations that make up Wisconsin’s biohealth cluster including research institutions, biotech and biopharma, digital health, and medical device and diagnostics.

BioForward works to fill professional pipelines; promote the state of Wisconsin as a great place to live, work and play; and generate excitement about the biohealth industry. To help fulfill these missions, the organization relies on Chartwell Agency to identify and execute different tactics to enhance the state’s and industry’s reputation.

Solution

To ensure continued growth and success for the Wisconsin biohealth industry, BioForward assists member organizations in addressing the greatest challenges for companies today – talent attraction, acquisition, and retention. As part of this mission, Chartwell Agency works with BioForward on content creation, website development, public relations, and marketing strategies to promote the biohealth industry, member organizations, and the state of Wisconsin. Promoting the great work being done is key to talent recruitment, brand awareness, and reputation management. Examples include:

Blogs & Member Profiles. Chartwell develops website content, including blogs and member profiles, that highlight BioForward members. The pieces focus on highlighting what companies do, sharing upcoming member initiatives and industry trends, and promoting the impact of the work being done. The content allows in-depth features that showcase the biohealth industry in Wisconsin, while also allowing long-form and engaging subject matter content.
Talent Initiative Landing Page. Chartwell assisted BioForward in establishing a talent initiative page on its current website as a destination for job seekers to learn more about the state and community, with links to member-specific webpages. The page is used as a landing page for marketing campaigns.
Public Relations Initiative. The public relations strategy ensures member companies’ accomplishments are recognized and celebrated. The PR strategy also ties directly into BioForward’s talent acquisition initiative and heightens the awareness of members and the region. Through PR, Chartwell helps BioForward enhance Wisconsin’s reputation as a hub of biohealth innovation and thought leadership, guide the media narrative on Wisconsin’s biohealth industry, and showcase the accomplishments of member companies and research institutions.
Digital Ads. BioForward is changing perceptions of the industry and state by running digital ads targeted to potential talent across the U.S. The strategic targeting is one of the greatest tools for brand and reputation management and allows BioForward to directly reach key audiences through static and video ads.

Outcome

These efforts have successfully positioned Wisconsin as a powerhouse in biohealth innovation and collaboration. Bioforward consistently promotes the attractiveness of the region to biohealth professionals and seizes opportunities to enhance awareness and visibility on the national and international stage. Millions of users in both Wisconsin and nationwide have seen talent initiative ads and associated materials. BioForward has recorded more than 50 million ad impressions and 300,000 sessions on its landing page. Its ongoing multimedia projects continue to increase brand awareness in creative ways.

Bioforward has benefitted from Chartwell’s expertise in healthcare, reputation management, talent recruitment, and economic development for its multi-faceted marketing efforts. Efforts continue to deliver on member goals for talent acquisition, regional reputation, and economic investment benchmarks.

Reputation Management

Solution

Outcome

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