Since 1992, Austin Technology Council has been the informed opinion leader and unifying voice of technology in Austin and Central Texas. A natural by-product of earning the title as “mini silicone valley”, a slew of new technology-focused organizations sprouted up as potential competitors in the Austin and Central Texas area. Already a 27-year-old organization, Austin Technology Council faced the challenge of potentially becoming stale and the need to position themselves as a thought leader and a trusted resource for emerging technology firms and existing members in the market was paramount.
Workhorse Marketing’s first step was to develop a branding strategy uniquely positioning ATC in the market place. Through market and customer research, an entirely new and innovative offering emerged that has been pivotal in how ATC is perceived and operates today.
Leveraging the new brand foundation and identity, we created an exclusive membership portal geared not only toward acquiring new members, but also better servicing existing members. The launch of this project helped propel us toward creating a long list of other assets ranging including graphical themes and assets for their largest events, which includes their annual CEO Summit and the infamous Gateway event – the unofficial soft-opening of SXSW’s technology tract.
What We Did
It took just over a year for ATC’s membership to double while all of their main events continue to grow in attendance and value.
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