“Paragraph understood what we needed, and very adeptly helped us find a way to let people know that we serve more than just biotech companies in Philadelphia. Our new message is right on target.” - Fritz Bittenbender, President

Pennsylvania is a hub for the bioscience industry. And PA BIOTECH, the Pennsylvania Biotechnology Association, realized that their services could help companies and organizations who operate in Pennsylvania be more powerful. The problem was that the myriad organizations within the industry didn’t recognize PA BIOTECH for what it was ... an advocate for all bioscience organizations, not just biotech.

• Analyze perception of the name PA BIOTECH as it compares to the services the association offers:
  Anectdotal interview findings showed that “Biotech” was limiting. Also there was a problem with how people read the name aloud …“pah-bee-oh-tech”.
• Develop messaging platform that clearly communicates benefits to various members of the bioscience community
• Find the most effective and efficient tactics to launch new messaging
• Find or create communications tools that enable association’s small staff to handle large volume of work:
  The association already published a monthly newsletter. We wanted to find a wayto do it more effectively and maintain the visual standard.

• Naming - We followed up with compare/contrast analysis of PA BIOTECH versus variations of Pennsylvania Bio, which won favor with our interview subjects.
• Identity
• Print communications
• Digital communications
• Tradeshow

Paragraph built Pennsylvania Bio’s website with Paragraph Publisher to give the association full control over content management. Monthly, we launch an e-newsletter using Paragraph Courier. These two tools let the association control content without risking variance in design standards.

Future considerations for the brand include marketing the association for BIO 2005, the bioscience industry’s top trade show, which Philadelphia will host in June.