Wyoming Innovation Partnership (WIP)
Wyoming Innovation Partnership (WIP)
The Wyoming Innovation Partnership (WIP) is a government-funded initiative designed to diversify Wyoming’s economy by aligning education, workforce development, and industry needs. Since its launch, WIP has aimed to foster collaboration among educational institutions, industry leaders, businesses, and government entities to create programs that attract students and support the state’s economic growth.
In June 2023, WIP hired Kalen to spearhead its communications strategy, having previously done little to no outreach on its own. The primary goal was to establish a brand presence and a campaign that would resonate with Wyoming residents. The effort was also focused on raising awareness of and support for the impactful programs WIP funds throughout the state’s higher education institutions and other organizations.
Industry
Education and Workforce
Focuses and Media
When Kalen began working with WIP, one of the most significant challenges was that no one knew what WIP was, despite its crucial role in standing up new educational pathways designed to enhance Wyoming’s workforce and overall economic development. The partnership is essential to connecting peers across industries, education, and government to create programs that foster student involvement, economic diversification, and growth.
Another challenge was the initial lack of brand presence. WIP had a logo, but it lacked a consistent and recognizable identity across the state. There was also resistance to change, as no single sector could afford the investment necessary to support the systemic improvements that WIP funds. This was especially apparent when it came to high-need industries like Powerline Technology, where Wyoming had no in-state educational programs, causing students to leave the state for training and often not return.
To address the lack of awareness, Kalen first focused on creating a cohesive brand for WIP. The team updated WIP’s website and branding guide to provide a unified presence that could be distributed across college campuses, industry partners, and other state organizations. This branding allowed WIP to clearly mark programs and projects as “Funded by WIP,” increasing visibility and credibility. Additionally, a marketing calendar was developed to highlight events, opportunities, and programs supported by WIP, further establishing the organization as a key player in Wyoming’s economic landscape.
An essential part of this phase was gathering data to understand the strengths and weaknesses of the WIP initiative. Surveys were conducted among stakeholders to identify areas for improvement, and the findings informed more precise messaging that better aligned with the needs of Wyoming’s residents and businesses.
Kalen also created the Wyoming+ campaign, a brand strategy showcasing WIP’s wide-reaching efforts to support economic growth and educational development across the state. This campaign was flexible, allowing Kalen to adjust headlines and messaging to match the specific stories of different programs funded by WIP.
For example, one major success story was the Powerline Technology Program, which was developed in partnership with Rocky Mountain Power. This program provided Wyoming students with the opportunity to train for high-demand, high-paying jobs without leaving the state. By focusing on initiatives like this, WIP demonstrated its capacity to fill critical job gaps and keep young talent in Wyoming.
In 2024, the campaign shifted to a more personal approach, telling the story of WIP through the experiences of native Wyoming business owners and entrepreneurs. Kalen began producing videos that highlighted the programs WIP funds, showcasing their impact on both students and industry leaders. The goal was to bring attention to how WIP is driving sustainable economic change and influencing entrepreneurship throughout the state.
The next step was focusing on gaining greater student participation in WIP-funded programs. By spotlighting success stories from Wyoming natives and demonstrating how these programs enable students to stay in the state, Kalen aimed to increase enrollment in these initiatives.
Looking forward, Kalen is also assisting WIP in navigating potential funding challenges. As government support for WIP is set to decrease, the team is working to generate additional funding through partnerships and innovative strategies to ensure the longevity of the programs.
Kalen’s efforts have led to significant progress for WIP:
Through continued video storytelling, data collection, and strategic communication efforts, WIP is now recognized as a driving force in diversifying Wyoming’s economy and keeping students and talent within the state. Kalen remains committed to supporting WIP’s evolving mission by promoting its impactful programs and securing future funding.
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