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
Challenges
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.
Solution
Phase I (2023): Establishing the WIP Brand & Data Collection
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.
Phase II (2024): Building the WIP Story Through Wyoming Natives
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.
Results
Kalen’s efforts have led to significant progress for WIP:
- Increased Brand Awareness: WIP’s updated website and consistent brand presence have boosted awareness across the state, making it easier for organizations and individuals to identify the programs and projects funded by WIP.
- Successful Program Launches: The Powerline Technology Program, funded in collaboration with Rocky Mountain Power, is a prime example of WIP’s success in addressing Wyoming’s workforce needs by providing in-state educational opportunities for students in high-demand fields.
- Engaging Messaging: The Wyoming+ campaign allowed for a flexible and relatable way to communicate WIP’s initiatives, creating stories that resonate with diverse audiences across the state.
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.
Additional Work
Video - LCCC President Dr. Schaffer | 2025
As part of the Wyoming Innovation Partnership’s efforts to support education, small business, and entrepreneurship here in the state, Kalen has been brought on to produce a video series showcasing the impact of WIP funding. In this piece, Laramie County Community College President Schaffer discusses how their brand new Business Studio is equipping Wyomingites with the tools to bring their ideas to life—helping to build a stronger local economy and achieve lasting success.
Video - Industry 4.0 LCCC | 2025
Laramie County Community College (LCCC) is bringing Industry 4.0 to Wyoming by building opportunities to learn the skills needed to thrive in today’s industrial landscape. The WIP’s support has enabled LCCC to integrate advanced digital technology and automation into its programs, ensuring Wyoming’s workforce stays ahead of the curve. Through hands-on training and innovative resources, the WIP is preparing the next generation of industry leaders across the state.
Video -Governor Gordon on Workforce Innovation in Wyoming | 2025
Kalen Marketing Solutions partnered with the Wyoming Innovation Partnership to produce a powerful video featuring Governor Mark Gordon, highlighting the WIP’s transformative impact across the state. Showcasing real stories and initiatives in energy, healthcare, tourism, tech, and more, the video captures how colleges and industries are working together to build Wyoming’s workforce of the future. From robotics to rural nursing, it’s a celebration of innovation, collaboration, and the Cowboy State’s commitment to long-term success.
Digital Campaign Performance | 2024 - 2025
From May 2024 to May 2025, Kalen Marketing Solutions led a strategic digital campaign for the Wyoming Innovation Partnership across Google Search, Display, and YouTube. The results far exceeded industry benchmarks, especially in impressions, click-through rates, and engagement.
Our Display campaign earned over 5.8 million impressions (+210%) and 51,000+ clicks (+554%), with a CTR of 1.08%, nearly double the industry average. Tourism-focused messaging saw the strongest response, particularly among mobile users aged 18–24.
Meanwhile, the Search campaign generated 6,742 clicks on 98,642 impressions, achieving a CTR of 6.83%, surpassing expectations. Entrepreneurship messaging proved most effective, and Search accounted for 34.3% of all site engagement, making it the top-performing traffic channel.
These strong results reflect the power of precise targeting, compelling creative, and continuous optimization across all platforms.
