Málaga TechPark presents its new branding strategy in a workshop of the European project ‘Target SME’

The Target SME project aims to develop SMEs located in European innovation ecosystems by using emerging communication and marketing tools.

The last of the workshops held with the Target SME project, in which Málaga TechPark participates, was celebrated last Friday. The project, promoted by the European Commission and led by the Poznan Science and Technology Park (Poland), also includes the Kaunas Science Park (Lithuania), Tallinn Science Park Tehnopol (Estonia). All of them belong to the IASP, the World Association of science parks that is based in the Malaga technopolis.

The project started last December in Poznan. Since then, several workshops have been held with the purpose of attracting innovative SMEs by using emerging marketing tools and reinforcing communication and partnerships with various actors of their ecosystem.

Erick Koch, head of the Executive Agency for Small and Medium-sized Enterprises (EASME) of the European Commission, started the event on Thursday by welcoming the participants. The Target SME is a project among other initiatives to promote the competitiveness of European SMEs, in the framework of the EU Research and Innovation program H2020.

The day continued with a workshop focused on the process of building a brand. The workshop was developed by INNN (agency that has designed the new Malaga TechPark brand), and it exemplified the strategic branding work that is carried out in a professional creative department. The Creative Director of INNN Elena Cejudo, gave a practical theoretical session in which the attendees could see first-hand the work carried out with the new identity of the park. 

The presentation of the new brand that gives its name to the Andalusian Technology Park took place on October 16. Málaga TechPark, a new identity with which the park reinforces its international projection as well as its link with the city.

Communication strategies developed in the parks to face crisis situations such as the Covid-19 pandemic were addressed last Friday morning.

In addition, there were notable cases of good communication practices, such as those of the company located in Malaga TechPark, Internet Web Solutions

The virtual meeting concluded with the exhibition of the communication works that are being developed in the launch of the two new brands: the Poznan Science and Technology Park and Malaga TechPark, respectively.

Target SME will complete its objectives next November with the compilation of the main conclusions on the catalytic role in the field of marketing that tech parks can play towards innovative SMEs.