Client Showcase: The Reactory

The corridor between Cambridge and Worcester is home to the world’s largest concentration of life science and biotech companies. What was missing was a biomanufacturing park capable of offering dynamic, scalable operations — a key facility for production development and for smaller-run products. Having a facility like this locally could save countless trips to other parts of the country or the world.

The Worcester Business Development Corporation (WBDC) tapped Metaphor to market a series of lots adjacent to the Worcester Biotech Park and UMass Medical School that were pre-permitted for this type of facility. We responded by developing an integrated marcom program, including website, public relations, and highly targeted emails and YouTube advertising, as well as digital advertising that used custom intent filtering, retargeting, and geofencing to reach key biotech companies. The email program was aimed at 2000+ C-Suite biotech managers in metro Boston, while the video marketing on YouTube got more than a quarter-million views. Because of pinpoint targeting, we were able to deliver impressive results on a limited budget.