Client: United Technologies Research Center

Creative: Brand Positioning Strategy and Tag Line Development

Goal: In an effort to attract top research talent to its halls, United Technologies Research Center (UTRC) needed positioning that would help the company climb out from anonymity and stand out from the competition.

Solution: LSHD worked with Market Street Research and used qualitative research to key in on what researchers want most - to work on cool new technology with real-world impact. UTRC's breadth of work fit the bill, so our messaging needed to encourage prospects to "Be Curious" about what they are missing, which is an opportunity to have immediate impact.

Results: The new messaging was launched via the company's updated website, where current innovations provided proof of advanced, exciting developments with real-world impact. In the period following the launch, UTRC staff reported positive results as related to hiring, with candidates having a very good awareness of what UTRC does and often applying after simply visiting the website, before any personal interaction.

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