BioConnect DE | First Ascent Design - Digital Marketing Agency

BioConnect DE is building Delaware’s life sciences workforce by opening doors to high-demand jobs for people from all backgrounds. Established through a partnership of industry leaders, educators, and state government, the organization administers a hands-on training program that prepares Delawareans for meaningful work in biomanufacturing and laboratory operations. As a new initiative, BioConnect DE faced the challenge of introducing itself to job seekers, employers, educators, and policymakers across the state. To overcome this and build those critical connections, they partnered with us to develop a full brand identity, design and build their website, and lead a comprehensive marketing and ad campaign that helped fill their first training cohort.

Scope of Work

Branding & Identity Design
Marketing Plan & Messaging Strategy
Website Copywriting, Design, and Development
Digital Advertising
Organic Social Media Management
Print Assets

Strategic Foundation for a New Workforce Brand

Originally known as the Delaware Center for Life Science Education & Training in the early planning stages, this brand-new initiative needed a strategy built from the ground up. Because life sciences is a complex and unfamiliar field to many, the challenge was to educate, inspire, and build trust. We introduced a more approachable public-facing name, BioConnect DE, and developed a full-scale marketing and launch plan to support its rollout.

Our goals were to position BioConnect DE as a trusted gateway to life science careers, drive applications for its first training cohort, and establish lasting visibility in the community. This included messaging that made career paths in life sciences feel clear and achievable, a brand identity that conveyed trust and inclusivity, and a website that made it easy to explore programs and apply. We also implemented a targeted outreach strategy using paid and organic channels to reach diverse audiences, spark engagement, and drive enrollment.

A Brand That Connects People and Possibilities

The brand identity we created for BioConnect DE positions them as a modern, approachable leader in workforce development. A vibrant palette of blues, teals, and yellows conveys trust, optimism, and innovation. This helps distinguish the program from more traditional academic or corporate brands. Bold typography balances professionalism with accessibility, while clean graphic elements emphasize connection and career pathways without relying on overused science iconography. We also prioritized photography that showcases authentic, diverse professionals in real-life life sciences settings, reinforcing the brand’s commitment to inclusive growth and hands-on opportunity.

The logo itself symbolizes four key sectors—workforce, industry, education, and government—coming together. Each geometric piece of the circular mark represents one of these stakeholder groups, visually reinforcing collaboration and shared purpose. We also developed the tagline “Life Science Careers Start Here” to speak to all audiences involved, from individuals launching their careers to the institutions supporting them.

Reaching Future Talent with Focused Messaging

With the visual identity in place, we focused on building awareness and attracting applicants through targeted ads on Meta (Instagram and Facebook) and Google Display. We prioritized social media over LinkedIn and email to connect with a broader audience, such as people in the service and food industries who might not typically see themselves in STEM careers.

Our strategy was built around reaching non-traditional candidates with clear, approachable messaging. We aimed to break down the idea that these jobs require advanced degrees and show that life science careers are within reach. We split the ad budget between Instagram and Facebook to reach a wide range of potential applicants. Instagram helped connect with younger users, while Facebook reached older audiences exploring new career paths.

Beyond paid ads, we built an organic presence on Meta to engage participants and used LinkedIn to connect with partners and stakeholders. We also created simple, shareable one-pagers for conferences to help spread the word. This multi-channel approach helped build visibility, trust, and early momentum as BioConnect DE launched its first training cohort.

Early Success Fuels Ongoing Growth

Thanks to a focused digital strategy and engaging outreach, BioConnect DE’s first cohort campaign reached over 192,000 people, generated 1.3 million impressions, and drove more than 8,600 link clicks across Facebook and Instagram, helping drive over 100 applications in just two months. Early enrollment numbers and sustained interest signal promising momentum as the program delivers on its mission to connect Delawareans with life science career opportunities. We’re proud to partner with BioConnect DE as it expands its impact, builds lasting community relationships, and paves the way for future cohorts.