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Case Studies

Driving Global InnovationIn South Carolina


FUEL partners with ITIC to be a beacon for global automotive initiatives and innovation.

The Opportunity:

In the spring of 2014, the newly conceived International Transportation Innovation Center (ITIC)—located at the South Carolina Technology & Aviation Center (SCTAC) in Greenville, SC—came to FUEL with the challenge of helping launch the brand and go to market as a comprehensive research and testing infrastructure to incubate transportation innovations in an ecosystem approach, open to multiple stakeholders. The goal was to deliver an unparalleled automotive testing experience that optimally supports the innovation of sustainable transportation and networked vehicle systems. The task for FUEL was to develop the brand from the ground up, defining the look-feel-voice of this highly innovative, one-of-a-kind research and testing facility that is at the forefront of global automotive innovation.

The FUEL Initiative

The SCTAC/ITIC Board selected FUEL as their marketing agency based on our integration of both digital-interactive and traditional branding capabilities. After a deep dive to fully understand the ITIC business model, global customer base, goals for the next year and beyond, FUEL developed and implemented a strategy that would: 1) build brand awareness regionally, nationally, and globally, and 2) educate the automotive industry about ITIC’s state-of-the-art research and testing facility. Our strategy consisted of both digital and traditional marketing initiatives: a brand identity package, a user-friendly website, SEO implementation, eblast campaign, collateral, sponsored ads/stories, remarketing, and more. Over the past three years, the brand has grown and evolved dramatically, gaining market share not only in the U.S., but also in automotive and advanced manufacturing circles around the globe.

"FUEL helped us right out of the gate by developing our brand positioning and message. They developed a website and marketing materials to help us tell our unique story to the world. They’ve also been instrumental in helping us adapt our story over the past three years as we have evolved. FUEL has been a great help to us as we continue to grow the ITIC brand."

Jody Bryson, President
SC Technology & Aviation Center (SCTAC),
Partner of ITIC

Specific Initiatives:

Custom, Mobile-Friendly Website
SEO Implementation
Lead Generation Email Marketing
Sponsored Ads and Stories
Feature Blogs and Stories
Press Releases
Industry Articles
Printed Collateral
Print Ads
Event Support
Photography and Videography

Project Date: 2015-current

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