Pasadena's 'Deep Tech' ad campaign reports perception gains; staff plans targeted push around LA Tech Week

Mike Schafer, founder of EcoFactory, presented results from a paid-media 'Deep Tech' campaign that targeted founders, executives, investors and site selectors in Southern California, the Bay Area and other national deep‑tech hubs. He reported the city spent $60,000 on the campaign last year and described placements (digital display, digital out-of-home, airport advertising) and a brand-lift study that measured perception change.

"As a roll up for the campaign, we spent $60,000 last year," Schafer said, and explained the measurement approach: a control group (people who had not seen the ads) and exposed cohorts whose perceptions were surveyed before and after exposure. Schafer said that with increased ad frequency the campaign produced stronger results—at high exposure levels perception of Pasadena as a deep-tech hub rose notably.

For next year, EcoFactory proposed a 3-month campaign beginning in September with concentrated activity around LA Tech Week in October, more local focus than the prior national expansion, and the addition of connected-TV buys and LinkedIn evergreen outreach. Committee members congratulated staff and the contractor on the award the campaign won from the International Economic Development Council and asked that future reports include follow-up metrics on tenant or prospect leads generated.

The presentation prompted council discussion about brand labels and community sensitivity to certain tech categories, but no policy action; staff will report back on campaign evaluation and prospecting outcomes.