UpSurge Baltimore
Brand Positioning
Strategic Communications
Public Relations
UpSurge was launched in 2021 to propel Baltimore City into the top tier of U.S. innovation economies.
Coining Equitech as both a term and a vision, the organization partnered with high-impact founders, tech-enabled and national-scale businesses to transform the City’s paradigm with a new model for inclusive growth and prosperity.
The Challenge
Baltimore’s complicated history of disenfranchisement, continued population decline, and alarming crime statistics were among its barriers to realizing long-term economic growth.
Significant and sustained investment in an innovation economy demanded more than awareness, buy-in and trust from a broad and diverse range of stakeholders. It would require a movement capable of shifting perception and momentum locally and nationally among media, institutions, leaders and funders.
The Solutions
adeo joined forces with UpSurge to ignite and mobilize Baltimore’s new Equitech ecosystem.
Drawing on the influence, networks, and expertise of nationally renowned partners, institutions, and business leaders, adeo crafted and delivered micro-targeted messaging across earned, owned, and shared platforms.
This strategic approach systematically informed and engaged hundreds of local founders, investors, and leaders from incubators, accelerators, foundations, and organizations driving inclusive innovation across the city.
The Impact
UpSurge surpassed all expectations in its first year with more than 200 engaged and empowered ambassadors contributing their voices, perspectives and time to inform and embody the organization’s work.
Garnering coverage in media outlets like TechCrunch, Fast Company and Forbes, UpSurge positioned itself as a national leader in tech equity.
As a result, Baltimore is making measurable progress towards becoming the Country’s first Equitech City.