EuroGenius Entry At SXSW (Global Marketing Project)

Award: Placed 1st for best pitch, strategy, and execution.

Project Overview

During this 17-day study abroad program, I collaborated with a team of interdisciplinary marketing and business students to develop and execute a comprehensive global market entry strategy for JIC Business Innovation Center and SLOVAKPRO at SXSW 2025 in Austin, Texas. Our objective was to position their incubator initiative, EuroGenius, as a bridge for European startups expanding into the U.S. market, focusing on technology, defense, cybersecurity, and sustainability sectors.

Challenges

• Identifying and analyzing key trends in global startup incubation, venture capital funding, and competitive landscapes at SXSW.

• Developing a multi-channel marketing and positioning strategy that resonated with international investors, business partners, and media.

• Crafting a brand identity and promotional materials to ensure high visibility at SXSW.

• Creating an engaging experiential marketing activation through the Czech/Slovak House event.

Our Approach

To achieve our goals, we executed a four-phase strategy:

1. Market Research & Competitive Analysis

• Conducted a deep dive into SXSW startup trends, venture capital funding, and angel investor engagement.

• Analyzed competitive incubators such as TechStars, SEED SPOT, and DIU (Defense Innovation Unit) to define a strategic differentiator for EuroGenius.

2. Branding & Positioning Strategy

• Developed EuroGenius as a cohesive brand, emphasizing European innovation with global scalability.

• Created a compelling positioning statement that aligned with U.S. investment trends.

• Designed out-of-home advertising, including billboards, posters, and digital signage in Austin.

3. Marketing & Communication Strategy

• Crafted a content and media plan for pre-event, in-event, and post-event phases.

• Established key messaging, slogans, and social media strategies to maximize visibility.

• Designed promotional merchandise, including sunglasses, water bottles, and branded apparel to engage attendees.
  

4. Event Activation & Execution

• Organized the Czech/Slovak House event at Lamberts, Austin, featuring interactive startup showcases, a cocktail robot activation, and networking opportunities.

• Produced testimonial videos and live interviews to document startup success stories.

• Secured key partnerships with organizations such as Forbes, CNN, and SparkCognition to amplify coverage.

Results & Impact

• Created a fully developed go-to-market strategy for EuroGenius, positioning it as a premier startup accelerator at SXSW.

• Designed a 360-degree media and branding campaign to engage investors, business leaders, and government stakeholders.

• Developed a highly detailed marketing execution plan, covering SXSW booth activations, sponsorship outreach, and media engagement.

• Launched a strong visual identity and experiential marketing strategy to elevate the presence of Czech and Slovak startups in the U.S. market.

Key Takeaways

This project reinforced my expertise in international market expansion, experiential marketing, and strategic brand positioning. Collaborating across disciplines, I gained hands-on experience in crafting global marketing campaigns and designing high-impact activations for one of the world’s most influential innovation conferences.