Despite navigating a complex sign-off process across multiple teams and departments, we faced a tight deadline for event promotion and the creation of a substantial volume of announcement assets for the cohort. While the registration rate to the IWD event saw a slower uptake in the two weeks leading up to the event, we anticipated a significant increase in registrations.

A comprehensive communications campaign involving paid social promotions was planned and implemented. This practice was relatively new to the team and was not a usual practice for Innovate UK KTN's event promotion. 

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We expanded the target audience from UK-only to potential delegates from other regions or countries where Innovate UK and UKRI support their innovations.

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We outsourced the announcement brochure and related assets to a creative agency and left the creative direction handled in-house to maximise efficiency. 

Event registration went up by 200% within two weeks, and exceeded the target by 40%.

We achieved record-high website traffic from around the world, including the Netherlands, Germany, Nigeria, and Kenya, which form part of Innovate UK's Global Alliance. It also established a new paid social marketing method that serves as a benchmark social media marketing campaign for future campaigns.

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The new brochure design direction made a refreshing programme impression yet improve accessibility.