Glasgow City of Science and Innovation
The Brief
Glasgow City of Science and Innovation aims to raise the profile of the Glasgow City Region as a world-class destination for science and innovation, helping to drive greater productivity and growth. The organisation hosts Scotland’s annual CAN DO Innovation Summit, connecting start-ups and small to medium sized enterprises (SMEs) with leading innovators and academics to explore how new technologies, leadership and the right business cultures can tackle the challenges faced by Scottish industry and society.
With the CAN DO Innovation Summit in its fourth year and in-person for the first time since the pandemic, Glasgow City of Science and Innovation approached Perceptive to raise awareness of the Summit, attracting sponsors, exhibitors and attendees to the CAN DO Innovation Summit 2023.
Our Approach
Perceptive developed and delivered an effective communications strategy focused on outcomes, target audiences and key messages. This strategy built and maintained awareness in the run up to the Summit, with Perceptive becoming an extension of the Glasgow City of Science and Innovation team to provide efficient comms support and maximise outcomes.
Perceptive’s approach focused on the most newsworthy aspects of the Summit, kicking off with a press release to announce the keynote speakers. The Summit had an impressive line up of three female keynotes, speaking about futurism, big data and artificial intelligence.
To continue momentum, Perceptive also drafted an opinion piece for Glasgow City of Science and Innovation programme lead Dr Susie Mitchell, published in the Scotsman with two weeks to go. All comms activities included the Summit website as a call to action, providing a direct link to register for summit tickets.
Alongside PR, Perceptive led on a two part paid LinkedIn advertising campaign, designed to reach SMEs and drive event sign ups. This included an awareness phase, followed by targeted remarketing to drive action from engaged individuals. Perceptive also created a LinkedIn Event page for the event to further increase attendees.
Key stakeholders also launched an action plan and memorandum of understanding at the Summit, with Perceptive supporting Glasgow City of Science and Innovation to contribute a quote to this release and review communications materials, leveraging the events and showing the outcomes achieved by the Summit.
The communications strategy complemented ongoing communications activity from Glasgow City of Science and Innovation, including organic social and newsletter content.