ICAEW
“Our campaign focussed on social media to highlight sponsor involvement at dinner itself and in the weeks preceding. It delivered great engagement for ICAEW WoE guests.”

Mel Beeby Clarke, Director AMBITIOUS

ICAEW West of England

Social Media

Client

About ICAEW

ICAEW is a world leading professional membership organisation that promotes, develops and supports more than 147,000 members worldwide. It provides members with knowledge and guidance, and ensures ICAEW Chartered Accountants are meeting the highest ethical and technical standards. As financial experts, the ICAEW act in the public interest offering insights into business and the economy that help to shape government policy and regulation.

The challenge

The annual members dinner is the biggest event in the ICAEW West of England’s (WofE) calendar. Despite well-known key note speakers and the prestige of the event, PR activity had become minimal and social media hadn’t been used to date.

In order to drive profile around the event to keep members engaged and ensure that valuable sponsors were getting the exposure they deserved, the ICAEW WoE were keen to breathe new life into PR around the event.

The solution

In order to maximise press and social exposure around the dinner AMBITIOUS worked closely with event sponsors Thrings & Brunel Professions to ensure all parties were co-ordinating efforts. We also worked closely with the office of event host Jeremy Vine to ensure access to pre-event quotes and sign post key activities.

The ICAEW West of England twitter account was also used for the first time in the run up to the event to remind members of the event, engage with attendees, sponsors, press and other influencers. Press coverage was also shared and tweeted via the ICAEW twitter account to raise profile in the run up to the event.

The dinner had also been linked to the Princes’ Trust for some time, with funds raised on the night benefitting the charity. For the first time, the sponsor & ICAEW pre-event visit to the Princes Trust was used on social media to communicate the link to the dinner and encourage participation from members.

Photography was also carefully considered with a full brief to the event photographer to ensure all event sponsor required shots were catered for and that social media requirements were met. A selection of photographs were also specifically planned for the Bristol Post’s Wednesday event section the week after the dinner.

At the event AMBITIOUS invited and hosted key business press, organising interviews and other requirements, as well as live tweeting throughout the dinner.

The results

  • 14,400 impressions of ICAEW tweets during two-week event campaign
  • 1,035 new relevant followers to the @ICAEW_SW twitter account during the campaign activity
  • Press coverage before and after event in key regional media including; Business Leader, Bristol 247, South West Business, Bristol Business News, Bristol Post which contributed to awareness and social media engagement
  • Positive feedback and anecdotal comment from event sponsors