“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.”
Sarah Woodhouse, Director, AMBITIOUS
ICAEW West of England
Social Media, Earned media relations, Event support and amplification
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.
Brief and objectives
The annual members dinner is the biggest event in the ICAEW West of England’s (WofE) calendar, and over the last 6 years AMBITIOUS has supported the ICAEW to drive profile around the event, keeping members engaged and ensuring that valuable sponsors get the exposure they deserve.
ICAEW members and the wider local business community are the key audience for the annual event.
Each year and most recently in 2022, AMBITIOUS works closely with event sponsors, which include large regional employers such as Jacobs, Thrings and Brunel Professions, to co-ordinate PR and social media activity. We also work closely with the event hosts to ensure access to pre-event quotes and sign post key activities.
Each year the dinner supports a local or national charity, and AMBITIOUS PR supports the ICAEW’s fundraising activities by signposting the partnership in the run up to the event.
Photography is also carefully considered with a full brief to the event photographer to ensure all event sponsor required shots are catered for and that social media requirements are met.
At the event AMBITIOUS invites and hosts key business press, organising interviews and other requirements, as well as live tweeting throughout the dinner.
Snapshot of outputs over the years:
- 14,400 impressions of ICAEW tweets during 2017’s 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