Local Enterprise WeekThe Challenge
TL Marketing have been responsible for managing the LEO South Dublin Enterprise Week each year since 2015. In that time we have overseen the strategy, online and offline advertising, and the planning, implementation and management of a range of workshops and events throughout the week across a number of venues and involving a number of contributors.
2015 was the event’s inaugural year and as this had not been attempted before we were working off a blank canvas and we only had 6 weeks to pull it all together. Nevertheless, the events were incredibly well received and TL Marketing have been invited to manage the week in all subsequent years.
In 2016 the structure changed from a local to a national initiative, bringing new challenges to the successful coordination of the event. All LEO’s had their Enterprise Week in the same week, meaning that not only did we now have to be very conscientious with the brand guidelines and promotional deadlines, but we were also now competing for both audience and speakers for our events.
Ultimately, our main objective was to create a high quality and professionally delivered schedule of events with large attendance numbers.
The Strategy
Each year, we begin by mapping out a proposed agenda for the week. We analyse the type of events and workshop topics that attracted numbers in past years and use this knowledge, along with research into other LEO schedules, industry events and current business trends to tailor a schedule that will meet the objectives and budget of LEO South Dublin.
From a marketing and promotion perspective, once we have finalised the agenda we then prepare a dedicated section on the LEO South Dublin website to showcase the events and facilitate online booking. In addition to that, we work with their graphic designer to produce a suite of marketing collateral including artwork for use online for social media and google display ads, a brochure/flyer, print ad copy and outdoor advertising.
TL Marketing manage the event coordination of each LEO South Dublin event from the venue and catering to liaising with the speakers and attendees and ensuring the smooth delivery of the event on the day/night. As this is a government body, procurement would be a huge element to all events as everything needs to be selected through a procurement process including; AV and lighting, catering, decoration, entertainment, photography, flyer distribution and printing.
The Outcome
We have managed the event coordination of all of LEO South Dublin’s Enterprise Weeks from 2015 – 2018 and each year we have improved on the year before both with regards to the bookings and attendance but also the scale of the events. For LEO South Dublin, their main objective is to create a high quality and professionally delivered schedule of events and each year we have been successful in meeting and exceeding their expectations.
