Basic Income Earth Network: BIEN Congress 2021
- Creation, proofreading & copywriting for marketing & PR materials
- Creation & production of press briefing materials
- Social media marketing strategy
In July and August 2021, we provided content support to the organisers of the Basic Income Earth Network Congress, who needed marketing materials produced and disseminated before the congress started in late August. The aim was to drive registrations for the event and secure media coverage.
Having quickly assessed the available assets and content, we produced a marketing strategy and media plan. With no established tone of voice guidelines and limited branding, we came up with a set of key calls to action to increase sign-ups and designed new graphics for the seven key themes. We used these alongside other key announcements (headline speakers, endorsements, launch of the programme) to populate a content calendar for the three weeks leading up to the congress, drafting all social media posts to ensure tone of voice remained consistent. We shared the content calendar with the event volunteers to drive further engagement.
1,042 people attended the congress, from a starting point of fewer than 500 registered when we began our work. The press release we drafted and distributed to news outlets around Scotland and the UK secured coverage in The National and Big Issue.