Services Archives: Online & Social Media

Generating buzz in the run up to a conference

REAP is Agri-TechE’s flagship conference, but after two difficult years caused by the pandemic would there be an appetite for in-person events?


Strategy – generating buzz

Agri-TechE is a pioneer in the agri-tech space; communicating to diverse audiences the huge potential for disruptive innovation in the agri-food sector.

However as understanding of agri-tech has grown, so have the number of events and conferences aimed at this sector. Including many that are free to attend.

A strategic approach was required to communicate the key differentiators of this conference: the opportunities to hear firsthand from leading thought-leaders working in science, technology and policy and to meet with them; to engage in discussions that have the potential to be game changing; the chance to see technology demonstrations and to talk to early adopters and to feel inspired by networking with people that share a passion for innovation. All strong reasons to attend a real world event.

Holdsworth Associates used connections from across the ecosystem to gain comment, opinion and stories to sustain interest in the five months leading up to the conference, engaging with potential participants and exhibitors.

Media stories were created for the different sectors and three digital newsletters generated to reach different audiences.

In the lead up for the conference we also managed social media – twitter and LinkedIn – to ensure a sustained flow of information and profile for the speakers and exhibitors.



REAP 2022 - Belinda talking to Look East


  • One of the most successful conferences in terms of attendance and feedback
  • Media coverage including BBC broadcast on the day
  • Sustained news flow for five weeks with original content created for the website
  • Managed social media flow to maximise opportunities for profile and sharing
  • Collaboration with sponsors and exhibitors to reach different communities
  • Outreach through third party networks.

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Making R&D knowledge and research more easily accessible

Brief and Objectives

RADMA (the Research and Development Management Association) is a membership organisation that supports research, good practice and innovation formed by academics. Holdsworth Associates was approached to help better disseminate the research, articles and tools relevant to research and development management in organisations.

Research, planning and strategy

A community outreach website was to be created, as a portal to signpost practitioners to resources recommended by peers. Content would include research, articles and tools – the website would then be publicly launched at the R&D Management Conference 2016.

Holdsworth Associates planned for the website to be arranged around certain key themes, determined in collaboration with the RADMA trustees. It was strategized that the website would be built to allow for users to easily select a theme and/or content type – for example, an academic paper or a research tool – and for new themes to be easily added as the community expands.

Campaign tactics, creativity and innovation

It was proposed that each theme should be managed by two or three theme editors, responsible for the supply of recommended content (blogs, papers, articles etc.) for their respective theme. The inclusion of themes would generate greater attraction for targeted R&D managers, focusing on topics such as roadmapping.

The website design would complement the RADMA brand, utilising recognisable colours while still providing a stand-alone user experience.

To further enhance the community outreach and ease of access for interested parties, Holdsworth Associates would additionally create an email newsletter, a YouTube channel and a SoundCloud channel for podcasts.

R&D Today - making R&D knowledge and research more easily accessible

Implementation of Tactics

The community outreach website R&D Today was successfully designed within a time-frame and populated with content, in order to announce its launch at the R&D Management conference.

Twitter and LinkedIn accounts were created to help provide additional means of communication and outreach.

Measurement & Evaluation

Over 7,500 page views were recorded over the six months since the website went live. As a result of promotion on LinkedIn and by theme editors, readership and interest continues to grow.

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Gaining profile with investors


Cambridge company CBL had developed a new technology that could spray dry vaccines, allowing them to be stored at room temperature without the need for refrigeration.

The technology had huge potential, but the challenge was how to reach and influence high net-worth individuals and encourage them to invest in a new vaccine technology.

How we did it?

Holdsworth Associates developed a communications campaign that would reach the hearts and minds of potential investors.

A story was created based on ‘developing world first’ market strategy. It clearly showed how the technology could save the lives of 10 million children within the existing aid budgets by removing the wastage in current vaccine programmes.

An animation was created for use by the broadcast media, and to embed online to explain the technology to potential investors.


  • Widespread international exposure, including extensive coverage on the broadcast news programmes
  • The Minister for overseas development spoke on the subject, citing our vaccine argument
  • As a result CBL attracted the largest ever Angel Syndicate (high net worth individuals) and millions of pounds of funding

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