Strategic Communications Plan for 55/Redefined at WiHTL Inclusion Summit
This document outlines the communication strategy for 55/Redefined's participation at the WiHTL Inclusion Summit, ensuring that our messaging is consistent, impactful, and aligned with our objectives. The goal is to raise awareness, engage target audiences, and generate leads across multiple channels, including social media and email. We aim to achieve this through a comprehensive strategy encompassing pre-event, during-event, and post-event activities.
We will leverage multiple communication channels and tactics to effectively reach our target audience at the summit. Our pre-event activities will focus on building anticipation and generating excitement around our participation. We will utilize social media platforms to share compelling content that showcases our expertise in age inclusion and highlights the value we bring to the conversation. Engaging content will include thought leadership pieces, video testimonials, and interactive polls. We will also engage in email marketing to nurture leads and provide valuable information about our participation in the summit.
During the event, we will engage the audience through interactive booth activities, engaging presentations, and networking opportunities. Our booth will be designed to be visually appealing and informative, with interactive displays and engaging presentations. We will actively participate in the summit's social media channels to connect with attendees and respond to inquiries. We will also utilize live polling and Q&A sessions to encourage audience participation and gather valuable feedback. We will also leverage the event's networking opportunities to build relationships with potential partners and clients.
In the post-event phase, we will continue to nurture leads and sustain engagement. We will follow up with individuals who expressed interest in our services and solutions. We will also share key takeaways from the summit on our social media platforms and website. By strategically leveraging communication channels and engaging with our audience, we are confident that we will successfully achieve our objectives and make a positive impact at the WiHTL Inclusion Summit.
Executive Summary and Objectives
This document outlines the communication strategy for 55/Redefined's participation at the WiHTL Inclusion Summit, ensuring that our messaging is consistent, impactful, and aligned with our company objectives. The goal is to raise awareness, engage target audiences, and generate leads across multiple channels, including social media and email. This plan is broken down into three key phases: Pre-Event, During the Event, and Post-Event.
Our primary objective is to establish 55/Redefined as a thought leader and trusted partner in the field of age inclusion. We aim to achieve this by strategically showcasing our expertise and innovative solutions to a targeted audience of HR, DEI, Talent Acquisition, and L&D leaders within companies operating in the UK. This strategy will focus on creating meaningful interactions, highlighting our age-inclusive strategies, and generating qualified leads for follow-up meetings and consultations.
By demonstrating our commitment to age inclusion and highlighting the positive impact of our solutions, we aim to establish 55/Redefined as a leading voice in the conversation surrounding age diversity and inclusion in the workplace. We believe that this participation will contribute to our overall business objectives by expanding our network, generating new opportunities, and solidifying our position as a trusted partner for organisations seeking to create more inclusive and age-diverse workplaces.
Objectives:
Maximise Awareness: Reinforce 55/Redefined's burgeoning reputation as aleader in age inclusion, and the commercial impact of age.This will be achieved through impactful marcomms, engaging booth interactions, and proactive outreach to key target buyers and clients.
Drive Engagement: Create meaningful interactions that highlight our age-inclusive strategies and demonstrate the tangible benefitsof incorporating 55/Redefined's solutions into their operations.
Generate Leads: Secure follow-up meetings and consultations with decision-makers within target organisations, fostering lasting partnerships that address their growth, talent D&I and ESG needs.
Pre-Event Strategy: Target Audiences and Channels
Target Audiences:
HR, DEI, Talent Acquisition, and L&D leaders within corporates with a large UK presence, employing 5,000+
Channels:
LinkedIn
Email Campaigns
Personalised LinkedIn Outreach
Website
Key Messaging:
The importance of age inclusion for productivity and innovation. How 55/Redefined helps companies Attract, Grow, and Engage over-50s talent.
Inspire, Not Retire!
Our personalised, age-inclusive products and solutions help organisations future-proof their workforce.
No Age Strategy, No Growth Strategy
Pre-Event Strategy
1
LinkedIn Campaign
Timeline: 3 weeks before the event.
Content: Bold, thought-provoking posts using impactful visuals.
Example: 'Is your workforce future-proofed? Join us at the WiHTL Inclusion Summit to learn how age-inclusion boosts business performance by 35%. #InclusionSummit24 #AgeInclusion.'
Create a dedicated campaign hashtag and use it consistently across all LinkedIn posts.
Post regularly about the benefits of age inclusion for businesses and the key speakers at the summit.
2
Email Campaign
Target audience: HR, Talent & Recruitment, DEI and L&D leaders.
Email 1 (3 weeks before): Announce participation and offer consultations.
Email 2 (1 week before): Tease event activities, focusing on the benefits of age-inclusive practices.
Email 3 (2 days before): Final reminder with a CTA to visit the stand. Subject Line: 'Unlock the Power of Over-50s Talent at WiHTL Inclusion Summit.'
Personalise email subject lines and content to each recipient.
Include a clear call to action in each email.
Segment email lists based on job title and industry.
3
Personalised LinkedIn Outreach
Reach out to key event speakers and attendees.
Example Message:'Looking forward to your session at WiHTL! Let's discuss how our age-inclusive strategies could help you attract, grow and engage over-50s talent.'
Offer to schedule a brief introductory call to discuss their needs and how 55/Redefined can help.
Tailor messages to individual's interests based on their LinkedIn profile and recent posts.
Follow up with those who express interest in learning more.
During Event Strategy
Engagement Tactics:
Stand
Competition to win a free Age Readiness Score valued at £3,495. Visitors to our stand simply need to register their contact details to enter the prize draw. We will use a QR code to direct them to a mobile-friendly version of the quiz, allowing them to complete it right there at the stand.
Business card/email registration (with QR code). This will help us capture leads and follow up with potential clients after the event. We will encourage attendees to register by offering a free download of our "Age-Inclusive Hiring Guide" or a small gift.
Opportunity to book follow-up meetings or request further information. We will have a dedicated team member at the stand to answer questions, schedule meetings, and provide additional information. We will also have brochures and flyers available with more detailed information about our services.
Live Social Media Updates:
Post real-time updates on LinkedIn with photos and videos. This will help us generate buzz around the event and showcase our presence at the summit. We will use relevant hashtags and engage with attendees to drive traffic to our stand.
Example Post: 'Our stand is buzzing with conversations about age inclusion. Visit us at Stand [X] to hear how you can access and leverage the over-50s talent pool". #InclusionSummit24.'
Post-Event Strategy
1
Immediate Follow-Up (Within 24 hours)
Send personalised emails to attendees, referencing key conversations.
2
Provide Exclusive Content
Share white papers and resources promised during the event, driving attendees to schedule follow-up consultations.
3
Nurture Campaign (1–2 weeks post-event)
Enrol attendees in an email sequence with additional insights and invites to webinars.
4
Social Media Engagement
Continue to share content related to age inclusion on LinkedIn, Twitter, and other relevant platforms.
Example Posts:'Learn how to attract and retain talent from the over-50s demographic.'
'Did you know that age-inclusive workplaces are more innovative and productive?'
5
Track and Measure Results
Monitor email open and click-through rates, webinar registrations, and website traffic to assess the campaign's effectiveness.
Collaborate with event organisers to get featured in the WiHTL event newsletters, app notifications, and social posts. This can involve sharing key messages, promoting upcoming events, or highlighting case studies that showcase the impact of 55/Redefined's work.
By leveraging these channels, we can reach a wider audience of potential clients, partners, and stakeholders.
VIP Event Invitations
Advertise an invite-only, post-event virtual roundtable for key decision-makers who have visited the stand and engaged meaningfully with 55/Redefined staff. This exclusive event will provide a platform for in-depth discussions on age inclusion and how it can drive business success.
By targeting these key stakeholders, we can build stronger relationships, foster trust, and generate valuable leads.
Conclusion
This strategic communications plan for 55/Redefined at the WiHTL Inclusion Summit outlines a comprehensive approach to maximise awareness, drive engagement, and generate leads. By implementing targeted strategies across various channels, we aim to reinforce 55/Redefined's status as the undisputed leader in age inclusive solutions for growth. We will also create meaningful interactions with our target audience. The plan emphasises consistent messaging, interactive engagement tactics, and strategic follow-up to ensure long-term impact and ROI from our participation in this important event.