The UK Tech Cluster group (UKTCG) is made up of organisations that represent the technology & digital industry across the UK, outside of London. 

Whilst each organisation has a different geographical focus, they all work with grassroots communities of tech people, and businesses to support them in their aspirations to grow.

The Recovery Roadmap was designed in a crisis, with the immediate demand to drive UK economic recovery during the COVID-19 pandemic.

The initiative launched in partnership with the UK Tech Cluster Group, UK Government and TechnologyOne, was supported by 12 regional public sector organisations including Manchester Digital, Software City Sunderland, Tramshed Tech, Tech East and Digital Union.

With a digital reach of over 1.5 million impressions a month, supporting over 6,000 businesses annually, the UKTCG have an impressive footprint, but had never orchestrated a joint venture previously.

The objective was to develop a high-impact end-to-end digital marketing campaign that engaged government and local stakeholders to target support for the UK’s regions and nations. Bringing together everyone to create a meaningful dialogue to address the challenges of the pandemic.

We began the campaign by creating ‘The Recovery Roadmap Summit’ on 23 June 2020. Its aim was to build a dialogue and share learning, across the UK, on the role of tech, and how it can enable economic resilience in light of COVID-19.

Our successful acquisition campaign, brought over 400 digital, policy and business support professionals in attendance from across the UK, including all devolved nations and regions, as well as over 100 public bodies.

At the conclusion of the conference, the Secretary of State for Digital, Culture, Media, and Sport delivered a closing speech supporting the report.

The summit proved a pivotal success that helped launch the report, and served as brilliant springboard for ongoing dialogue to empower change.

Post event, we were commissioned to create a dedicated landing page for the report. We began with the visual appeal of the site, focusing our designs on complementing the strong UK Tech Cluster & TechnologyOne brands. We also simplified the original proposed site navigation and made it easier for site admins to make updates through the CMS.

Since the site is mainly informational and serves to drive people deeper into the engagement funnel, we knew browsing would be one of the top reasons people came to the site. The focus was to drive report downloads.

We therefore introduced a consistent CTA across the site driving people to download the report. The website also played host to over 50 articles and video assets to help demonstrate their authority on the subject.

Post report launch, we used social listening to monitor engagement. from that it became rapidly apparent the need for an ongoing dialogue. Therefore, we launched the Recovery Roadmap Roundtable Series, in partnership with TechnologyOne UK.

The series successfully bought together over 150 public authorities, central government and senior higher education stakeholders over 7 months – evolving the conversation to become a platform for real change.

The series was supported by a full social media promotion campaign, with paid and organic posts consisting of video interviews, talking heads and quotes from the sessions.

This work helped boost industry engagement with over 500K post views, and 32,589 clicks to the landing page.

After crafting the perfect user journey for UKTCG and its partners, we triple checked it from front end to back end. We tested the website on popular devices and browsers to ensure proper functionality and efficiency. We carefully combed through the site for any necessary last minute changes needed to create the perfect experience for UKTCG and their visitors.

After thoroughly assessing, communicating, building and delivering this crisis campaign, we were proud to deliver The Recovery Roadmap Campaign. A first of its kind partnership with UK GOV, our proven performance growth formulas, accelerated its engagement whilst supporting the objectives of its partners and sponsors to deliver a first in class digital experience.