Lean Workshop Group

Background

Lean Workshop Group is a consortium of eight of the most innovative suppliers to the manufacturing sector: Bosch Rexroth; Spitfire Consultancy & Training Ltd; SICK Sensor Intelligence; WERMA Signaltechnik; Visual Management Technology; Bosch Power Tools; K Hartwall; and Orgatex.

It organises free training events across the UK to teach and demonstrate lean manufacturing techniques and Industry 4.0 concepts.

Our approach

Working in collaboration with The Sustainable Advanced Manufacturing (SAM) Project, Lean Workshop Group organised Driving Operational Excellence Through Lean Tools & Techniques and Industry 4.0, a seminar held at The Industry Centre in Sunderland on April 18 and April 19.

It needed to attract personnel responsible for implementing lean practices, such as project engineers and operations managers, to the event.

Previously, Lean Workshop Group had relied on its eight suppliers to promote its events. However, it decided to commission an external partner to support its event communication moving forward. Horizon Works was appointed to fully manage the event promotion, engage effectively with its target audiences, and ensure a high attendance at the April seminar.

Solution

• Generation of bespoke messaging shaped for target audiences
• Leveraging of Horizon Works’ close relationships with industry networks
• Creation of marketing assets for use by companies within the Lean Workshop Group
• A PR campaign to generate publicity in region and trade media outlets
• A LinkedIn strategy and campaign – including creative assets – to raise awareness of the event and engage with the engineering and manufacturing community
• Live social media posts from the seminars

Results

• Delegate capacity was reached well ahead of the event taking place – so much demand was generated that a waiting list was put in place
• Delegates from Lean Workshop Group’s target audiences made up the majority of the audience
• Press coverage was generated in media titles, including The Manufacturer
• Lean Workshop Group’s LinkedIn presence grew significantly as a result of the campaign – impressions rose from 144 in January/February 2023 to 12,256 in March/April 2023 and followers rose from 160 to 238 in the same period
• Lean Workshop Group’s website Events page received a 43% increase in pageviews from January/February to March/April 2023