Brand Development and Event Promotion

The opportunity

Position a new innovation event in an already crowded Calgary conference marketplace

In 2017, Alberta Innovates made the decision to launch an “unconference” that would bring innovators from around the world to Alberta. In an already congested conferences and events market, Shift Consulting led the marketing and communications activities for the province’s newest innovation event, INVENTURE$.

We developed the overarching brand and positioning strategy, created the visual identity, launched numerous social media and digital platforms and performed ongoing implementation of the marketing plan from late summer 2017 until June 2018. This plan was focused on key innovation hubs in the U.S., and marketing collateral was tailored for a range of global geographic markets based on interviews and insights with global steering committee members who could provide “cultural” insight. This work included advertising, communications outreach and website and event app management.

Shift helped Alberta Innovates exceed its registration target by 100 per cent, attracting over 1,400 venture capitalists, angel investors, entrepreneurs, post-secondary researchers, government and industry leaders. The successful interdisciplinary positioning of the event differentiated INVENTURE$ from sector-specific conferences occurring during a similar time frame. In addition to selling out the event, all other identified metrics were achieved (website visits, social media engagement, newsletter sign-ups, newsletter open and click rates and more).

Contact Us

Shift Consulting Inc.
PO Box 16, Banff AB T1L 1A2