A Marketing Brief That Wasn't About Reach
Organisation
Good Business Lab
Practice Areas
Deliverables
Event marketing strategy, multi-channel content plan, collaborative communication assets, event newsletter, post-event summary document.
Project Artefacts
Good Business Lab was organising an invite-only conference at MIT with researchers, business leaders, policymakers, and industry experts. The brief shifted midway when the event moved from a broader public-facing format to a closed-door leadership room. The communication strategy had to change with it.
Challenge
The right room mattered more than reach.
The format changed midstream.
The event moved from a wider public-facing plan to an invite-only leadership convening.
Mass promotion no longer fit the brief.
The work needed focused stakeholder communication, not visibility for its own sake.
The ideas needed an afterlife.
A closed-door event still needed a public-facing record and content value after it ended.
My Work
Reframe. Support. Extend.
Reframe the communication approach.
I shifted the strategy from reach-led promotion to high-value stakeholder communication.
- —Audience relevance
- —Partner coordination
- —Attendee-facing assets
Support the event narrative.
I helped shape the framing and communication materials around the event's purpose.
- —Event theme support
- —Newsletter support
- —Collaborative communication assets
Build the post-event record.
I wrote the insights document so the conversation could continue beyond the room.
- —Summary and insights document
- —Session takeaways
- —Source material for future content
Value Created
Closed-door, still visible
The event retained communication value even after shifting formats.
Post-event summary created
Attendees received a clear record of the discussion.
Content source built
The summary became material for follow-on social and communication assets.
Longer shelf life
The ideas travelled beyond the event day.
Some project assets reconstructed based on my work for display purposes.
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