Strategic Event Development: Listening, Refining, and Tailoring the Message
For the upcoming Liverpool SME-Management School collaboration event, I worked closely with the External Engagement Manager at the University of Liverpool Management School to ensure that our messaging resonated with the right audience and addressed the most pressing concerns.
Listening to Understand the Core Drivers
I began by actively listening to the External Engagement Manager’s perspective on local business challenges and priorities, ensuring that we designed an event that spoke directly to the needs of Liverpool SMEs. Key areas of focus included:
Who is the target audience? We established that the event needed to appeal to SME founders and owners—decision-makers looking for practical, high-value insights.
What is the compelling reason for them to attend? We explored the biggest pain points for Liverpool-based businesses, which included:
Skills shortages and talent retention – With a brain drain to Manchester, SMEs struggle to attract and keep skilled workers.
Business sustainability challenges – Many startups fail to sustain growth, particularly in the creative and digital sectors.
The need for strategic collaboration – SMEs often work in isolation without leveraging academic expertise, research, and networks that could help them scale efficiently.
Efficiency, net-zero, and cost savings – Many local businesses are under pressure to align with sustainability goals and improve operational efficiency.
Translating Insights into Impactful Messaging
Through this conversation, I refined the core event proposition to highlight mutual learning and problem-solving—framing the event not just as an information session, but as a space where business owners and academics could actively collaborate on real challenges.
I ensured that our event messaging was dynamic, compelling, and disruptive, emphasizing:
This isn’t just another networking event—it’s a game-changer for Liverpool’s SMEs.
You will leave with practical, research-backed strategies for recruitment, growth, and sustainability.
This is about shared solutions—businesses and researchers working together to solve Liverpool’s biggest SME challenges.
By tailoring the event messaging to what SME owners actually care about, I helped position the event as a must-attend opportunity, ensuring it feels relevant, valuable, and action-driven.
Outcome
As a result of this strategic engagement, we crafted a Save the Date that speaks directly to SME needs, balancing academic insights with practical business impact. This approach ensures that Liverpool’s business community sees the Management School as an essential partner in their success, driving deeper engagement and long-term collaboration.
🚀 SAVE THE DATE: Unlocking Business Growth Through Collaboration 🚀
📅 Date: [Insert Date]
📍 Location: [Insert Venue]
⏰ Time: [Insert Time]
Liverpool is full of ambitious start-ups and growing SMEs, but too many struggle to sustain and scale. Meanwhile, the city faces a brain drain to Manchester, making it harder to attract and retain the talent needed for long-term success.
What if the answers to these challenges were closer than you think?
Join us for a dynamic, solutions-focused event designed to connect Liverpool’s SMEs with leading experts from the [xxx]. Discover how collaboration can help you:
✅ Attract and retain top talent in Liverpool
✅ Solve real business challenges—from sustainable growth to net-zero efficiency
✅ Access cutting-edge research and expertise tailored to SME success
✅ Build resilience for long-term business sustainability
✅ Preserve and scale Liverpool’s thriving creative and digital industries
This isn’t just another networking event. It’s about mutual learning, shared problem-solving, and unlocking new possibilities. Be part of a bold, disruptive conversation that challenges the status quo and finds real solutions for Liverpool’s business future.
📌 Full details and registration link coming soon—stay tuned!
🔗 [Insert Contact or Pre-Registration Link]
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