Converge
Turning academic accolades into front-page news.
42
Coverage hits
6.6m
Coverage reach
2
Front pages
The Challenge
Our Approach
Hot Tin Roof developed a strategic multi-pronged approach to maximise media impact:
- Tailored regional releases: We crafted bespoke press releases for each main award category winner, focusing on their specific regions and associated universities. This included separate releases for the East, West and North of Scotland, as well as Dundee.
- Emphasising economic and social impact: Our content highlighted how universities drive innovation, economic growth, and social change in their regions, giving each institution and project its moment to shine.
- Diverse innovation spotlight: We showcased a wide range of innovations, from real-time welding inspection technology to self-destructing plastics and therapeutic footwear for autistic children, demonstrating the breadth of Scottish academic innovation.
- Comprehensive media targeting: We engaged with local, regional, national, and sector-specific outlets to ensure broad coverage across various media landscapes.
- Partner engagement: We provided tailored press release templates for winning universities, amplifying the reach through trusted educational channels.
The Result
Our strategy delivered outstanding results, far exceeding expectations:
- 42 pieces of high-quality media coverage and counting
- Estimated audience reach of 6.6 million
- Five print hits, including front pages in the Press & Journal and Edinburgh Evening News
- Widespread coverage across local, regional, national, and industry-specific outlets
- Extensive use of press release templates by winning universities on their owned channels
The campaign’s success was rooted in our strategic differentiation and tailored content approach. By crafting unique narratives that emphasised regional impact and diverse innovations, we cut through the noise of typical competition announcements. Our personalised press releases for each winner, region, and sector ensured relevance and newsworthiness for local and specialised media, while showcasing the breadth and depth of Scottish academic entrepreneurship.
Furthermore, our comprehensive media relations strategy and efficient execution were key to maximising coverage opportunities. A detailed critical timeline enabled us to deliver high-quality work at pace, meeting tight deadlines without compromising results. By engaging winning universities as active participants in the PR process, we expanded our reach and credibility. Ultimately, the campaign not only significantly exceeded previous coverage benchmarks but also smashed Converge’s communications objectives, solidifying the awards’ position as a premier showcase of Scottish academic innovation.
“Hot Tin Roof’s strategic approach and flawless execution have delivered phenomenal results for this year’s Converge Awards – it’s the best coverage we’ve ever achieved! Their innovative strategy, tailored to our unique challenges, truly paid off.
I’m delighted to report that not only are we over the moon with the coverage, but the winning universities are equally thrilled with the outcomes. Hot Tin Roof’s consultancy and delivery have set a new benchmark for our PR campaigns. A massive thanks to everyone at HTR for their expertise and dedication in delivering such a splendid job.”
Georgia Goodall
Marketing and Communications Manager at Converge