The Brief
SOCEX is a national forum, bringing together the most influential voices in UK law-enforcement. The platform consists of a number of exceptionally well-attended physical and digital events. The initiative was the idea of our long-term client, and investigation software provider, ‘Altia Solutions.’
As Altia’s lead agency, we were asked to create and eventually manage a highly professional brand that would further Altia’s organisation’s position as the ‘go-too brand’ in its sector.
The Result
Our work on ‘SOCEX’ helped Altia to…
– Build much stronger and more productive relationships with the key decision-makers in the sector.
– Strengthen bonds with many others in the law-enforcement community.
– Enhance the brand and product’s credibility in the minds of law-enforcement customers/users.
– Strengthen the brand’s position in the minds of competitors, partners and others operating in the sector. (Strategically important as Altia would make a series of acquisitions during this time.)
– Attract greater interest in the brand nationally and internationally.
– Significantly improve shareholder value ‘on exit.’
How We Did It
We were responsible for the creation and management of the SOCEX brand for more than 5 years. The main idea underpinning our work was to make SOCEX the undisputed authority in its space. To achieve this, we…
– Created a brand, name and identity that told a powerful story about the forum.
– Produced highly distinctive themes, over several years, for each individual event.
– Ensured consistency across all external conference communications.
– Invited ever greater participation from the sector’s leading voices, thought-leaders and influential partners.
– Added considerably more thought-leadership content to the communications of each event.
– Produced brochures and press-packs to attract new sponsors to the event.
– Produced user-friendly ‘hand-over documentation’ for other creative/media partners to more easily contribute.
– Worked incredibly closely with Altia to put forward a bold vision for SOCEX’s future.
Throughout this time, we also…
– Re-purposed much of the SOCEX marketing content, for Altia to use themselves.
– Worked extremely closely with Altia’s media partners to leverage the SOCEX event for the brand on newspaper/television.
This work was deemed a tremendous success, over time, helping SOCEX to…
– Become the undisputed No-1 event of its type nationally.
– Welcome several highly distinguished speakers, including Ministers from the UK Government itself.
– Begin the process of digitising the event and building a global presence.
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SOCEX was host to a number of extremely high-profile delegates – including politicians such as Theresa May, Amber Rudd and Ben Wallace. The bringing together of leaders from local, regional and national law-enforcement units was historic.
Each event had bold and highly impactful graphics which would showcase the theme of that particular year. We did all we could to align the graphics of the stage with brochure and social media communications.
Each conference had an iconic front cover with images which showcased the predominant themes of the year – in this case ’The Harm and Impact on Communities.’
The original SOCEX logo was inspired by this historic coming together of local, regional and national units. As can be seen in the logo above with an X (for Exchange,) elegantly bringing it all together. The logo would inspire SOCEX’s visual identity for the next 5 years.
The visual pattern of ‘connections’ as just mentioned with the logo was used in every single publication we produced for SOCEX conferences.
As stated, as part of the event marketing, each conference theme was given a hero image representing the main topics of the day.
We invited event contributors to share their views on social media and also with conference brochures to extend the conversation pre/post-event. This was all part of our drive to create ‘a better conversation’ with the SOCEX conference.
The ‘Make Your Mark’ publication and campaigns were invaluable in helping Altia Solutions attract new sponsors to come on-board each year. These communications were crafted in close collaboration with various PR and Media partners of Altia.
The bespoke newspapers were a tremendous hit. Created as part of Altia’s event marketing for SOCEX. They were designed to build good will with delegates, many of whom were Altia customers/prospects. They included thoughtfully written content about issues of the day affecting ‘law-enforcement’ alongside other items one would expect from their favourite newspaper – crossword puzzle, weather and of course the odd advertisement of Altia software. Created in close-collaboration with
The Newspaper Club in Glasgow.
’Shaping SOCEX’ was an important project, with ever greater numbers of third parties getting involved, we wanted to ensure that the brand we had created was being faithfully interpreted. We created a very ‘user-friendly’ set of guidelines going beyond just colour charts and typefaces to how content should created as well as applied, etc.
SOCEX also encapsulated ‘The Keith Hughes Awards,’ an award given to police officers who had provided outstanding service. The trophy was designed by renown Scottish designer Paul Hodgkiss.
We worked incredibly closely with Altia over a number of years on the SOCEX framework. This included several ideation sessions showcasing how the event could be scaled to become even bigger using digital technologies, providing even more real-time content and collaborating with new partners.
Images from previous SOCEX events.
Highlights of our long-term collaboration with Altia Solutions.
If you’d like to find out more about this event marketing project…
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