Knowledge Transfer Partnerships (KTP)

KTP is a Technology Strategy Board-led, £114m programme which aims to improve the productivity, competitiveness and promote innovation within the UK economy by transferring the skills and knowledge residing in knowledge bases to businesses

Issue

To develop and implement a strategic marketing plan to engage with several key audiences, namely, the business community, graduates, academic institutions, and KTP’s stakeholder community and sponsors.

Results

High levels of awareness achieved through above the line advertising, e-comms, promotional material and PR which resulted in record number of calls to helpline and visitors to website. PR campaign reached a total readership of 14 million with an equivalent advertising value of  £401,053 (07/08). Full complement of targeted literature and event material developed. Strong relationships developed with key stakeholder groups. High profile annual event successfully managed. The marketing of the programme has played a key role in raising awareness of KTP, subsequently resulting in additional Government funding being made for more partnerships.