Maximising the moment - turning one event into multiple opportunities

From the outset, we treated the academy opening as a content engine, not a one-off milestone. That meant securing professional photography and filming on the day to capture the new training rooms and the VR zone in action. We used that content to brief key trade editors and secure press attendance on launch day, alongside a press release announcing the academy, and to secure social media coverage across LinkedIn and Meta.

The real value came a few months later. The academy's profile, coverage and its role in delivering the government's Heat Training Grant caught the attention of Martin McCluskey, Minister for Energy Consumers, who visited to see the training in action. That visit gave us a second, fresh news hook - a new press release, another round of trade press coverage, and further social content.

Every event, whether it is a facility opening, an award win or a site visit, has more than one angle. The trick is to build that thinking in from the start. What can be filmed, who should be invited, what follow-up content can be planned before the day even happens? Treating an event as the beginning of a content plan will turn a single story into months of content and coverage.

If you have an event on the horizon and want to get the most out of it, get in touch with the team today.