Case Study: Taiwan Business Roundtable

Challenge

Novitas Communications was contracted to work with the Taipei Economic and Cultural Office in Denver to promote a business roundtable event the consulate was hosting in Kansas City. The client requested that their event receive high visibility within the target audiences of key business sectors and decision-makers in trade. Novitas developed a plan to cover the paid, earned, shared and owned channels of the Taipei Economic and Cultural Office to elevate the visibility of the event, and the benefits of trade with Taiwan generally.

About

The Taipei Economic & Cultural Office in Denver serves six states in the U.S. Midwest, which are Colorado, Kansas, Missouri, Nebraska, North Dakota and South Dakota. The primary function of this Office is to protect the rights of Taiwan’s overseas nationals, as well as promoting bilateral exchange and cooperation in trade, investment, culture, education and tourism between the six states and Taiwan. The Office also provides consular services, including issuing passports, visas, authenticating documents, and helping Taiwan nationals with emergency issues.

Solution

To boost the visibility of the roundtable, Novitas Communications developed a digital ads strategy, along with organic and earned media. Novitas secured an op-ed in the Denver Gazette, a regional paper, which we then pushed as a digital ad on Google and Stack Adapt to ensure our messaging was out there. We also promoted the event, and benefits of trade with Taiwan on this channel as well. Novitas targeted relevant industries that trade with Taiwan, as well as decision makers within those industries.

Results

While the roundtable event itself was a success for the Taipei Economic and Cultural Office, the ads had an impact too. The ads were viewed by 66,000 unique individuals, with an average click-thru rate of 0.16% (average on digital ads is 0.10%). The relevant interests targeted were cybersecurity, foreign affairs and international relations.While the roundtable event itself was a success for the Taipei Economic and Cultural Office, the ads had an impact too. The ads were viewed by 66,000 unique individuals, with an average click-thru rate of 0.16% (average on digital ads is 0.10%). The relevant interests targeted were cybersecurity, foreign affairs and international relations.

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