Tenet: Agile event marketing
Overview.
Tenet is an award-winning law firm that specialises in compliance and dispute resolution, with a specific focus on financial crime and fraud. Catering to both individual and corporate clients, they take a purpose-driven approach to fraud recovery to secure the best possible outcomes. Tenet is deeply involved in their clients’ sectors, actively pushing for better education and thought leadership when it comes to financial crime.
Identifying the social housing sector as particularly vulnerable, Tenet launched a targeted campaign in 2023. What started as an intimate industry roundtable culminated in a major conference designed to raise awareness among housing associations, which has now become an annual event. But with just one in-house marketing professional, they needed an experienced partner to provide event marketing guidance and on-the-ground coverage.
Our strategy.
Targeted event marketing.
Partnering with an agency that could align with Tenet’s passion and reputation was crucial. Our strategy centred on maximising the impact of their events, amplifying Tenet’s voice further by transforming the live discussions into in-depth, post-conference whitepapers. These resources were designed to be distributed across their network and to target accounts.
Impactful assets that drive awareness.
The overarching goal was to turn one-off events into evergreen hero content pieces. By planning for detailed written assets from the outset, our strategy aimed to establish Tenet as definitive thought leaders in the housing space, generate leads and boost their organic search visibility for sector-specific fraud.
Implementation and creativity.
Agile on-the-ground coverage.
Flexibility and foresight were vital during the execution phase. Due to the overwhelming response to the conferences, we proactively expanded our original copywriting scope. We deployed a two-person team to both event locations to provide video and interview support. Acting as a seamless extension of Tenet, we helped the conferences run smoothly while capturing vital insights from delegates to lay the foundation for varied post-event collateral.
Rapid whitepaper production.
Following each conference, our assigned writer immediately distilled the key themes and outcomes into a detailed whitepaper framework. This structural step ensured complete alignment with Tenet’s objectives before full drafting began. We then maintained open communication to create a rapid feedback loop after the first draft, enabling us to deliver the final, polished versions shortly after the events wrapped up.
The results.
Equipped with these tangible resources, Tenet is now having key conversations and building strong partnerships with prominent figures in the housing sector and various counter-fraud organisations.
- Rapidly adapted to high event demand by adding on-the-ground video and interview support to the original scope.
- Used structured outlines and continuous feedback loops to deliver comprehensive whitepapers shortly after the events.
- Produced evergreen hero assets that successfully drove lead generation and improved search rankings for sector keywords.
Whitepapers successfully generated and converted target accounts.
Delivery of video, interviews and written content.
Transformed temporary events into lasting hero assets.
Ready to see similar results?
If you’re ready to turn your live events into evergreen assets, let’s talk. Start your growth story with Embryo.
