Research Universities for Michigan (RU4M)
Automobili-D Special Event Campaign
Goal: In partnership between the RU4M and the University of Michigan (U-M), Michigan State University (MSU), and Wayne State University (WSU), the RU4M exhibited at Automobili-D, part of the North American International Detroit Auto Show. Automobili-D is a two-day show floor experience with state organizations, start-ups, mobility businesses and universities where groups can connect, collaborate and inspire future innovation and research.
Notable Awards/Recognitions:
- Award of Achievement for Special Events Campaign: Research Universities for Michigan Collaboration at the Detroit Auto Show
Research:
Our team reviewed attendance data for Automobili-D and broader Auto Show data in previous years, both the event itself and attendance trends at the RU4M booth (RU4M and the universities have exhibited at the show for several years). We also reviewed media coverage from the event from previous years to explore what topics were most relevant to automotive and mobility reporters covering the event.
Action Plan & Communication Overview:
With the event taking place September 13-15, 2023, planning started in June of 2023. The overall goals for this event were to reach Mobility industry businesses, local and statewide legislative leaders, national and international start-ups and potential partners, and state and national media covering the event and 1) Provide a venue and opportunity for facetime and engagement with these key stakeholders; 2) Build additional earned and social media awareness about the Research Universities for Michigan leadership in talent generation and mobility expertise. To achieve this, we knew we needed to develop an open space for ongoing university programming, and a welcoming environment for conversations to start; 2) Plan, support and record university researchers and student groups, developing key opportunities to showcase their expertise in mobility-related work.
Evaluation:
This campaign had three main goals to achieve success at the event.
- First off, our open-space and program-focused booth space encouraged conversations between university researchers and industry leaders. With over 25 panels and additional booth events during Automobili-D, our space welcomed an estimated 500 direct (discussion or panel viewers) guests, along with thousands of conference attendees’ awareness of the RU4M while passing by.
- Second, through our booth presence and securing of the featured panel discussion on the MEDC stage, our universities fostered conversations with key media and business leaders at Automobili-D.
- Finally, social media and newsletter content was developed for pre-, during and post-event distribution that expanded awareness of RU4M’s leadership in mobility. On social media, pre-conference and live social media coverage resulted in over 15,000 impressions and over 200 engagements on posts. RU4M eNews campaigns generated over 1,100 opens and over 60 clicks within to explore programming and speaking engagements at the Auto Show.
