The Innovation Advisory Service (IAS) is a new, free expert advice service from Business Link West Midlands designed to assist Small and Medium Enterprises (SMEs) at all levels, abilities and stages of innovation readiness. The agency, working alongside Business Link West Midlands is working with the UK’s leading Innovation experts and advisors to help generate, develop and commercialise new ideas for more efficient processes and new products.

The 3 year project is designed to support businesses in becoming more innovative and to bridge the estimated £15billion productivity gap in the West Midlands.
The agency has been working with the BLWM to develop:

• A marketing and communications strategy for the IAS programme including the development of tactics (broadcast, print and web) and key messages for the primary target audience;
• A communications plan derived from the marketing strategy identifying key activities and milestones during the duration of the IAS programme;
• Proposals for the design of marketing collateral (print and web) taking into account BLWM brand guidelines;
• A campaign identity (logo, strap line/mantra) for the IAS programme;
• An event management strategy for the IAS programme taking due account of key elements including venue selection, liaison and hire, related hospitality and facilities, event programmes, delegate packs, delegate and speaker management;
• Management and control processes including monitoring the impact/effectiveness of the marketing campaign and any corrective measures in case of non-performance;

Results: The Ideation and Innovation Management events continue to be fully booked across the region. Current activity include promoting 2 day innovation diagnostic sessions and an innovation awareness is being rolled out. As a result of successes with IAS Big Cat has been selected to work on the Innovation Stimulation Service and another BLWM business support programme running until 2011.

Budget: £380,000
Recipients: Business Link, Advantage West Midlands, European Regional Development Fund
Dates: September 2009 – March 2013