Client: UK Department for Transport (for Knowledge Transfer Network/Innovate UK).

THE CHALLENGE

In 2014, the UK Department for Transport's wanted to reach the fragmented community of transport technology innovators, academics, and SMEs to attract qualified applications for its Transport Technology Research and Innovation Grant (T-TRIG).

Previous communications campaigns generated modest awareness and modest returns. KTN (that had already helped build a suitable communities via relevant content marketing campaigns) was asked to formulate a campaign that would drive high-quality applications and demonstrate clear this government department.

THE APPROACH

I designed and led the full content strategy and online promotion campaign for the T-TRIG fund, that led on benefits and opportunities for research organisations, and by return, for the funding organisation.

• Audience-first framing: centred on opportunity for solving innovators' problems before fund criteria, meeting readers where their ambitions ahead of the process. Typically, funding applications assume zero opportunity cost for applying - but quality applications require investment and a sense that it may be worth the effort.
• Editorial discipline: a sustained publishing rhythm of case studies, explainers, and Q&A webinars built credibility and anticipation across the programme window rather than a single launch push.
• Channel integration: coordinated content across KTN's specialist blog, email newsletters, and social channels — each piece designed to earn sharing within the transport innovation community
• Trusted voice positioning: I commissioned and edited contributions from credible sector figures, which extended organic reach beyond KTN's existing audience.

THE OUTCOME

In 2025, to an audience of civil service science practitioners, the Department for Transport's Chief Scientific Advisor cited the T-TRIG fund as having produced the highest return on investment of all DfT's funding programmes in the period.

Every £1 of the £7.9m fund invested generated approximately £20 in combined follow-on funding and capital investment — a result directly attributed in part to the communications campaign's reach and quality.

RELEVANCE TO YOUR ORGANISATION

This project demonstrates that communications strategy — when designed around programme outcomes rather than output volume — can be a material determinant of programme success. The same logic applies to any organisation seeking to mobilise targeted communities around complex or technical funding opportunities.

For more information contact TJW Media