Dell Technologies & Microsoft

Windows 11 Community Events

Six UK workshops, an 80% registrant-to-attendee rate and $9.5M in new pipeline.

Campaign social post reading: Let's get practical, the road to Windows 11 and AI driven productivity, with Dell Technologies, Windows 11 and Intel logos

Client: Dell Technologies & Microsoft
Role: Project lead, concept to delivery
Timeline: July to October 2024, 15 weeks
Scope: 6 full-day workshops, 170 target accounts
Budget: $80k

In numbers

$9.5M new pipeline Reported by the Dell client, attributed to campaign engagement
80% registrant-to-attendee conversion
6 community events across the UK
170 high-value accounts targeted

At a glance

Dell and Microsoft needed to re-engage 170 high-value customer accounts over three months, support their move to Windows 11 and get them ready for future AI projects. I led a series of full-day community workshops in UK cities that gave account executives a reason to get back in the room with those customers.

The project

Context

Busy IT leaders needed a reason to give up a full day.
Six events in different UK cities, all within one month, on an $80k budget.
Brand and legal reviews that meant heavy revisions, and two funding partners with separate proof of execution rules.

My decisions

I set the structure on day one: defined roles, regular internal checkpoints and weekly client calls, with every deliverable, the budget and resourcing on one client-facing dashboard.
I worked with technical leaders to tie every session to the Windows 11 migration and AI readiness story.
The full-day format was the client's requirement. In the following quarter we prepped a half-day version of the workshop, so we could run two workshops in one venue per day and give customers a timeslot to suit their schedule.

Results

$9.5M in new pipeline, as reported by the Dell client, and 80% of registrants turned up.
All six events delivered on time and to the client's standard, with very positive attendee feedback.
Full compliance with both funding partners' proof of execution processes.

What I owned

Led the project from concept to delivery.
Managed the campaign budget and tracked the burn rate throughout.
Designed and pitched the campaign branding, messaging and creative with an event specialist and a creative director.
Ran creative approvals with the brand and legal teams.
Delivered proof of execution for both funding partners.

In pictures

Attendees seated in a converted warehouse venue facing a presenter and a screen titled Navigating Windows 11 — The Navigating Windows 11 session, the core of each full-day workshop.

A presenter speaking to a seated audience, with event branding and a large screen behind him — A full room at one of the workshops. 80% of people who registered turned up on the day.

A workshop room with Dell Technologies branded demo stands, laptops and a presenter at the front — Demo stations set up alongside the sessions, so attendees could try the kit.