The Client
​Iris is an AI-powered RFP response platform that helps organizations streamline complex proposals with speed and accuracy. While the platform was already gaining traction across government and enterprise sectors, New York Tech Week provided a timely opportunity to reach a broader audience, namely early-stage startups and growing tech companies navigating procurement for the first time.
The Challenge
Iris sought to use NY Tech Week not just for lead generation, but to raise visibility among VCs, angel investors, and ecosystem stakeholders who shape early-stage tech narratives. The goal was to reframe Iris as a fundable, startup-savvy solution positioned for long-term growth across both regulated and emerging sectors.
The Approach
I partnered with the Iris team to shape a campaign that felt native to the energy and expectations of NY Tech Week. Messaging emphasized Iris’s scalability, technical edge, and relevance in the modern go-to-market (GTM) stack.
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We designed the campaign to align with investor curiosity around workflow automation, AI infrastructure, and startup enablement, without losing the clarity and credibility that sets Iris apart in more compliance-heavy spaces.
What We Did
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Crafted Tech Week specific messaging and positioning that highlighted Iris’s benefits for scaling startups
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Designed event-driven graphics and built a structured social content calendar to maximize visibility throughout the week
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Prioritized LinkedIn as the main distribution channel, aligning content cadence with Tech Week’s agenda and founder conversations
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Crafted blog content and advised on landing page strategy to support campaign goals and guide interested visitors toward conversion
The Results
The campaign elevated Iris’s visibility within the startup ecosystem, sparking fresh conversations with founders, investors, and operators who hadn’t previously considered procurement as a strategic lever. By showing up with a strong, founder-forward narrative during Tech Week, Iris carved out space in a crowded landscape and positioned itself as a forward-thinking player in the AI and GTM stack.
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While exact metrics are still evolving, the campaign generated momentum across investor and founder circles, laying groundwork for future relationships, capital opportunities, and brand trust in new sectors.
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“It gave us a chance to talk about Iris in a new light, more than just a procurement tool, but something that actually supports how modern startups grow.” –Ben CEO @ Iris
Takeaway
By leaning into a cultural moment like NY Tech Week, we helped Iris frame itself not just as a tool for procurement, but as a strategic player in the modern startup stack. This campaign shows how clarity of message and thoughtful brand positioning can open doors to new capital, credibility, and momentum.
