Intermediaries play a vital role in many regional and national innovation systems when it comes to e.g. connecting different actors as well as guiding and supporting inventors, idea owners and entrepreneurs. Since innovation can arise in a wide variety of contexts and industries it is of great importance to take a broad approach when support activities are created and implemented. In this study we focus on how different types of regional intermediaries approach and work together with new, or partially new, target groups that potentially face higher barriers to developing their ideas than those traditionally viewed as being entrepreneurial or innovative. Our results address ways of attracting broader target groups to innovation support activities; as well as of designing guidance and support suitable for these target groups. This study relates to the overall theme of societal outreach within the innovation challenge, in particular through dealing with the issues of how innovation support can contribute to more inclusive innovation.