Maximising the reach of research for Interact
‘If you can’t see it, you can’t be it’ is a phrase often used in connection with DEI.
A similar way of thinking should be attached to research.
‘If you don’t know about it, you can’t do it’
Researchers want, and are encouraged, to maximise the impact of their research. But when it comes to reaching target audiences who don’t pop-up in your usual communications channels, a tried and tested method can solve the problem.
Are you sitting down?
It’s advertising.
This overlooked comms channel has some huge benefits for the research community:
It extends the reach of your work and profile beyond the typical academic boundaries
It can open dialogue with the very people/partners you intend to impact by meeting them on their ‘turf’ as opposed to expecting them to seek out answers they may not even have a question for yet
It can help your aiudience open a dialogue with their contacts
The sector is under-represented in advertising. Apart from charity campaigns from the likes of Cancer UK that often reference research in their appeals, relatively speaking, research promotion is virgin territory
Advertising needn’t be 'expensive’ and can be highly targeted and tracked – with measurable performance against objectives
It can compliment traditional engagement methods a part of a comms programme
And the creative process will help refine the core benefits of your work into sharper communicable messages
So we were mightily impressed when we were approached by a Research Centre who wanted to amplify a their work through advertising.
Context
The Interact research network aims to bring together economic and social scientists, UK manufacturers, policymakers, and digital technology providers, with a shared goal of addressing the human issues resulting from the diffusion of new technologies in industry.
Objective
Raise awareness and drive initial interest to the Interact website where detailed content will come into play.
Approach
As a first foray into paid advertising a small but reasonable budget was allocated for production and media. The latter was managed by the client (you certainly don’t always need a media agency), in collaboration with us.
We identified the core audiences
Refined the propositions from their complex academic language into easy-to-understand and memorable ideas
Created the scripts
Worked with our production partner to maximise the budget and quality of the outputs
Results
Impressions generated: 472,879
Companies reached: 99k
Website visits: 1189
“The advertising campaign went extremely well and the academics involved were certainly appreciative of the support”
Will Blackshaw, Communications Manager, Interact