Brief and Objectives
RADMA (the Research and Development Management Association) is a membership organisation that supports research, good practice and innovation formed by academics. Holdsworth Associates was approached to help better disseminate the research, articles and tools relevant to research and development management in organisations.
Research, planning and strategy
A community outreach website was to be created, as a portal to signpost practitioners to resources recommended by peers. Content would include research, articles and tools – the website would then be publicly launched at the R&D Management Conference 2016.
Holdsworth Associates planned for the website to be arranged around certain key themes, determined in collaboration with the RADMA trustees. It was strategized that the website would be built to allow for users to easily select a theme and/or content type – for example, an academic paper or a research tool – and for new themes to be easily added as the community expands.
Campaign tactics, creativity and innovation
It was proposed that each theme should be managed by two or three theme editors, responsible for the supply of recommended content (blogs, papers, articles etc.) for their respective theme. The inclusion of themes would generate greater attraction for targeted R&D managers, focusing on topics such as roadmapping.
The website design would complement the RADMA brand, utilising recognisable colours while still providing a stand-alone user experience.
To further enhance the community outreach and ease of access for interested parties, Holdsworth Associates would additionally create an email newsletter, a YouTube channel and a SoundCloud channel for podcasts.
Implementation of Tactics
The community outreach website R&D Today was successfully designed within a time-frame and populated with content, in order to announce its launch at the R&D Management conference.
Twitter and LinkedIn accounts were created to help provide additional means of communication and outreach.
Measurement & Evaluation
Over 7,500 page views were recorded over the six months since the website went live. As a result of promotion on LinkedIn and by theme editors, readership and interest continues to grow.