Partnering with a Federal Client to Market a Data Archive to Researchers

Theoretical Background and research questions/hypothesis:  There are many challenges to market a data archive for a federal client. Paramount is to deliver the communications to the scientific user base on brand and in a timely manner.  Most important is to create a partnership and build trust with the Federal client. There is a recommended process which has proven to be a successful method for informing the client, gaining agreement on message and branding, implementation of the communication plan and finally iteration on themes and changes.  All projects require some formal communication whether it be internal or external relationships and outreach.  It is becoming more crucial to stay on-message and keep consistent branding for the product and service being provided.  Understanding the importance as well as the need for a solid implementation plan and the tools required to implement that plan is now an essential part of every project.  Bringing awareness of the project communication plan to each member of the project team is critical for successful implementation.

Methods and Results (informing the conceptual analysis): 

1. Create a high-level communications and outreach plan and present it to the federal client.
2. Implement a timeline to coincide with the communication plan.
3. Write and present a creative brief outlining the granular details of the communication plan which includes style sheets and guides, branding ideas and color palettes.
4. Iterate on the plan and the creative brief to gain buy-in from the client.
5. Implement the plan and make changes as the user base grows or changes occur to the user community.

Conclusions:  The implemented plan follows the 5-step process and guides the required communication and outreach over time.  The plan is never complete.  It is a living document that is consistently updated as the user base changes and grows.  Iterate on the plan at specific intervals, recommended quarterly or more often to maintain a good relationship with the client and the user base.  As project changes occur, so must your communication and outreach plan.

Implications for research and/or practice:  Following the 5-step communication process will help projects stay on-brand and maintain consistent messaging which is paramount for brand recognition and to keep users engaged and interested in the resources provided to the research community.