Development of a Strategic Marketing Plan
WRMA analyzed ORI’s existing programs and outreach efforts to create a comprehensive strategic communications plan designed to improve audiences’ awareness and use of resources. A key step in developing the plan involved WRMA’s facilitation of multiple focus groups with ORI’s target audiences. Included in the plan, we provided stakeholder profiles, core messaging, and website analysis. Next we outlined recommendations for website enhancements, digital marketing strategy, conference and outreach efforts, and staffing and workflows to improve communications. With this guidance, ORI is positioned to take actions to effectively reach out to their stakeholders.
Website Design Mockups
WRMA used Google Analytics to generate quantitative data reports on ORI’s current website. The data pulled focused on ORI’s goals for the project: to learn more about its specific audiences and how they are using and navigating the website. We combined this quantitative data with qualitative data from the multiple focus group meetings. WRMA used these findings to develop drafted website mockups. We presented several mockups to ORI to gather initial feedback from stakeholders and used the feedback to refine the drafts into a final mockup.
WRMA created engaging and interactive e-learning courses to improve ORI’s audiences’ awareness of ORI’s role and processes. The first e-learning course was designed for new ORI staff as an onboarding tool. The second was for a national network of research integrity officers. Both courses provided learners with a core understanding of the federal regulation governing their work. Then, learners walk through the steps surrounding core functions of their jobs via a series of engaging interactive learning scenarios and click-and-reveals developed by WRMA instructional designers.
All materials created by WRMA were 508 compliant.