A project supported by: WRMA’s Learning and Resource Center (LRC)
Office of Research Integrity selects WRMA
for marketing and communications strategy, e-learning module development, and video creation
Client:
U.S. Department of Health and Human Services (HHS)
Office of the Assistant Secretary for Health
Office of Research Integrity (ORI)
Service Areas
Areas of Expertise
Summary
The Office of the Assistant Secretary for Health’s Office of Research Integrity (ORI) produces a plethora of resources for its target audiences, including a national network of research integrity officers, those who train them, and the public. However, these audiences expressed a lack of knowledge of these resources and frustration with finding the ones they did know about. In response, ORI sought to enhance its outreach, education, and community support programs and selected WRMA due to our experience with communications, website design and development, and e-learning module development. ORI contracted with WRMA again in 2023 to execute some of the tasks included in the strategic marketing plan we created for them during the initial contract.
Details
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.
E-learning Courses
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.
Live-acted and Animated Video Development
In 2023, ORI selected WRMA for a follow-up contract to develop video communication tools as outlined in the strategic communications plan. This contract involved the creation of 52, 60-second-long, live-acted video shorts and six, six-minute-long animated videos for publication on ORI’s YouTube channel. These videos were designed and created to help ORI’s audiences understand policies on research misconduct and their own roles in conducting research responsibly. WRMA was involved in the creation of these videos from start to finish, from drafting scripts and storyboarding, to animating and coordinating live video capture and editing.
All materials created by WRMA were 508 compliant.
