Delivering a successful international launch campaign to the global research community

Through this sprint, we created a phased content marketing strategy with a focus on being crystal clear who the target audiences were, why the tool was helpful for them, and what they needed to know. We then guided the DORA team through user stories, personas and audience mapping so they could better understand how to talk to and reach key users.

DORA also asked us to come up with an original name for the tool. We led them through a number of workshops and helped them settle on Reformscape – a name that aligned with their principles for the  tool while being unique enough to be easily finable online.

We also worked seamlessly with our design partner TRAFIK to develop branding for the Reformscape. This formed the basis of a suite of eye-catching visual assets including an animation, launch pack, poster and social media images.

As well as developing the overall narrative for how to talk about Reformscape, we crafted tailored messaging and calls to action for each target audience – each of whom would use the tool in different ways and for slightly different reasons.

Our phased content plan ensured there was relevant marketing content and comms for each audience group across the pre-launch, soft launch, launch and post-launch periods. Alongside marketing content we also delivered a PR campaign targeted at relevant media outlets. 

Lastly, to create a cohort of users eager for launch, we identified champions from DORA’s close-knit network. Through newsletters, shareable content, the launch pack, as well as sneak previews and early access, we had hundreds of advocates primed to spread the word about Reformscape further than DORA could reach alone.

Broken down by objectives and target audience, the DORA team could clearly see how each piece of work was contributing towards their overall strategic goal. And they were delighted by the results.