BUILDING THE NARRATIVE FOR BREAKTHROUGH INNOVATION

Advanced Research and Invention Agency

Advanced Research and Invention Agency (ARIA) was launching with a bold ambition: to fund breakthrough research and empower scientists and engineers to pursue research that is too speculative, too hard, or too interdisciplinary to pursue elsewhere. ARIA’s programmes are shaped and led by their Programme Directors, scientific and technical leaders with deep expertise and a focused, creative vision for how technology can enable a better future.

The challenge was to quickly establish a clear and compelling narrative for a highly specialised audience, ensuring ARIA could communicate its mission consistently, attract world-class Programme Directors and capitalise on key engagement opportunities during a critical launch period.

We worked at pace with ARIA on the engagement strategy and recruitment-focused communications during a critical launch phase.

Brand, Messaging & Positioning

• Supported the development of ARIA’s brand positioning, including mission, values and single-minded proposition

• Developed audience insight across academia, industry, agencies and recruitment targets

• Created a messaging matrix and terminology guide to ensure clarity and consistency across communication

Engagement & Communications Strategy

• Developed a strategic engagement plan focused on Q1 opportunities, audiences and key messages

• Conducted channel review and planning across events, media, owned and partner channels

• Supported the launch of the website through messaging development, proofing and creative guidance

• Supported recruitment communications including messaging, copywriting and proofing

• Provided support for press releases, media statements and event participation planning

Content, Channels & Amplification

• Created and managed content across LinkedIn, Twitter and newsletters

• Developed an amplifier strategy and conducted outreach to extend reach into highly relevant communities

• Delivered content briefs and creative support using existing brand assets, including animations, videos and graphics

• Monitored performance, reported on social engagement and provided ongoing recommendations and optimisation

• Established clear, confident and consistent messaging foundations for ARIA’s launch phase

• Positioned ARIA to engage highly targeted audiences across research, innovation and industry sectors

• Achieved engagement rates above benchmark levels across LinkedIn and Twitter

• Delivered a strategic communications foundation that enabled the Chief Engagement Officer to build long-term engagement and visibility