UCD Researchers with Global Impact: 2019-2020

In a UCD first, a UCD marketing manager and the external relations manager co-led on a pilot multimedia communications project. Its goal was to raise the profile of UCD’s research quality among targeted international academic audiences.

To do so, a campaign approach was taken to promoting content showcasing three UCD researchers across selected websites and social media. In order to attract and hold the attention of a discerning academic audience, the content would need to be of a high standard: both credible and compelling. Thus, the goal was to create “cinema-standard” video on a limited budget.

The video narratives and written profiles were based on in-depth interviews with Dick Ahlstrom, an award-winning scientific correspondent with The Irish Times. He brought his credibility with the researchers in translating their science in a more entertaining and engaging way, without minimising its integrity.

The outputs were a suite of three research profile videos, landing pages, detailed researcher profiles, short 30” video cut-downs and display adverts which ran on targeted international websites and social media to help the desired audience to discover the content.