IBD presentation

Slide 1: 

Prepared for: Dr. Ryan D’Arcy, IBD(A) Prepared by: Leanne Marriott, Benjamin DeLong, Justin Haley, and Kailee Hominick Mount Saint Vincent University

Goal : 

Goal to increase exposure and overall awareness of the organization, its research, and its purpose.

Situational Analysis : 

Situational Analysis To perform innovative research directed at understanding brain function To lead the way in improving diagnosis and treatment of brain diseases To transfer knowledge to the commercial sector and generate economic benefits for Atlantic Canada To forge partnerships and build on existing strengths in Atlantic Canada’s neuroscience community. Mandate

Situational Analysis : 

Situational Analysis It exists within a life sciences cluster in Nova Scotia, specifically within the QEII health Sciences Centre. Strengths

Situational Analysis : 

Situational Analysis Communications efforts have been minimal and lacking direction. Weaknesses

Situational Analysis : 

Situational Analysis The human-interest appeal of the research makes it appealing to the general public when positioned by media sources. Opportunities

Situational Analysis : 

Situational Analysis The general public experiences confusion between the Brain Repair Centre and NRC IBD(A), thinking they are one and the same. Threats

Key Audiences : 

Key Audiences Primary audience: Atlantic Canadians who are consumers of the services and technology offered. Secondary audiences: Media, business leaders, entrepreneurs, university community, and life sciences enthusiasts.

Key Messages : 

Key Messages NRC IBD(A) performs non-invasive, harmless brain function research. NRC IBD(A)’s research is accessible for public health consumption in Atlantic Canada.

Key Messages : 

Key Messages Atlantic Canadian participants are essential to NRC IBD(A)’s research and mandate. NRC IBD(A) has two new labs and world leading technology.

Key Messages : 

Key Messages NRC IBD(A)’s research cannot be performed anywhere else.

Strategic Actions : 

Strategic Actions To hire a communications professional on staff at NRC IBD(A) by the end of January, 2008. To achieve local print media coverage in the amount of 10 – 12 publications, and placement in three target national media annually.

Strategic Actions : 

Strategic Actions To receive local soft news or human-interest television coverage bi-annually. To produce print media suitable for distribution among the life sciences community.

Strategic Actions : 

Strategic Actions To attain annual membership with provincial and national industry associations. To employ online communications tactics through the production of an email newsletter and regular updates of the website.

Strategic Actions : 

Strategic Actions To produce educational print materials for distribution among health care staff and patients.

Implementation Strategies : 

Implementation Strategies A communications practitioner will: implement this communications initiative; provide leadership in building and maintaining mutually beneficial relationships with publics; and communicate with and receive feedback from publics. Communications Staff

Implementation Strategies : 

Implementation Strategies Local print is required to prime the audiences for supportive response through awareness. Local Media Coverage

Implementation Strategies : 

Implementation Strategies Local television coverage: provides visual reinforcement of ideals creates a personal connection with the audiences Local Media Coverage

Implementation Strategies : 

Implementation Strategies Stories should be produced and communicated upon the completion of a project, discovery of a benchmark, or when the human-interest aspect of the research is newsworthy. Backgrounder and Feature Writing

Implementation Strategies : 

Implementation Strategies Membership with BioNova, the Nova Scotia Life Sciences Industry Association, should be renewed annually. Industry Association Memberships

Implementation Strategies : 

Implementation Strategies Annual membership with BIOTECanada should be obtained; this provides: worldwide biotechnology news and information, international profile and company search, increased opportunities and visibility, government advocacy, industry and public awareness. Industry Association Memberships

Implementation Strategies : 

Implementation Strategies The newsletter should be distributed bi-monthly to various audiences: visitors to the website, internal publics, partners, academic audiences, individuals with interest in their research and achievements. Online Communications

Implementation Strategies : 

Implementation Strategies The website should showcase a virtual tour of the facilities and an overview of the research projects. Online Communications

Implementation Strategies : 

Implementation Strategies A brochure should be created for distribution in hospital waiting areas and employee bulletin boards, along with family and private practitioner offices. Public Education

Evaluation Methods : 

Evaluation Methods Must rely on industry standards regarding audience impressions and viewings. They should consult with MRP, have a simple online counter for their website, and provide focus groups among target audiences.

Budget & Implementation Timeline : 

Budget & Implementation Timeline Communications Personnel - $32,500 Printing Costs (brochure) - $700 BioNova Membership - $752 BIOTECanada Membership - $2,332

Thank you to Dr. Ryan D’Arcy : 

Thank you to Dr. Ryan D’Arcy Thank you to Norma MacIsaac