YOU TUBEThe ADAPT You Tube Channel currently has a list of 19 videos with 20 subscribers. Thevideos are about projects that ADAPT are working on with its partners. The aim should be toget as many people as possible watching these videos and to get as many subscribers aspossible. The videos should be relevant to partners and projects they are working on andshould always link back to the ADAPT website.Recommendations:Make the title of videos easily readably and easy to understand as this will a have an impactas to whether people will watch them or not. Always use the tags (Keywords) that explain thecontent and unable the video to be found with search.Promote videos through sharing on all social media platforms.Imbed videos on the ADAPT website and Blog.Add links to emailsLet media sources and industry bloggers know when new videos are released. Adapt Marketing Plan – 7
MENDELEYIt is recommended that ADAPT set up a Mendeley profile. This is a desktop and webprogram that is designed for sharing research papers, as well as finding new research data andcollaborating online with other researchers. It is an online social network for researchers.Key personalities should all set up a personal Mendeley profile as it will help them tonetwork with other researchers as well as promoting their work and finding possiblepartnerships. There are both public and private groups within Mendeley to share researchpapers and reading lists.As part of this report a Mendeley profile has been set up for ADAPT. This profile should belooked after by a key personality within ADAPT to find new networks and new connectionsfor ADAPT’s research. A key advantage of having a Mendeley profile is that you can set upgroups to discuss issues of importance for your research. This can be used to promote andmarket your research and to network and find more interested parties.EMAIL MARKETINGMarketing emails can be sent on the day to promote special messages or in advance of events.It is recommended that all emails are personalized and segmented.Emails Timing Frequency Bi-Monthly MagazineLatest Adapt News with Tuesday or Thursdayinterviews from key afternoon for optimumpartners open rateNew business (Nurturing Tuesday and Thursday Bi-Weekly updates onprospects) morning at 11 for optimum content written over the last open and click through rate two weeksExisting business Tuesday or Thursday Newsletter on latest news afternoon for optimum and research Adapt’s partner open and click through rate have found with Adapt while working with AdaptSecond Level Schools Weekdays before 9am. 4 times per year Adapt Marketing Plan – 8
SME STRATEGIESContent innovation, ADAPT at the speed of Digital*some strategy about AdWords, other online ads,PARTNERSHIP OPPORTUNITIESThere are opportunities for the Centre to receive sponsorship from the hosting of events.Some of the large digital conferences may wish to utilise features from the Centre andrevenue could be derived from such ventures.We could partner with a suitable sponsor for the student's events and this could increase ourreach and awareness helping to grow the events.Aisling’s event to go hereTARGET MARKETS AND INITIATIVES Adapt Marketing Plan – 9
INDUSTRY ROAD MAPOutlining a route to approaching the centre for assistance. Your business can avail of theservices of ADAPT to develop innovations that will bring competitive advantage.The first step is to focus on the features requesting help. Define the idea and have an endproduct in mind. Next you can contact the centre through email,[email protected], [email protected] or calling the Business DevelopmentTeam on 01 896 1797.Once contact is made, a meeting will be arranged to discuss how and in what areas the centrecan help your business plans. At this initial meeting an assessment to your businessrequirements is made. There could be multiple such meetings to ensure that the opportunityor problem is understood and that the correct ADAPT resources are involved or consulted.The next step is the ‘Scoping’ out of requirements. This is where we investigate your endgoal and how we could set about attaining that goal? Adapt Marketing Plan – 10
Next, we would design a project or engagement proposal, then schedule key activities andmilestones. We would supply a quote or estimate for the work and help you with governmentgrant or credit applications where possible.The centre will help you in your application for government vouchers and grants by pointingout relevant claims and approaches open to you.When funding has been approved the state of the art resources of the centre will formulateinnovative solutions to meet you goals.There have been many businesses that have approached the centre using the above ‘roadmap’ including, Ox Business Solutions, a software solutions company. Matthew Griffiths, acompany director, outlined his company’s dealings with the centre. After making contactwith the Business Development team a process was put in place to design the wireframes forthe software solution that Ox Business Solutions would be able implement. Matthew claimsthat a government Innovation voucher was successfully earned with assistance from thecentre. A constant communication of the project status was maintained and delivery was onschedule.When Novartis needed to establish a research and development capability in Ireland a coupleof years ago they searched online and found us.However, the most typical ways in which potential customers find out about ADAPT are: a. Someone from the prospective collaborator company meets a senior representative of ADAPT at a conference or industry event and talks about our research and how it can benefit their company. This is followed by a meeting to introduce the range of research excellence we offer, and then a second, more focused meeting with key research personnel in the areas of interest. b. We receive an introduction through Enterprise Ireland, IDA or university agency and arrange a first meeting. c. Our business development team contacts a target company, and invites them to an ADAPT event or arranges a first meeting to introduce our range of expertise. d. We get referrals from existing customers (e.g. Intel introduced us to Nike, Microsoft introduced an Innovation Voucher opportunity).What are the different types of assistance a company can receive from the government thatcan be used for development work in ADAPT?There are many schemes available including, EU, SFI, EI, IDA, Local Enterprise Boards andIRC. Some of the main ones include: H2020, Innovation Vouchers, Innovation Partnership,Centre Platform Partner, Centre Collaborator, Industry funded PhD, contract research (R&Dcredits).Come and talk to us about the sort of problems your business is having and we can talk aboutwhere we can help. Contact [email protected], [email protected] the Business Development Team on 01 896 1797. Adapt Marketing Plan – 11
DISPLAY ADVERTISING“Display advertising is a type of advertising that is found on websites and can be seen in avariety of formats and can include text, images, video and audio. The main purpose of displayadvertising is to deliver brand message to the 40 million people connected to the internet.”(Display Advertising guide, 2014)Online display advertising “completes the branding circle”. It create opportunities forbusiness to develop and expand. Advertising, print, TV and radio cannot reach every marketalone anymore so online advertising fills this gap. It also costs less as campaigns can beconstructed to fit a defined budget.There is a lot more control of the ads and it is possible to make changes in the campaignbased on how well ads are performing. Display advertising also gives the option of targetingby geographic location to personalise ads to the local market. It is important to research youraudience’s demographics and tailor your ad to suit your target audience. This knowledge isalso used to design your display ads and grab the target audience’s attention.Using online advertising gives you the ability to track how well ads are doing. Through thisyou can find out if your marketing technique is actually working and if not, gives you theopportunity to then change it. It allows your marketing strategy to improve over time andcreate more successful campaigns (McPartin, 2014) It also allows you to a/b test differentstrategies and change route when the results are not as beneficial as you had hoped.With billions of internet users, you can reach a target audience for a small amount ofresource. Adapt Marketing Plan – 12
Three types of display advertising campaigns that would suit CNGL/Adapt include: • Managed site placements • Contextual targeting • RetargetingManaged site placements: CNGL/ Adapt could place these ads on target market websites toget noticed and gain partnerships from these advertisements. For example, the ads couldappear on the science gallery’s website and through this they could be seen in a similar lightto how the science gallery are seen, ‘making science trendy’.Contextual targeting is a contextual ad system that scans the text of a website for keywordsand returns ads to the Webpage based on what the user is viewing, either through ads placedon the page or pop-up ads. This option is would make users of similar topic sites aware ofADAPT.Retargeting is another form of online advertising which follows the customer after they leaveyour website. “Retargeting is so effective because it focuses your advertising spend on peoplewho are already familiar with your brand and have recently demonstrated interest. That’s whymost marketers who use it to see a higher ROI than most other digital channels” (Retargeter,2014) Adapt Marketing Plan – 13
ADAPT TEAM – BRAND MASTER & MARKETINGNAME Title InstituteLaura Grehan Marketing and Communications Officer DCU Adapt Marketing Plan – 14
ADAPT TEAMNAME Title InstituteVincent Wade Director TCDAndy Way Deputy Director DCUParaic Sheridan Associate Director (Operations) DCUJoseph Gallagher Administrator TCDSophie Matabaro Centre Administrator DCUVACANT Director PA TCDVACANT Education and Outreach Manager TCDRobbie Gallagher Financial Administrator TCDVACANT Financial Administrator DCUVACANT Industry & Business Development Manager TCDDeclan McKibben Head of Innovation TCDBarry O'Sullivan Commercial Development Manager TCDGabriel Hogan IP Manager DCUDavid Lewis Funded Investigator (50%) TCDAkira Haykawa PhD TCDAlan Meehan PhD TCDAlejandra Lopez Fernandez PhD UCDAli Vahid PhD DCUAniruddha Ghosh PhD UCDArun Jayapal PhD TCDCarmen Klaussner PhD TCDChristy Elias PhD TCDDaria Bodanova PhD DCUDavid Nicolas Racca PhD DCUFahim Salim PhD TCDFatima Al Harbi PhD TCDGeraldine Exton PhD ULGrace Cowderoy PhD TCDIacer Calixto PhD DCU Adapt Marketing Plan – 15
James Coll PhD TCDJason Cook PhD TCDJian Zhang PhD DCUKeith Curtis PhD DCUKevin Doherty PhD TCDKonstantinos Koutskouris PhD ULMostafa Bayomi (Non EU) PhD TCDNeel Mani PhD DCUPeyman Passman PhD DCUPiyush Arora PhD DCURamy Shosha PhD TCDShameen Ahamed PhD TCDShane Sheenan PhD TCDSheila Casthilo PhD DCUUtsab Barman PhD DCUYu Xu PhD TCDYuyun Huang PhD TCDFasih Haider PhD TCDBrendan Spillane PhD TCDEmma Clarke PhD TCDDana Sheridan Research Assistant TCDAoife Brady Research Assistant TCDAlex O'Connor Research Fellow TCDCormac Hampson Research Fellow TCDDavid Filip Research Fellow ULEamonn Kenny Research Fellow TCDErwan Moreau Research Fellow TCDJoachim Wagner Research Fellow DCUJoao Cabral Research Fellow TCDJohn McAuley Research Fellow TCDJoss Moorkens Research Fellow DCU Adapt Marketing Plan – 16
Lamia Tounsi Research Fellow DCURami Ghorab Research Fellow TCDXiaofeng Wu Research Fellow DCUXiaojun Zhang Research Fellow DCUBrian Walshe Research Fellow TCDLoredana Cerrato Research Fellow TCDYvette Graham Research Fellow TCDLiadh Kelly Research Fellow TCDKillian Levacher Research Fellow TCDAtul Nautiyal Research Fellow TCDAthanasios Staikopoulos Research Fellow TCDConor Gaffney Research Fellow TCDChristian Saan Research Fellow TCDKevin Feeney Research Fellow TCDKris McGlinn Research Fellow TCDAnton Geraldan Research Fellow TCDCara Greene Research Outreach Coordinator DCUHilary McDonald Research Programme Co-ordinator TCDKetong Su Research Programmer TCDMark Cummins Research Programmer ULPeter Lavin Research Programmer TCDRay Kearney Research Programmer ULSantiago Cortes Research Programmer DCUFionntan O Donnell Research Programmer TCDAniket Sanyal Research Programmer TCDMaria Alecu Research Programmer TCDMurhaf Hossari Research Programmer TCDAnna Kostekidou Research Programmer TCDPradyumna Majumber Research Programmer TCDKetong Su Research Programmer TCDRob Brennan Senior Research Fellow TCD Adapt Marketing Plan – 17
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