Human motivators and needs
Direction setting
How might we optimise segmentation and stakeholder engagement to strengthen support for ARC’s research initiatives?
The ARC plays a pivotal role in advancing Australia’s research ecosystem. ARC sought to refine its communication strategies and frameworks to better engage with its diverse stakeholders. The challenge lay in identifying opportunities to optimise segmentation and create targeted engagement plans that would resonate with specific groups while aligning with ARC’s broader strategic goals.
Rowdy was engaged to lead a comprehensive consultation process that would uncover insights and operationalise effective communication tactics.
To address the ARC’s objectives, rowdy implemented a structured, multi-phase approach:
Consultation guide
Rowdy developed a detailed consultation guide, outlining the objectives, methodology, and key questions to address during engagements. By ensuring alignment with the ARC’s communication frameworks and strategic goals, the guide provided structure and clarity to the process, facilitating meaningful and productive discussions with stakeholders.
Qualitative one-on-one interviews
Using the Jobs-to-Be-Done methodology, rowdy conducted up to 20 interviews across five key stakeholder groups. This qualitative phase uncovered unmet needs and informed the development of the engagement plans.
Quantitative survey
A structured survey gathered insights from up to 120 participants across the stakeholder groups, verifying findings from the qualitative research and capturing additional data. This dual-method approach ensured robust and comprehensive insights.
Development of engagement plans
Insights from the consultation phase were distilled into five targeted ‘plans on a page.’ These practical tools aligned with the ARC’s Strategic Plan and Communications Framework, providing clear strategies, tips, and tactics for each stakeholder group.
Deep stakeholder insights
Through qualitative and quantitative research, the consultation uncovered nuanced insights into stakeholder needs and expectations, driving more effective communication strategies.
Segmentation and relevance
The tailored engagement plans allowed the ARC to communicate more effectively with each stakeholder group, ensuring relevance and resonance in messaging.
Actionable tools for teams
The ‘plans on a page’ equipped the ARC’s teams with clear, practical guidance, streamlining the operationalisation of strategies.
Alignment with organisational goals
The consultation and engagement plans were deeply integrated with ARC’s strategic frameworks, ensuring cohesive and impactful communication efforts.
In the spirit of reconciliation Rowdy acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.