AUDIENCE DEFINITION. Whilst the audience had been defined in the project proposal, we recognised that each audience had differing interests in the project. We split the audience into primary and secondary groups in order to create a prioritisation of communication objectives: Primary • Manufacturing SMEs • Systems Integration Technology Suppliers Secondary • Large Manufacturers • Network Care Services Providers • EIF/EIB/Investors • National/Regional Governments • Robotics DIHs Within manufacturing SMEs, there was a need to identify innovators and early adopters in the context of technology adoption to ensure the development of a relevant brand. Table 1 provides a basic overview of what motivates this audience and how to communicate with them. Table 1: Overview of audience drivers and communication themes. Example drivers Potential communications framework Potential messaging themes • Connecting with new / different people • Discovering and sharing new ideas - innovating / experimenting • Being in the now - appreciating what is (not past - not future) • Questioning things - making own choices • Balancing / blending the new with the traditional • Creativity / design / aesthetic appreciation (not of themselves - but around them) • Gathering knowledge - being in the know • Balance of emotional and rational • More pragmatic / down to earth • Nouns / facts • Less aggressive • Complex - interesting / eye opening • Innovative - being ‘1st’ • Intimate personal true stories • Small details • Everything connects • Global • Technical details - the science & stories behind the effectiveness • Features - and why they make it better • Evidence • Over regulation - freedom of choice • Innovation - new - cutting edge • Authenticity - human stories • Ethical angle - better / safer (on a societal level) • Surprising facts / sticky stories • Show the people / experts / scientists behind the product
