ELIXIR Communications Group

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Elaine Harrison

9 December 2024

www.elixir-europe.org

Agenda

1. Improving ELIXIR brand consistency
1. Presentation of issues and proposed approach (Elaine)
2. Discussion (all)
1. Issues
2. Solutions
3. Next steps
2. Dates for Comms Group meetings in 2025
3. AOB

The ELIXIR brand

The ELIXIR brand covers ELIXIR as a whole and all ELIXIR Nodes:

1. ELIXIR identity – who we are and what we do: name, logo, tagline
2. Consistent messages and tone
3. ELIXIR purpose and values – why we exist and how we act

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Each defined in key documents:

1. ➡️ELIXIR Brand Guidelines (2020)
2. ➡️ELIXIR Communications Strategy (2019) and ➡️ELIXIR Style Guide (2024)
3. ➡️ELIXIR Scientific Programme 2024–28

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Complexities of the ELIXIR brand

ELIXIR Nodes

• Most Nodes are branded as ELIXIR
• Some have strong brands that pre-date ELIXIR
• Others were established through new national funding

ELIXIR Services

• Most ELIXIR services are funded outside ELIXIR
• Many have strong brands that pre-date ELIXIR
• A few were funded by ELIXIR but use different branding
• A few are branded as ELIXIR

Scope of ELIXIR brand

In scope

• ELIXIR as a whole (all ELIXIR channels: e.g. website, social media, videos, publications)
• ELIXIR Nodes (all Node channels: website, social media, etc.)
• ELIXIR groups and their outputs (Communities, Platforms, Focus Groups, Commissioned Services)
• ELIXIR services collections (CDRs, RIRs, EDDs)
• Some ELIXIR-supported services (e.g. TeSS, bio.tools)
• INFRADEV ELIXIR-coordinated projects (e.g. ELIXIR-STEERS, ELIXIR-CONVERGE)
• Acknowledgement of ELIXIR funding

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Scope currently not well defined in brand guidelines

ELIXIR Brand Guidelines

ELIXIR Brand Guidelines (2020)

ELIXIR brand resources

Access via the ELIXIR intranet

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Issues with ELIXIR branding

Current branding guidelines

1. Content
1. Clarity of brand’s scope
2. Visibility/awareness
• Most people in ELIXIR don’t know they exist or why they are important
3. Enforcement
• Difficult to enforce without clear scope or awareness

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Examples of ELIXIR-branded resources

Examples of where branding isn’t clear or consistent

Why does this matter?

• It is already hard to understand ELIXIR, even more so if there are multiple sources of information with different branding
• To maintain ELIXIR funding and facilitate additional funding (e.g. national, EC), ELIXIR must clearly demonstrate value and impact
• It is difficult to demonstrate value and impact if the role of ELIXIR in ELIXIR-funded activities isn’t clear
• The ELIXIR brand is weakened by inconsistent use
• ELIXIR reputation impacted by unprofessional branding

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Proposed approach

1. Update Brand Guidelines, Communication Strategy and Style Guide
1. Assess communications performance (analytics)
2. Review content
3. Consult stakeholders
4. Draft, review, approve and release

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2. Raise awareness of new strategy/guidelines in ELIXIR
1. Communications campaign
2. Training opportunities
3. Processes for regular feedback and updates

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3. Implement brand guidelines
1. Ensure strategy/guidelines followed across all channels e.g. updates to website
2. Implement agreed definition of scope and address legacy issues

Including annexes:

1. Node Communication Toolkit
2. Web and email policy
3. Crisis communications plan

Approx timescales

• Oct-Dec 2024 – content review/document issues + analytics analysis
• Nov/Dec 2024 – initial consultations (Hub External Relations team/Comms Group)
• Jan 2025 – main consultations (Hub + Nodes via Comms Group)
• Feb 2025 – incorporate feedback and final review
• March 2025 – release, dissemination and training

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From April 2025

ELIXIR-STEERS Milestone 5.3: Node communication and dissemination strategy toolkit (due September 2025)

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Agenda

• Improving ELIXIR brand consistency
• Presentation of issues and proposed approach (Elaine)
• Discussion (all)
• Issues
• Solutions
• Next steps
• Dates for Comms Group meetings in 2025
• AOB

Issues with ELIXIR branding

Current branding guidelines

• Content
• Clarity of brand’s scope
• Visibility/awareness
• Most people in ELIXIR don’t know they exist or why they are important
• Enforcement
• Difficult to enforce without clear scope or awareness

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Proposed approach

• Update Brand Guidelines, Communication Strategy and Style Guide
• Assess communications performance (analytics)
• Review content
• Consult stakeholders
• Draft, review, approve and release

​

• Raise awareness of new strategy/guidelines in ELIXIR
• Communications campaign
• Training opportunities
• Processes for regular feedback and updates

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• Implement brand guidelines
• Ensure strategy/guidelines followed across all channels e.g. updates to website
• Implement agreed definition of scope and address legacy issues

Including annexes:

• Node Communication Toolkit
• Web and email policy
• Crisis communications plan

Approx timescales

• Oct-Dec 2024 - content review/document issues + analytics analysis
• Nov/Dec 2024 - initial consultations (Hub External Relations team/Comms Group)
• Jan 2025 - main consultations (Hub + Nodes via Comms Group)
• Feb 2025 - incorporate feedback and final review
• March 2025 - release, dissemination and training

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From April 2025

ELIXIR-STEERS Milestone 5.3: Node communication and dissemination strategy toolkit (due September 2025)

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Agenda

• Improving ELIXIR brand consistency
• Presentation of issues and proposed approach (Elaine)
• Discussion (all)
• Issues
• Solutions
• Next steps
• Dates for Comms Group meetings in 2025
• AOB

Comms Group history

Comms Group priorities – December 2022

Proposed Comms Group dates/topics for 2025

AOB

Inconsistent ELIXIR logos

Inconsistencies (plural, colour, font size)

Not distinct when used on same slide