A working tool, not a finished artefact. The headline list on Audiences & key messages names who we communicate with. This page is how we prioritise the effort across them – by influence on our mission, by interest in our work, and by the resulting engagement strategy. The full per-audience detail (why each matters, what we want, channels) lives here too.
The matrix
Influence is how much an audience can shape ELIXIR-UK’s ability to deliver its mission (funding, policy, member recruitment, partnership). Interest is how much they care about what we do day-to-day.
What each quadrant means
- Manage closely – named-relationship work. Direct meetings, briefings, drafts shared in advance. Frequent contact.
- Keep satisfied – periodic high-level updates. Surface when relevant; don’t overwhelm.
- Keep informed – scheduled, scannable comms. Newsletter, webstories, social. Easy to dip in and out.
- Monitor – passive presence. Website, social feed. Respond if they reach out; don’t actively pursue.
Manage closely
The two audiences where high influence meets high interest. These need named-relationship work.
Funders
Charities and research councils that have funded or might fund ELIXIR-UK. Historically: UKRI (BBSRC leading, MRC, NERC), Wellcome Trust, EU (EXCELERATE, IMIs, EOSC-Life), ELIXIR itself.
- Why they matter: without funding, there’s no ELIXIR-UK.
- What we want: funding for ELIXIR-UK-related activities; understanding of their priorities; their feedback on life-science RI needs.
- Key message: “ELIXIR-UK activities are a cost-efficient way of furthering your mission.”
ELIXIR-UK members (active)
PIs, software developers, training coordinators, Joint Heads of Nodes, Tech/Training Coordinators, Coordination Office staff – anyone delivering Node Resources.
- Why they matter: they do the voluntary work the Node depends on. Their reputation drives ELIXIR-UK’s.
- What they pay: time, energy, resources.
- What they get: ELIXIR-specific funding access; UK/European bioinformatics network; one-voice influence with funders; raised personal profile; community of peers.
- What we want: continue or increase engagement; convert “lurkers” to active; organise collaborations.
- Key message: “The effort you put into working with ELIXIR-UK is worth it.”
Keep satisfied
High influence, lower day-to-day interest. Targeted updates, not constant comms.
ELIXIR Hub and other Nodes
People at the ELIXIR Hub and at other country Nodes. Particularly those making decisions about Node influence within ELIXIR.
- Why they matter: high profile in the network means more influence and more inclusion in cross-Node work.
- What we want: ELIXIR-UK seen as a major contributor.
- Key message: “ELIXIR-UK makes a major contribution to the success of ELIXIR.”
- Channels: ELIXIR Hub Weekly Brief, Europe All-Hands, social, website.
Keep informed
Lower influence individually, but high interest. Scheduled, scannable comms reach them best.
ELIXIR-UK members (inactive)
Staff at member organisations not currently engaged with ELIXIR-UK.
- Why they matter: single-point-of-failure risk if the one engaged person at an org leaves. Broader base reduces gatekeeper effect.
- What we want: lower the activation barrier; offer entry points that fit them.
- Key message: “You’re probably already an ELIXIR-UK member – check the site for your institution. Either way, our meetings and resources are open to everyone.”
Users of ELIXIR-UK resources
Anyone using ELIXIR-UK resources worldwide. Of particular relevance: users who advise funders on grant decisions.
- Why they matter: grant reviewers are often users – recognition of ELIXIR-UK by reviewers helps funding bids.
- What we want: name recognition; awareness of ELIXIR-UK’s value to their work.
- Key message: “ELIXIR-UK exists, and it helps you get your work done more effectively and efficiently.”
Other UK data organisations
UK organisations and networks in the biological-data space – Software Sustainability Institute, Health Data UK, RDA-UK, UKRI-funded data infrastructures.
- Why they matter: mission overlap and greater reach in their specific communities. Partnership extends ours.
- Key message: “ELIXIR-UK can work in partnership to further your mission.”
- Channels: direct meetings, networking, social, website.
Monitor
Lower influence, lower or variable interest. Passive presence; respond when they reach out.
Potential new ELIXIR-UK members
Individuals at UK research-performing organisations that aren’t ELIXIR-UK members. Membership is free.
- What we want: make clear they can already participate; learn what would draw them deeper.
- Key message: “Everything we do is open to everyone – meetings, training, resources. Membership only unlocks access to our funding.”
Other potential member organisations
UK research-performing organisations not currently ELIXIR-UK members. Membership is free for them.
- What we do: publish the info; don’t actively pursue.
- Key message: “Your staff can already join our meetings and use our resources. Membership unlocks funding access for your researchers.”
Media & the public
Not a primary consumer of our comms. But growing public interest in health-related research data helps build profile and justify funding.
- Key message: “Publicly-funded UK life-science research depends on shared data infrastructure – ELIXIR-UK helps build it.”
Revisiting the map
The matrix changes when ELIXIR-UK’s situation changes. Review at least annually, and whenever:
- A funding cycle is approaching.
- A new partnership or member joins.
- An external event shifts public or policy interest in life-science data.
- The 2024 SIAB-style reviews land.