University Marketing Initiative for Global Research Engagement

This case study details a marketing initiative undertaken by a leading university in the Asia-Pacific region to enhance its global research standing. The university aimed to attract high-caliber overseas researchers by utilizing the Web of Science Author Connect, a marketing service that leverages data from the Web of Science Core Collection. The campaign targeted over 76,000 researchers, resulting in 25,000 unique opens and 20 interested contacts. The university's Global Communications Manager noted responses from major research nations, including the US, UK, and France, as well as unexpected inquiries from the UAE and Israel. The initiative involved defining target research areas with support from InCites Benchmarking & Analytics and matching these areas with the Author Connect database to create a mailing list. The campaign's success was measured by the high open and click-through rates, which exceeded industry averages, and the engagement from international researchers seeking collaboration opportunities in life sciences, chemistry, and engineering.