E-RIHS IP D4.2 Marketing Strategy for Boosting E-RIHS Services

The E-RIHS ERIC Marketing Strategy is conceived to support the operational phase of this research infrastructure by supporting the establishment of effective marketing for its service portfolio. It draws on the principles outlined in the forthcoming E-RIHS ERIC Business Plan 2025-2027 and other relevant policy documents, which provide details on the E-RIHS ERIC service offer and access modes. This deliverable “D4.2 Marketing Strategy for Boosting E-RIHS Services” of the E-RIHS IP project identifies the key elements of a marketing strategy for E-RIHS ERIC, the main markets and the market trends in heritage science and cultural heritage domains, and describes potential avenues for creating awareness of the RI services, attracting talented users, and promoting a culture of access to E-RIHS in the Heritage Science communities of practice. The strategy distinguishes different marketing approaches and communication channels, based on the various types of RI-services offered, also with consideration of the different modes of access to the various services and of the various remits/areas of impact, including research, communities of practice, museums, scholars, and industries. It further provides a series of strategic recommendations for actions, based on the analysis of the Strengths, Weaknesses, Opportunities and Threats for the E-RIHS marketability template. A priority is set for the establishment of SMART Key Performance Indicators to assess the effectiveness of the marketing action, in the context of a more general monitoring and evaluation framework of E-RIHS performance. While E-RIHS service access is not market-driven at this time, suggestions for industry engagement are provided, which can be implemented in time, as the E-RIHS services become sufficiently standardised and industry-ready. The objective of this marketing strategy is to underpin the medium- to long- term sustainability perspectives for E-RIHS, with a consistently high interest of its stakeholders, including internal and external users from the public sector, and the attraction of novel users and/or co-creators from the private sector.