Frontiers Media | Creating the tech drumbeat
Company: Frontiers Media
Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Confluence, Claude, FrontiersOS (in-house AI tool), Figma, Lucidspark
Project skills:
Campaign strategy, Brand positioning, Audience segmentation, Messaging development, Competitive analysis, Integrated marketing, Content planning, Product launch strategy, Employer branding, Stakeholder alignment, Performance measurement.
Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Confluence, Claude, FrontiersOS (in-house AI tool), Figma, Lucidspark
Project skills:
Campaign strategy, Brand positioning, Audience segmentation, Messaging development, Competitive analysis, Integrated marketing, Content planning, Product launch strategy, Employer branding, Stakeholder alignment, Performance measurement.
Creating a tech communications strategy
About:
I developed the Tech Drumbeat: a sustained communications programme designed to reposition Frontiers as a tech-first, AI-supported publisher. Built around the Review Forum rebuild, the campaign connects product launches, employee stories, thought leadership and recruitment content through one consistent innovation narrative.
Needed:
Frontiers was building innovative products but had no external communications programme showing that work. The goal was to close the gap between what the company creates and what it is known for, making its technology visible to researchers, prospective employees, industry peers, investors and internal teams.
Work included:
Developed the campaign positioning, tagline, messaging framework and core narrative.
Defined four audience segments, their needs, the questions the campaign should answer and the most relevant calls-to-action.
Conducted competitor analysis across Elsevier, Springer Nature, Wiley, Taylor & Francis and MDPI.
Created a phased campaign roadmap covering preparation, launch, amplification, product conversion and long-term engagement.
Planned an integrated content programme spanning a new AI and Innovation hub, video, social media, product campaigns, thought leadership, employee profiles, PR and events.
Positioned the Review Forum rebuild as the campaign’s main product-launch moment.
Aligned Brand, Product, Technology, Communications, People and Design teams around shared messages, responsibilities and delivery dates.
Created a measurement framework covering brand perception, website traffic, engagement, recruitment, product adoption and internal sentiment.
Outcomes:
Established Frontiers’ first unified communications framework for technology and innovation.
Turned individual product releases into evidence of a broader, long-term innovation story.
Created a reusable content engine in which product, people and leadership stories reinforce one another across channels.
Built a measurable campaign roadmap designed to develop into an always-on communications programme.