Shaping the positioning and communications strategy for Scotland’s flagship data innovation hub

The Challenge

Ahead of its official opening, the Bayes Centre needed to define a clear identity and develop a strategic marketing and communications approach. As a high-profile, multi-stakeholder initiative spanning academia, industry, and government, it was essential to align perspectives, articulate a compelling proposition, and build early awareness and advocacy.

The Solution

Robertson Collaborate was engaged to develop the strategic marketing and communications plan and, in partnership with the brand and design agency Hookson, support the development of the Centre’s brand identity.

The approach combined stakeholder engagement with strategic development:

• Conducting external interviews and a workshop to understand perceptions, opportunities, and challenges
• Engaging internal stakeholders to build alignment and shared ownership
• Developing a clear positioning and communications strategy aligned to key milestones

The work also included supporting messaging development, media training for leadership, and advising on content and digital presence, including the creation of case studies to demonstrate real-world impact.

Key Contributions

• Positioning and proposition: Shaped the Bayes Centre’s identity and value proposition within the data science and innovation ecosystem
• Stakeholder alignment: Engaged internal and external stakeholders to build consensus, ownership, and clarity of direction
• Strategic communications planning: Developed a phased communications approach aligned to key milestones and wider ecosystem activity
• Messaging development: Defined clear, consistent messaging and supported leadership in articulating the proposition
• Partner collaboration: Worked alongside brand and digital partners to ensure alignment across identity, communications, and channels
• Foundation building: Established the strategic and communications foundations to support a successful launch and ongoing reputation building

The Result

The Bayes Centre launched with strong alignment across stakeholders and a clear, compelling proposition. The Centre has since established itself as a recognised hub for data science excellence and innovation, continuing to build its reputation both nationally and internationally.

The responsibility for ongoing delivery was handed over to the in-house Marketing & Communications Manager.