Transforming SRAI’s Brand Experience Across Digital, Content, and Community

01
Overview

SRAI partnered with Overit to modernize its brand, elevate the member experience, and strengthen its digital ecosystem. Through a comprehensive brand audit, new messaging framework, redesigned communications, and ongoing content support, Overit helped SRAI reinforce its value to members while positioning the organization as the global leader in research administration professional development.

02
Challenge

A Unified Digital Presence

As the field of research administration rapidly evolves, SRAI needed a stronger, clearer, and more unified digital presence built around what matters most to its members today. Their website architecture was complex, email communications lacked differentiation, and social media leaned heavily on transactional announcements without a cohesive brand narrative. SRAI requested a strategy to modernize their brand experience, improve usability, drive higher engagement, and strengthen year-round community connection online.

03
Our Approach

Comprehensive Brand Audit & Strategic Framework

Overit began with a deep analysis of the SRAI brand. What we delivered:

  • Full brand audit including competitor analysis, content audit, website audit, and social landscape analysis
  • Member survey and stakeholder interviews to uncover needs, perceptions, and opportunities
  • Messaging pillars and a refreshed brand framework rooted in what matters most to members: clarity, relevance, and meaningful professional development
  • A strategy to align all communications under a unified, contemporary brand voice

This work grounded all future recommendations in real audience insight and organizational priorities.

03
Our Approach

Website UI/UX Design and Recommendations

SRAI’s website housed a wealth of resources, but navigating them was difficult for members. What Overit delivered:

  • A simplified site architecture built around intuitive pathways and user intent
  • A dynamic, informative homepage focused on clarity, value, and action
  • An action-driven global navigation and menu system making it easier for members to find what they need, engage with learning opportunities, and complete key tasks
  • Design of action-driven/high-impact pages to better resonate with current and prospective members

The result: A user experience structured to support member success and reduce friction across the site.

03
Our Approach

Redesigned Email Experience

Email is one of SRAI’s most important communications channels—and one with significant room for enhancement.

What Overit delivered:

New modular email templates

  • Aligned with the upcoming site’s look, tone, and feel
  • A system that visually differentiates email types (events, education, programs, membership, updates) for easier scanning and stronger clarity while still staying on brand
  • More modern, accessible layouts built for mobile-first engagement

Ongoing Monthly Support

Each month, Overit partners with SRAI staff to:

  • Edit and refine email content
  • Strengthen clarity, focus, and member relevance
  • Ensure emails are action-driven, optimized for conversions, and simplified to improve open and click-through rates
  • Go beyond copyediting to ensure each communication meets the needs of today’s research administrators
03
Our Approach

Social Media Strategy & Online Community Building

SRAI needed social content that felt more human, more strategic, and more aligned with the brand identity emerging from the audit. What Overit delivered:

  • A robust social media strategy rooted in education, value, and community building
  • A brand shift from transactional posts (“Sign up”) to a balanced approach between this and story-driven content focused on why programs matter
  • A suite of branded social graphics in Canva to bring visual consistency and professionalism across platforms
  • Member-centric content, including SRAI Voices videos—highlighting stories, perspectives, and lived experience from the community
  • Content designed to grow engagement, expand SRAI’s global reach, and reinforce the organization’s leadership in the profession
05
Impact and Results

Brand & Engagement Performance - LinkedIn (SRAI’s Primary Social Media Platform) 

Overit delivers Quarterly Analytics reports to SRAI, including key social media metrics and takeaways to inform continued updates and refinement. Highlights include:

  • 63% increase in LinkedIn engagement YoY as of Q3 2025
  • A 108% increase in LinkedIn content output YoY, 18.9% above competitors  
  • An increase in average monthly impressions from 9,239/month in 2024 to 16,283/month in 2025 
  • Positive new follower growth with 2,271 new followers in 2025
  • A 10% engagement rate, outpacing competitors and similar organizations by 61%.

Conclusion

Through research-driven strategy, modernized brand tools, and ongoing partnership, Overit helped SRAI evolve into a more member-centered, action-oriented brand. From digital communications to social engagement to user experience, every touchpoint now reinforces SRAI’s role as the organization that elevates what matters now in research administration—and prepares members for what comes next.