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Research Management, Adoption, Impact and Communications

Project Leader

Prof James Rowe
Sheep CRC Ltd
Tel: 02 6773 1317

Research Management, Adoption and Impact

About this Project

The aim of this project is to ensure that the CRC’s research findings and outputs are appropriately adopted by industry to deliver the Commonwealth agreed Outcomes, with the Outcomes effectively monitored to demonstrate their delivery. Specifically the objectives are to:

  1. Ensure that all CRC research projects include plans and resources for end-user involvement in each stage of project delivery to maximise product adoption and utilisation in the innovator, early adopter and early majority market segments, and monitor progress in adoption activities to maintain end user involvement in each project.
  2. Develop and update the CRC Program’s impact tracker for assessing progress in achieving Commonwealth Outcomes and impact.


Business Case

Impact of the Sheep CRC’s program of activities was evaluated using the CRC Program’s Impact Tracker for the Third Year Review in 2011. Analysis across all Sheep CRC Programs estimated benefits to be $475 M with a benefit:cost ratio of 2.52. Progressive economic modeling of the Outcomes using the Impact Tracker will be continued each year assess the CRC’s performance and progress towards achieving agreed goals.


The CEO is the Project Leader and will ensure that all CRC Projects have appropriate strategies to achieve adoption and commercialisation goals, and that these are adequately resourced and delivered in a timely manner. It is also important that each Project develop a transition and exit strategy that recognizes the finite life of the CRC. The CRC will use the New Product Development framework and its principles for each product undergoing research and development within a project. This process will ensure that products undergo a staged development process. Overlaying this individual product R&D and adoption process will be the establishment of
strategic supply chain adoption environments involving whole supply chains for both sheep meat and wool; and other key industry networks. Key influencers within the supply chains and networks will be engaged to value the benefits provided by the CRC products and so create demand for the products as far up the chains as possible. This demand will “pull” the CRC products into the relevant sector(s) of the supply chains and networks, enhancing their adoption.

The Project will also be responsible for monitoring and updating the anticipated estimates of impact that the CRC will have on the sheep industry using the CRC Program’s ‘Impact Tracker’.


About this Project

The aim of the Project is to make all CRC stakeholders and target markets aware of the CRC, its products which are under development and available, and the benefits and opportunities offered by those products to assist with their adoption. Key objectives are to make:

  1. CRC Projects and staff aware of plans and progress, and the need to integrate Project developments where appropriate
  2. Participants and the Commonwealth Government aware of the CRC’s progress and their role in that progress
  3. At least 60% of sheep producers are actively reached by the CRC and are aware of CRC product development and the benefits offered by those products
  4. Sheep, wool and meat industries broadly aware of CRC product development and the benefits offered by those products.


Business Case

To be effective, the CRC must develop and maintain a highly committed core group of staff and stakeholders which are principally the Commonwealth Government and a large network of Participants. Also it must reach its target markets and develop awareness of the CRC and its products, their benefits and the opportunities they offer to stimulate demand and encourage the adoption process. The Communication Project is integral to achieving these requirements and is a key contributor to the Adoption & Impact Project and its Outcomes.


The CEO is the Project Leader and will ensure that the CRC communications strategies are effective in reaching stakeholders and target markets.
The Project is responsible for coordinating communication within the CRC, with CRC Participants, sheep industry stakeholders and with State and Commonwealth government departments. A range of strategies and related activities enable the CRC to communicate its achievements and plans to Participants, the sheep industry and to the Commonwealth Government via the CRC Program. Principally these will involve:

  • CRC website – the primary communication channel providing whole of market access to CRC information domestically and internationally
  • Quarterly Reports – emailed and posted to all Participants to maintain awareness of plans and progress
  • Email Bulletins – emailed advice on alert issues e.g. Update seminars, training courses, to contacts in the CRC database with email addresses (target: at least 7500 producers in the innovator and early adopter segments)
  • Quarterly Newsletters – emailed and mailed to all CRC database contacts and through channels such as AWI and breed society membership (target: at least 13,000 producers in the innovator, early adopter and early majority market segments)
  • Engagement with Participant and industry networks to disseminate key results and Sheep CRC Ltd Operational Plan 2011-12 information about CRC’s research and training activities to stakeholders and industry (e.g. It's Ewe time, Wool Producer forums etc)
  • Media releases – through rural press, radio and TV, and metropolitan press for major CRC impacts (target: 31,000 producers in all market segments).