Open Property Data Association
Smart Property Data Trust Framework
Become a member Join a working group
    accepted

    Recruit later bounded-context groups through a coordinated public campaign

    Context and Problem Statement

    Finance and Banking began with a private participant roster. OPDA does not have equivalent lists for Conveyancing, Estate Agency, Surveying and Valuation, Property Data Services or Property Technology. ADR-0069 therefore establishes a public expression-of-interest page on the OPDA site.

    A form alone will not recruit a representative group. People first need to understand what OPDA is building, why their domain knowledge matters, what participation involves and what it does not require. OPDA also needs trusted trade and professional bodies to help the opportunity reach practitioners who may not follow OPDA directly.

    The campaign must avoid turning recruitment into indiscriminate bulk email, paid audience targeting or implied endorsement. It must send every interested person to one canonical signup journey and leave acceptance and Microsoft onboarding to human review.

    Decision Drivers

    • Recruit practitioners and subject-matter experts beyond OPDA’s existing network.
    • Give each later bounded context a fair opportunity to attract relevant expertise.
    • Explain the programme in accessible, non-technical language before requesting personal data.
    • Use one authoritative signup route and one expression-of-interest register.
    • Ask trade bodies to share the opportunity without requesting or importing their member lists.
    • Measure qualified participation and context coverage rather than vanity engagement.
    • Keep public recruitment separate from roster-based invitations such as the Technology Working Group.

    Considered Options

    • Option A — Wait for private lists. Delay each group until OPDA receives a complete roster.
    • Option B — LinkedIn only. Publish one social post and rely on OPDA’s existing reach.
    • Option C — Bulk prospecting. Assemble or buy contact lists and email individuals directly.
    • Option D — Coordinated public recruitment. Combine a canonical campaign page, organic LinkedIn publishing and selective outreach to relevant trade and professional bodies.

    Decision Outcome

    Chosen option: D — coordinated public recruitment through LinkedIn, trade-body outreach and the OPDA signup page.

    The campaign recruits expressions of interest for five later property bounded contexts:

    1. Conveyancing;
    2. Estate Agency;
    3. Surveying and Valuation;
    4. Property Data Services; and
    5. Property Technology.

    Finance and Banking remains available on the signup form for people who discover the public page, but it is not the target of this campaign. DBT Smart Data and the Interoperability Working Group are not promoted as additional property bounded contexts. The cross-cutting Technology Working Group uses an approved roster and direct invitation rather than this public campaign.

    1. Campaign proposition

    The campaign leads with the sector problem: property information is repeatedly re-entered, translated and interpreted as it crosses organisational and system boundaries. OPDA is creating the Smart Property Data Trust Framework, a governed family of connected domain models that preserves useful domain meaning while making exchange clearer and more reliable.

    The participation promise is evidence-led:

    • practitioners share authorised forms, standards, schemas, definitions, guidance and examples;
    • subject-matter experts explain language, rules, exceptions and real-world practice;
    • OPDA uses human-directed, AI-assisted modelling to produce reviewable candidates; and
    • working-group participants review, challenge and improve those candidates.

    Participants are not being asked to understand ontologies, adopt AI or have technical knowledge. AI does not decide meaning or approve a standard. The campaign must not promise automatic membership, immediate Microsoft access, voting rights, accreditation, endorsement, publication of source material or a release date.

    2. Canonical signup journey

    Every post and outreach message links to:

    https://opda.org.uk/join

    The public page is the campaign landing page as well as the form. It uses the OPDA design system inside a minimal standalone public-service shell. Five natural chapters explain the programme proposition, human review, six contextual lenses, the evidence-to-candidate loop and trust boundary before asking a visitor to register at the bottom of the page. The contextual-lenses interaction has no pinned or scroll-driven state: every domain meaning is present in semantic HTML. The form requires successful JavaScript initialisation; campaign and privacy content remain readable before enhancement and the existing safe email alternative remains available.

    Registration is an expression of interest. It is stored in the AWS-hosted register decided by ADR-0069 and reviewed by a human. It does not automatically create an Entra guest, Team membership, SharePoint folder or standards role. Generic-provider addresses may register and may later participate in Teams; only SharePoint source-intake access requires an approved company- domain account.

    3. LinkedIn campaign

    OPDA publishes the maintained organic post from its own LinkedIn account. ADR-0086’s Marketing registry supplies new toolkit variants, keeping OPDA’s own post separate from an organisation’s post to its network. The post:

    • names the five target contexts;
    • asks for practitioners, subject-matter experts, professional bodies, product/data specialists and technology providers;
    • describes several concrete contribution modes;
    • sets the non-technical and human-review expectations; and
    • uses the unchanged canonical signup URL.

    OPDA does not use paid targeting or upload a contact list for this campaign. Follow-up posts may focus on one or more under-represented contexts, answer recurring questions, show a reviewable artefact or provide a closing reminder. Each post must preserve the same scope and signup expectations rather than invent a new funnel.

    4. Trade and professional body outreach

    OPDA contacts selected organisations individually through an official organisation-level email address or contact form. The request is to share the public opportunity with a relevant network; it is not a request for member data.

    The vetted register contains primary and secondary routes across all five contexts. The first outreach wave should contact one primary organisation per context. Further organisations are used to address an observed coverage gap, not simply to maximise volume. Listing, contacting or sharing the opportunity does not imply endorsement, partnership or agreement with OPDA.

    Messages use approved content for the appropriate speaker and audience. ADR-0086 supplies new OPDA-to-organisation requests and separate, ready organisation-to-members invitations from one registry, including rich HTML previews and unsent CID-image EML drafts. The earlier HTML/text templates and parameter file remain historical sources. OPDA’s organisation-level outreach is sent individually from smartdata@openpropdata.org.uk through Postmark with open and link tracking disabled, or the same approved text is used in an official contact form. Every send, response and approved follow-up is recorded. No contact is made merely because an organisation appears in the research register.

    5. Campaign sequence

    1. Prepare. Validate the public page, privacy notice, form storage and human review queue.
    2. Launch. Publish the main LinkedIn post with the canonical signup link.
    3. Amplify. Contact one primary trade or professional body in each context.
    4. Observe. Review qualified registrations by context, organisation type and practical perspective; do not infer quality from impressions alone.
    5. Fill gaps. Publish context-specific follow-ups and contact a secondary body only where coverage is weak.
    6. Close a cohort. State a review date when one is needed, review expressions of interest and send onboarding only after approval.
    7. Learn. Record which messages and referral routes produced useful, representative participation before the next working-group campaign.

    This sequence is a campaign plan, not permission to publish a post or send an email. Each external action still requires the user’s explicit instruction at the time of execution.

    6. Measures

    The primary measures are:

    • qualified expressions of interest per target context;
    • representation across practitioner, professional, public-interest, data, product and implementation perspectives;
    • number and diversity of participating organisations;
    • context gaps that remain after the first wave;
    • referrals attributable to trade-body and LinkedIn routes where available; and
    • conversion from reviewed expression of interest to accepted participant.

    Impressions, reactions and raw form volume are diagnostic only. They do not prove representation, domain expertise or campaign success. OPDA does not use tracking pixels in the trade-body email.

    7. Content and privacy controls

    • Use plain language and describe familiar outputs such as schemas, forms and documentation.
    • Do not imply W3C, government, trade-body or participant endorsement.
    • Do not scrape, buy, infer or request personal contact lists.
    • Collect only the fields approved by ADR-0069 and show the privacy notice at collection.
    • Do not accept evidence files through the signup form or ingest recruitment data into modelling.
    • Keep candidate status, human authority and the difference between signup and acceptance clear.
    • Preserve keyboard access, responsive layout, pre-enhancement content readability and reduced-motion behaviour on the campaign page.

    Consequences

    • Good, because recruitment is not limited to OPDA’s existing followers or unavailable rosters.
    • Good, because every route leads to one explanation, form and review boundary.
    • Good, because trade bodies can amplify the opportunity without disclosing member data.
    • Good, because context-level measures expose representation gaps before onboarding.
    • Bad, because OPDA must monitor responses and representation across several channels.
    • Bad, because organic distribution may be uneven and require context-specific follow-up.
    • Neutral, because a large signup volume is not itself success; human review remains necessary.

    Confirmation

    This ADR is accepted as the campaign operating plan. The campaign page, LinkedIn copy, outreach register, templates and parameter set exist in the repository. No LinkedIn post or trade-body outreach is recorded as sent by this ADR.

    Before launch:

    • the canonical signup and privacy routes must be publicly reachable, the former routes absent without redirects or rewrites, and the unchanged submission path validated;
    • all links and context labels in the campaign assets must resolve to the canonical page;
    • the five target contexts must match ADR-0063 and the public form allowlist;
    • the human review owner and response process must be ready;
    • the first trade-body wave must contain at most one primary organisation per context; and
    • the exact LinkedIn post and outbound emails must receive explicit approval.

    After each wave, the campaign register records date, route, response and coverage outcome. Changes to target contexts, collected fields, automated onboarding or data use require an ADR amendment.

    Amendments

    • 2026-09-10 — task-first Marketing toolkit. ADR-0086 establishes /marketing as a top-level destination and the canonical registry for new toolkit assets: invitation requests, member-sharing packs, separately voiced LinkedIn copy, portable recruitment material, employer-support copy and brand assets. Six domain inserts include a labelled Finance and Banking existing-group variant; they do not expand this five-context campaign wave. The original campaign documents and outreach records are preserved, not replayed. Preparing assets does not authorise an email, external provider draft or LinkedIn post. The current development protection remains in force. At the separately authorised public launch, all pages and Marketing assets are intended to be open, with only per-page discussions authenticated. No route exception or access cutover is part of this toolkit.

    • 2026-09-09 — separate approval follow-up. ADR-0085 defines the operator-authorised invitation after a trusted HubSpot approval and verified Microsoft access. This recruitment campaign still seeks expressions of interest; submitting the form is not approval, Microsoft membership or marketing consent. Historical Finance and Banking sends remain governed by their roster-specific rollout record and are not automatically repeated.

    • 2026-08-27 — standalone /join campaign. ADR-0078 moves the canonical campaign to /join, its privacy notice to /join/privacy, and adds /accessibility. These routes use a minimal standalone public-service shell, while the complete approved form remains at the bottom. The earlier join route families stay absent without redirects or rewrites. ADR-0079 removes the site authentication gate rather than adding a campaign allowlist exception.

    • 2026-08-27 — canonical Working groups route. The campaign and privacy pages moved from /working-groups/join/** to /spdtf/working-groups/join/** so URL and left-navigation hierarchy match their Working groups owner. Former routes are absent without redirects, aliases or rewrites. Campaign scope, form fields, register and /api/working-group-interest are unchanged.

    • 2026-08-27 — adversarial campaign review. The sticky handoff sequence was disproportionate to its information and created a dead-scroll band when its visual was hidden. It is replaced by a compact static comparison containing every prior term, definition, domain scope and explanation. Registration precedes the detailed domain comparison and supporting modelling narrative. The campaign scope, selectable groups, collected fields and human decision boundary are unchanged. ADR-0078 subsequently moves the form to the end of its five-chapter standalone campaign.

    • 2026-08-16 — OPDA design-system adoption. ADR-0073 removes parallax and constrains the remaining reveal feedback to the shared 120–200ms motion contract. Campaign content, signup behaviour and governance are unchanged.

    More Information

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    ADRs are MADR-format architecture decisions. A superseded ADR is replaced by a later record rather than edited in place.

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