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Scholars Square @ F&M
Marketing Your IR on Campus:
Implementing a Marketing/
Communications Plan
NITLE DSpace User Community Meeting
June 11-12, 2008
Christopher Raab
http://hdl.handle.net/10090/5268
Outline
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Marketing vs. Promotion
dspace.org - Getting Started
dspace.org - Resources: Sample Plans
Sample Project Plan
Sample Communications Plan
Overview of Scholars Square @ F&M
Planning/Marketing Scholars Square
Planning/Marketing Must-Dos
Lessons Learned & Faculty Trends
Bibliography - Marketing & IRs
Quotes & Questions
Marketing vs. Promotion
 Definitions:
 Marketing is determining who you serve and with
what products*
 Promotion consists of any activity that alerts the
community to new [products] or services*
 Plans:
 Marketing Plans include: Introduction, Goals,
Objectives, Positioning Statement, Target Audiences,
Promotional Strategies & Evaluation
 Promotional Strategies determine how you will
deliver your message - just a single component of
the overall marketing plan
*Siess, Judith A. The Visible Librarian (Chicago: ALA), 2003.
Marketing Dspace on Your Campus
When it comes to marketing DSpace,
there’s no need to re-invent the wheel.
Just visit . . .
http://www.dspace.org
dspace.org - Getting Started
dspace.org - Resources: Sample Plans
dspace.org - Sample Project Plan
 Includes a Project Planning Timeline which
recommends that Communications/Marketing
efforts occur before, during, and after the official
“Launch Date”
dspace.org Sample Communications Plan
 Sample Communications Plan:
Identifies ongoing communication
activities and launch date event activities
 Marketing Your Service:
Provides useful marketing approaches
and ideas
 Top-Down Approach
 Bottom-Up Approach
 Create Some Buzz
 Keep in Touch with Communities
Scholars Square Implementation
So how did F&M take these
dspace.org sample plans (&
advices), and apply them to the
F&M shared instance of DSpace?
First, a quick overview of
Scholars Square . . .
Overview of Scholars Square
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Name: F&M instance named Scholars Square (SS)
Input: F&M Library currently submitting all items
Official Launch: February 7, 2008
Human Resources: Two Archives & Special
Collections staff plus two Library School interns Pitt
(Fall 2007) and UW Milwaukee (Spring 2008)
 Budget: SS absorbed into Digital Preservation Line
 Structure: SS currently stands at 4 SubCommunities, 8 Collections (810 objects)
 Content: Student Honors Theses, Manuscript
Objects, Visual Resource Objects, Faculty and
Professional Staff Scholarship
Planning/Marketing
Scholars Square
 Policies: Modified Kalamazoo’s Policies Document
(reviewed by College Librarian and passed by the
Faculty Library Committee)
 Literature: Modified sample Tri-fold Brochure
(.doc) and PowerPoint (.ppt) from dspace.org wiki
 Web: Created SS Web Page to headquarter
information and FAQs; Links from main Library
web page under “Collections” and “Archives”
 Verbal: Modified sample Elevator Pitch from
dspace.org wiki; reviewed SS with all librarians
 Early Adopters: Identified potential early adopters
from recent faculty scholarship exhibition programs
- single authors, green SHERPA publishers
Planning/Marketing
Scholars Square - Examples
Planning/Marketing
Scholars Square Cont.
 Launch Event: SS campus-wide launch held in
conjunction with library’s Celebrating Scholarship
Exhibition reception, February 7, 2008
 Distributed brochures; Two laptop “stations” to
demonstrate searching and “support” pages
 Highlighted (and thanked) “early adopters”;
showed examples of faculty scholarship
 Remarks by Provost; “Scholars Square” M&Ms
 Press: Conducted interview with F&M College
Reporter newspaper - included faculty testimonials
 Person-to-Person: Made SS focal point of spring
semester “Librarian House Calls” series
Planning/Marketing
Scholars Square - Examples
Planning/Marketing Must-Dos
 Start by formulating a “Project Plan”
 Create all promotional materials early - print
brochures, web pages, Power Points, etc.
 Solicit faculty “Early Adopters” to build
departmental scholarship collections
 Plan a “Campus-wide Launch” event or reception
 Involve the Provost’s Office, Instructional
Technology, and Visual Resources staff
 Visit other DSpace instances and review current IR
literature
Lessons Learned
 Emphasize digital institutional archive with
persistent links giving increased
visibility/distribution to scholarly works
 Solicit faculty “Early Adopters” across multiple
departments in the arts, humanities, and sciences
 Create a “Submissions Instruction Handout” for
faculty covering file formats, copyright, citation
information, keywords, and number of files
 Promote submissions of all types/file formats
 Persistence is critical. Many submitters needed to
be “re-targeted” several times
 Consult “Lessons Learned” on dspace.org
Faculty Trends
 Faculty tend to ask “What’s the added value?”
 Faculty tend to be uninterested in selfsubmission. They appreciate/expect librarians to
perform the submission task*
 Faculty prefer to use non-technical/library jargon
when describing IRs and their research
 Faculty perceptions of IRs are heavily influenced
by the established methods of scholarly
communication within their disciplines
 Faculty can be slow to respond to an IR “social
marketing” campaign that seeks to modify their
behavior - get the Provost involved!!!
Bibliography - Marketing &
Institutional Repositories
2008
 Jantz, Ronald C., & Wilson, Myoung C. (2008).
Institutional Repositories: Faculty Deposits, Marketing, and
the Reform of Scholarly Communication. The Journal of
Academic Librarianship, 34(3).
 Ferreira, Miguel, Rodrigues, Eloy, Baptista, Ana Alice, &
Saraiva, Ricardo. (2008). Carrots and Sticks: Some Ideas on
How to Create a Successful Institutional Repository. D-Lib
Magazine, 14(1/2).
http://www.dlib.org/dlib/january08/ferreira/01ferreira.html
2007
 Davis, P. M., & Connolly, M. J. L. (2007). Institutional
repositories: Evaluating the reasons for non-use of Cornell
University’s installation of DSpace. D-Lib Magazine,
13(3/4).
http://www.dlib.org/dlib/march07/davis/03davis.html
Bibliography - Marketing &
Institutional Repositories cont.
2007 cont.
 Rieh, Soo Young, et al. (2007). Census of Institutional
Repositories in the U.S.: A Comparison Across Institutions at
Different Stages of IR Development. D-Lib Magazine,
13(11/12).
http://www.dlib.org/dlib/november07/rieh/11rieh.html
2006
 Gierveld, Heleen. (2006). Considering a Marketing and
Communications Approach for an Institutional Repository.
Ariadne 49. http://www.ariadne.ac.uk/issue49/gierveld/
2005
 Foster, N. F., & Gibbons, S. (2005). Understanding faculty
to improve content recruitment for institutional repositories.
D-Lib Magazine, 11(1).
http://www.dlib.org/dlib/january05/foster/01foster.html
Quotes & Questions?
“You must have mindshare before you can have
marketshare.” - Christopher M. Knight
“If you’re trying to persuade people to do
something, or buy something, it seems to me
you should use their language.” - David Ogilvy
Christopher Raab
Archives & Special Collections Librarian
Franklin & Marshall College
717.291.4225
[email protected]