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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 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 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]