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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]