Scholars Square F M Marketing Your IR on

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 Sub. Communities, 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 Power. Point (. 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 self-submission. 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/january 08/ferreira/01 ferreira. 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/march 07/davis/03 davis. 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/november 07/rieh/11 rieh. html 2006 § Gierveld, Heleen. (2006). Considering a Marketing and Communications Approach for an Institutional Repository. Ariadne 49. http: //www. ariadne. ac. uk/issue 49/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/january 05/foster/01 foster. 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 christopher. raab@fandm. edu