HOW TO PROMOTE FAST AND SIMPLE SCHOLARLY ARTICLE ACCESS TO A SUSPICIOUS LIBRARIAN AUDIENCE
1.Clearly explain the benefits and simple process for GetFTR, a service for the academic community that streamlines access to research on discovery tools and scholarly platforms
2.Convince the suspicious librarian community that publisher and institutional interests are aligned
3.Manage a committee client constituting the 5 major publishing houses
Assertive marketing messaging and statements of intent fall on deaf ears; clear and sober explanation of service functionality is far more persuasive for the librarian audience
- A negotiated rather than imposed marketing stance, with an iterative engagement style
- Employ active listening initiatives to win hearts and minds
- Engage the community through webinars and explanatory video content walk-throughs
- Provide proof of concept through testimonial support from publishing partners and integrators
- Customer Insight
- Brand Positioning
- Brand Development
- Design
- Film Production
- Social Media Assets
- Conference Management
The full strategic approach to our brief – supported by extensive sector research, transparency and collaboration in development and adaption to changing priorities – ensured delivery of a truly first class output from brief, to research, development to delivery which had a demonstrable positive impact on our community
Katie Baker, Chair of GetFTR Comms Committee
