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Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
Utep Library Ref Works Marketing Campaign 2010
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Utep Library Ref Works Marketing Campaign 2010

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  • 1. “utep library can help you go digital!”<br />Posters and Presentation <br />by Jason Moore<br />UTEP Library RefWorks Marketing Campaign 2010<br />
  • 2. Target Market: “Ph.D. Students with families”<br />Most relevant info:<br />30-50 years old<br />Goal-Driven<br />Family-Focused<br />Value Convenience<br />Busy<br />Potentially afraid of technology<br />
  • 3. Action: “Try RefWorks”<br />Have the Ph.D. students with families attend a 30-minute workshop on how to use the bibliographic management tool "RefWorks.“<br />
  • 4. Rewards/Benefits of Action<br />Better organization<br />Save time<br />Less paper/clutter<br />Easy Access<br />Increased efficiency<br />
  • 5. Messenger/Message<br />Messenger: Peer, someone in a similar situation<br />Message: Use RefWorks to manage clutter/save time<br />Two concurrent campaigns, one aimed at the time management side and the other at “Clutter-Busting”<br />
  • 6. Channels<br />Facebook/Twitter/Flickr – the poster designs as well as info will be posted to these three networking sites<br />Posters – Posters will be distributed around campus, mainly in places where grad students are known to spend time<br />If a partnership is worked out, We also plan on creating coffee cup sleeves with the “UTEP Library can help you GO DIGITAL” slogan<br />
  • 7. RefWorks as Clutter-Buster: “Clutter” Poster<br />
  • 8. RefWorks as Time Saver: “To Do” Posters<br />With caption: “Before RefWorks”<br />With caption: “After RefWorks”<br />
  • 9. Time<br />We plan on executing this campaign near the beginning of a semester in order to allow the participants of the sessions a decent amount of time for follow up. This will also allow us to present our PR materials during the grad student orientation fairs<br />Emotional state: Target market will be excited about the new semester and will be more willing to absorb new information<br />
  • 10. Partnerships<br />ISS (Instructional Support Services): We hope to be able to work with ISS in order to find a way to market to distance learning students. http://issweb.utep.edu/home/<br /> Graduate School: In order to connect more directly with our market<br />The coffee shop located within the library<br />

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