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

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Utep Library Ref Works Marketing Campaign 2010 Utep Library Ref Works Marketing Campaign 2010 Presentation Transcript

  • “utep library can help you go digital!”
    Posters and Presentation
    by Jason Moore
    UTEP Library RefWorks Marketing Campaign 2010
  • Target Market: “Ph.D. Students with families”
    Most relevant info:
    30-50 years old
    Goal-Driven
    Family-Focused
    Value Convenience
    Busy
    Potentially afraid of technology
  • Action: “Try RefWorks”
    Have the Ph.D. students with families attend a 30-minute workshop on how to use the bibliographic management tool "RefWorks.“
  • Rewards/Benefits of Action
    Better organization
    Save time
    Less paper/clutter
    Easy Access
    Increased efficiency
  • Messenger/Message
    Messenger: Peer, someone in a similar situation
    Message: Use RefWorks to manage clutter/save time
    Two concurrent campaigns, one aimed at the time management side and the other at “Clutter-Busting”
  • Channels
    Facebook/Twitter/Flickr – the poster designs as well as info will be posted to these three networking sites
    Posters – Posters will be distributed around campus, mainly in places where grad students are known to spend time
    If a partnership is worked out, We also plan on creating coffee cup sleeves with the “UTEP Library can help you GO DIGITAL” slogan
  • RefWorks as Clutter-Buster: “Clutter” Poster
  • RefWorks as Time Saver: “To Do” Posters
    With caption: “Before RefWorks”
    With caption: “After RefWorks”
  • Time
    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
    Emotional state: Target market will be excited about the new semester and will be more willing to absorb new information
  • Partnerships
    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/
    Graduate School: In order to connect more directly with our market
    The coffee shop located within the library