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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 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