1. A C S P U B L I C A T I O N S
Best Practices and
Innovations in Marketing
Scientific Journals Online
Matt Price
Director, Global Marketing
ACS PUBLICATIONS
Webinar
April 26, 2005
H I G H Q U A L I T Y. H I G H I M P A C T.

2. A C S P U B L I C A T I O N S
Best Practices in Marketing
Scientific Journals Online
Matt Price, Director of Marketing,
ACS Publications
 ACS publishes C&EN magazine and 33
scientific journals – recognized as the most
cited in chemistry by ISI
 Have launched eight new journals since
1999 – plus the ACS Journal Archives
 Introducing new publication ACS Chemical
Biology in 2006
H I G H Q U A L I T Y. H I G H I M P A C T.

3. A C S P U B L I C A T I O N S
Outline
 Before You Start – Define and
Understand Your Organizational
Objectives
 Set Campaign-Specific Objectives
 Case Study: Driving Usage of
ACS Journals on the Web
 Create Audience-specific e-Strategies
 Drive Response via Appropriate Tactics
 Don’t Forget to Measure Success
 Learn your Lessons – do repeat the same
success twice
H I G H Q U A L I T Y. H I G H I M P A C T.

4. A C S P U B L I C A T I O N S
Organizational Objectives guide
Campaign-specific Objectives
 Organizational Objectives – exactly what it is your
organization seeks to accomplish.
 For the ACS, one organizational objective is to
drive access and usage of ACS journals on the
Web.
 Knowing your Organizational Objectives will allow
you to set Campaign-specific Objectives that do
not conflict with your organization’s overarching
objectives.
 Define and understand how your campaign
objectives satisfy your organizational objectives
prior to creating your marketing strategies.
H I G H Q U A L I T Y. H I G H I M P A C T.

5. A C S P U B L I C A T I O N S
Organizational Objectives guide
Campaign-specific Objectives
An ACS Web Marketing Case Study:
 Organizational Objective: Drive access and usage
of ACS journals on the Web.
 Campaign-specific Primary Objective: Drive
Usage of selected articles on “Air Quality” and
“Green Chemistry” from a variety of journals in
conjunction with ACS celebration of Earth Day.
 Secondary Objectives: Motivate users to: 1)
conduct searches to find more results on air
quality and green chemistry; 2) Register for ACS
Paragon System or for FREE e-mail alerts. 3)
Recommend acquisition to institution.
H I G H Q U A L I T Y. H I G H I M P A C T.

6. A C S P U B L I C A T I O N S
Creating audience-specific
e-strategies
Defining the Audience for your campaign
 Identify and segment by type the audience you will
be reaching:
 Authors (journal specific);
 Individual subscribers (journal specific)
 Users at a subscribing institution– may be non-
authors
 Information specialists – subscribing institutions or
non-subscribing institutions
 Agents – presently serving your customers or
seeking to serve your customers
H I G H Q U A L I T Y. H I G H I M P A C T.

7. A C S P U B L I C A T I O N S
Creating audience-specific
e-strategies
Defining the Audience for your campaign
 Know how your users access the Journal or
product you are marketing – define all the
“touchpoints” in which your user interacts with or
gets to your product.
 Defining customer touchpoints will allow you to
create audience-specific e-strategies to reach
them – from sending response generating e-mail
to providing all the right links and keeping them
engaged on your site.
H I G H Q U A L I T Y. H I G H I M P A C T.

8. A C S P U B L I C A T I O N S
Creating audience-specific
e-strategies
Web Marketing Case Study:
Audience:
 Authors and readers of Environmental Science &
Technology and related ACS journals.
 Non-authors/contributors to competing journals.
 University Environmental Science Chairs.
 Subscribing libraries and institutions to ES&T.
 Non-subscribing libraries and institutions with
special interests in green chemistry.
 Subscription Agents.
H I G H Q U A L I T Y. H I G H I M P A C T.

9. A C S P U B L I C A T I O N S
Creating audience-specific
e-strategies
Creating Audience-specific Strategies
 Work with your editors and authors, customer
service group and help desk to assure best
results.
 Specifically address your customer needs at every
touchpoint – tailor your message to the user you
are addressing.
 End-user vs. Intermediary (library, agents)
strategies.
 Be sensitive to differences in domestic and
international audiences.
H I G H Q U A L I T Y. H I G H I M P A C T.

10. A C S P U B L I C A T I O N S
Driving response via appropriate
tactics
Online Tactical Marketing
 E-mail to registered users and to new users –
HTML and text-only – these are known customers,
be sure to acknowledge them as such.
 Segment your known users into those who are
registered as authors and those who have signed
up for your e-mail alerts already. The more
targeted your message, the better chance for
success.
 The Right Links –Be sure to send your users to
where you said you would.
H I G H Q U A L I T Y. H I G H I M P A C T.

11. A C S P U B L I C A T I O N S
Driving response via appropriate
tactics
Online Tactical Marketing
 Linked sites – should be tailor-made for campaign
– do not just “drop” them on your site.
 Fulfill your primary objective first – in the Case
Study it is to drive usage. Article selections are up
front and easy to find and appropriate for the
campaign and the audience.
 Keep your user engaged on you site and allow
further exploration and fulfillment of secondary
objectives.
H I G H Q U A L I T Y. H I G H I M P A C T.

12. A C S P U B L I C A T I O N S
Driving response via appropriate
tactics
Online Tactical Marketing
 Link to information on further resources of interest.
 In Case Study, site links to the Official ACS Earth
Day Celebration Site as well as to the Green
Chemistry Institute.
 Develop a strong Call for Action – send authors to
author submission sites; librarians to your librarian
resource center; users to further features, content
and mechanisms for capturing name and e-mail –
such as e-mail alerts.
H I G H Q U A L I T Y. H I G H I M P A C T.

13. A C S P U B L I C A T I O N S
Don’t forget to measure success
The Key to Success is Measuring It
 Usage – immediate and long-term analysis
required – once you attain a new high-level or
peak of usage, seek to get those users back,
create new plateaus, etc. By tracking usage, it
was found that 5-6 months after a peak level of
usage, that peak level became the norm.
 Contributions – mid- to long-term analysis required
-- did you register more authors, successfully
generate more submissions?
 Subscriptions – longer analysis needed, though
immediate results may be noted.
H I G H Q U A L I T Y. H I G H I M P A C T.

14. A C S P U B L I C A T I O N S
Lessons learned
Lessons Learned
 When campaigns work, they work for a reason –
it’s a matter of going to the right audience with the
right message at the right time with the right
product via the right medium. Learn from your
successes – and repeat them.
 Even if campaign was not the success you planned
for – what lessons did you learn to implement on
the next campaign?
 Always test. Always try something new to beat
your previous success. That way, you will always
improve – and get better results in the process.
H I G H Q U A L I T Y. H I G H I M P A C T.

15. A C S P U B L I C A T I O N S
Best Practices in Marketing
Scientific Journals Online
Thank You!
Matt Price
Director, Marketing
ACS Publications
e-mail: m_price@acs.org
Web site: pubs.acs.org
H I G H Q U A L I T Y. H I G H I M P A C T.

16. A C S P U B L I C A T I O N S
ACS Publications: 2004
Successes
Thank You!
Visit ACS Publications at
Stand #130
ACS PUBLICATIONS
High Quality. High Impact.
http://pubs.acs.org
H I G H Q U A L I T Y. H I G H I M P A C T.