A Marketing Plan for the Publishing Secrets of Early Career Researchers in Nursing Webinar

1. A MARKETING PLAN
FOR THE PUBLISHING SECRETS FOR EARLY
CAREER RESEARCHERS IN NURSING
WEBINAR

2. OVERVIEW
• Webinar Objectives
• Key Initiatives
• 6 Month Marketing Plan
• Budget
• Outcomes/Goals

3. WEBINAR OBJECTIVES
• Educate and Inform
Selecting the right Journal
Preparing your article – how to follow author guidelines
Peer review, handling reviewers’ comments and rejections
How to promote your work post publication and SEO
• Generate qualified leads
Future webinars and promotions
• Gather market response and feedback

4. KEY INITIATIVES
• Email campaign
In-house segmented list of early career researchers in Nursing
Expert speakers email lists
Medical research centers and Hospitals email lists
• Landing page hosted on Wiley website
Add sharing buttons for email and social media
Option to received information about future webinars
Additional Resources to download – training materials
• SEO
Short/long tail keywords: Webinars, Publishing, Nursing, publishing nursing
research, high impact journals in nursing

5. KEY INITIATIVES
• Promote in the Wiley Society Newsletter and Exchanges blog
Add sharing buttons for email and social media
• Issue a press release with media/PR at Wiley
• Advertise in Journals of the speakers
• Co-promote to speakers’ blog subscribers & social networks
• Distribute print flyers in medical research centers and hospitals
MGH, Johns Hopkins, Mayo Clinic, Cleveland Clinic, UCLA Medical Center
• Promote on Nursing Associations’ web and social platforms
American Nurses Association, National Institute of Nursing Research

6. KEY INITIATIVES
• PPC Online Advertising
“Publishing Secrets for early career researchers in Nursing webinar”
• Google Banner Ads
Hospitals, medical research centers, associations websites
• Social media promotion
Twitter Followers 6,500 @WileyNursing
LinkedIn 39K+ followers
YouTube 11,987 subscribers
Facebook 5K+ followers Wiley Nursing
ANA 500K+ followers
• Post-webinar strategy
Follow up thank you email within 24-48 hours
Include link to recording
Final registration, attendance and performance analysis
Host webinar recording on website and post on social media

7. 6 MONTH
MARKETING PLAN

8. BUDGET
Initiative Cost $
Google Banner ads 500
PPC Campaign 750
Social media promotion 500
Partners 1,750
Total 3,500

9. OUTCOMES/GOALS
Metric Formula Value
Cost of Webinar W 5000
Registrants R 500
Attendance rate AR 38.00%
Attendance AT = W* AR 190
Qualified Leads (30% of attendees) QL = .3*AT 57
Cost per Lead (total cost of webinar/qualified leads) CPL = W/QL 88
Post live attendees (25% of registrants) PLA = .25*R 125
Qualified Leads (30% of post live attendees) QLPL = .3*PLA 38
Total Qualified Leads TQL = QL+QLPL 95
Final Cost per Lead (total cost of webinar/qualified leads
live & post live) FCPL = W/(QL+QLPL) 53