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AAUP 2016: Books & Journals—Collaboration (K. Luu)

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AAUP 2016: Books & Journals—Collaboration (K. Luu)

  1. 1. COLLABORATION B O O K S & J O U R N A L S Steve Cohn (Duke), Katie Luu (MIT; @kt_luu), Emily Nowak (Wayne State) "Teamwork" by Eric Harrison via Flickr Creative Commons
  2. 2. WHO WE ARE Three Marketeers Steve Cohn, Director, Duke University Press Emily Nowak, Marketing and Sales Manager, Wayne State University Press Katie Luu, Journals Marketing Specialist, MIT Press Questions encouraged! @kt_luu #BKSJNLS
  3. 3. BEFORE WE BEGIN quick poll " Q U E S T I O N 1 " B Y V I R T U A L E Y E S E E V I A F L I C K R C R E A T I V E C O M M O N S
  4. 4. MARKETING MERGE T H E M I T P R E S S why, how, & what's next KATIE LUU, KLUU@MIT.EDU @KT_LUU
  5. 5. WHAT PROBLEM ARE WE SOLVING? Missed opportunities.
  6. 6. TEAMS Merged books & journals marketing teams into one cohesive marketing department. Shifting times = shifting responsibilities. FOCUSROLES W H A T D I D W E C H A N G E ? 22 people, 6 strategic drivers.
  7. 7. TRADE MARKETING & SOCIAL MEDIA PROFESSIONAL, TEXTBOOK, AND BACKLIST MARKETING DIGITAL & USER EXPERIENCE MARKETING INSTITUTIONAL MARKETING AUTHOR RELATIONS INTERNATIONAL MARKETING Strategy " C a n m o r e R o a d T r i p i n t h e R a i n " v i a F l i c k r C r e a t i v e C o m m o n s
  8. 8. RESOURCES More effective use of resources and talents. Rethinking user experience, conference presence, & how we share our content. AUDIENCESTRATEGY W H Y D I D W E C H A N G E I T ? Better serving our current readership while reaching new markets.
  9. 9. OUR AUDIENCE
  10. 10. main obstacles A K A G R O W I N G P A I N S BUDGETS PROCESSES ROLES CHALLENGES "Struggle" by David Feltkamp via Flickr Creative Commons
  11. 11. POSITIVES what we've tried so far Unified conference presence Synced outreach Little Free MITP Creative advertising User experience/customer satisfaction survey Cohesive web presence (Pentagram) "Flourish" by jim simonson via Flickr Creative Commons
  12. 12. NO MORE SEPARATE BOOTHS Books and journals, integrated
  13. 13. TRAVEL IS MORE THAN JUST AN EXPERIENCE "Travel is a way of life."
  14. 14. COLLABORATIVE OUTREACH
  15. 15. engaging with our community L O C A L O U T R E A C H Earlier this year, a few of our creative staff members sprinkled local "little free libraries" with our books & journals, along with a coupon to use in the MIT Press bookstore. Check out the video: bit.ly/1lSINHs #LITTLEFREEMITP
  16. 16. Revamping international outreach, improving user experience, looping in acquisitions WHAT'S NEXT? O N W A R D
  17. 17. LONDON OFFICE Utilize our neighbors across the pond A recent user experience survey (March 2016) revealed that half of our audience is located outside of the US. We need to better utilize our UK office & shape marketing efforts to reflect ourselves as a truly international publisher. of our audience is international. 50%
  18. 18. " I N W H A T C O U N T R Y D O Y O U L I V E ? " 1,141 RESPONSES "Macro Globe" by Max Froumentin via Flickr Creative Commons
  19. 19. LOOPING IN ACQUISITIONS C O M P A N Y . C O M
  20. 20. THANK YOU C O N N E C T W I T H M E E : K L U U @ M I T . E D U T W E E T S : @ K T _ L U U

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