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

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Association of University Presses

These slides are from Katie Luu as part of "Books and Journals Together at Last" at AAUP 2016 in Philadelphia, PA.

Education

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

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

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

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

WHAT
PROBLEM
ARE WE
SOLVING?
Missed opportunities.

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.

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

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.

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

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

NO MORE
SEPARATE
BOOTHS
Books and journals, integrated

TRAVEL IS MORE
THAN JUST AN
EXPERIENCE
"Travel is a way of life."

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

Revamping international outreach, improving user experience, looping in acquisitions
WHAT'S NEXT?
O N W A R D

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%

" 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

LOOPING IN
ACQUISITIONS
C O M P A N Y . C O M

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

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. 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. 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. 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. WHAT PROBLEM ARE WE SOLVING? Missed opportunities.

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. 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. 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. OUR AUDIENCE

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. 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.

13. NO MORE SEPARATE BOOTHS Books and journals, integrated

14. TRAVEL IS MORE THAN JUST AN EXPERIENCE "Travel is a way of life."

15. COLLABORATIVE OUTREACH

16. 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

17. Revamping international outreach, improving user experience, looping in acquisitions WHAT'S NEXT? O N W A R D

18. 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%

19. " 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

20.

21. LOOPING IN ACQUISITIONS C O M P A N Y . C O M

22. 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

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

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