The document discusses partnership marketing as a new approach for ensuring sustainability in digital libraries. It outlines how marketing has evolved from mass markets and one-way transactions to focus on relationships. Relationship marketing involves different levels from basic to partnership marketing. The document proposes creating a value network among various stakeholders like libraries, publishers, and end users to collaboratively add value through activities like training, product development, and support. It provides an example of how the University of Pretoria library partners with Elsevier to market ScienceDirect through segmentation, programs, and goals to increase usage and prove return on investment.

1. PARTNERSHIP MARKETING: A NEW APPROACH TO ENSURE SUSTAINABILITY IN A DIGITAL LIBRARY Presented by: Hilda Kriel Academic Information Service University of Pretoria South Africa E-mail: [email_address] za © University of Pretoria IATUL The 24 th Annual Conference Ankara, Turkey June 2 – 5, 2003

2. © University of Pretoria Business exist  Create customer value = Sustainability Sustainability

3. Partnership marketing © University of Pretoria Value networks +

4. THE EVOLUTION OF MARKETING © University of Pretoria Customer focus Mass Markets Relationships

5. PARADIGM SHIFT © University of Pretoria Relationships One way transactions

6. Technology Cost Activities Value chain Marketing Plan AIS Sustainability Cost Activities Relationships Partnership marketing Technology Value net © University of Pretoria Business exist  Create customer value = Sustainability Relationship marketing

7. FIVE LEVELS OF RELATIONSHIP MARKETING © University of Pretoria 1 Basic Marketing 2 Accountable marketing Reactive marketing 3 4 Pro-active marketing 5 Partnership marketing

8. Business exist  Create customer value = Marketing Plan AIS Sustainability Partnership marketing Relationship marketing Technology Sustainability Technology Cost Activities Relationships Cost Activities Value chain Value net © University of Pretoria

9. GENERIC VALUE CHAIN Adapted from the model by Porter in Competitive advantage: Creating and Sustaining Superior Performance (1985) as cited by Kotler (2000) in Marketing Management, p44. Firm Infrastructure Books Databases Information products Journals Customised/coherent information environment Access delivery modes Human Resource Management Technology Development Procurement Margin Margin Support activities Functional/Primary Activities Inbound logistics Marketing and sales Service Outbound logistics Operations/production

10. Business exist  Create customer value = Partnership marketing Relationship marketing Technology Sustainability Technology Value net Marketing Plan AIS Sustainability © University of Pretoria Cost Activities Relationships Cost Activities Value chain

11. Marketing Plan Business exist  Create customer value = AIS Sustainability Cost Activities Value chain Partnership marketing Relationship marketing Technology Sustainability © University of Pretoria Technology Value net Cost Activities Relationships

12. Authors Sponsors VALUE NET Value Publishers Technologists Vendors Librarians End user © University of Pretoria

13. CHARACTERISTICS OF A VALUE NET • All the role players collaborate and interact regularly to co-produce value • It is focused on the end user and his/her needs It creates and increases value for all its participants • • • It is built on relationships It is non-linear • Participants operate within a collaborative, digitally linked network © University of Pretoria

14. Technology Marketing Plan Business exist  Create customer value = AIS Sustainability Cost Activities Relationships Cost Activities Value chain Partnership marketing Relationship marketing Technology Sustainability Value net © University of Pretoria

15. © University of Pretoria +50 % Information Sources +20 % Client numbers -56 % Buying power -75 % Rand versus Dollar

16. WHY ScienceDirect? • Most expensive information product • Not fully utilised Pricing model • • Cost per article too high © University of Pretoria

17. Technology Business exist  Create customer value = Marketing Plan AIS Sustainability Cost Activities Relationships Cost Activities Value chain Partnership marketing Relationship marketing Technology Sustainability Value net © University of Pretoria

18. Marketing Plan MARKETING PLAN © University of Pretoria 9. Evaluation 8. Critical issues 7. Marketing Programmes 6. Market Segmentation 5. Marketing Strategy 4. Marketing Goals 3. Market Analysis 2. Product Introduction 1. Executive Summary Macro Market Micro 1 2 3 4

19. PRODUCT FEATURES versus CLIENT BENEFITS © University of Pretoria Publishing possibilities Effective dissemination of own work Citation information Peer recognition Author gateway Publishing guidelines Citation information Options for preferences Browsing/Searching HTML/PDF Personalization Integrated system Save training time CrossRef and other linking Other products on same platform Less information overload Alerts Reliable access on and off campus all hours Time saving 24x7 Off campus passwords Robust Quality information 1500 peer reviewed journal Client benefits Product features

20. S W O T SWOT ANALYSIS © University of Pretoria AIS is an important role player in the UP e-University initiative ScienceDirect e-only option not necessarily in accordance with client preference UP currently leading SA universities in research output. Aim to become leader in per capita research output Price of product Inaffordability

21. Qualitative • Optimise all features • Create publishing opportunities for [young] researchers Quantitative • To increase usage by 50% • Lower cost/article to $3.24 MARKETING GOALS © University of Pretoria

22. To continue with our well established general marketing initiative via general training, web interfaces, training brochures, posters, newsletters and e-mail messages To concentrate on four identified niche markets to take our marketing and ScienceDirect usage to a higher level MARKETING STRATEGY © University of Pretoria • •

23. MARKET SEGMENTATION © University of Pretoria 2 Paper lovers • All faculties: 800 4 Innovation managers/ teaching consultants • All faculties: 22 Young researchers 3 • All faculties: 9700 1 1 st Year students • NSE 800 • VET 23 • EBIT 1183

24. MARKETING PROGRAMMES: Product © University of Pretoria Modern features, tool to drive innovation Innovation managers and teaching consultants Alerts, Citations, author gateway, searching, SD subject specific portals Pyramid climbers Alerts, (TOC and subjects), additional content, browsing, customisation, PDF Paper lovers Searching, articles immediately available, logical place to start, combine with Scirus E-only generation

25. MARKETING PROGRAMMES: Promotion © University of Pretoria Personal contact, campus news, listserves, e-mail, teasers, newsletters Innovation managers and teaching consultants Training workshop for authors, posters, e-mail, listserves, COP’s, UPeTD (e-thesis), word of mouth Pyramid climbers Personal training sessions, campus news, SD splash, brochures, departmental meetings, e-mail, listserves Paper lovers Group training, bags, screen savers, SD splash, word of mouth, posters SMS messages, self help training program, lecturers, tutors E-only generation

26. MARKETING PROGRAMMES: Value proposition © University of Pretoria Innovation Innovation managers and teaching consultants Recognition Pyramid climbers Convenience Paper lovers Empowerment E-only generation

27. RESULTS © University of Pretoria

28. VENDOR - Elsevier © University of Pretoria Library Local CRM Library Links from relevant Websites Library Make product accessible at point of need Library Rights management Library Integration into work processes of end users Library and Vendor Promotion Library Library Change management (from paper to electronic) Library and end users Integration into work processes of end users Library Library and end users Product and knowledge chain Knowledge of the end user Library Communication channel (info and updates) Access to end users Library Create a future market – develop lifelong learners Market growth Provide IT infrastructure for students Library Information literacy and product specific training Become part of the information environment of end users and the preferred product (value proposition) Library and end users Identify attributes/benefits to increase the effectiveness of their market offer to target customers Feedback for product enhancement and development Library and end users Increased usage Prove ROI Library Acquire funding to buy library specific products Sell product to make profit BY WHOM VALUE ADDED NEEDS

29. LIBRARY - Academic Information Service © University of Pretoria R & D Vendor Reports Management information Vendor Partnership marketing Customised business model Affordability to sustain subscription Optimise technology Vendor One stop service with publishers and authors (negotiations, problem solving) Interface with other partners of the value net Vendor Provide infrastructure and technology Continuous update Vendor Unlimited access Simultaneous usage Vendor Manuals, Help function, Brochures, Tutorials Library friendly system – less training, self help Vendor Provide access via web access 24/7 access Vendor CrossRef One interface for many titles Systems integration Publisher Peer review, editing Quality information BY WHOM VALUE ADDED NEEDS

30. END USERS © University of Pretoria Vendor and Library Customisation Vendor Vendor Personalised features (Alerts) Library Training Library Human interface High tech – High touch Vendor Library Training Timeless, pre-publication Vendor Special features (Subject specific portals, customisation, alerts) Help against information overload Vendor Reputable Journals Useful end results Manuals, tutorials, brochures Vendor Intuitive interface Easy to use Library Available at point of need Just-in-time information Library Rights management Off-campus access Vendor Web access 24/7 access BY WHOM VALUE ADDED NEEDS

31. ACKNOWLEDGEMENTS © University of Pretoria • Prof J De Wet, University of Pretoria • Academic Information Service • Elsevier