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Tuesday, July 26 • 7:00am - 8:30am
E04 - Getting Attention and Bringing Others on Board: Applying Basics in Marketing and Communications to Advance Open Research

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Jennifer Gibson, Rowena Walton

Abstract: Getting the attention of faculty, students, decision-makers, and others and convincing them to break out of long-established habits to try something new is a defining aspect of work in scholarly communications. The future of open research is dependent on our ability to change behaviors.

Putting compelling messages in front of the right audiences is a practiced art and science in marketing and communications. The world’s biggest brands are masters at convincing us that our shampoo is bad for our hair and that we need to buy more sugary soda.

Social marketing, which long precedes social media, is the application of commercial marketing principles and practices to effect social and behavioral change. The same systems for understanding an individual’s needs and pains, for communicating to them in their world, on their terms, and convincing them to attempt a change in behavior can be used to promote adoption of open research practices as well as purchases of bacon double cheeseburgers.

This course will explore the basics of marketing strategy and their application in the research environment – to advance open research or any other type of behavior change.
Participants will learn how to:
  • Communicate powerfully by separating audiences according to their different interests.
  • Get the most out of an outreach program by prioritizing specific audiences.
  • Build a compelling offering by aligning the service with the audience’s needs and available choices.
  • Cut through the noise by creating messages in the audience’s voice.
  • Develop a comprehensive, impactful outreach program that gets attention from the right people.
  • Monitor the program and make regular improvements to try to increase impact

Audience: Individuals with the responsibility to promote and advocate for open research practices in the academic community, targeting faculty, students, librarians, publishers, administrators, and disciplinary communities. These may include librarians, community managers, start-ups, publishing staffers, and others.

Tuesday, July 26
Wednesday, July 27
Thursday, July 28

avatar for Jennifer Gibson

Jennifer Gibson

Executive Director, Dryad
Jennifer is Executive Director of Dryad, the open data publishing platform and community committed to the reuse of all research data. Since 2005, she has worked with scientists, funders, publishers, libraries, developers and others to explore fresh paths toward accelerating discovery... Read More →
avatar for Rowena Walton

Rowena Walton

Head of Marketing and Communications, eLife

Tuesday July 26, 2022 7:00am - 8:30am PDT
E04 Zoom room