Jennifer Gibson, Rowena WaltonAbstract: 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.
LIVE ZOOM SESSION SCHEDULE (All times Pacific UTC-7)Tuesday, July 267-8:30AM
Wednesday, July 277-8:30AM
Thursday, July 287-8:30AM
