“UTEP LIBRARY CAN HELP YOU GO DIGITAL!”

POSTERS AND PRESENTATION BY JASON MOORE

UTEP Library RefWorks Marketing Campaign 2010

Target Market: “Ph.D. Students with families”

Most relevant info:

30-50 years oldGoal-DrivenFamily-FocusedValue ConvenienceBusyPotentially afraid of technology

Action: “Try RefWorks”

Have the Ph.D. students with families attend a 30-minute workshop on how to use the bibliographic management tool "RefWorks.“

Rewards/Benefits of Action

Better organizationSave timeLess paper/clutterEasy AccessIncreased efficiency

Messenger/Message

Messenger: Peer, someone in a similar situation

Message: Use RefWorks to manage clutter/save time

Two concurrent campaigns, one aimed at the time management side and the other at “Clutter-Busting”

Channels

Facebook/Twitter/Flickr – the poster designs as well as info will be posted to these three networking sites

Posters – Posters will be distributed around campus, mainly in places where grad students are known to spend time

If a partnership is worked out, We also plan on creating coffee cup sleeves with the “UTEP Library can help you GO DIGITAL” slogan

RefWorks as Clutter-Buster: “Clutter” Poster

RefWorks as Time Saver: “To Do” Posters

With caption: “Before RefWorks” With caption: “After RefWorks”

Time

We plan on executing this campaign near the beginning of a semester in order to allow the participants of the sessions a decent amount of time for follow up. This will also allow us to present our PR materials during the grad student orientation fairs

Emotional state: Target market will be excited about the new semester and will be more willing to absorb new information

Partnerships

ISS (Instructional Support Services): We hope to be able to work with ISS in order to find a way to market to distance learning students. http://issweb.utep.edu/home/

Graduate School: In order to connect more directly with our market

The coffee shop located within the library