Publisher Use Case: A Time-Sensitive Microsite for Supporting PR, Marketing & Sales Goals

Today’s presenters

§ Tim Marney Senior Manager, Digital & Product Development American Psychiatric Association Publishing

§ Fiona Murphy Senior Associate Maverick Publishing Specialists APA Consultant

Requirement Leverage a newsworthy and time-sensitive issue of national importance

to highlight APA as a provider of quality, trusted research

on mental health and violence, particularly gun violence.

Objectives § Proactively shift the national dialogue on gun violence and mental illness

§ Policy

§ Public awareness and education

§ Responsive to the rights of people suffering from mental illness

Objectives

§ Amplify the APA’s visibility and revenues

§  Increase website traffic

§  Increase readership and membership

§ Market a new book with ground-breaking information.

§ Attract readers who would not usually come to APA Publications

§  Position APA as thought leader in gun violence and mental health

Leveraging Literatum

§  Public relations/service §  Quickly construct a

microsite §  Emulate The Lancet

§  UI/UX §  Attract, engage, retain

media / customers / subscribers

§  Increase site traffic

§  Atypon built site and trained APA §  Future sites to be built by APA

Microsite construction

Page Builder: Design and architecture

§ Design §  UI/UX  §  A'racts,  engages,  retains,  promotes  

§ Architecture §  Digital  objects  §  Smart  groups  §  Taxonomy  driven  §  Replicable  structure  

Demo

Key takeaways

§  Speed and scale §  Adapt  to  changing  markets  and  audiences  §  New  microsites  for  targeted  audiences  §  Discussion  forums  

§ Collaboration across departments §  Publishing  +  markeHng  =  wider  audience  +  be'er  brand  visibility  =  increased  website  traffic  

§ Referral sites inform new plans for targeted marketing and advertising

§ Reports monitor traffic and user thumbprints  

Current and expected benefits

§ Marketing value: Reach new audiences, penetrate new market sectors

§ Media coverage: Topical stories drive media to site, raise awareness of issues

§  Sales growth: New content packages / custom products, sponsorship and ad revenues

§  Subscription growth: Build out microsite

Current and expected benefits

§  SEO/Discoverability: Atypon + Google = maximum discoverability

§  Analytics/reports

§  Content licensing: Different models to attract new users and promote content

§  Speed to set up: Minimize resources and time required

Current and expected benefits

§  Customer satisfaction: Efficient use of users’ time as curation service

§  New products: Targeted content marketing

§  Future topic-based product and microsites based on breaking news or relevance to an identifiable set of end users

Q&A