Wayne Johnston Digital Initiatives Librarian University of Guelph - - PowerPoint PPT Presentation

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wayne johnston digital initiatives librarian university
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Wayne Johnston Digital Initiatives Librarian University of Guelph - - PowerPoint PPT Presentation

Dec 09, 2023 207 likes •518 views

Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective Wayne Johnston Digital Initiatives Librarian University of Guelph Social marketing Naming, branding and promoting the

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

Wayne Johnston Digital Initiatives Librarian University of Guelph

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

Social marketing

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

S

  • cial marketing is a

methodology that uses commercial marketing principles to effect behavioral change for the benefit of the individual as well as society as a whole.

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

“Removing access barriers to this literature will accelerate research, enrich education, share the learning

  • f the rich with the poor and the poor

with the rich, make this literature as useful as it can be, and lay the foundation for uniting humanity in a common intellectual conversation and quest for knowledge.”

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

  • behavioural goals
  • customer orientation
  • insight driven
  • theory based
  • exchange
  • competition
  • audience segmentation
  • marketing mix
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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

The Four Ps

  • Product
  • Price
  • Place
  • Promotion
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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

Naming

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

  • Roach Coach
  • Fork It Over
  • Click It or Ticket
  • MADD
  • ParticipACTION
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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

  • Cream of S

cience

  • OPUS
  • ROS

E

  • OZone
  • IslandS

cholar

  • WinS

pace

  • S

pectrum

  • cIRcle
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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

Branding

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

Promoting

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

  • events/ presentations
  • liaison librarians/ one-on-one
  • brochures
  • web content
  • articles in campus newspaper
  • seeding the repository
  • incentives
  • usage feedback
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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

Tying it all together

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Naming, branding and promoting the institutional repository: a social marketing approach from the Canadian perspective

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Name Brand Repositories Name Brand Repositories

Name Brand Repositories Name Brand Repositories