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• W1436170744 abstract "Game‐changing strategies for marketing digital resources to end users are crucial for establishing return on investment in this period of reduced library collection budgets and challenging resource prices. When expensive digital resources are purchased by academic libraries, there needs to be a marketing plan in place for getting these resources into the hands of end users as quickly as possible. One strategy for success is a marketing collaboration between the publisher and the academic library. The Profera, Arthur, Tierney 2014 Charleston Conference presentation on this topic focused on the success achieved at the University of Central Florida Libraries where such a collaboration included experts from Taylor & Francis working closely with the Head of Acquisitions & Collection Services and the Head of Research Services. Together they sponsored a digital resources educational workshop that included presentations by faculty, librarians, and Taylor & Francis representatives and reached out to end users as well as librarians from several Florida institutions. The UCF Libraries has also partnered with publishers to promote resources through various events sponsored by publishers and aimed at librarians and faculty from UCF and surrounding institutions. The presenters covered innovative strategies for marketing digital resources including hosting vendor presentations and trainings in library classrooms or at academic faculty workshops and hosting webinars and presentations. With the focus on marketing to end users, the presenters concentrated on ways that academic faculty and librarians have been included in training and outreach related to new products or major enhancements to existing library resources. Taylor & Francis Perspective Taylor & Francis (TF the results were then presented at the 2014 NASIG conference. When asked what publishers can do to work with institutions to raise awareness about their Copyright of this contribution remains in the name of the author(s). http://dx.doi.org/10.5703/1288284315586 End Users 299 content, survey respondents provided the following top five tactics: 1. Publisher‐library workshops (77%). 2. Quarterly newsletters by subject (73%). 3. Free access months (65%). 4. Print and e‐promotional items for library distribution (61%). 5. Email campaigns to end users at (45%). Human‐to‐human communication has been a highly effective way to nurture existing relationships and cultivate new partnerships, and that has been the focus of T&F outreach in 2014. T&F has been engaging nonstop with customers, and working alongside regional sales teams to help drive results and return on investment for libraries. Successful initiatives included the hosting of workshops in the US, roadshows in India, author talks in China, one‐on‐one visits to customers in the US, and conducting country tours in South America to roll out Taylor & Francis Online (TFO) platform training. Throughout this work, people began to associate T&F with the humans that represent the company, and the excellent outreach fostered a sense that professional and personal connections have a profound impact on engaging with the market. Human‐to‐human communication reinforces the notion of developing your own personal brand. Because of the outreach efforts of Ms. Profera and others at T&F, librarians at UCF now automatically associate her as the representative and face of the company and this establishes a strong bond. This bond and name recognition is important for the publisher and the library because with it comes trust and reliance as each of the partners invests in the other with the overall goal being to provide users with the best content and experience while also focusing on return on investment." @default.
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• W1436170744 date "2015-09-22" @default.
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• W1436170744 title "Return on Investment: New Strategies for Marketing Digital Resources to Academic Faculty and Students From Three Perspectives: Publisher, Collection Development, and Research Services" @default.
• W1436170744 doi "https://doi.org/10.5703/1288284315586" @default.
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