When
to
October 31 2017 - 10:00
About the Event
NEW FOR 2017!
Event summary
This practical, one-day seminar is designed for anyone working in a library setting who needs to know how to construct a marketing plan for an online resource. In this workshop you will learn the essentials of marketing, working on an example resource that you wish to promote and around which you will build your ‘real-life’ learning.
Who this event is for
This course is suitable for librarians at all levels, but in particular those who are:
• electronic resource librarians
• subject specialists
• research librarians
• managing (online) repositories
• managing open access resources.
Why you should attend
This workshop will provide you with knowledge of the marketing fundamentals, including identifying your audience, planning your strategy and choosing your tactics, tools and channels. Participants will leave the workshop with either a bespoke marketing plan for an example resource of their choice or a template for a marketing plan. The plan will be transferable and suitable for marketing across different areas of the library and its resources.
You will gain insights from a range of speakers from the scholarly communications industry, each providing their perspective on the value marketing plans can add to increasing resource use and readership within your library.
Level/previous knowledge required
Introductory; no previous knowledge required.
Learning objectives
Participants attending the seminar will:
- learn the basic principles of marketing and the theory that supports it
- understand the format of a marketing plan: objectives, campaign plan, reporting and evaluation
- understand why setting goals and metrics are important to reporting on the success of your plan
- hear about the different promotional opportunities available to your library
- hear from marketing experts how a marketing plan can benefit your library
- produce a marketing plan for immediate use by you and your library which will act as a basis for other areas of possible promotion.
Learning resources
White Paper: Use of social media by the library - current practices and future opportunities
This white paper has been researched and compiled by Taylor & Francis to provide an overview of current practices relating to the use by libraries of social media, from a world-wide perspective, against which individual institutions can benchmark their own activities and be inspired to try new approaches.
Programme
09.45 Registration and coffee
10.00 Welcome and introduction
10.10 Principles of marketing: an introduction 
Laura Horton, Marketing Director, Taylor & Francis Group
A full brief on what marketing is, and how to set SMART goals and objectives; the four principles of marketing will be explored, presenting a starting framework with which to construct your own marketing plan as the day progresses
10.40 Why is a marketing plan/campaign important?
Zelda Chatten, Liaison Librarian, University of Liverpool
A case study of what a well formulated and executed marketing plan can achieve for a library
11.10 Break
11.25 What makes up a marketing plan?
Holly Purcell, Senior Library Relationship Manager, IOP Publishing
Preparation for your plan, covering aspects such as segmentation and targeting, as well as marketing plan structure
11.45 Workshop: Part 1 – starting your marketing plan
Laura Horton and Holly Purcell
12.15 Lunch
13.15 Marketing channels
Lorraine Ellery Matthews, Publishing Consultant, Ellery Matthews Consulting
Which marketing channels to focus on and why
13.30 Workshop: Part 2 – continuing work on your plan
Lorraine Ellery Matthews
Incorporating your chosen marketing channels and strategies into your overall marketing plan, and identifying key performance indicators that translate your main goals and objectives
14:00 The importance of measuring success: evaluation and effectiveness
Manisha Bolina, Business Development Manager, Publishers Communication Group and Senior Manager, EMEA, BioOne
How to measure and judge the effectiveness of your marketing plan and understanding your return on investment
14.15 Break
14.30 Workshop: Part 3 – finalising your plan
Manisha Bolina
15.15 Sharing of plans, feedback and round-up
16.00 Close
Speakers
 |  | |
| Lorraine Ellery Matthews | Manisha Bolina | |
 |  | |
| Zelda Chatten | Holly Purcell | |
 | ||
| Laura Horton |
Fee
UKSG members: £185.00 + £37.00 VAT [20%] (total £222.00)
Non-members: £235.00 + £47.00 VAT [20%] (total £282.00)
The fee includes refreshments and lunch.
Venue
The King's Fund
No. 11 Cavendish Square (Marlborough Theatre)
London
W1G 0AN
Tel.: 020 7307 2474 (Reception)
How to book
Booking has now closed. For further information please contact Karen Sadler at UKSG by e-mail or by phone: +44 (0)1865 310834.
Venue location details will be sent with confirmation of booking.
Cancellations
By Monday 23 October 2017 - full refund
From Tuesday 24 October 2017 - no refund
NB: UKSG reserves the right to alter or vary the programme due to events or circumstances beyond its reasonable control without being obliged to refund monies.