10 Ways to Boost the Impact of Your Research: A case study in campaign marketing

Jessica Howie and Anne Ferrier-Watson, University of Waikato

Marketing Libraries Journal, volume 4, issue 2, pages 3-20.

Abstract: There is work to do in raising both the awareness and credibility of libraries as partners in the research lifecycle. However research reveals that often library marketing activities are not strategic, integrated or well-grounded in market research. This case study explores a campaign entitled “10 Ways to Boost the Impact of Your Research”. What began as a resource was developed into an integrated series of promotional activities culminating in a 10-week email marketing campaign. This article briefly explores the literature, outlines the goals of the campaign, the processes involved in its implementation, and describes how it was evaluated.

Keywords: campaign marketing, research impact, outreach, scholarly communication, video, email campaign

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Citation to article:

Howie, J. & Ferrier-Watson, A. (2020). 10 Ways to Boost the Impact of Your Research: A case study in campaign marketing.  Marketing Libraries Journal, 4(2), 3-20. https://journal.marketinglibraries.org/summer2020/02_MLJv4i2.pdf