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Maximizing Library Engagement: Marketing OUP Reference Products

A case study on promoting the "Reference Online" deal to libraries, featuring landmark content and aiming for broad access. Addressing challenges in renewal, targeting non-typical users, and balancing momentum with personalization. Strategies include panel days, marketing material feedback, website support, and staff training. Future plans involve diversifying subject coverage, product availability, engaging students, embracing social networking, and expanding to regions like Australia and New Zealand.

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Maximizing Library Engagement: Marketing OUP Reference Products

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  1. Helping libraries market their purchases Claire Dowbekin Senior Marketing Manager

  2. Case Study MLA “Reference Online” deal • Landmark deal for reference products • Aim to get content for “People’s Network” PC’s • Includes DNB, OED, ORO, Grove Music and Grove Art • Access in 94% public libraries in England • Access in 87% of public libraries across UK

  3. Why promotion ? • Libraries have invested in OUP - we want to recognise this • Renewals very important • Renewals linked to product usage

  4. Challenges • Targetting non typical library users • Not alienating typical library users • Fitting in alongside other work • Maintaining momentum • Allow for personalisation

  5. What do we do ? Panel days – foster support; get ideas Marketing material based on feedback Support material on website Training = confident staff

  6. Academic libraries • Faculty marketing - what we do now What we need to do: • Range of subjects • Range of products • Finding the students

  7. The future • More of the same – ongoing commitment • Social networking • Other regions – Australia and New Zealand

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