A License Is Not Enough! Marketing techniques to increase e-resource usage among a target audience

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A License Is Not Enough! Marketing techniques to increase e-resource usage among a target audience

Wednesday, February 25, 2015 at 9:40 AM–9:55 AM CST

Room 204

Conference Track

5. User Experience

Keywords

advertising campaign; electronic resource marketing

Learning Objectives

Following this session, participants will be able to: identify a target audience for marketing e-resources, tailor marketing techniques to suit an individual library's needs.

Abstract

Penn State University Libraries obtained a subscription to Anatomy.TV by Primal Pictures in 2013. One year later, we found that the usage was abysmal. This short talk focuses on our 3-month campaign to promote this e-resource, including our target audience, marketing tools and techniques, and assessment of the campaign’s impact.