Get FTR

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Get FTR

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HOW TO PROMOTE FAST AND SIMPLE SCHOLARLY ARTICLE ACCESS TO A SUSPICIOUS LIBRARIAN AUDIENCE

1.Clearly explain the benefits and simple process for GetFTR, a service for the academic community that streamlines access to research on discovery tools and scholarly platforms

2.Convince the suspicious librarian community that publisher and institutional interests are aligned

3.Manage a committee client constituting the 5 major publishing houses

Assertive marketing messaging and statements of intent fall on deaf ears; clear and sober explanation of service functionality is far more persuasive for the librarian audience

  • A negotiated rather than imposed marketing stance, with an iterative engagement style
  • Employ active listening initiatives to win hearts and minds
  • Engage the community through webinars and explanatory video content walk-throughs
  • Provide proof of concept through testimonial support from publishing partners and integrators
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  • Customer Insight
  • Brand Positioning
  • Brand Development
  • Design
  • Film Production
  • Social Media Assets
  • Conference Management

The full strategic approach to our brief – supported by extensive sector research, transparency and collaboration in development and adaption to changing priorities – ensured delivery of a truly first class output from brief, to research, development to delivery which had a demonstrable positive impact on our community

Katie Baker, Chair of GetFTR Comms Committee

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