All 3 entries tagged Promotion

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February 26, 2019

Raising Local Visibility

In the past few weeks I’ve been engaged in a bit more of marketing push for Exchanges, largely because I continue to be acutely aware that our visibility across even Warwick leaves something to be desired. I confess, I’ve held back a little bit on promoting Exchanges within Warwick, due to our desire to increasingly ‘consciously uncouple’ the journal from the original ‘local brand’, and to try and attract more manuscripts from external scholars. This has worked to a degree, and I continue to be delighted each time I receive a new submission from a scholar globally. That said, one of our core strengths has always been some truly excellent, reflexive and critical papers from our ‘local’ scholars here in Coventry. Hence, to try and refresh this awareness locally I’ve recently sent out mailshots to key people across campus, in an effort to get some of our promotional literature and call for papers in front of post-graduate and early career researchers alike. If you’re the recipient of one of our promotional packs, including free gift, do let me know if you’d like to know more.

Part of this marketing too has been engendered through meeting significant campus figures. I met last week with Sandy Sparks, a key figure in Warwick’s researcher professional development programme. Sandy’s been a supporter of Exchanges right from the very start, and I was delighted to finally get the chance in her busy schedule to talk about the current direction of the journal. I know too that Sandy’s got the ear of many senior researchers across campus, so I couldn’t wish for a better informed or gracious advocate for the title.

Further afield too, I had the chance a couple of weeks ago to meet with visiting Monash University’s International Partnerships Manager Allan Mahler. Principally we were talking about ways in which their university can help, support and recognise the contribution made by my excellent Monash editors, but the conversation diverged to ways in which Monash can do more to raise the visibility of Exchanges among their research communities. I know from personal experience in recent weeks that raising awareness even for a part-time member of staff can take a lot of time out of the available work time. For my editors, who are contributing to the journal alongside their regular studies and employment, I can only imagine how challenging it can be! That many of them still make herculean efforts to raise awareness of the title for potential authors, readers and reviewers makes me so damned proud I could glow!

We’re fortunate that Monash and Warwick, though their University Alliance, have such strong links, and I’m hopeful my discussions with Allan will bear tangible fruit as this year goes on. If nothing else, I’ve increased the awareness of the Alliance of this locus of ongoing, scholarly and impactful collaboration between our two universities. In time, I hope I’ll be able to repeat this conversation with partnership managers from our other global research partner institutions.

The question remains, will all this effort actually increase the readership, author submissions and regular reviewers? I can’t say for sure yet. I’ll certainly continue to take every opportunity I can to promote Exchanges and our vital mission to champion publication and facilitate contributions to scholarly discourse from early career and post-graduate researchers!


October 16, 2018

The Challenges of Enhancing Scholar–Led Journal Visibility to Disparate Audiences

While we move towards the publication of the next issue of Exchanges, today I’ve been doing some background work with my Editorial Board looking towards the future. At its core is something dear to my heart as the Senior (EIC) Editor, which is considering ways to better market and promote the journal. I know for some the idea that we have to market academic scholarship leaves a rather nasty ideological taste in the learned mouth; it does in mine certainly. Nevertheless, academic publishing, even scholarly-led initiatives, operates in a domain of realpolitik; although you’ll excuse me if I’ll continue to cleave to my zeal and vision for a greater agency over publishing for the academy as a result.

The issue we face though for a currently, small and not especially well-known title like Exchanges, is we need to raise the visibility of the title, its mission and the scholarship it publishes. This is not an uncommon challenge for scholar-led titles and is exacerbated by the protectionist policies of the commercially owned key research publication indexes. I’m grateful at the very least that we appear in the DOAJ. Addressing this visibility challenge, means we need to work out ways of reaching out to hitherto unaware members of our various target audiences. In this respect, prospective authors without a doubt are a key demographic, but so too are potential members of our peer reviewer and reader communities. Alongside these there are certainly other audiences we could and should be also marketing to, although currently I’m most concerned with engaging these three most pressingly. Why? Well, without authors we have no content, without reviewers we have no quality assurance and without readers…well, there’s the existential threat writ large. Hence, this is why these are the groups I’m most concerned about making more aware of us.

So, one thing I’ve been doing recently is working out where Exchanges stands in terms of outreach: a term I’m perhaps more ideologically comfortable with than ‘marketing’, as it smacks more of activism than it does or corporatism. What I’ve isolated in my exercise is there’s a surprising range of things which myself, and members of the Editorial Board, have been doing over the past six months [1] to raise the journal’s visibility. Personal appearances at conferences and training events, developing a social media presence [2], redeveloping the website materials, considering approaches to developing ancillary and complementary media content, alongside producing the more traditional posters and flyers. Interestingly, I think my audit of marketing efforts has also revealed a tendency in the tenancy of prior Senior Editors towards unstructured, serendipitous and arguably ad-hoc promotional approaches. I may be incorrect in the assumption, but I’ve not uncovered evidence since the early years of any sustained coordinated activity. Former Senior Editors feel free to enlighten me here!

Yet, while what we have in development is all well and good it suggests two problematics need addressing with respect to audience outreach. Firstly, within the marketing mix we’ve adopted, are there other lucrative activities, opportunities or avenues which have yet to be explored? Secondly there is the question of how effective any of this marketing has been? The former question is one I’ve put to my Editorial Board, but naturally it's also something I’d more than welcome comments on here too.

In terms of the latter issue, this is something I’ve been working on establishing pretty much since I came on board, and certainly I’ve managed to make a handful of personal appearances at events and conferences to talk about the title. However, while these have been quite engaging and effective, they have been a touch Warwick centric. Given our global agenda for Exchanges, short of embarking on a 'Grand World Tour' to promote the title, they’re perhaps not the most cost or time effective promotional approach [3].

Hence, I’m hopeful that through myself and the Board adopting a more systematic approach through reviewing what we’re doing to promote Exchanges, that we’ll be able to answer these two questions more clearly. Naturally, with the added advantage of increasing the title’s visibility among our core audiences further, to everyone’s benefit! Watch this blog for more news as we move into the next phase of bringing the world to Exchange’s door.

[1] And doubtlessly before, but my journey with Exchanges started back in April, so please excuse the slight temporal myopia.

[2] Yes, of which this blog is a facet. So too is our twitter account (@ExchangesIAS), which you really should be following.

[3] Although I stand by my maxims of ‘ABM’ (always be marketing) and ‘Anywhere, any place, any time’, if people do want to hear about Exchanges from me in person. I'll keep the IAS VOTL on standby.


June 14, 2018

Exchanges: The Motion Picture

A few weeks ago, I was approached by a fellow scholar over in Warwick’s School of Law, who was running a conference on Plant Variety Protection. Now, while I have considerable knowledge in the field of IP, I confess the biological side of things is not one of my strengths. Thankfully what they were enquiring about, was whether I’d like to come along to the conference and speak for a few minutes to the delegates about Exchanges and what we do as a research publication. Naturally, because I will always jump at the chance to speak to people about scholar-led publishing, this was a fabulous opportunity which I was very keen to attend. That is, until I checked my calendar and found I had an unskippable day-long conference planning meeting in Birmingham wearing my Mercian Collaboration hat the very same day.

Having sent my regretful apologies and an offer of some printed literature, it was at that point my delightful colleague suggested if I couldn’t be present, would I perhaps like to send a video along about Exchanges for their delegates. Notably, there had been a video about Exchanges produced in the very early days, which had remained on the front of the IAS’s Exchanges page since then. To be fair, while clearly well intended at the time, today it was pretty outdated content, and certainly not something I wanted to reuse in 2018. I’ll confess one of the first things I did when I took over the running of the title was to take the video link down, as part of my initial re-write of the pages.

Hence, this approach proved to be the spur to action I needed! Having more than a decade long heritage of producing videos, podcasts and audio-plays in my professional and personal life, audio-visual media isn’t a medium I’m unfamiliar with producing. Moreover, I’ve also been having some initial discussions within the IAS (Institute for Advanced Study) about how we could incorporate, explore or exploit visual media in some way under the Exchanges banner. Very early days at the moment on this initiate, so I can’t as of yet go into more details, but as and when, I’ll talk about it more here. Consequently, producing a brief video about Exchanges would provide a handy proof of concept for our plans, along with providing a useful additional promotional tool.

With any luck the video will have had its world-premiere today to a (hopefully) engaged audience, and I’ll be adding it to the IAS Exchanges pages next week. But that doesn’t mean I can’t give my loyal blog reading audience a sneaky preview. So, here it is, the snappily titled Exchanges Promotional Video Summer 2018. As always, I’d be interested in your thoughts about this, and how video can be used within a quality assured research dissemination environment.



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