MARKETING CAMPAIGNS

Raise awareness about your initiatives by targeting departments, faculty, and support staff with strategic messaging that promotes specific action.

Step 1. Call the Play. What’s your objective, what’s your Call to Action (CTA), and, most importantly, what’s in it for them?  

• Objectives. Identify the specific objectives your campaign seeks to accomplish.
• Call-to-Action (CTA). Identify the action you’d like recipients to take as a result (examples: attend an event, respond with your thoughts on a particular resource, rate your readiness for OER from 1-5, sign up to learn more, etc.). Thread this CTA throughout all communications. A specific call to action.
• What’s in it for them? Don’t assume — state explicitly why your recipients should care. This will raise your chances of getting a response… and their support.

Step 2. Plan the tackle. Campaigns are more than just emails! There are many ways to market your initiatives (see chart under Resources for more details):

• • Digital/virtual: Email, website, webinar, sharing a success story on a blog or video,social media, presentation, forms, surveys, etc.
  • In Person: Face-to-face meetings with faculty and administrative stakeholders, faculty development sessions, roundtable discussions, peer-sharing presentations, conference presentations, etc.    
  • Thought Leadership: public announcement, influencer article/mention, hosting an OER day, media publication, journal article, etc. If they’re good partners, you might also consider outsourcing some of the labor to your local campus bookstore affiliates, who are often looking to raise their reputation by promoting low cost options.

Step 3. Measure Results, Iterate Improvements. Track results based on the objectives you identified in Step 1. Examine the campaign for holes, identifying root causes of problems and successes, and plan ways to further improve and boost success for the next play.

Attributions:

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