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Pre-Meeting Workshops
CLOSED - AAUP Fundraising Roundtable | Web Marketing - CLOSED
AAUP Fund-Raising Roundtable
June 15, 2005
7:00 Breakfast
8:00 Welcome / introductions
8:30 Who cares about university presses: Finding our base of funding support
Why do some presses choose to focus on individual gifts from major donors, while others pursue mainly foundation grants or subsidies from authors’ universities? Where are our natural bases of financial support, and how well are we doing at reaching them? What motivates individuals and organizations to support our work financially? What do our fund-raising campaigns have in common with the efforts of other nonprofits, including cultural and educational organizations – and what, if anything, is distinctive about our own fund-raising profile? We’ll ask several directors, fundraisers, and others to reflect on how they identify their fund-raising priorities; what types of individuals or organizations make up their base of voluntary financial support; and how a fund-raising program can emerge from a press’s mission, strengths, environment, and funding needs.
10:30 Advocates and allies: Models for collaboration in the university community
Each university press has its own academic ecosystem that typically has strong local connections (to one’s own university, state or region of the country, etc.) while also reaching far beyond one’s own locale to embrace individuals and organizations based on other campuses and embedded in other academic organizations. These others – including authors, journal editors, book series editors, librarians, provosts, professional development committees, hiring and tenure review committees, academic societies, and university development offices – have an important stake in our success. How can we help the whole academic community understand our purpose and the importance of our work, as well as the urgency of the need for support? How can we work together with potential advocates and allies for mutual benefit to raise financial support for university presses; and where do our interests diverge? What have we accomplished so far with the help of such collaborations; and what potential remains untapped? Is there a place for rabble-rousing on a national scale; and if so, what? We’ll ask directors, fundraisers, and others to share examples of collaborations (successful and less so) with others in the academic community and their effects on university press fund-raising.
12:30 Lunch
1:30 Best practices in university press fund raising
The planners will invite several fundraisers, directors, and others to make brief presentations regarding a standout element of the development program at their press.
2:30 “So you wanted to talk about....”
The planners will invite several participants to introduce brief, fast-paced discussion topics for the group. (Think of this as a Q&A session in which everybody is on both sides of the panel at once!) We’ll keep things moving quickly.
3:30 Web presences, databases, and print samples
The planners will invite a couple of participants to give a brief tour of their fund-raising web presences; and another couple of participants to talk briefly about how they meet their database needs. We encourage anyone and everyone to bring print samples to share.
4:30 Wrap-up
We’ll ask for closing comments and we’ll gather your thoughts on how to improve the workshop for the future. (You can plan on a 5:00 p.m. ending time.)
Planning committee
Kirsten Bohl, Assistant to the Director, Duke University Press
Sheila Leary, Outreach Director, University of Wisconsin Press
Nina McGuinness, Development Director, University of Washington Press
Margie Rine, Development Officer, University of Nebraska Press
Tim Staley, Development Officer, University of Texas Press
Registration information
Space is limited, so please register early. Registration priority is given to AAUP members.
The registration fee of $120 members/ $160 non-members includes breakfast and lunch.
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Web Marketing
June 15, 2005
The last AAUP workshop on web marketing was in June 2000, and the online landscape has changed considerably in five years. It's time to take another look at web marketing and focus on the new techniques (and new technology) that university presses utilize online. The focus of this workshop will be on the marketing and selling of physical books using the world wide web as a channel, and the often-limited resources that university presses have at their disposal.
The workshop is designed to facilitate discussion of web marketing practices and experiences among presenters and attendees.
7:30-8:45 Registration and Breakfast
8:45-9:15 Welcome, Introductions, Overview etc.
9:15-10:30 Supporting the Enterprise: The View From Home
What is the state-of-the-art in university press web marketing? How are academic and scholarly presses successfully using e-mail marketing? How are they using online resources to support other marketing programs like creating online versions of direct mail catalogs (or doing online-only sales), online exhibit order forms, online text examination forms? What are examples of successful promotions or special websites?
Moderator: Eric Maki, Internet Marketing Manager, MIT Press.
Panelists: George W. Pratt Jr., Web Marketing Director, Harvard Business School Press; Jennifer Stuart, Text Promotions Manager, Indiana University Press; Eric Maki.
10:30 Break
10:45-12:00 Getting the Most From Online Retailers: Data Wrangling, Co-op, Special Promotions, Etc.
What online retailer co-op programs are out there? Which are worthwhile for university press regional, reference, and trade books? Is the payoff the commitment of the retailer, sales of the book, or publicity? Both good and bad experiences will be discussed. What's the latest in submitting data to wholesalers and online retailers? Does it still make sense to wrangle data in-house? Are there out-sourcing options?
Moderator: Vanessa Vinarub, Asssistant Sales Director and Internet Sales, Harvard University Press.
Panelists: Tracey Murnane, Manager, Data Quality, BN.com; Chuck Creesy, Director of Computing and Publishing Technology, Princeton University Press; Vanessa Vinarub.
12:00-1:00 Lunch
1:15-2:15 What I Learned From My Web Traffic Stats
Where do the visitors come from? What useful information can be gleaned from traffic stats? What have university presses learned from their stats? There will also be some discussion of the varieties of log analysis software being used in the UP communityó-both free and paid solutions.
Moderator: Dean Blobaum, E-commerce/E-marketing Manager, University of Chicago Press. Panelists: Chuck Creesy; Dean Blobaum; an additional panelist may be added.
2:15 Break
2:30-3:30 Supporting the Enterprise: The Wider World
Search engine company representatives will address how search engines work and how to work with search engines and optimize the place of your content in search results. A publisher will offer a perspective on how to use paid placement programs like Google AdWords and Yahoo Search Marketing (formerly known as Overture).
Moderator: Eric Maki.
Panelists: Laura Driussi, Google (and formerly at University of California Press); Bruce Franklin, Publisher, Westholme Publishing (and formerly at University of Pennsylvania Press); a representative from Yahoo! is also invited.
3:30 Break
3:45-5:00 Bloggers and RSS
What good are bloggers to university presses? Are they worth cultivating? Can they drive traffic, publicity, sales? How much traffic can be gained from promoting to bloggers and other ephemeral link collectors? Whatís RSS and why use it?
Moderator: Dean Blobaum.
Panelists: Maud Newton, maudnewton.com; Dean Blobaum; Alister Gibson, IT Manager, University of Chicago Press.
5:00-5:15 Wrap-up
Also:
Reprising a useful feature of past workshops, this time around we will again conduct a survey of UPsí website practices, staffing levels, software, sales, plans, and recommendations.
Organizers:
Dean Blobaum, E-commerce/E-marketing Manager, University of Chicago Press; Eric Maki, Internet Marketing Manager, The MIT Press
Registration Information
The registration fee of $160 members and $200 non-members covers breakfast, lunch, and coffee breaks. Space is limited, so please register early.
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