Making Institutional Repositories Work by Burton B. Callicott & David Scherer & Andrew Wesolek

Author:Burton B. Callicott & David Scherer & Andrew Wesolek
Language: eng
Format: epub
Publisher: Purdue University Press

Opportunities

Once the services and resources have been established, there will be several opportunities that allow repository staff to interact with its stakeholders and market the repository. In the most recent Academic Research Libraries (ARL) SPEC Kit 341: Digital Collections Assessment and Outreach, Ochoa, Taylor, and Sullivan (2014) found that a majority of respondents (58%) used different outreach and promotion strategies through a mixture of events and opportunities.

Meetings and Events

The value of physical interaction with stakeholders through meetings and events is truly unmatched by any other marketing method. They allow the repository to directly tailor its message based on real-time interactions with stakeholders. These meetings and events can occur in multiple types and levels of formality, including but not limited to one-on-one personal meetings, department meetings, open houses, receptions, exhibits, presentations from outside speakers, and informal brown-bag presentations. By meeting with stakeholders in a multitude of venues, the repository’s message can be carried to the widest possible audience (Ochoa et al., 2014). Stakeholders also agree that while the other avenues are important and useful, direct interactions through meetings and consultations provided the most personable approach and the most encouragement to participate (Dubinsky, 2014).

Awards and Recognition

Awards and repository-based recognition provide an excellent way to highlight the work with current repository stakeholders. They also can entice current stakeholders to become further involved with the repository and to become more active participants in submitting their materials. Two examples of how this can be applied would be during key repository milestones and through annual awards recognizing leading stakeholders on campus. In July 2012 (http://blogs.lib.purdue.edu/news/2012/07/16/purdue-e-pubs-reaches-milestone-2-5-millionth-download/) and October 2012 (http://www.purdue.edu/newsroom/releases/2012/Q4/purdue-e-pubs-reaches-milestone-with-3-million-downloads-from-across-globe.html) the Purdue e-Pubs repository celebrated surpassing 2.5 and 3 million downloads. To celebrate these milestones the repository highlighted the item that was downloaded to reach the milestone. On each occasion the repository asked the authors what the repository meant to them.

Since 2011 the Purdue University Libraries have recognized several campus units for their leadership in depositing publications and/or materials into Purdue e-Pubs, and for globally advancing the impact of Purdue scholarship and research (https://www.lib.purdue.edu/scholarlyComm). These events have taken place in the provost’s office at the conclusion of Open Access Week. The award is presented by the provost to the awardee on behalf of the libraries. The live event is then followed by a press release that is published through the campus-wide news feed.

This recognition allows libraries the ability to give further recognition to campus partners, while further expressing to the awardees the libraries’ gratitude for their participation. Having the press release sent out to all campus members allows campus colleagues to recognize the relationship the awardee has with the repository and to seek a similar relationship for the same incentives and benefits.

Social Media

As the presence of social media grows, its usage as a tool for libraries further extends to marketing the repository and its content. Social media (e.g., Twitter, Facebook, blogs, etc.) allows the repository to connect agnostically to stakeholders and users. While social media can be a cost-effective and low-impact marketing activity, it should not be seen as the marketing silver bullet.

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