Research & Development | June 18, 2019
In this blog post, EBSCO for Corporate outlines best practices for promoting corporate research resources.
Research resources — such as databases, e-books, journals, SaaS products, and more — are an important investment for many companies. These products can help employees conduct in-depth research using reputable source and exclusive content. Unfortunately, these resources can often be overlooked or forgotten, leading to low usage and ROI.
To ensure that your resources are being properly utilized, you must promote them throughout your company. Follow the steps outlined below to create a simple marketing program for your corporate research resources.
Step One: Craft Your Plan
In order to launch an effective promotional campaign, you must begin with a plan. Create a document that outlines the following information:
Step Two: Create Custom Content
Once you’ve completed your plan, you will have an idea of exactly what types of content you will need and when. It is important that you create a variety of content that can reach employees on many channels. For example, you can send a message in an email, but it may not reach everyone. Cover all your bases by echoing the same message in a LinkedIn post and a poster that you can hang in the company breakroom.
Some examples of popular and effective content types include:
If possible, create custom content for your employees. Simply adding your company’s logo and colors will help employees associate the materials with your organization. To get started, you can visit EBSCO’s support site EBSCO Connect to browse pre-made promotional materials for many of our databases.
To ensure that your resources are being properly utilized, you must promote them throughout your company.
Step Three: Launch Your Program
With the planning and content creation complete, launching your program should be simple. You will want to stick to your original plan outlined in step one, but you should also be flexible. Monitor your campaigns as much as possible and adjust as you see that some tactics are performing better than others.
Step Four: Keep Employees Informed
Promoting your resources is an ongoing project. Ideally, you want to communicate with your employees on a regular cadence — whether that is once a week or once a quarter. Create a campaign calendar so that you can plan your communications months in advance. You should also be sure to create new materials and make company-wide announcements whenever there is a change or update to existing products or processes.
Revisit your original plan on a regular basis — quarterly is recommended. See what updates should be made and how you can keep the communications with your employees ongoing.
EBSCO is Here to Help
As an EBSCO customer, you already have access to promotional materials for many of our products. Browse our help site for logos, flyers, user guides, email templates and more. If you can’t find what you’re looking for, reach out to your EBSCO sales representative for guidance.
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