[Eril-l] Learn the Secrets to Changing Behavior in Scholarly Communication this June

[Electronic Resources in Libraries discussion list]

**Apologies for cross posting**

Our training series on social marketing starts in just two weeks! If your
role involves getting the attention of decision-makers and convincing them
to try something new, donʻt miss this four-week course. Working with our
facilitator, a longtime leader in open research communications,
participants will learn how social marketing strategies can drive real
change in scholarly communication.

NISO TRAINING SERIES | DISCOUNTS FOR NISO MEMBERS AND GROUPS

Secrets to Changing Behavior in Scholarly Communication
<https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series>

Thursdays, 11:00 am–12:30 pm EDT (US/Canada)

June 5–26, 2025

Putting compelling messages in front of the right audiences at the right
time and moving them to action is a well-honed science in consumer
marketing. The world’s biggest brands are masters at using marketing to
convince us to use their particular shampoo, eat things with little if any
nutritional value, and do what they say we should with our physical
appearances. We can borrow the secret sauce from consumer marketing to
advance scholarly communication—and nudge researchers toward other choices,
promote new services and solutions on campus, and gain more powerful
traction for our work.

“Social marketing” is the key. First coined as a term in the public health
sector in the 1990s, social marketing specifically refers to the
application of commercial marketing principles and practices to effect
social and behavioral change. In public health, this has meant promoting
seatbelts, bicycle helmets, vaccines, and much more. Social marketing is
the framework for us to convert strategies and tactics from the commercial
sector to effect behavior change in scholarly communication—whether that’s
convincing researchers to publish in a new journal or share their work in a
new way or at a different time, or for campus administrators to make
different investment decisions, etc.

Through a combination of presentations, readings, exercises, breakout
groups, and lots of discussion time, the facilitator and guest speakers
will enable participants to build a plan for leveraging social marketing in
their work:


   -

   Identify opportunities to redirect behavior
   -

   Communicate powerfully by separating audiences according to their
   different perspectives
   -

   Get the most out of an outreach program by prioritizing specific
   audiences
   -

   Build a compelling offering by aligning the service with the audience’s
   needs and available choices
   -

   Cut through the noise by creating messages in the audience’s voice
   -

   Develop a comprehensive, impactful outreach program that gets attention
   from the right people
   -

   Monitor the program and make regular improvements to increase impact


Training Facilitator: Jennifer Gibson, Executive Director, Dryad

Guest Speakers: Liz Allen, Director of Marketing, Communications, and
Strategic Development, Annual Reviews, and Nicole Pfeiffer, Chief Product
Officer, Center for Open Science

Recordings of each session will be made available to course registrants
within two business days of the close of the specific session.

*See the NISO website for more information and to register
<https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series>.
Discounts are available for NISO Voting Members, LSA Members (including LSA
Consortia Members), and groups. *

Our course begins June 5, so register now and take advantage of this unique
opportunity to increase your impact in scholarly communication!

Best wishes,

The NISO Team



NISO
3600 Clipper Mill Road, Suite 302
Baltimore, MD 21211
Phone: 301.654.2512
E-mail: nisohq at niso.org
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