<div dir="ltr"><span id="gmail-docs-internal-guid-283fbee9-7fff-bd9b-8e5f-2ee8c3282957"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">**Apologies for cross posting**</span><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"><br></span><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"><br></span><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Getting the attention of faculty, students, decision-makers, and others and convincing them to try something new is a defining aspect of working in scholarly communications. This four-week course will introduce participants to the concept of </span><a href="https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series" style="text-decoration-line:none"><span style="font-size:11pt;font-family:Arial,sans-serif;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;text-decoration-line:underline;vertical-align:baseline">social marketing</span></a><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"> and the importance of combining strategic interventions with effective promotion and messaging to influence behavior change. </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">NISO TRAINING SERIES | DISCOUNTS FOR NISO MEMBERS AND GROUPS</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><a href="https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series" style="text-decoration-line:none"><span style="font-size:11pt;font-family:Arial,sans-serif;background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;text-decoration-line:underline;vertical-align:baseline">Secrets to Changing Behavior in Scholarly Communication</span></a></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Thursdays, 11:00 am–12:30 pm EDT (US/Canada)</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">June 5–26, 2025</span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">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. </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">“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.  </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">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:</span></p><br><ul style="margin-top:0px;margin-bottom:0px"><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Identify opportunities to redirect behavior</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Communicate powerfully by separating audiences according to their different perspectives</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Get the most out of an outreach program by prioritizing specific audiences</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Build a compelling offering by aligning the service with the audience’s needs and available choices</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Cut through the noise by creating messages in the audience’s voice</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Develop a comprehensive, impactful outreach program that gets attention from the right people</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline;white-space:pre"><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt" role="presentation"><span style="font-size:11pt;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Monitor the program and make regular improvements to increase impact</span></p></li></ul><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Training Facilitator: Jennifer Gibson, </span><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Executive Director, Dryad</span><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"> </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Recordings of each session will be made available to course registrants within two business days of the close of the specific session. </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">See the NISO website </span><a href="https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series" style="text-decoration-line:none"><span style="font-size:11pt;font-family:Arial,sans-serif;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;text-decoration-line:underline;vertical-align:baseline">for more information and to register</span></a><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">. Discounts are available for NISO Voting Members, LSA Members (including LSA Consortia Members), and groups. The early bird registration deadline is </span><a href="https://www.eventbrite.com/e/changing-behavior-in-scholarly-communication-a-2025-niso-training-series-tickets-1269108972099?aff=oddtdtcreator" style="text-decoration-line:none"><span style="font-size:11pt;font-family:Arial,sans-serif;background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;text-decoration-line:underline;vertical-align:baseline">Monday, May 12</span></a><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">.</span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">We hope you’ll join us and take advantage of this unique opportunity to learn how to effect change in scholarly communication! In the meantime, check our </span><a href="https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series" style="text-decoration-line:none"><span style="font-size:11pt;font-family:Arial,sans-serif;background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;text-decoration-line:underline;vertical-align:baseline">event page</span></a><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"> for updates on the program and guest speakers. </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Best wishes, </span></p><br><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">The NISO Team</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"><br></span><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-weight:700;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline"><br><br></span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">NISO</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">3600 Clipper Mill Road, Suite 302</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Baltimore, MD 21211</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">Phone: 301.654.2512</span></p><p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><span style="font-size:11pt;font-family:Arial,sans-serif;color:rgb(0,0,0);background-color:transparent;font-variant-numeric:normal;font-variant-east-asian:normal;font-variant-alternates:normal;vertical-align:baseline">E-mail: <a href="mailto:nisohq@niso.org">nisohq@niso.org</a></span></p></span></div>