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Thursday 23 June 2016

The Marketing Team of the Future: Developing the resources you need to succeed

BOOKING FOR THIS EVENT HAS NOW CLOSED

Date and Time

Thursday 23 June 2016, online at 11:00 - 12:30 EDT (New York) / 16:00 - 17:30 BST (London) / 17:00-18:30 CEST (Europe)* 
*Please note: if you are unable to join the webinar on this date and time, you may register and receive a recording for viewing at a time to suit you.

Overview

Society marketing teams and strategies have evolved over the past 10 years from static one-size-fits-all methods specifically intended to promote society publications to increasingly dynamic approaches. Contemporary marketers take a more sophisticated approach, employing a broader mix of marketing tactics with increased emphasis on targeting, metrics, and results. They also increasingly work across the organization to build awareness of the overall society brand, as well as to promote publications and other products and services. To meet these evolving demands, an increasing range of skills and technologies are required. What are the implications for the resourcing of your marketing team and systems?

Our expert panel will share their own experiences, and consider questions such as:

  • What strategies can be used to break down silos between membership and publication marketing teams? How can these efforts be aligned to create a more customer-centric orientation of the society?
  • What are the benefits of an enterprise-wide customer relationship management (CRM) system? How can it be deployed most effectively?
  • How can data analytics improve marketing?
  • Can existing staff be trained and re-purposed to meet the new skills needed, or are new roles and staff needed?
  • When should consultants and/or sales agents be considered to help with additional expertise or resources?

This session will pick up from the Recruitment and Career Trends webinar to provide a more in-depth review of marketing skills and systems for scholarly publishers.

 Who Should Attend

This webinar will be of interest to marketing and information technology teams as well as senior management involved in resourcing, recruitment, and business and organizational development.

Twitter  #alpspmarketingteam

Speakers

Moderator: Pam Harley, Senior Consultant, Clarke & Company Pam Harley photo (554x640)

Pam is Senior Consultant with Clarke and Company, a management consulting firm focused on digital and business strategy and product development. She combines an execution-focused drive with a strategic perspective gained from 20+ years in STM publishing. Before joining Clarke & Company, Pam served as Product Strategist for Silverchair Information Systems, where she worked directly with Silverchair clients to help them make the most of the company’s platforms and services to grow their products and business. Pam also led Silverchair’s Semedica division, developing a set of semantic technologies and services used to support the semantic enrichment of content. Before Silverchair Pam was charged with e-publishing strategy and product development at American Psychiatric Publishing (the publishing division of the American Psychiatric Association), where she developed PsychiatryOnline, one the industry’s first products to integrate journal, book, news, and selfassessment content on a single platform. Pam’s career has been driven by a passion for developing ways to put critical information in the hands of researchers and practitioners how and when they most need it.

Janet Fisher, Senior Publishing Consultant, Publishers Communication Group Janet Fisher

Janet Fisher is Senior Publishing Consultant with Publishers Communication Group, a marketing consultancy group working around the world. Janet works with  academic, commercial, and reference publishers to provide research and support for marketing efforts to faculty and institutions. Prior to joining PCG, Janet was Associate Director for Journals  Publishing at The MIT Press where she managed a diverse program of scholarly journals in arts and humanities, social sciences, and science. During her time  at MIT Press, she also served on the Journals Committee of the Professional and Scholarly Publishing Division of the Association of American Publishers, on the board of the Association of American University Press, and as president of the Society for Scholarly Publishing.

Jane Fiegen Green, Marketing and PR Manager, American Historical Association (AHA) Jane Green

Jane Fiegen Green manages the marketing, media relations, and fundraising efforts of the AHA, working closely with the membership department and annual meeting staff, and is the primary staff for the Association's Committee on Affiliated Societies. Jane received her Ph.D. in American history from Washington University in St. Louis in 2014. Her dissertation follows the experiences of young men and women to show how the language of maturity laid a foundation for the mythology of democratic capitalism in nineteenth-century New England. Prior to joining the AHA, Jane worked in the marketing department for National Business Institute, a leading provider of continuing legal education programs.

Michael Spada, Director of Product Marketing, IEEE Mike Spada.

Michael is the Director of Product Marketing for IEEE. In this role, he leads a team dedicated to marketing IEEE publications, the IEEE Xplore Digital Library and the complete portfolio of IEEE digital subscriptions and analytics products. Michael is also actively involved in the continued development of new products and solutions to meet the needs of IEEE's global user population now and in the future. Since coming to the IEEE in 1999, Michael has worked extensively with academic, corporate and government libraries and their users to promote awareness of IEEE information and to develop new solutions to address their evolving needs.

Booking and registration fees

ALPSP Member US$ 60.00 per person
Non Member US$ 90.00 per person

For more information

Please contact Isabel Czech at isabel.czech@alpsp.org or +1 551-427-0790

This webinar is produced by ALPSP with support from Copyright Clearance Center.

(1606NAMTF)

Upcoming Dates for this event

  • Thu 23 Jun 2016
  • Thu 23 Jun 2016
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