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Partnering for a Winning Marketing StrategyJulia BallardSenior Manager, Asia-Pacific Partner Marketing

#WileyRSJ19, @JuliaB1004

“Markets always change faster

than marketing.”- Philip Kotler

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Strategic Marketing

• Elements of a strategic marketing plan

• How to create a strategic marketing plan for your journal

• Case study

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Strategic Marketing

#WileyRSJ19, @JuliaB1004

Key elements of a strategic marketing plan

• Marketing objective

• Unique selling point

• Target Audience

• Effective Promotion Strategies

• Measuring results

#WileyRSJ19, @JuliaB1004

Setting your marketing objective

What do you want to achieve?

Increase • readership• citations• Impact Factor• Ranking• Submissions• Revenue• Market awareness• Geographical diversity

Change• Journal reputation• Content balance• Revenue mix

#WileyRSJ19, @JuliaB1004

Setting your marketing objective

SMART

SPECIFIC

MEASURABLE

ACHIEVABLE

RELEVANT

TIME-FRAMED

What, exactly, do you want?

How will you know when you reach your goal?

How can this goal be accomplished?

Does this seem worthwhile?

When will you reach your goal?

ER

EVALUATE

REVISE

How will you measure success?

What do we need to change?

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Determining your unique selling point

What your audience

wants

What your competitors

do well

What you

do well

Your Unique Selling Point!

What does your audience want?

What does your journal do well?

What do your competitor journals do well?

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Determining your unique selling point

What makes your journal better than your competitors?• High Impact Factor

• Famous Editor-in-Chief

• Open Access

• Owned by a big or important society

• Fast publication times for authors

• Services to help authors

• High ranking in field

• Reputation for publishing controversial content

• The kind of content you publish

• Regional or national leader in the field

Pick 1 unique selling point

that is relevant to

your objective

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Target Audience

Who are you trying to reach?• Geography• Subject area• Institution

Bigger doesn’t always mean better.

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Promotion Strategies

What’s the best way to get your message to your audience?

What do we want them to know?• Content

• Article collection• Blog post• Podcast• Video

• Education about publishing• Information about your journal

What do we want them to do? • Submit a paper• Read a content collection• Engage with the community• Learn more about your journal

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Promotion Strategies

The format we use must enable and encourage the

action we want!

How do we want to communicate?• Email• Social media• Printed flyers• Live event

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Measuring Results

Did we achieve our goal?

How effective were our marketing strategies?

Could we do anything differently?

What should we continue doing?

How can we improve results?

Analyze, adjust and implement.

#WileyRSJ19, @JuliaB1004

Creating a strategic marketing plan for your journal

#WileyRSJ19, @JuliaB1004

Partnering for a Winning Marketing Strategy

Creating a strategic marketing plan for your journal

Clear objective

Unique selling point

Targeted audience

Effective promotion

Measuring results

#WileyRSJ19, @JuliaB1004

Setting a clear objective

#WileyRSJ19, @JuliaB1004

I want more, higher quality submissions to my journal.

Setting a clear objective

Why do you want more submissions?

What do you mean by higher-quality?

What measure do you want to apply?

In what time frame do you want to do this?

Is this realistic?

How will I know if I succeeded?

#WileyRSJ19, @JuliaB1004

I want to increase submissions

Setting a clear objective

on new cancer treatments from authors in the USby 20%

over the next 12 months.

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Unique Selling Point

#WileyRSJ19, @JuliaB1004

What makes your journal different or special?

Unique Selling Point

• High Impact Factor• Famous Editor-in-Chief• Open Access• Owned by a big or important society• Fast publication times for authors• Open Access• Services to help authors• High ranking in field• Reputation for publishing controversial content• Kind of content• Regional or national leader in the field

#WileyRSJ19, @JuliaB1004

Your research will change lives.

With Journal X you’ll get a first decision in 10 days and see your paper online within 2 weeks of acceptance.

Change lives faster.

Submit to Journal X.

Unique Selling Point

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Targeted Audience

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Find potential authors, reviewers, and board members who have published papers on keywords of your choice.

Expert Finder

Identify highly cited authors who have recently published papers in competing journals but not in your journal.

AHEAD: The Author

Headhunter

Identify highly cited authors who have cited your journal in papers they’ve published in other journals.

Citing Article Tracker

Receive an email alert when a paper that may be suitable for your journal is posted to one of the popular preprint servers.

XrXiv Alerter

Find out where papers rejected from your journal are eventually published.

Rejected Paper Tracker

Targeted Audience

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Effective Promotion

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Effective Promotion

Targeted email

Targeted social media

Content marketing • content collections• Editorials• blog posts• Podcasts• Videos

Search Engine Optimization

Optimized Campaigns

Awareness

Help our audience

Suggest change

Reasons for change

How to change Link to submissions site and resources.

Why your USP is beneficial. Incentives to submit.

Highlight USP

Curated content collections. Papers your audience would cite. Helpful

resources

Journal info: EIC, IF, society, USP

Why What How

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Measuring Results

#WileyRSJ19, @JuliaB1004

Email• Open rates• Click through rates

Social Media• Engagements with posts• Actions taken

Submissions• # of submissions from the US• # of submissions in new cancer

treatments• # of clicks on submission site link

Measuring Results

What do we measure?

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April 29 – May 5, 2019

Case Study:Day of Immunology

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Case Study: Day of Immunology

Marketing objectiveTo educate and engage the lay community in Australia around immunological research during the Day of Immunology celebration week. We’ll measure success by number of video views and social media engagement.

Unique selling pointLay summaries of research, videos to explain content

Target AudienceA lay audience, mostly in Australia

Effective Promotion StrategiesSocial media

Measuring results# video views# social media engagementsTotal reach

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Case Study: Day of Immunology

Landing Page• Introduction• 7 articles• 6 video bytes (short video abstracts

for a lay audience)

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Case Study: Day of Immunology

Social Campaign• Twitter Accounts

• @ImmunolCellBiol• @WileyinResearch

• Facebook account• Wiley Immunology

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Case Study: Day of Immunology

Social media engagement totals• @WileyinResearch total engagements: 118• @ImmunolCellBiol total engagements: 358• Wiley Immunology Facebook total engagements: 119

Total video engagement on Facebook• 1,669 views, reaching 10,820 people

Article Usage• Total usage for the 7 articles more than doubled between March and

May (129 total accesses in March vs 275 in May)

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Case Study: Day of Immunology

• Videos are very effective at engaging our target audience

• Social account targeted to a specific audience are more effective for engagement

• We engaged a lay audience, but not a scientific audience

Analyze, adjust and implement

#WileyRSJ19, @JuliaB1004

“Our job is to connect to people, to interact with them in a way that leaves them

better than we found them, more able to

get where they’d like to go.”

– Seth Godin

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Questions?

Julia BallardSenior Manager, APACPartner Marketingjballard@wiley.com@JuliaB1004