These slides are from Katie Luu as part of "Books and Journals Together at Last" at AAUP 2016 in Philadelphia, PA.

1. COLLABORATION
B O O K S & J O U R N A L S
Steve Cohn (Duke), Katie Luu (MIT; @kt_luu), Emily Nowak (Wayne State)
"Teamwork" by Eric Harrison via
Flickr Creative Commons

2. WHO
WE ARE
Three Marketeers
Steve Cohn, Director, Duke University Press
Emily Nowak, Marketing and Sales Manager,
Wayne State University Press
Katie Luu, Journals Marketing Specialist, MIT
Press
Questions encouraged!
@kt_luu
#BKSJNLS

3. BEFORE WE BEGIN
quick poll
" Q U E S T I O N 1 " B Y V I R T U A L E Y E S E E
V I A F L I C K R C R E A T I V E C O M M O N S

4. MARKETING
MERGE
T H E M I T P R E S S
why, how, & what's next
KATIE LUU, KLUU@MIT.EDU
@KT_LUU

5. WHAT
PROBLEM
ARE WE
SOLVING?
Missed opportunities.

6. TEAMS
Merged books & journals
marketing teams into one
cohesive marketing
department.
Shifting times = shifting
responsibilities.
FOCUSROLES
W H A T D I D W E C H A N G E ?
22 people, 6 strategic drivers.

7. TRADE MARKETING & SOCIAL MEDIA
PROFESSIONAL, TEXTBOOK, AND
BACKLIST MARKETING
DIGITAL & USER EXPERIENCE
MARKETING
INSTITUTIONAL MARKETING
AUTHOR RELATIONS
INTERNATIONAL MARKETING
Strategy
" C a n m o r e R o a d T r i p i n t h e R a i n " v i a F l i c k r C r e a t i v e C o m m o n s

8. RESOURCES
More effective use of
resources and talents.
Rethinking user experience,
conference presence, & how
we share our content.
AUDIENCESTRATEGY
W H Y D I D W E C H A N G E I T ?
Better serving our current
readership while reaching
new markets.

9. OUR
AUDIENCE

10. main obstacles
A K A G R O W I N G P A I N S
BUDGETS
PROCESSES
ROLES
CHALLENGES
"Struggle" by David Feltkamp via Flickr Creative Commons

11. POSITIVES
what we've tried so far
Unified conference presence
Synced outreach
Little Free MITP
Creative advertising
User experience/customer satisfaction survey
Cohesive web presence (Pentagram)
"Flourish" by jim simonson via Flickr Creative Commons

13. NO MORE
SEPARATE
BOOTHS
Books and journals, integrated

14. TRAVEL IS MORE
THAN JUST AN
EXPERIENCE
"Travel is a way of life."

15. COLLABORATIVE
OUTREACH

16. engaging with our community
L O C A L O U T R E A C H
Earlier this year, a few of our creative staff members
sprinkled local "little free libraries" with our books &
journals, along with a coupon to use in the
MIT Press bookstore.
Check out the video: bit.ly/1lSINHs
#LITTLEFREEMITP

17. Revamping international outreach, improving user experience, looping in acquisitions
WHAT'S NEXT?
O N W A R D

18. LONDON
OFFICE
Utilize our neighbors across the pond
A recent user experience survey (March 2016) revealed
that half of our audience is located outside of the US. We
need to better utilize our UK office & shape marketing
efforts to reflect ourselves as a truly international
publisher.
of our audience is
international.
50%

19. " I N W H A T C O U N T R Y D O
Y O U L I V E ? "
1,141 RESPONSES
"Macro Globe" by Max Froumentin via Flickr Creative Commons

21. LOOPING IN
ACQUISITIONS
C O M P A N Y . C O M

22. THANK YOU
C O N N E C T W I T H M E
E : K L U U @ M I T . E D U T W E E T S : @ K T _ L U U