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The MUSE brand campaign

•  Start with the Prosumer •  Understand the Ecosystem

•  Dig into the DNA of the brand

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AligntheBrandwithourProsumers*(earlyadopters,leaders,influencers**)

–Whoarethey?&

Howhavetheychanged?LookingtotheFuture…

*WherethewheretheProsumeristoday,theConsumerwillbetomorrow.**Whobetterthanlibrarianswhomakerecommendations,scholars&teacherswhogiveassignments

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Thatwasthen,thisisnowSomewhatRecent EvenmoreRecent

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Whodoourultimateend-userslookto?

•  Teachers •  Influencers

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ProvostsDeans

AULs(AssociateUniversityLibrarians)

&ultimately…STUDENTS

And,anevenbroaderaudienceof…

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SurveyofMUSEusers*

*131respondents:83%librarians8.4%Faculty3%GradStudents

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HowDoYouMUSE?

*AssociationofCollegeResearchLibraries&2017Publishers’mtg.

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WhattheytoldusatALA2017

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OnProjectMUSE@lastyear’s

JournalsPublishersGroupmeeting,weheard…

•  Personalapproach•  HighQuality•  Reputation•  Diversecollections•  Communicativewithpublishers•  Collaborativeopportunities•  Highperformingpersonnel•  Wellknownbrand•  Intuitivetechnologyinterface•  Customerservice

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MUSEis…relevant,timely,expansive,political,esoteric,interesting,world-shaping,thoughtprovoking,relatedtotoday'snews,popculture,trendy,cool,highquality,vetted/peer-reviewed,global,topical,serious,deep,well-written,thoughtful,human.Bettercustomerservice/wereinvest$

Lookingoutfromtheinside…

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Whydoallthis?Authenticity

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InvertedPyramidPushDownMarketing

Talkingatvs.

Listeningto

BottomTopMarketing

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BrandScape

Commercial

Non-Profit/Academic

BroaderSubjectofferings

SpecializedSubjectofferings

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Insight

Wecanfocusontheusersandtheirinterests.

Whilemostcompetitorsarefocusedonthemselves…

Opportunity

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Prosumer=Libraries&Scholars/Faculty&

Students

Brand=ProjectMUSE/Hopkins

Category=OtherOnline

platforms/Publishers/UniversityPresses

BrandRelevance BrandOpportunity

BrandAdvantage

CreativeBusinessIdea

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Somethingstoconsider:•  WhatexpectationsdoProsumershaveofthecategory?(includeUSERtesting)

–  Fairprice,functionality,goodqualitycustomerservice,exceedingthestandards,– Whatroledotheywantthecategorytoplayintheirlives?

•  Atrusted,reliablesource,toaccesswithoutalotofhassleandinterference.•  Whatissuesordisappointmentsdotheyhavewiththecategory?

–  Othervendorsremovecontentorhardtoknowwhatwasincludedinsubscription•  Whatneedsarecurrentlyunmetorpoorlymetbythecategory?

–  Transparencyinpricing,(wemakeitapointtobetransparent–open/honest)•  Whataretheyaspiringto?

–  Toprovidethebestresourcestotheirscholars/users.Tobuildthebestlibrary.

CanyousummarizethemostsignificantforcesofProsumermomentuminoneheadline?

ProsumerMomentum

Wearetrustworthy,reliable,fairandwithacommittedstaff.

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Category–ProjectMUSE•  Acrowded,competitivefieldofdigitalcontentproviderstothescholarly

community.–  Situatedbetweenacademic/non-profits&larger,for-profits–  Yet,thereexistsanopeningfromwhichtodifferentiate.

•  Otheracademicnon-profits,offerabroaderrangeofsubjects–  CambridgeCoreoffersScience,engineering,(STEM)–  Oxfordofferslaw,medicine&health–  JstoroffersSciTech(andwhilenot-for-profit,carriescommercialcontent.)

•  For-profitacademic(commercial)enterprisesalsoofferawiderarrayofsubjects

•  ProQuestoffersSciTech,Historicalnewspapers,globalnewspapers–  ProQuest-Customerfocused(ownedbyprivateequityfirm)–  EBSCO(corporate,divisionofEBSCOIndustries(privatelyheld)

•  For-profitsbutspecialized.BMJ,Elsevier(sci,medical,technical)

Howdevelopedorundevelopedisthecategoryinyourmarket?

Summary:ProjectMUSEneedstobeabeacon.Withastrong,clear,messageofexceptionalqualityinhumanitiesandsocialsciencesubjectareas,rootedinanacademic,universitysetting,possessinghighaspirationalvalues.Needstostandout,offerinspirationandguideprospects.Alighthousebrand.

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Brand–ProjectMUSEHowisthebrandviewed?Whatequitydoesitown?Whatcanit

leverage?•  Anenthusiasticfanbaseoflibrarians,whovalueour“Quality”,

Humanities”,“Content”“areliableresource”offeringhumanitiesbooks,journalsandarticles.Siteisnothardtouseandwith“responsivecustomerservice.”

Howalignedisitwithevolvingusersneedsforthecategory?•  Developinganentirelynew(researched)platform.Whatequitydoesitown?

–  “Quality”,“Trust”,“Asourceforinformation/inspiration”withmaterial(journalsnotfoundelsewhere)

Inside:Aquiet,friendly,professional,environment,madetofeelathome.•  Partofsomethingbigger,anacademicpresshousedonaworld-

renowneduniversitycampus.Summary:Becausewe’repartofauniversity,we’repartofsomethingbiggerthan

ourselveswithahigherpurposethanjustsales.And(can)authenticallyrelatetoouraudience,asoneofthem.

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StrategicConvergenceBrand Relevance Brand Opportunity

Prosumer

Brand Category

Brand Advantage

Situatedbetweenacademic/non-profits&larger,for-profits,needstostandout–alighthousebrand

Wearepartofaworld-renowneduniversity-somethingbiggerthanourselveswithahigherpurposethanjustsales.

AnenthusiasticfanbaseofLibrariansandpublishers(surveyed)whovalueour“Quality”,Humanities”,“Content”andseeusas“reliable,trusted,resource”

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StrategicConvergenceBrand Relevance Brand Opportunity

Prosumer

Brand Category

.

Brand Advantage

20+yearsofprovidinghigh-qualitycontentonanalways-evolving,easytouse,soontobe,superiorplatform.

Situatedbetweenacademic/non-profits&larger,for-profits,needstostandout–alighthousebrand

Wearepartofaworld-renowneduniversity-somethingbiggerthanourselveswithahigherpurposethanjustsales.

AnenthusiasticfanbaseofLibrariansandpublishers(surveyed)whovalueour“Quality”,Humanities”,“Content”andseeusas“reliable,trusted,resource”

Atrusted,reliable,quality,staff&resourceswithstrongpublisher/libraryrelationshipwithanexcellentreputation(soon,onabestinclass,aspiringplatform.)

We are like you, embedded in the academy & possessing a world renowned reputation

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BrandPromiseBrand Relevance Brand Opportunity

Prosumer

Brand Category

.

Brand Advantage

20+yearsofprovidinghigh-qualitycontentonanalways-evolving,easytouse,soontobe,superiorplatform.

Situatedbetweenacademic/non-profits&larger,for-profits,needstostandout–alighthousebrand

Wearepartofaworld-renowneduniversity-somethingbiggerthanourselveswithahigherpurposethanjustsales.

AnenthusiasticfanbaseofLibrariansandpublishers(surveyed)whovalueour“Quality”,Humanities”,“Content”andseeusas“reliable,trusted,resource”

Atrusted,reliable,quality,staff&resourceswithstrongpublisher/libraryrelationshipwithanexcellentreputation(soon,onabestinclass,aspiringplatform.)

We are like you, embedded in the academy & possessing a world renowned reputation

“Now and Always, the trusted content your research requires”

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Buthowdoesthatturnintoadvertising?

Somethingthatwassaid…

Wekeepcallingourselves“MUSE”We’re“ProjectMUSE.”

Let’smakeitaboutthem,notus.

Makeitabouttheir“Project”

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PostersTheProjectideaw/BrandPromise&aKeyDifferentiator

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Frombookmarks&interactivebanneradsonwebsites

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Tothebannerheadersonoursocialmediaplatforms

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Tolargedisplaysatconferences

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And,evenfunholidaye-cards…

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TheMUSEBrand

Website

Advertising

NewsRelease

Conferences

Signage

Collateral

Internally

SocialMedia

360˚

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Thecampaign’sevolution…

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Again,reinforcingtheideathatit’sreallyaboutthem.

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Acoupleofshoutouts…

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MUSE’sMomentum

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Welistened.

Welearned.

Welaunchedand…

yes,we’reloved.

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Thankyou!Questions?