Successful Marketing Strategies for Scholarly Communications

Abstract

Scholarly communications is rarely visible on the front lines of library and instructional services. In
fact, much of the work in scholarly communications takes place behind the scenes and involves a
wide-ranging set of capabilities—from institutional repository management to publishing services,
copyright expertise, data management, championing open access, and assessment and impact
metrics offerings.1 Marketing these services is as much a balancing act of strategy and resource
management as it is an opportunity for broader engagement with faculty departments, graduate
schools, research centers, and technology transfer units. Marketing scholarly communications
is essential because it informs, educates, and engages research communities about services,
technical infrastructure, and resources that can positively reinforce a