The document outlines a marketing campaign by the UTEP Library to promote their RefWorks bibliographic management tool to Ph.D. students with families. It identifies the target market as 30-50 year olds who are goal-driven, family-focused and value convenience. The campaign will involve workshops on using RefWorks to better organize references and save time. Posters and social media will spread the message that RefWorks can reduce paper clutter and increase efficiency. The campaign aims to execute near the start of semester when students are receptive to new information.

1. “utep library can help you go digital!” Posters and Presentation by Jason Moore UTEP Library RefWorks Marketing Campaign 2010

2. Target Market: “Ph.D. Students with families” Most relevant info: 30-50 years old Goal-Driven Family-Focused Value Convenience Busy Potentially afraid of technology

3. Action: “Try RefWorks” Have the Ph.D. students with families attend a 30-minute workshop on how to use the bibliographic management tool "RefWorks.“

4. Rewards/Benefits of Action Better organization Save time Less paper/clutter Easy Access Increased efficiency

5. Messenger/Message Messenger: Peer, someone in a similar situation Message: Use RefWorks to manage clutter/save time Two concurrent campaigns, one aimed at the time management side and the other at “Clutter-Busting”

6. Channels Facebook/Twitter/Flickr – the poster designs as well as info will be posted to these three networking sites Posters – Posters will be distributed around campus, mainly in places where grad students are known to spend time If a partnership is worked out, We also plan on creating coffee cup sleeves with the “UTEP Library can help you GO DIGITAL” slogan

7. RefWorks as Clutter-Buster: “Clutter” Poster

8. RefWorks as Time Saver: “To Do” Posters With caption: “Before RefWorks” With caption: “After RefWorks”

9. Time We plan on executing this campaign near the beginning of a semester in order to allow the participants of the sessions a decent amount of time for follow up. This will also allow us to present our PR materials during the grad student orientation fairs Emotional state: Target market will be excited about the new semester and will be more willing to absorb new information

10. Partnerships ISS (Instructional Support Services): We hope to be able to work with ISS in order to find a way to market to distance learning students. http://issweb.utep.edu/home/ Graduate School: In order to connect more directly with our market The coffee shop located within the library