Get FTR.
001
Introduction
Client
Get FTR.
Industry
Publishing
Marketing Discipline
Communications
Helping GetFTR build understanding and trust within the academic community.
GetFTR is a service for the academic community designed to streamline access to research through discovery tools and scholarly platforms. Pimento assembled a specialist team comprising Jeremy Hemmings of Hurley Burley Partners and Nick Band of Berlin, supported by research insight from Peter Foster of Field & Track, to clearly communicate the benefits and simplicity of the service to its institutional audiences.
001
Introduction
Client
Get FTR.
Industry
Publishing
Marketing Discipline
Communications
Helping GetFTR build understanding and trust within the academic community.
GetFTR is a service for the academic community designed to streamline access to research through discovery tools and scholarly platforms. Pimento assembled a specialist team comprising Jeremy Hemmings of Hurley Burley Partners and Nick Band of Berlin, supported by research insight from Peter Foster of Field & Track, to clearly communicate the benefits and simplicity of the service to its institutional audiences.
002
Challenges
How do you promote a new service to an audience suspicious of being marketed to?
GetFTR needed to demonstrate to the librarian community that publisher and institutional interests were aligned, while working with a client committee comprising five major publishing houses.
Research identified that assertive marketing messages and statements of intent were likely to be rejected by librarians, who were resistant to feeling marketed to. Instead, the audience needed a clear and measured explanation of how the service worked and the benefits it could provide.
002
Challenges
How do you promote a new service to an audience suspicious of being marketed to?
GetFTR needed to demonstrate to the librarian community that publisher and institutional interests were aligned, while working with a client committee comprising five major publishing houses.
Research identified that assertive marketing messages and statements of intent were likely to be rejected by librarians, who were resistant to feeling marketed to. Instead, the audience needed a clear and measured explanation of how the service worked and the benefits it could provide.
003
Approach
Using research, active listening and clear explanation to build trust.
Research amongst the librarian community informed a communications strategy centred on active listening and straightforward explanation rather than traditional marketing messages.
The Pimento team engaged the community through webinars and explanatory video walkthroughs, while testimonials from publishing partners and integrators provided proof of concept. Deliverables included explanatory videos, webinar presentations, publisher seminar materials and supporting communications collateral.
003
Approach
Using research, active listening and clear explanation to build trust.
Research amongst the librarian community informed a communications strategy centred on active listening and straightforward explanation rather than traditional marketing messages.
The Pimento team engaged the community through webinars and explanatory video walkthroughs, while testimonials from publishing partners and integrators provided proof of concept. Deliverables included explanatory videos, webinar presentations, publisher seminar materials and supporting communications collateral.
004
Results
Improved sentiment and growing support across the academic community.
Sentiment amongst the librarian community improved considerably, while new publishers and integrators were encouraged to integrate the tool. The programme also generated positive feedback from the academic communities GetFTR was designed to serve.
004
Results
Improved sentiment and growing support across the academic community.
Sentiment amongst the librarian community improved considerably, while new publishers and integrators were encouraged to integrate the tool. The programme also generated positive feedback from the academic communities GetFTR was designed to serve.
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Reach out to our team to learn more about how we could help your brand or agency today.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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