INIS JOINT MARKETING PLAN FOR INIS SECRETARIAT &

INIS MEMBERS

DEVELOPED BY

THE JOINT MARKETING PLAN WORKING GROUP

PRESENTED BY E. A. AGYEMAN, INIS LIAISON OFFICER, GHANA

34TH INIS LIAISON OFFICER’S MEETING, VIENNA, AUSTRIA, 3-5 NOVEMBER 2008

Outline INTRODUCTION

OBJECTIVES

SITUATION ANALYSIS

MARKETING STRATEGY

PROPOSED MARKETING PLAN

CONCLUSION

Introduction Background Information

33rd Consultative Meeting of INIS Liaison Officers in 2006, recommended the need to develop a joint marketing plan for INIS (Recommendation 26)

11th INIS/ETDE Technical Meeting, Nov. 2007 (Recommendation 33)

Results of the survey of INIS Liaison Officers, 2007 confirmed the need for a coordinated promotional effort

Joint Marketing Plan Working Group constituted (Jan. – Jun 2008)

Objectives of the Joint Marketing Plan

Support INIS Centers & INIS Secretariat in effective marketing and promotion of INIS products & services to increase visibility and usage

Identify marketing responsibilities of INIS Members & INIS Secretariat

Facilitate & improve cooperation & partnerships among the INIS Community

Situation Analysis Situation Analysis – current internal and external environment within whichINIS operates

Internal Factors

Positive• Es-prit de corps • IAEA support • Promotional activities – various• Increase in free subscriptions to INIS Database & INIS NCL

Negative• Decrease in paid subscriptions to INIS Database & NCL• Underutilization of INIS Database • Lack of human, financial resources & time constraints – ILOs• Inadequate training in marketing INIS- ILOs

Situation Analysis (contd..) External Factors

Positive• Nuclear renaissance – opportunity for INIS to provide nuclear literature to

countries installing NP plants for electricity

• Broad subject scope of INIS – may appeal to non-nuclear users in medical, agricultural & energy sectors

Negative• Competition from open access information sources including free full-text

journals cited in INIS

• Lack of technology for effective utilization of INIS Products (Dev. Countries)

Situation Analysis (contd..)

SWOT Analysis Of INIS Database & NCL Strengths

Unique source of information – Only Database that offers access to literature on nuclear S&T in one place

Unique collection of full-text grey literature on nuclear science & technology

Global coverage of nuclear S&T literature – 118 countries and 23 International organizations

Brand name “INIS” linked to the IAEA & its credibility

Availability – lnternet & CD-ROM

Free access for Universities and other academic institutions (Currently 64 countries)

Continuous technical developments & features - CAI, Thesaurus tools & multilingual aspects, results in benefits to searching

SWOT Analysis (contd..) Weaknesses

Lack of visibility and knowledge about INIS among potential users

Inadequate awareness about the scope & content of the INIS Database & NCL

Charging policy, resulted in low number of paying subscribers

(13 paid subscriptions to Online Database & 7 Paid Subscriptions to NCL-CDs )

Licensing procedure for universities – a hindrance discouraging potential users from applying for free access

SWOT Analysis (contd..)

Opportunities

Increase in users especially in universities and research institutions

Extension of complimentary access to non-profit organizations in Member States

Open access Database resulting in larger number of users

Development of marketing expertise in INIS Centres to effectively promote INIS products

Development of more user-friendly and new products – Combined INIS CD with links to full-test NCL

Establishing hyperlinks to full texts – greater percentage of INIS references are journal articles

Targeted profiling of users – Database of users to enable us keep in touch

SWOT Analysis (contd..)

Threats Competition from:

Other databases – faster & cheaper

The Internet and search engines such as Google & Google Scholar

Growing number of open information sources & open access journals

Copyright restrictions limit access to full-text documents

Current charging policy – hindrance to usage

Types of Users Researchers and scientists

Students and academics

Government officials, industry users and general public

Customers of INIS partners - ETDE, STN, INIS2

Educational institutions and nuclear organizations are mainusers in terms of organizations

Joint Marketing Strategy Aim

Reinforce the image of INIS in the international nuclear communities

Recognize the different needs of actual and potential users in different geographic regions and different areas of nuclear S&T and try to fulfil them

Offer marketing solutions to ILOs which are quick and simple to implement

Components of Proposed Marketing StrategyMARKETING TOOLS EXISTING PROPOSED

PRODUCT •INIS Database •INIS Non Conventional Literature.

•Contents/subject areas of Database •Segmentation of users by expertise.

PRICE •Free Subscription.•Paid Subscription.

•Free Access

PLACE •Distribution Channels – •INIS Centres & distributors.•Availability - CD-ROM or Internet.

•Further Access Points – •libraries & nuclear institutions.•DVD versions (and existing)

PROMOTION •Communication with users. •Communication with specific groups of users about specific services; as in ACTION PLAN.

Proposed Action Plan Recommended actions - INIS Secretariat

Make all promotional material available in ‘IAEA languages’ or facilitate translations by ILOs

Highlight special features (alerts, query storage, doc. del.) of the INIS Online Database on the Database website and in promotional material

Continue to organize national and regional seminars or organize “INIS Days”

Organize training in effective marketing techniques for those who require it

Facilitate continued local support by promoting linkages with management and decision makers hosting INIS Centers

Find a less bureaucratic way to enable universities to get free access Extend free access to non-profit organizations in Member States

Develop a communications package/tool kit that can be adjusted to individual ILOs needs

Contents of the Communications Package/Toolkit

Brief text blocks (in IAEA Languages) for each of the identified audiences and subjects that INIS Members can use to develop flyers, brochures, etc.

A logo or ‘eye catcher’ for better visual recognition of INIS

A standard INIS presentation to be adjusted to different audiences

A concept and design for INIS Members’ WebPages on institutional websites

INIS Topical sheets on individual themes covered in the INIS Database, which could also serve as a basis for setting up sample searches on the website

Proposed Action Plan (contd..) Recommended actions - INIS Members

Identify target audiences including new markets, and topics of particular interest in a given country

Choose elements of the communication package relevant for a particular audience and/or event and tailor them to the country’s and the audience’s interest and needs

Produce additional information sheets on individual topics of the INIS database, along the examples to be provided by the Secretariat

Promote special features of INIS Database, including key milestones and/aspects, such as free access

Cooperate with the Secretariat on national and regional seminars, as well as “INIS Days”

Organize press activities for national media and trade press in relation to such events

Enhance communications & Share experiences among INIS Members using INIS & NKM Website (Members Area – INIS in the World), ICN, to inform members about relevant activities, Personal, etc.

Conclusion

Implementation depends on:

Availability of resources

Proven spirit of cooperation

Fulfilment of responsibilities, & proactive participation by ILOs to retain existing and attract new users

List of Working Group Members INIS Joint Marketing Plan

INIS and Nuclear Knowledge Management Section: Mr. Robert Workman, Section Head (until 2 April 2008) Mr. Anatoli Tolstenkov, Head, INIS Unit Ms. Elisabeth Dyck, Information Officer (Project Coordinator)

INIS Liaison Officers Argentina: Ms. Alejandra Chaves Flores, INIS Liaison Officer;

Ms. Maira Laura Tripladi, marketing professional Australia: Ms. Rachel Bradley, INIS Liaison Officer Brazil: Mr. Luiz Fernando Passos de Macedo, former INIS

Liaison Officer Egypt : Ms. Fayka abd Elhalim Ibrahim, INIS Liaison Officer Ghana : Ms. Elizabeth Agyeman, INIS Liaison Officer Greece : Ms. Vasso Tafili, INIS Liaison Officer USA: Ms Debbie Cutler, Alternate INIS Liaison Officer and

ETDE Operating Agent

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72

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1999

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2007

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NCL Document ON CD-ROM

PAID SUBSCRITPTIONS(CURRENT)

FREE SUBSCRIPTIONS

NCL Documents ON CD-ROM

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100120140

1999 2000 2001 2002 2003 2004 2005 2006 2007-March2008

INIS Database on the INTERNET

Years

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PAID SUBSCRITPTIONS (CURRENT) FREE SUBSCRIPTIONS

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1999 2000 2001 2002 2003 2004 2005 2006 2007-March2008

INIS ON CD-ROM

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INIS Activity Report Statistics 1999 -3/2008