INIS JOINT MARKETING PLAN FOR INIS SECRETARIAT & INIS MEMBERS

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 34 TH 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 33 rd Consultative Meeting of INIS Liaison Officers in 2006, recommended the need to develop a joint marketing plan for INIS (Recommendation 26) 11 th 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 which INIS 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

Opportunities SWOT Analysis (contd..) 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 main users 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 Strategy MARKETING TOOLS EXISTING PROPOSED PRODUCT INIS Database INIS Non Conventional Literature. Contents/subject areas of Database Segmentation of users by expertise. PRICE PLACE Free Subscription. Paid Subscription. Distribution Channels INIS Centres & distributors. Availability - CD-ROM or Internet. Free Access 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

NCL Documents ON CD-ROM 80 70 60 50 40 30 20 10 0 72 53 56 58 60 60 46 49 42 10 8 8 8 8 7 7 7 7 PAID SUBSCRITPTIONS (CURRENT) FREE SUBSCRIPTIONS 1999 2000 2001 2002 2003 2004 2005 2006 2007- March NCL Document ON CD-ROM BACK

INIS Activity Report Statistics 1999-3/2008 Subscrip tions 140 120 100 80 60 40 20 0 1999 2000 2001 2002 2003 2004 2005 2006 2007- March 2008 Subcrip tions 200 150 100 50 0 1999 2000 2001 2002 2003 2004 2005 2006 2007- March 2008 INIS Database on the INTERNET INIS ON CD-ROM Years Years PAID SUBSCRITPTIONS (CURRENT) FREE SUBSCRIPTIONS PAID SUBSCRITPTIONS (CURRENT) FREE SUBSCRIPTIONS BACK