Alaska Sea Grant Publications and...
Transcript of Alaska Sea Grant Publications and...
![Page 1: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/1.jpg)
Alaska Sea Grant Publications and
Marketing
![Page 2: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/2.jpg)
…or, the
long and
winding road
![Page 3: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/3.jpg)
You've got to be very careful if you don’t know where
you’re going, because you might not
get there. Yogi Berra
![Page 4: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/4.jpg)
Break the mold, then break it
again and again. Lady Gaga
![Page 5: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/5.jpg)
Explore strange new worlds, seek out new
opportunities and new techniques, boldly go where no Sea Grant
communicator has gone before!
![Page 6: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/6.jpg)
We raised eyebrows in the National Office when we published our 1992 wall calendar, then an “outside the box” project. The calendar was conceived as a tool to introduce Alaska retailers to our educational products. Calendar sales to retailers were successful and were key to establishing a retailer mailing list. This tactic launched our successful marketing effort aimed at promoting a marine literate public.
![Page 7: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/7.jpg)
By your products
Ye Shall Be known And serve the needs of
Your Constituents
![Page 8: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/8.jpg)
When we published the calendar, we had two books with retail appeal. But we had made a commitment to produce many more lay-oriented marine education books and videos to pursue the Sea Grant goal of a marine-literate public.
![Page 9: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/9.jpg)
Signature Series
![Page 10: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/10.jpg)
Field guides and Wake!eld !sheries
symposium proceedings are Alaska’s two
signature book series. They create an
Alaska Sea Grant brand image among
different user groups.
![Page 11: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/11.jpg)
Success breeds success
![Page 12: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/12.jpg)
Alaska’s track record in publishing and marketing spurs unsolicited requests by scientists to publish their manuscripts. The books above are examples.
![Page 13: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/13.jpg)
Seek and ye shall find.
![Page 14: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/14.jpg)
Make your own luck. Keep antennae tuned in to detect book publishing opportunities, and pursue them. The books above all resulted from seizing unforeseen publishing opportunities.
![Page 15: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/15.jpg)
Design is not just what it looks like and
feels like. Design is how it works.
Steve Jobs
![Page 16: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/16.jpg)
Form follows function. We publish field guides with
structures developed by
scientists for scientists...
![Page 17: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/17.jpg)
…sometimes resulting in unintended practical uses.
![Page 18: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/18.jpg)
The things I want ���to know are in books. ���My best friend is the ���
man who'll get me ���a book I ain’t read.���
Abraham Lincoln
![Page 19: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/19.jpg)
Effective promotion and ef!cient order ful!llment are
essential.
Getting our books into the hands of users
![Page 20: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/20.jpg)
Nobody pointed out !that the Web itself !is a miracle. !—Dr. Dorian, Charlotte’s Web
![Page 21: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/21.jpg)
We installed our first online catalog in the mid 1990s, when the World Wide Web was only a few strands woven. Today our online catalog yields thousands of sales and freebie send-outs every year.
![Page 22: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/22.jpg)
We place our books with Amazon.com, Barnes & Noble, and other online booksellers.
www.barnesandnobl
![Page 23: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/23.jpg)
National and international promotion and distribution of specially selected books is carried out through a joint marketing agreement with the University of Alaska Press, which in turn has a joint marketing agreement with the University of Chicago Press.
![Page 24: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/24.jpg)
Mass mailing of our full-color, illustrated catalog to retailers each winter when they stock up for the summer tourist season yields orders for hundreds of books and videos.
![Page 25: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/25.jpg)
We use mail.it to promote publications
and videos. We target announcements like
this one to specific customers according
to customer codes we’ve assigned to them in our database. Codes are based on previous
purchases, or expressed or otherwise known customer interests.
![Page 26: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/26.jpg)
However beautiful ���the strategy, you ���
should occasionally ���look at the results.���
Winston Churchill
![Page 27: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/27.jpg)
Anything that won't sell, I don't
want to invent. Its sale is proof
of utility, and utility is success.
Thomas Edison
![Page 28: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/28.jpg)
1990 book sales: ~$5,000 2011 book and video sales: $113,000 In 2011, 26,000 new and preexisting educational items distributed worldwide.
![Page 29: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/29.jpg)
Shopping Cart, Database wed.
Recordkeeping, impact tracking, and promotional
bliss ensues.
![Page 30: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/30.jpg)
Customer information and product sales data
collected via shopping cart orders are automatically
fed into our Filemaker database.
![Page 31: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/31.jpg)
![Page 32: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/32.jpg)
Filemaker database includes a module to hold key information on each book
• Production cost • Formats of the book (hard copy, PDF, etc.) • Funding received • Dimensions, page count, weight • Retail cost • Means used to promote • Publication year • ISBN number • Author(s) • Awards • And more
![Page 33: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/33.jpg)
![Page 34: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/34.jpg)
Bargain Bundles
![Page 35: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/35.jpg)
We offer “bundles” of books. Bundles may include a hard copy and PDF of the same title, and/or a new book at full price bundled with one or more related books at a discount. We’ve been pleasantly surprised at the number of people who opt to buy both a hard copy and a PDF of a given title.
![Page 36: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/36.jpg)
Bundle order
![Page 37: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/37.jpg)
People may buy a whole book, or specific chapters from our peer-reviewed conference proceedings.
![Page 38: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/38.jpg)
Free and for-sale PDFs
boost distribution of educational
products.
![Page 39: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/39.jpg)
Online PDFs
• 2009: A few PDFs, two downloads • 2010: More titles, 210 downloads • 2011: More titles, 1,362 downloads • 2012: 614 titles, 2,179 downloads
![Page 40: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/40.jpg)
But are download numbers meaningful?
![Page 41: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/41.jpg)
Beware of robots finding your PDFs and skewing your distribution statistics!
![Page 42: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/42.jpg)
We distribute PDFs via a custom-built (in house) shopping cart which requires that a human being download the documents, thus subverting downloads by robots and other non-humans which skew distribution totals.
![Page 43: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/43.jpg)
Don’t have in-house book publishing capacity?
Bring your publishing ideas to Alaska Sea Grant.
![Page 44: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/44.jpg)
If you’ve got the
Money honey, we’ve
Got the time. (and talent)
Willie Nelson
![Page 45: Alaska Sea Grant Publications and Marketingseagrant.uaf.edu/national/sea-grant-week-2012/presentations/kurtenbach-byers... · But we had made a commitment to produce many more lay-oriented](https://reader030.fdocuments.in/reader030/viewer/2022041007/5ea10f173ed7152df729bef7/html5/thumbnails/45.jpg)
Engage!