OER Advocacy: marketing with students Kaitlyn Vitez, USPIRG

OER Advocacy: marketing with students tinyurl.com/XXXX

Agenda Intros The big picture Messaging your project Principles of good marketing Key tactics

why students?

Why are students great advocates ? Stories Access Flexibility Ambitious Skills

storytelling

The structure of a good story Problem Solution Goal Strategy Tactics

What’s the next step for your program? What does your program do well? How can you maximize it? What is on your wishlist? What do you need to scale up? What is your greatest struggle in growing your program? Who is a decision maker that can unlock money, access, time, etc?

What’s the next step for your program? Increase individual faculty adoptions Create a campus-wide initiative on campus Secure funding to hire a dedicated staff person Secure a department-wide commitment Create a z-degree Mark in course listings the price of materials

Who is your decision maker? Who is bottom line on this? Who controls the flow of money? Who is the gatekeeper? Who is the influencer?

How do you influence them? What are their priorities, limitations, and desires? Who do we have access and influence with? Where are there gaps in our existing networks? Who is the best messenger?

What is your goal? Who is your decision maker? small groups (10 mins)

crafting your pitch

Frames for OER advocacy Affordability Consumer protection Equity and ed justice Academic freedom Open pedagogy Digital

Tools to develop a strategy 2005 Mission Statement: "The University's mission is to provide an affordable and accessible education of high quality and to conduct programs of research and public service that advance knowledge and improve the lives of the people of the Commonwealth, the nation, and the world.“ 2018 Strategic Plan: “Our institution is rooted in the idea that any qualified individual, regardless of wealth or social status, should have access to high quality higher education.”

Think of your target. What is the best frame for them? Write your 2 minute story, and then a condensed 30 second version. small groups (25 mins)

break (5 mins)

principles of marketing

What we know about OER adoption Course Materials Adoption: A Faculty Survey and Outlook for the OER Landscape, Steven Bell (Temple University): 58% of faculty discover OER from peers; only 4% heard from librarians. 45% of faculty adopt the open textbook they review as part of an Open Textbook Network workshop. Publishers are already communicating directly with your faculty.

Marketing 101 Product Price Place Promotion

Active vs. passive advertising

“Ten Touches”

Build on existing networks Recognize leaders and adopters Ask faculty how they’d advertise to their colleagues Utilize students as messengers Build onto existing professional development events

Potential tactics Share information Meet with your target Legislation Events Grassroots Grasstops

But does it fit in your strategy? Share information Meet with your target Legislation Events Grassroots Grasstops

What are some outreach activities that you want to do? What fits into your strategy? small groups (10 mins)

planning

flow of the semester

Potential tactics Share information Meet with your target Legislation Events Grassroots Grasstops

Planning principles Have a vision for what the event will accomplish and what its themes and messages are. Make sure that others can share that vision too. Take stock of your limitations, deadlines, and “boulders.” Set concrete numerical goals for all parts of the event. Make a calendar with rows for all the major categories of tasks, so that you can delegate tasks and realms of responsibility. Have a back up plan, and confirm attendance.

small groups (30 mins) Backwards plan one activity Shark tank presentation small groups (30 mins)

opentextbookalliance.org/materials Kaitlyn Vitez, Higher Ed Campaign Director kvitez@pirg.org // @HigherEdPIRG