1. OER Advocacy: marketing with students
Kaitlyn Vitez, USPIRG

2. OER Advocacy: marketing with students
tinyurl.com/XXXX

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

4. why students?

5. Why are students great advocates ?
Stories
Access
Flexibility
Ambitious
Skills

6. storytelling

8. The structure of a good story
Problem
Solution
Goal
Strategy
Tactics

9. 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?

10. 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

11. 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?

12. 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?

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

14. crafting your pitch

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

17. 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.”

19. 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)

20. break (5 mins)

21. principles of marketing

22. 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.

23. Marketing 101
Product
Price
Place
Promotion

24. Active vs. passive advertising

25. “Ten Touches”

26. 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

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

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

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

30. planning

31. flow of the semester

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

33. 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.

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

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