Step 1. Call the Play. What’s your objective, what’s your Call to Action (CTA), and, most importantly, what’s in it for them?
- Objectives. Identify the specific objectives your campaign seeks to accomplish.
- Call-to-Action (CTA). Identify the action you’d like recipients to take as a result (examples: attend an event, respond with your thoughts on a particular resource, rate your readiness for OER from 1-5, sign up to learn more, etc.). Thread this CTA throughout all communications. A specific call to action.
- What’s in it for them? Don’t assume — state explicitly why your recipients should care. This will raise your chances of getting a response… and their support.
Step 2. Plan the tackle. Campaigns are more than just emails! There are many ways to market your initiatives (see chart under Resources for more details):
- Digital/virtual: Email, website, webinar, sharing a success story on a blog or video,social media, presentation, forms, surveys, etc.
- In Person: Face-to-face meetings with faculty and administrative stakeholders, faculty development sessions, roundtable discussions, peer-sharing presentations, conference presentations, etc.
- Thought Leadership: public announcement, influencer article/mention, hosting an OER day, media publication, journal article, etc. If they’re good partners, you might also consider outsourcing some of the labor to your local campus bookstore affiliates, who are often looking to raise their reputation by promoting low cost options.
Step 3. Measure Results, Iterate Improvements. Track results based on the objectives you identified in Step 1. Examine the campaign for holes, identifying root causes of problems and successes, and plan ways to further improve and boost success for the next play.
|Plan the Tackle: Activities to Promote Your Initiatives
||Prep Time* (minimum)
||Effort Level (typical)
- Contact list
- Schedule timing
- Email copy/template
- Clear Call to action
- Follow-up workflow — what’s next? How will you follow up with recipients?
- Approval to send
(more if net new content or heavy customization required)
- Website content creation / customization
- Clear Call to Action
- Follow-up workflow & related tools
- Website preview/testing
|OER Day, Faculty Development Sessions
See Sample OER Day Agenda Here
- Location, timing & facilities
- Presenter invitations, confirmation
- Participant Invitations & System for RSVP
- Pre-event email
- Sponsored meals/refreshments
- Presentation prep
- Handouts / Giveaways
- Follow-up Plan
|Varies based on size: $500-
$1500 for sponsored or hosted meals
|Medium to high
|Roundtable Discussion, or Peer Sharing Session
- Confirm budget
- Select Theme
- Location/timing – virtual or in person?
- Participant Invitations
- Manage invitations / RSVPs
- Follow-up Message/Plan
|Varies based on size: $50-$500+
Event Presentations (see Playbook Section: Conference Presentations)
|Varies depending on, event
||Conference Session Proposals
(1-2 weeks lead time)
- Verify proposal deadline Secure co-presenters
- Brainstorm topic ideas
- Draft and review proposal according to submission form
- Submit proposal
(1-2 weeks lead time)
- Schedule coordinating call with co-presenters to discuss content, outline timing and roles
- Co-presenters draft, review and finalize materials
- Runthru (ideally in person)
- Deliver presentation
|Varies, depending on event
||Low to Medium