Going digital-first: Book marketing’s response to COVID-19

Author: 
Date created: 
2020-12-18
Identifier: 
etd21195
Keywords: 
Scholarly publishing
Digital marketing
COVID-19
UBC Press
The Association of Canadian University Presses
Abstract: 

This report explores the impacts of COVID-19 on book marketing, and how to take a digital-first marketing approach, using the University of British Columbia Press (UBC Press) as a case study to explore how a scholarly publisher adapts their marketing activities. These adaptations include how UBC Press pivoted by using digital marketing strategies, such as social media, academic campaigns, and Congress from your Couch, and with a collective marketing project as a part of the Association of Canadian University Presses (ACUP). This report outlines the ACUP collective marketing project in its beginning stages from concept to initial designs. It concludes that it is essential for publishers, both trade and scholarly, to adapt strategic and community-focused digital marketing approaches in order to be flexible when faced with sudden changes.

Document type: 
Graduating extended essay / Research project
Rights: 
This thesis may be printed or downloaded for non-commercial research and scholarly purposes. Copyright remains with the author.
File(s): 
Supervisor(s): 
Hannah McGregor
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project) M.Pub.
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