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

Thesis type
(Project) M.Pub.
Date created
2020-12-18
Authors/Contributors
Author: Shaw, Paige
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
Identifier
etd21195
Copyright statement
Copyright is held by the author(s).
Permissions
This thesis may be printed or downloaded for non-commercial research and scholarly purposes.
Supervisor or Senior Supervisor
Thesis advisor: McGregor, Hannah
Language
English
Member of collection
Attachment Size
input_data\21086\etd21195.pdf 3.93 MB