Digital Marketing Workshop

Digital Marketing for Beginners

2013 and Beyond

Date: Thursday, June 20
Time: 1:00 - 5:00 p.m.
Location: Seaport Hotel and World Trade Center

Organizers:
Amanda Atkins, Senior Publicist, MIT Press
Mandy Clarke, Trade Marketing and Publicity Manager, Indiana University Press

Panelists:
Social Media and Publicity: Colleen Lanick, Publicity Manager, MIT Press; Laura Sell, Publicity and Advertising Manager, Duke University Press
Marketing Ebooks, Shorts and Apps: Kristi McGuire, New Media and Web Editor, The University of Chicago Press
Interactive Marketing—Podcasts/Trailers: Ivan Lett, Online Marketing Manager, Yale University Press
Online and Print Marketing: Brady Dyer, Manager of Marketing & Communications University of Texas Press

This half-day workshop is designed for those who are new to scholarly publishing and/or marketing. Topics covered will include social media, publicity, marketing digital products, interactive marketing tools, and the relationship between online and print marketing.

Panels will cover:

  • How to maximize the use of social media (Twitter, Facebook, Pinterest, YouTube, Goodreads, and Google+)
  • The effectiveness of electronic publicity tools
  • Tools for marketing ebooks, shorts, and apps
  • Interactive marketing tools (podcasts, trailers, etc.)
  • Online and print marketing: how they correlate, opportunities, and creative approaches

Participants should finish the workshop with a better understanding of digital marketing in the ever-changing world of scholarly publishing and how to enhance their current efforts, both individually and as a team. An ample amount of time has been allocated for Q&A.

Fee:
Includes materials and refreshments.
Members: $175
Non-Members (Non-Profit): $190
Non-Members: $210

Space is limited; please send no more than 3 individuals per press.

 

Acquisitions Workshop

Acquisitions for Beginners

What You Need to Know

Date: Thursday, June 20
Time: 8:30 a.m. - 12:30 p.m.
Location: Seaport Hotel and World Trade Center

Organizers:
Amy Gorelick, Senior Acquisitions Editor, University Press of Florida
Alisa Plant, Senior Acquisitions Editor, Louisiana State University Press

Organizer/On-Site Facilitator:
Larin McLaughlin, Senior Acquisitions Editor, University of Illinois Press

Panelists:
Jim Burr, Senior Editor, University of Texas Press
Shannon Davies, Acquisitions Editor, Texas A&M University Press
Eleanor Goodman, Executive Editor, Penn State University Press
Mick Gusinde-Duffy, Editor-in-Chief, University of Georgia Press
Sian Hunter, Senior Editor, University Press of Florida
Jason Weidemann, Senior Editor, University of Minnesota Press
Clark Whitehorn, Editor-in-Chief, University of New Mexico Press

This half-day workshop is geared to new acquisitions editors and advanced assistant editors. Topics include list-building basics, developing an editorial voice and philosophy, generating in-house enthusiasm for manuscripts, acquiring trade books, and managing author expectations. There will be a question-and-answer period after each panel.

Panels will include:

  • Establishing Yourself
    This session addresses the nuts and bolts of list building and growing: how to get your name out there, evaluating proposals and manuscripts, what to do when you take over a list from an established editor, how to move in a new direction, how to cultivate your own distinct voice as an editor.
    Speakers: Jim Burr, Senior Editor, University of Texas Press; Jason Weidemann, Senior Editor, University of Minnesota Press
  • Building Your List
    This session will explore the nuts and bolts of list building. How do you identify high-quality manuscripts? How do you work most effectively with authors? How do you balance your time among manuscripts? How do you shape a coherent yet diverse list?
    Speakers: Eleanor Goodman, Executive Editor, Penn State University Press; Jason Weidemann, Senior Editor, University of Minnesota Press
  • Believing in Your Books
    This session deals with interdepartmental and Press Committee relations. How do you generate enthusiasm for your books in-house? How do you present your projects to members of your press committee?
    Speakers: Shannon Davies, Acquisitions Editor, Texas A&M University Press; Sian Hunter, Senior Editor, University Press of Florida
  • Managing Author Expectations
    This will be a role-playing session, in which one panelist is the editor and another is the author, switching back and forth between the roles as they play out different scenarios with different types of common author situations.
    Speakers: Mick Gusinde-Duffy, Editor-in-Chief, University of Georgia Press; Clark Whitehorn, Editor-in-Chief, University of New Mexico Press

Fee:
Includes materials and refreshments.
Members: $175
Non-Members (Non-Profit): $190
Non-Members: $210

Space is limited; please send no more than 3 individuals per press.

 

Essential Workflow Steps

From InDesign to Ebook

Essential Workflow Steps

Date: Thursday, June 20
Time: 1:00 - 4:30 p.m.
Location: Seaport Hotel and World Trade Center

Organizers:
Marianne Jankowski, Art Director, Northwestern University Press
Terri O'Prey, Associate Managing Editor, Princeton University Press

Join InDesign publishing expert Anne-Marie "Her Geekness" Concepcion for a lively and informative real-world tour of the ebook publishing landscape. You'll receive an overview of the entire publishing workflow, taking a layout file in Adobe InDesign and turning it into an ebook ready for sale in Apple's iBookstore, Amazon's Kindle store, on other e-resellers. Along the way you'll learn about best practices, free automation tools, gotchas to avoid, and tips from the ebook production trenches.

Workshop will cover:

  • Digital Publication Choices: Ebook or App?
  • Differentiating an Ebook from EPUB, Flowable vs. Fixed
  • EPUB 2 vs. EPUB 3
  • 5 Steps to Prepare Your InDesign File for EPUB Export
  • Free InDesign Scripts You Must Use
  • Exporting from InDesign to Kindle
  • Proofing and Validating Your Ebook
  • Fine-tuning with simple HTML and CSS Editing
  • Best resources for keeping up-to-date

Fee:
Includes materials and refreshments.
Members: $195
Non-Members (Non-Profit): $210
Non-Members: $230

Space is limited; please send no more than 3 individuals per press.

   

Design & Production Workshop

Advice for Ebook Complexities and Quality Control

Date: Sunday, June 22
Time: 1:00 - 4:30 p.m.
Location: New Orleans Marriott

Organizers:
AAUP Design and Production Committee
Carol Stein, ASCSA, chair
Kenneth Reed, Princeton

Speaker:
Joshua Tallent, Chief eBook Architect, Firebrand Technologies
Joshua Tallent has been an ebook developer since 2002 and is a well-known ebook expert and teacher. Joshua advocates for beautiful, functional, accessible ebooks, and focuses much of his attention on the practical implementation of solid ebook development practices. He and his team provide ebook design and consulting services to publishers and authors, specializing in complex and enhanced ebook projects and grand ideas. website / twitter


Creating EPUB files can be frustrating work. Sometimes the process works and you can push out a file with little or no hassle, but other times you spend hours banging your head against the wall trying to figure out why that table just won't behave.

In this workshop, we will talk about some of the most frustrating and confusing aspects of ebook development. You will walk away with solid, practical information about:

  • When an ebook design might need to deviate from the print design, and when it can be the same.
  • Handling images in ebook files, including advice on file type, size, dimensions, and more.
  • Designing tables to look good and function properly across devices.
  • Working with foreign languages, and getting special characters to behave on different systems.
  • When to consider fixed layout and iBooks Author as opposed to (or in addition to) reflowable ebooks.
  • Workflow adjustments you can make for digital-first and digital-only books.
  • Considerations when choosing between EPUB 2 and EPUB 3, and advice on converting to Kindle Format 8.
  • Quality control steps and tools that actually work.

Come prepared to learn about the deeper side of ebook production. Participants are asked to bring a laptop computer if they wish to try their hand at various techniques. It is recommended that all participants be comfortable with creating, opening, and manipulating EPUB files.

The registration fee for this workshop is $200 for AAUP Members, $225 for non-Member nonprofits, and $250 for non-Members. Space is limited. Register here >

 

Marketing Workshop

Let's Get Analytical! Measuring Your Marketing

Date: Sunday, June 22
Time: 9:00 a.m. - 1:00 p.m.
Location: New Orleans Marriott

Organizers:
AAUP Marketing Committee
Laura Baich, Indiana, chair

Panelists
Danny Bellet, Publicity Manager, Penn State University Press
Jeff Colosino, Online Outreach Specialist, National Academies Press
Daniel Lemin, Strategy and Metrics Lead, Convince and Convert
Bonnie Russell, Technical Project Manager, Wayne State University Press
Dean Smith, Director, Project MUSE

 
This half-day workshop will focus on marketing analytics for a variety of channels, including websites, blogs, social media, and email marketing. Topics to be covered include how to understand marketing metrics, what tools you should use to measure analytics, which metrics you should pay attention to, and how metrics should inform your marketing efforts.

Panel experts come from both within and outside of the AAUP community, including a business, marketing, and PR consultant who leads the social media strategic planning process and the creation of detailed success metrics dashboards for corporate clients.

Panels will cover:

  • Using web analytics to redesign your website, as well as understanding Google Analytics
  • Using email marketing, banner ads, social media (Facebook, Twitter, blogs), and more to drive web sales
  • Analyzing university presses' marketing metrics to find trends
  • Highlighting what university presses are doing right and which areas need work
  • Understanding analytics from an author's point of view

Participants should finish the workshop with a better understanding on how to interpret and manage analytical data. The workshop will be of interest to people working in publicity, sales, marketing, advertising, and digital initiatives. Plenty of time will be included for Q&A and open discussion with the panelists.

The registration fee for this workshop is $200 for AAUP Members, $225 for non-Member nonprofits, and $250 for non-Members. Space is limited. Register here >

   

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