Download to read offline
![Building the framing statement
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all
[insert Frame of Reference] because [insert Reason to Believe].
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides
instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a
combination of extraordinary convenience, low prices, and comprehensive selection (Amazon
2001)
21
Template and Amazon example from
https://blog.ecornell.com/how-to-write-market-positioning-statements/](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/85/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-21-320.jpg)
![Building the framing statement
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all
[insert Frame of Reference] because [insert Reason to Believe].
eLife: For Stem Cell biologists looking to publish their best work, eLife is an open-access
journal that ensures colleagues in every corner of the world can access and build on your work.
Unlike other high-profile journals, eLife promises high-quality, focused decisions that mean
less time in revision and publishing faster.
22](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/85/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-22-320.jpg)
![Building the framing statement
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all
[insert Frame of Reference] because [insert Reason to Believe].
FORCE11 2018: For Montreal-based open research advocates, the FORCE11 annual meeting
is a rare convening of all important stakeholders, including funders, publishers, librarians,
developers, and researchers. Unlike other meetings, FORCE11 creates opportunities to co-
create and co-develop solutions for the future of research communication.
23](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/85/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-23-320.jpg)
![For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation]
among all [insert Frame of Reference] because [insert Reason to Believe].
👉 Use the collaborative document to build out your work
29](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/85/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-29-320.jpg)
![Building the framing statement
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all
[insert Frame of Reference] because [insert Reason to Believe].
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides
instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a
combination of extraordinary convenience, low prices, and comprehensive selection (Amazon
2001)
21
Template and Amazon example from
https://blog.ecornell.com/how-to-write-market-positioning-statements/](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/75/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-21-2048.jpg)
![Building the framing statement
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all
[insert Frame of Reference] because [insert Reason to Believe].
eLife: For Stem Cell biologists looking to publish their best work, eLife is an open-access
journal that ensures colleagues in every corner of the world can access and build on your work.
Unlike other high-profile journals, eLife promises high-quality, focused decisions that mean
less time in revision and publishing faster.
22](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/75/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-22-2048.jpg)
![Building the framing statement
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all
[insert Frame of Reference] because [insert Reason to Believe].
FORCE11 2018: For Montreal-based open research advocates, the FORCE11 annual meeting
is a rare convening of all important stakeholders, including funders, publishers, librarians,
developers, and researchers. Unlike other meetings, FORCE11 creates opportunities to co-
create and co-develop solutions for the future of research communication.
23](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/75/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-23-2048.jpg)
![For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation]
among all [insert Frame of Reference] because [insert Reason to Believe].
👉 Use the collaborative document to build out your work
29](https://image.slidesharecdn.com/daytwosecretstochangingbehaviourniso2025-250612222536-c789436d/75/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-Two-29-2048.jpg)
Gibson "Secrets to Changing Behaviour in Scholarly Communication: A 2025 NISO Training Series, Session Two"
This presentation was provided by Jennifer Gibson of Dryad, during the second session of our 2025 NISO training series "Secrets to Changing Behavior in Scholarly Communications." Session Two was held June 12, 2025.
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Gibson "Secrets to Changing Behaviour in Scholarly Communication: A 2025 NISO Training Series, Session Two"
- 1. Secrets to changingbehavior in scholarly communication A 2025 NISO Training Series JENNIFER GIBSON, Executive Director, Dryad | @jmclenna | [email protected] (And, now, also an independent marketing consultant: [email protected]) All materials © Jennifer Gibson (2021-2025), subject to a Creative Commons Attribution License (cc-by) v. 4.0, unless otherwise noted
- 2. Day two ➔Social marketing in scholarly communications, with Liz Allen ➔ Feedback: Interventions ➔ Knowing your audience ◆ Segmentation ◆ Targeting ◆ Framing ➔ Exercise and breakout groups: Write your framing statement 2
- 3.
- 4. Feedback: Interventions 1. Howdid you find the process? 2. How did your thoughts evolve over the week? 3. Have any questions emerged? 4 Rowena Walton (2022) CC BY 4.0
- 5. Learning outcomes At theconclusion of this session, the aim is for you to be able to say: 1. What factors separate parts of your audience from others 2. Why you want to prioritise some audiences over others 3. Why your audience will choose what you have to offer over alternatives 5
- 6. II. Knowing youraudience 6
- 7. The ‘three keys’to marketing* 7 1. Segmentation 2. Targeting 3. Framing * James H. Mintz, 1945-2019, Director, Partnerships & Marketing, Health Canada
- 8.
- 9. Segmentation ● Defines ‘segments’of your audience that are: similar (for whom a particular message or approach would resonate); measurable (you know how many individuals there are); and accessible (you can reach them) ● Breaks down your audience into groups according to appropriate characteristics or demographics, such as sector (publishing, technology, library, or research faculty), career stage, geography, academic discipline, or behaviour (engagement with open practices, time of day on social media) 9
- 10.
- 11. Segmentation: Considerations Values, perspectivesand priorities vary across: ● Academic disciplines, e.g. humanities and social sciences versus lab sciences ● Geographies, e.g. India versus China ● Career stage, e.g. graduate student versus senior faculty 11
- 12. Segmentation: Examples eLife, ca.2012: Solicit submissions to a brand-new, high-end journal ● Discipline ● Proximity FORCE11, ca 2018: Solicit registrations to the annual meeting of colleagues in Montreal ● Geography ● Involvement in open research 12
- 13. Segmentation is thefirst step in developing a marketing program that has impact because it delivers powerful messages to the right audiences 13 DISCUSSION POINT #1 ➔ What segments define your audience?
- 14.
- 15. Targeting ● Selecting or‘targeting’ segments of your audience for your marketing plan ● Your message will be more powerful if it speaks to the interests of the audience (which are different, segment to segment) ● Selecting segments that have the most potential to help you achieve your goal will increase the impact of your program 15
- 16. Targeting: Considerations ● Impact:which target audiences have the most size or influence to help achieve your goal ● Resources: which target audiences are most easily accessible to you 16
- 17. Targeting: Examples eLife, ca.2012: Solicit submissions to a brand-new, high-end journal ● Discipline: Stem cells, cell biology, neuroscience ● Proximity: HHMI, MPG, Wellcome FORCE11, ca 2018: Solicit registrations to the annual meeting of colleagues in Montreal ● Geography: Montreal ● Involvement in open research: Networked 17 DISCUSSION POINT #2 ➔ What audiences have the most potential for you?
- 18.
- 19. The framing statement Yourframing statement sets out: 1. What you have to offer 2. Why your target audience values what you have to offer 3. Why your target audience chooses your offering over another 19
- 20. Understanding framing is essentialto presenting your offering in a way that the audience knows it will address their needs 20
- 21. Building the framingstatement For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe]. For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection (Amazon 2001) 21 Template and Amazon example from https://blog.ecornell.com/how-to-write-market-positioning-statements/
- 22. Building the framingstatement For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe]. eLife: For Stem Cell biologists looking to publish their best work, eLife is an open-access journal that ensures colleagues in every corner of the world can access and build on your work. Unlike other high-profile journals, eLife promises high-quality, focused decisions that mean less time in revision and publishing faster. 22
- 23. Building the framingstatement For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe]. FORCE11 2018: For Montreal-based open research advocates, the FORCE11 annual meeting is a rare convening of all important stakeholders, including funders, publishers, librarians, developers, and researchers. Unlike other meetings, FORCE11 creates opportunities to co- create and co-develop solutions for the future of research communication. 23
- 24. “I don’t wantto know what you think; I want to know what the customer thinks” – Another Jim-ism 24 * James H. Mintz, 1945-2019, Director, Partnerships & Marketing, Health Canada (years)
- 25.
- 26. 1. Situation analysis Beforeapproaching framing, it’s really useful to know: 1. Who is our competition? 2. What differentiates our offering from that of the competition? 3. What does the target audience value about what’s on offer? What do they need? 4. How does the target audience see us now? 5. How might we want that to change? 26
- 27. 2. F&B analysis Totry and understand how our offering addresses the target audience’s needs, we can carry out a feature-benefit (F&B) analysis. It’s simple: https://carbuzz.com/news/do-red-cars- get-ticketed-more-than-other-colors 27 FEATURE What do we have to offer? BENEFIT How will it benefit the target audience? Freshly painted, shiny, looks great I feel good, I look good, I feel I’ve achieved something Solid steel wingnuts This doesn’t matter to me X Performs better in crash tests Keeps my family safe
- 28.
- 29. For [insert TargetMarket], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe]. 👉 Use the collaborative document to build out your work 29
- 30. Reflections ● Share yourframing statements ● Have you come away knowing; ○ What factors separate parts of your audience from others ○ Why you want to prioritise some audiences over others ○ Why your audience will choose what you have to offer over alternatives 30 Rowena Walton (2022) CC BY 4.0
- 31. Next time ➔ Whatis ‘social marketing’? ➔ Interventions ➔ Social marketing in scholcomm ➔ Knowing your audience ➔ The marketing plan 31 ➔ The marketing goal ➔ Marketing tactics ➔ Assets and collateral ➔ Communications planning ➔ Measuring and optimizing
Editor's Notes
- #1 Start recording
- #15 There may be many segments that would be applicable for you. But without unlimited resources, it’s import to select which segments you’ll target. Many choose to start with ‘low hanging fruit’.
- #19 Framing - sometimes referred to as ‘positioning’, but not in social marketing.
- #26 What problem might our offering solve?
- #30 Choose 2-3 participants to share what they’ve come up with Encourage everyone to share their framing statements on slack Slack poll to measure course takeaways