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A strategy for publications. Part II Enhancement of marketing products Maria-Luz SEOANE

A strategy for publications. Part II Enhancement of marketing products Maria-Luz SEOANE (mseoane@ine.es). Marketing activities and products Objective • Increase visibility and brand recognition (spread the word that we exist) • Improve INE´s image. 1.

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A strategy for publications. Part II Enhancement of marketing products Maria-Luz SEOANE

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  1. A strategy for publications. Part II Enhancement of marketing products Maria-Luz SEOANE (mseoane@ine.es)

  2. Marketing activities and products Objective • Increase visibility and brand recognition (spread the word that we exist) •Improve INE´s image 1

  3. Marketing activities and products • Fairs: • Madrid book fair (May- June) • Novelties: • Yearbook & Spain in figures • Women and men in Spain & ... Gifts: pens, folders, sweets, etc Publications and other paper products (Spain in figures, INE figures) 2

  4. Marketing products in paper format General public •Calendar 2008 -short term indicators. 2 formats: table top (13 000 units) bookmarker (11 500 units) •Catalogue of products and services 62 pages, published every 2 years •Latest figures (monthly leaflet) 3

  5. Marketing products in paper format Specific purpose •A statistical operation Agriculture ( 2008 calendar ) •Books 1528 Census. King Charles I (see leaflet_) Spain in figures (see leaflet_) 4

  6. Are we exploiting all the tools we have available? Two examples 5

  7. First case study: a bulletin for respondents • Survey on ICT usage & e-commerce in companies 2006 • Leaflet, 4 pages, 30 500 units (annual) Second case study: latest figures Monthly leaflet, 2 pages, 64 000 units per month 6

  8. What can we learn from them? 7

  9. What can we learn from them? Why don´t we try to transform our informants into satisfied users of INE outputs? By including relevant information about INE outputs in the leaflets they receive Easy access to them: existing relationship with them 8

  10. Dissemination cycle (I. Felegui) INE Users Robust reputation Trust Quality Cooperation 9

  11. Thanks for your attention

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