Naming, Branding and Promoting the Institutional Repository: A Social Marketing Approach from the Canadian Perspective
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This presentation will discuss strategies for the promotion of institutional repositories within the context of social marketing, focusing in particular on how the institutional repository is named and branded. It will present findings from successful repositories around the world but will draw particular attention to the experience of member institutions of the Canadian Association of Research Libraries. The University of Guelph Library will serve as a case study for more detailed analysis.