Core Message

Each contact, briefing and event helps to build an awareness of the repository, forming part of the overall promotional framework. Repository managers will usually promote the intellectual benefits of the repository, but should not neglect the emotive aspects, such as personal reward. It is beneficial to address the issue of 'What's in it for me?' to stakeholders. Most audiences have limited time and attention. Potentially, all they will initially remember is the strapline.

A core message or strapline is therefore essential for promotion and this should reflect the repository's ethos and tangible advantages. This message should be incorporated into all promotional literature, every essential talk and be embraced by repository staff. There is a need to tailor aspects of your message to particular audiences so make them challenging, engaging and informative.

Simple examples of a strapline are:

Increase the visibility of your work - Deposit in UniRepoPrints!

The success of the university is built upon its research - build a firm foundation today with UniRepoPrints

Think local, reach global.

An expansion of this idea is to consider reducing the central message or unique selling point (USP) of your repository to just 25 words. It is a powerful focusing technique, and may well help you to identify or refine your core message, offering a snappy but accurate response to the chance encounter with a key academic staff member who asks 'So what does this repository do?'. For example:

The repository collates, preserves and makes readily available to the global community the most valuable output of this institution - its research.