JSTOR Resources for Licensing Representatives

The migration of the Artstor content and features from the Artstor platform to the JSTOR platform is nearly complete and we are now confident in our ability to sell Artstor on JSTOR as a standalone product, separate from the old Artstor platform. 

Learnings from our year of free expanded access to Artstor during the COVID-19 pandemic have shown the power of usage over time as a tool to drive paid participation. For this reason, we have decided to offer institutions a long term trial to cover a full semester of usage this fall. We are starting with a targeted marketing campaign to a select group of institutions as a way to test our messaging and approach, though account owners can expand out to other key prospects if desired.

Goals:

• Begin building a pipeline of Artstor prospects that can help us achieve our revenue targets for 2024.
• Test out our Artstor on JSTOR value proposition to learn what messages resonate and what tactics are effective in order to support broader campaigns in 2024.
• Capture use cases and participant stories through engagement during the trial period. These stories will help us further refine our value proposition and tactics in the future.

Timeline:

• August 17 - 24: Marketing lead-gen activities to drive trial interest

• August 17 - October 1: Outreach trial form lead conversion and prospecting as needed

• October 1: Last day for institutions to sign up for the extended trial

• October 1 - December 31: Regular engagement via marketing messages and Outreach touchpoints to ensure successful trial and develop opportunities

• December 31: Trial access is shut off

Process:

1. Marketing email campaign to prospect lists promoting an extended trial offer (initial mailing on 8/17, with re-send to non-opens on 8/24).

• Message recipients are directed to this trial sign up form: https://about.jstor.org/l/try-artstor-on-jstor/
• Trial form sends a lead to Outreach account owners.
• Outreach account owner will reach out to confirm their interest in a trial, will connect the institution with the appropriate licensing rep and suggest a meeting to go over what Artstor can offer them.
• Outreach account owner submits the trial request for setup. NOTE: ALL TRIALS WILL HAVE AN END DATE OF DECEMBER 31 2023

2. During the trial period, prospects will receive three automated marketing messages.Licensing representatives should check in with institutions at least twice during the trial period, with an aim to understand possible intentions and timing for purchase by the end of the trial period (Dec 31).

• Two emails promoting engagement during the trial period in mid October and mid November
• One email in December alerting them to the end of the trial

3. Licensing representatives should check in with institutions at least twice during the trial period, with an aim to understand possible intentions and timing for purchase by the end of the trial period (Dec 31).

• Trial usage will be available to share by the midpoint of the trial period. Outreach account owners will distribute the trial usage and cc: the appropriate licensing representative in order to continue engagement and opportunity development.

These initial prospects have been selected to help run a targeted campaign, but account owners can invite other potential prospects to sign up for the extended trial period.

• International K-12 via JCS Online Resources
  • JCS manages subscriptions for international secondary schools
• Community Colleges

  • 150 community colleges who have reduced JSTOR fees under the new community college model, and do not yet have Artstor

  • Non-JSTOR participating community colleges (number TBD based on marketing purchased lists)

• Accounts who have considered Artstor in the past

  • As part of the Expanded Access Program or had an Artstor opportunity created after May 1, 2020

• Additional prospects identified by account owners
  • Account owners can share the trial offer with other accounts, as deemed appropriate based on interest or to help meet campaign goals

Framing conversations for different audiences:

Institutions who participated in Artstor Expanded Access

• Artstor Expanded Access (June 2020 - August 2021) was a pandemic program that offered free access to Artstor to JSTOR participating institutions who opted in.  During this time, Artstor content and tools had not yet been migrated to JSTOR so institutions were using the Artstor platform.
• If relevant, you may wish to share their usage on Artstor during the EA program
• If your contacts are familiar with Artstor and remember their experience during Expanded Access or during a previous trial, it’s a good time to remind them of all the benefits of Artstor now on JSTOR, and emphasize:
  • Artstor images are now available alongside secondary literature for increased context
  • Users at their institution do not need to learn an additional platform in order to use Artstor content
  • We’ve added new, exclusive-to-JSTOR content, including incredibly timely photo journalism from the invasion of Ukraine, the COVID pandemic, and more.

Community Colleges (with JSTOR)

• We are specifically targeting community colleges that have a fee reduction under the new community college model, and should emphasize that this cost savings can be used to add the Artstor content to their already expanded JSTOR Archive access.

Community Colleges (without JSTOR)

• For community colleges who do not already license JSTOR, this is a fantastic opportunity for them to trial both the journal and image content available on JSTOR at the same time and consider licensing the full bundle.

Artstor on JSTOR Presentation & Platform Demo

Trial Access Campaign Messaging

Trial Access Campaign Training

• Recorded Campaign Launch Training Session

Additional Resources

• Artstor on JSTOR Webpage
• Search landing pages:
  • https://www.jstor.org/images: includes ALL images on JSTOR: from Artstor and Shared Collections
  • https://www.jstor.org/site/artstor/ : only includes Artstor licensed and open image