Practical strategies for marketing a core facility

Core facilities provide indispensable access to advanced instrumentation, technical expertise, and support services that enable research, with impact extending beyond the university level to the broader scientific community. Despite their pivotal role in driving discovery, many cores face persistent challenges in achieving sustainability, visibility, and user engagement, particularly in changing funding environments. A survey was conducted of current marketing practices by core facilities to identify common approaches and their perceived effectiveness. All marketing methods surveyed were rated as slightly to moderately effective, underscoring the need to improve current tactics or pursue entirely new ones. This paper presents a practical framework for strategic marketing in core facilities that integrates established business methodologies with the operational realities of shared research infrastructure. Particular focus will be placed on self-evaluation (SWOT), setting measurable goals (SMART), and creating content that provides value to potential users (Value Proposition). The core facility marketing method emphasises developing a clear, engaging plan that leverages the core staff's strengths and aligns with institutional priorities. Even with the limitations faced by core facilities, marketing is a practical tool for strengthening scientific and community impact while also supporting long-term operational viability.