Presentation on theme: "Inspiring the Creation, Discovery, and Use of Knowledge Alfred Mowdood & Catherine Soehner."— Presentation transcript:
Inspiring the Creation, Discovery, and Use of Knowledge Alfred Mowdood & Catherine Soehner
Why Do We Need Marketing? Competition –Google –Less $ Really great services, spaces, and resources… if students and faculty only knew about them. We cannot depend on students and faculty seeking us out. Employers want colleges to place more emphasis on library strengths such as information literacy. (p.5) Association of American Colleges and Universities (AAC&U).(2010). The quality imperative: Match ambitious goals for college attainment with an ambitious vision for learning. http://www.aacu.org/about/statements/documents/Quality_Imperative_2010.pdf
Oxford English Dictionary & Wikipedia Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." AMA  Marketing is used to identify the customer, satisfy the customer, and keep the customer. …[M}arketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions (The Oxford English Dictionary, 1989, p. 347)
That was then… University Library University of California, Santa Cruz
Writing Style Guide & Media Relations Policies or Guidelines? http://www.olympic.org/Documents/Reports/EN/en_report_456.pdf
Coherent Branding Strategy The objectives that a good brand will achieve include: Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes user loyalty http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
Wayfinding (virtual & physical) Dont make users think Design Motivators ARL & ALA metrics not defining your services What counts?
Espresso Book Machine Personalized gift Beautiful plates Teaching moment Wooster, David. Alpine plants : figures and descriptions of the most striking and beautiful of the alpine flowers. London : Bell, 1874. Plate 46. Parton, James, Horace Greeley, T.W. Higginson, J.S.C. Abbott, James M. Hoppin, William Winter, Theodore Tilton, Fanny Fern, Grace Greenwood, Mrs. E.C. Stanton, etc. ; Eminent women of the age : being narratives of the lives and deeds of the most prominent women of the present generation. Hartford, Conn. : S.M. Betts & Company ; 1869. Plate 8. Ward, Henry A. Catalogue of casts of fossils, from the principal museums of Europe and America, with short descriptions and illustrations,Rochester, N.Y., Benton & Andrews, printers, 1866. Page 125.
Traditional Support Model Bass, R. ( 2012). Disrupting ourselves: The problem of learning in higher education. Educause Review, 47(2), 23-33. Retrieved from phttp://net.educause.edu/ir/library/pdf/ERM1221.pdf
Team-Based Design Bass, R. ( 2012). Disrupting ourselves: The problem of learning in higher education. Educause Review, 47(2), 23-33. Retrieved from phttp://net.educause.edu/ir/library/pdf/ERM1221.pdf
Success & Failure Every failed levy The term Cybrarians http://www.youtube.com/watch?v=89eetuA5xP8