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Library Marketing 101: Fun, cheap, and easy ways to promote your library (with a little pre-planning) ! Alexandra Simons Librarian, History/Political Science/Gov Docs Chair, Marketing Committee University of Houston Libraries
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Before you dive in Set your goals – what do you want to accomplish? Find out what your students, faculty and community really want from your library
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Develop a Marketing Plan
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How do I do that? Form a marketing committee
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How do I do that? Form a marketing committee Use someone else’s strategic marketing plan and make it fit your organization
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How do I do that? Form a marketing committee Use another library’s strategic marketing plan and make it fit yours Check fun and useful guide books
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How do I do that? Contact your college’s marketing department and find out what they’re doing, especially with branding
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How do I do that? Contact your college’s marketing department and find out what they’re doing, especially with branding Go online to see what other community colleges are doing
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How do I do that? Contact your college’s marketing department and find out what they’re doing, especially with branding Go online to see what other community colleges are doing Use free survey programs to find out what your users want from you, for example:
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Strategic planning helps you… Define what your users want and need Pinpoint library services most important to users Develop a consistent message Market a recognizable brand Streamline communications
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SWOT analysis Strengths Weaknesses Opportunities Threats By identifying these key factors, your plan will target the most effective ways to market your library. Strengths Comfortable and flexible facility High satisfaction Heavy usage of building and equipment Weaknesses Odd study hours No service points in stacks & reading areas Outreach schedule at odds with customer needs Opportunities Word of mouth marketing Integration into upper-level classes Unification of all service points in Access Services Threats Lack of integration into Blackboard, other UH sites Lack of communication Insufficient quiet space Example from the UH Marketing Plan
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We’ve got the plan! Now what?
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Start Getting Creative!
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Some fun, free, ( or at least cheap) ideas! Use social media outlets to spread the word
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Some fun, free, ( or at least cheap) ideas! Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your patrons’ positive experiences
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Some fun, free, ( or at least cheap) ideas! Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your patrons’ positive experiences Create YouTube videos using your campus’s graphic design & marketing students
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Some fun, free, ( or at least cheap) ideas! Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your patrons’ positive experiences Create YouTube videos using your campus’s graphic design & marketing students Create blogs using free blogging software
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Some fun, free, ( or at least cheap) ideas! Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your patrons’ positive experiences Create YouTube videos using your campus’s graphic design & marketing students Create blogs using free blogging software Collaborate with other community colleges to plan and promote events
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Using Social Media Make sure you have a strong brand and a consistent message
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Using Social Media Make sure you have a strong brand and a consistent message Don’t overwhelm your patrons – send out announcements and messages for specific events
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Using Social Media Make sure you have a strong brand and a consistent message Don’t overwhelm your patrons – send out announcements and messages for specific events Check with your campus marketing department to get guidelines and/or restrictions on using social media
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Using Social Media Make sure you have a strong brand and a consistent message Don’t overwhelm your patrons – send out announcements and messages for specific events Check with your campus marketing department to get guidelines and/or restrictions on using social media Go to YouTube, Facebook, and other sites to see what other libraries are doing
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So, how do I put it all together? 2 case studies
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Case Study 1: UH Libraries Mobile Site Launch The Web Services department asked the Marketing Committee to help advertise its new mobile site. Consistent branding and a strong message helped spread the word!
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Case Study 1: Mobile Site Launch Post cards, posters, and table tents featuring real students! We know how to use the QR code!
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Case Study 1: Mobile Site Launch Campus Newspaper Ad
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Case Study 2: McIntyre Library’s “How I Met My Valentine” Used Facebook to launch the contest
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Case Study 2: McIntyre Library’s Valentine’s Day Contest Used Facebook to launch the contest Posted fliers around campus and in the library
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Case Study 2: McIntyre Library’s Valentine’s Day Contest Used Facebook to launch the contest Posted fliers around campus and in the library Had participants come to the library to get their prizes
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Case Study 2: McIntyre Library’s “How I Met My Valentine” The first contest went so well, they added an “Anti-Valentine’s Day” campaign!
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How do I know if the campaign was successful (or not)? Follow-up and Assessment
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Follow-Up and Assessment: Finds out if your pre-planning paid off
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Follow-Up and Assessment: Finds out if your pre-planning paid off Figures out why and if patrons responded to your campaign
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Follow-Up and Assessment: Finds out if your pre-planning paid off Figures out why and if patrons responded to your campaign Helps plan for future campaigns
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Follow-Up and Assessment: Finds out if your pre-planning paid off Figures out why and if patrons responded to your campaign Helps plan for future campaigns Lets you tweak your approach to better meet your patrons’ needs
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Follow-Up and Assessment: Finds out if your pre-planning paid off Figures out why and if patrons responded to your campaign Helps plan for future campaigns Lets you tweak your approach to better meet your patrons’ needs Gives you statistics to take back to library and college administration (maybe you’ll get some $$$!)
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Last Thoughts You may find that you don’t really need or want to do marketing for your library, at least not right now. That’s OK! Just keep in mind that there are lots of examples and tools to choose from if you do decide to take the plunge! Sometimes the most outrageous and silly ideas turn out to be winners! Don’t be afraid to be creative.
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Questions?
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Thanks! Please let me know if you have any additional questions or would like to follow up with me on your own marketing ideas. Most of all, have fun! Alex Simons acsimons@uh.edu 713-743-9776
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Some Helpful (and FREE) Resources Blogging software Organizing & editing photos Managing social media – Use Chirpstats to learn more about your Twitter followers – who’s following YOU – post from anywhere to anywhere
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Some Helpful (and FREE) Resources Assessment Multi-Use A Helpful (but not FREE) Resource
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References Dempsey, K. (2009). The accidental library marketer. Medford, NJ: Information Today, Inc. Dowd N., Evangeliste M., Silberman J. (2010). Bite-sized marketing: Realistic solutions for the overworked librarian. Chicago, IL: American Library Association. Drake, M. A. (2010). Academic library challenges. Searcher, 18(9), 16-53. Retrieved from http://ezproxy.lib.uh.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=55086721&site=ehost-live http://ezproxy.lib.uh.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=55086721&site=ehost-live Empey, H. & Black, Nancy E. (2006). Marketing the academic library: building on the “@ your library” framework. College & Undergraduate Libraries, 12(1), 19. http://pdfserve.informaworld.com.ezproxy.lib.uh.edu/447099_731199558_903325508.pdfhttp://pdfserve.informaworld.com.ezproxy.lib.uh.edu/447099_731199558_903325508.pdf Germano, M. A. (2010). Narrative-based library marketing: selling your library's value during tough economic times. The Bottom Line, 23(1), 5. Retrieved from http://ezproxy.lib.uh.edu/login?url=http://proquest.umi.com.ezproxy.lib.uh.edu/pqdweb?did=2050314321&Fmt=7&clientId=86&RQT=309&VName=P QD http://ezproxy.lib.uh.edu/login?url=http://proquest.umi.com.ezproxy.lib.uh.edu/pqdweb?did=2050314321&Fmt=7&clientId=86&RQT=309&VName=P QD Halpin, P. (2006). Marketing the proprietary college library. Florida Libraries, 49(1), 16-18. Retrieved from http://vnweb.hwwilsonweb.com/hww/jumpstart.jhtml?recid=0bc05f7a67b1790e9dfb9859861cda097417ca8021b8849413c9f735a604e9f458920b6fb e9ca703&fmt=HPDF: http://vnweb.hwwilsonweb.com/hww/jumpstart.jhtml?recid=0bc05f7a67b1790e9dfb9859861cda097417ca8021b8849413c9f735a604e9f458920b6fb e9ca703&fmt=HPDF: Harris, A., & Rice, S. E. (2008). Gaming in academic libraries: Collections, marketing, and information literacy. Chicago: Association of College and Research Libraries. Jennings, E., Tvaruzka,K. (2010). Quick and dirty library promotions that really work. Journal of Library Innovation, 1(2) Retrieved from http://www.libraryinnovation.org/article/view/18/99 http://www.libraryinnovation.org/article/view/18/99 Lauby, S. (2009). 10 must-haves for your social media policy. Mashable.com, accessed 4/21/1110 must-haves for your social media policy Lewis, A. (2006). Nonprofit Organizational Assessment Tool Marketing. UW Extension website, accessed 4/25/11Nonprofit Organizational Assessment Tool Marketing Mathews, B. (2009). Marketing today's academic library: A bold new approach to communicating with students. Chicago, IL: American Library Association. Seattle Central Community College. (2006). Seattle Central Community College Library Marketing Plan. Accessed 4/2/11.Seattle Central Community College Library Marketing Plan van Leemput, G. (2011) Social media policies: trust better than control. J. Boye.com, accessed 4/21/11.Social media policies: trust better than control Verostek, J. M. (2006). Affordable, effective, and realistic marketing. College & Undergraduate Libraries, 12(1), 119. Retrieved from http://pdfserve.informaworld.com.ezproxy.lib.uh.edu/980679_731199558_903325515.pdf http://pdfserve.informaworld.com.ezproxy.lib.uh.edu/980679_731199558_903325515.pdf
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