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Taking the “Non” Out of Non-User: Taking the “Non” Out of Non-User: Increase Your Library's Reach with Creative Marketing Strategies Wisconsin Library.

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Presentation on theme: "Taking the “Non” Out of Non-User: Taking the “Non” Out of Non-User: Increase Your Library's Reach with Creative Marketing Strategies Wisconsin Library."— Presentation transcript:

1 Taking the “Non” Out of Non-User: Taking the “Non” Out of Non-User: Increase Your Library's Reach with Creative Marketing Strategies Wisconsin Library Association October 18, 2007 Jill S. Stover Undergraduate Services Coordinator Virginia Commonwealth University Presentation URL:

2 What’s the Use? Behaviors Goals Strategic Plan MVV / Objectives S. W.O. T. See QuickMBA: SWOT AnalysisSWOT Analysis

3 Example: Hennepin County Library “Overarching Goal”: –Lifelong Learners: People of all ages are engaged learners supported by knowledgeable staff, a dynamic and broad collection of books, magazines and audio-visuals, with access to state of the art electronic resources. Learners' experiences are expanded through intellectually stimulating programs and classes. From “Principle 4”: –HCL will network with agencies and other governmental units serving seniors to develop collaborative initiatives and programs designed for seniors. Possible Desired Behaviors: –Attendance at programs –Satisfaction with programs –Long-term use post-attendance [See HPL’s Framework for the Future (PDF)]PDF

4 Ansoff Matrix Current Patrons New Patrons Current ServicesNew Services Market Penetration Market Development Service Development Something Totally Different (a.k.a. Diversification) See: Ansoff Growth MatrixAnsoff Growth Matrix

5 Who? See KnowThis.com tutorial: Targeting MarketsTargeting Markets

6 “Use” Non- User User = Characteristic / Behavior / Unmet Need

7 A AATTENTIONAATTENTIONI IINTERESTIINTERESTD DDESIREDDESIREA AACTIONAACTION

8 ATTENTIONATTENTION Be Passionate Be Passionate Be Different Be Relevant Be Relevant

9 Make Technology Work for You

10 INTERESTINTEREST Benefits Matter (Stuff Doesn’t) People Matter Connections Matter

11 Interest in Preventing Plagiarism Joined Honor Council “Defensive Writing” Idea Associate Vice Provost / Dean of Student Affairs ID unmet needs, people Director of Judicial Affairs “Writing with Integrity” Workshop Director, Writing Center Attendees – Feedback Graduate Program Director in the Department of Pharmacy University College Coordinator New Honor System Fall 07 Curiosity JMU tutorial

12 DESIREDESIRE ACTIONACTION Some Tips “Proof is in the pudding” Give out gold stars Think two steps ahead Make risk your friend 2 questions: How did you find out about us? Would you recommend us to a friend? Keep the door open (ABC’s)

13 Good Reads & Resources TrendWatching.com Marketing Genius: Finding the Big Idea that Defines You – by Peter FiskMarketing Genius: Finding the Big Idea that Defines You Zag – by Marty NeumeierZag Checking out the library's new role in the community – Minnesota Public RadioChecking out the library's new role in the community The Wisconsin Library User Library Marketing – Thinking Outside the Book – blog by Jill S. StoverLibrary Marketing – Thinking Outside the Book Designing Better Libraries (blog)Designing Better Libraries

14 Questions, Comments, and Ideas Jill S. Stover Work Phone: (804) AIM: JillatCabell | Meebo: jsstover Blog: Library MarketingLibrary Marketing Thank you!


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