Presentation on theme: "Making Libraries an Online Destination Lesley Williams Head, Information Services Evanston Public Library Lesley Williams."— Presentation transcript:
Making Libraries an Online Destination Lesley Williams Head, Information Services Evanston Public Library Lesley Williams Head, Information Services Evanston Public Library
The Problem… People associate libraries with books and children, not with online services. Librarians are NOT generally thought of as an online information source
“Data - what”?! People associate “ database ” with technology they don ’ t understand.
Add multiple finding points for your online resources All online pathfinders have links to databases…
Making online magazines findable…
Not everything online is a “database”…
Let’s Get Radical! Most of our potential users are NOT reading library publications or visiting library websites. To sell our online services, we need to reach beyond our core audience
Strategy One: Community Partners Chambers of Commerce Hospitals Schools City Government Do they link to your library resources?
Strategy 2: Consortia and Systems Can get more bang for marketing buck Easier to build awareness if everyone in state or region has same access
Inspire.net Has a $200,000 annual marketing budget Cable tv ads hit as many as 300,000 viewers per day Does targeted marketing to businesses, college students
Easier Access IP address range: used in Connecticut and Indiana Login with state ID or driver’s license: used in Michigan, Nebraska Login with personalized password: used in Maine, Massachusetts, Indiana
George Pettinico, Associate Director Center for Survey Research and Analysis University of Connecticut iCONN Market Survey Presentation of Key Findings
Study Background & Objectives The Connecticut State Library commissioned CSRA to conduct a statewide survey to: Collect background information on online usage and habits in the state Measure awareness and usage of iCONN Among those aware – how did they hear about it? Among users – how satisfied are they with iCONN? Measure interest in iCONN among non-users – via a description of the service and its offerings What offerings are most appealing? Gain some insight into how to best market iCONN
ICONN Marketing strategies Insight #1: Emphasize offerings with the most widespread appeal. Insight #2: For communications to targeted audiences, identify the offerings that appeal to various subgroups Usage has grown from under 5 million logins in 2001 to over 19 million in 2005
Iconn ads in local media Appeared in non- library publications Targeted; different ads for business publications, schools, travel etc.
Strategy 3: Vendors Have marketing experience, budget Most are uncomfortable targeting end users; may fear conflict of interest VENDORS NEED TO HEAR FROM US!!
How End User Marketing Helps Vendors Library product promotes the individual subscription product. Patrons will encourage libraries to subscribe to a worthwhile tool.
Working the Media…
The Power of Advertising Can library online services become the bottled water of tomorrow?
Websites used… John Kupersmith’s “Library terms that users understand” Evanston Public Library - Hennepin County Library- Portland Public Library: www. portlandlibrary.com/ Indiana’s Inspire.net Connecticut’s Iconn.org ICONN Market Survey Gale’s accessmylibrary.com
Lesley Williams Evanston Public Library Evanston IL Thanks!!