Presentation on theme: "Uncloaking Your Electronic Collections: Promoting Library Online Services Lesley Williams Head, Information Services Evanston Public Library"— Presentation transcript:
Uncloaking Your Electronic Collections: Promoting Library Online Services Lesley Williams Head, Information Services Evanston Public Library firstname.lastname@example.org Lesley Williams Head, Information Services Evanston Public Library email@example.com
The Problem… People associate libraries with books and children, not with online services. Librarians are NOT generally thought of as an online information source. Most marketing efforts target our traditional users, in traditional formats and media.
Strategy 1: Individual Libraries Use language your patrons understand Make your online services findable Think function, not format
Data - what?! People associate database with technology they don t understand.
Strategy 3: Consortia and Systems Can get more bang for marketing buck. Easier to build awareness if everyone in state or region has same access. Consistent message, regardless of librarys size or budget.
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, and Ohio Login with state ID or drivers license: used in Michigan, Nebraska Login with personalized password: used in Maine, Massachusetts, Indiana
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 33 million in 2006
Iconn ads in local media Appeared in non- library publications Targeted; different ads for business publications, schools, travel etc.
Strategy 4: Vendors Have marketing experience, budget Most are uncomfortable targeting end users; may fear conflict of interest Need incentives to target the public. LET VENDORS 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.
Think Like a Travel Agent If you want people to visit Fiji, you DONT advertise in Fiji.
The Power of Advertising Can library online services become the bottled water of tomorrow?
Websites used… John Kupersmiths Library terms that users understand www.jkup.net/terms.htmlwww.jkup.net/terms.html Evanston Public Library, www.epl.orgwww.epl.org Hennepin County Library, www.hclib.orgwww.hclib.org Portland Public Library, www.portlandlibrary.com/www.portlandlibrary.com/ Marketing the Library from the Ohio Library Council, www.olc.org/marketing/www.olc.org/marketing/ Reaching Patrons: Online Outreach for Public Libraries:, Sara Houghton-Jan, librarianinblack.typepad.com/onlineoutreach/index.html librarianinblack.typepad.com/onlineoutreach/index.html Indianas Inspire.net Connecticuts Iconn.org and ICONN Market Survey www.iconn.org/iConnMarketingSurveyReport.aspx EBSCOs Customer Success Center, www.epnet.com/thisTopic.php?marketID=20&topicID=204 www.epnet.com/thisTopic.php?marketID=20&topicID=204 Proquest Marketing Toolkit, www.proquest.com/division/docs/HowTo.pdfwww.proquest.com/division/docs/HowTo.pdf Gales accessmylibrary.com
Lesley Williams Evanston Public Library Evanston IL 60201 Lawilliams@cityofevanston.org 847-448-8646 Thanks!!