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Marketing Your Library,[object Object],Heroes, Tips & Tools                            to Promote Libraries and Resources,[object Object]
We Share the Challenge,[object Object],Today’s economy, and evolving roles for libraries and librarians, mean doing more with much less,[object Object],Today’s student – the digital native – defaults to the open Web for research,[object Object],Many adults (and jobseekers) unaware of the range of services that libraries offer,[object Object],Need targeted, high-impact, low-cost ways to reach and engage customers/users,[object Object]
 Goals of this Session,[object Object],Prepare you to increase awareness of the value of your library and its online resources by covering:,[object Object],How various marketing approaches can work together to attract and engage users,[object Object],Tools to educate users about library databases – how they are more reliable and comprehensive than free Web,[object Object]
            One Second on “Marketing”,[object Object],Means using strategies to move products or services from the producer to consumer,[object Object],Marketing is a process…,[object Object],[object Object]
Create or provide the products/services that each group wants
Publicize or promote product/services so groups know you offer what they want
Evaluate for customer satisfaction… use feedback to enhance/expand your offerings.  Repeat process. ,[object Object]
User Needs Hero:Brian Mathews,[object Object],Champion of user       experience, library design-thinking at Georgia Tech, now at UC/Santa Barbara,[object Object],Author, Marketing Today’s Academic Library ,[object Object],ALA Edition, 2009,[object Object],Articles: American Libraries, Library Journal, C&RL News,[object Object],Blogs: Ubiquitous Librarian; Designing Better Libraries,[object Object],  www.brianmathews.com,[object Object]
Customer Behavior Hero:Anastasia Goodstein,[object Object],	Youth marketing expert focused on new media,[object Object],	Blog: Ypulse,[object Object],Article: School Library Journal       May 2008,[object Object],	Keynote: Michigan Library Assoc 2007,[object Object],	Author, Totally Wired: What Teens & Tweens are Really Doing Online St. Martin’s Press 2007,[object Object]
Next, Segment Customers,[object Object],Columbus Metropolitan Library,[object Object],   Used customer observation study to track behavior, then cluster analysis to segment into “personas” to inform marketing strategy,[object Object]
Segmentation and Branding Hero:Alison Circle,[object Object],	CML’s director of marketing,[object Object], 	Formerly with Jack Morton Worldwide branding (on  Target account); Minnesota Public Radio, marketing Prairie Home Companion,[object Object],      Blog:,[object Object],      Bubble Room Library Journal ,[object Object]
            Plan How to Reach Segments,[object Object],What are the most critical user groups for the success of your library?,[object Object],Create your own “personas” ,[object Object],For each group…,[object Object],[object Object]
How can you build a better capability to reach to each group?
What are the key points/messages for each group.,[object Object]
Basic Approaches: Push/Pull,[object Object],To push your message out to customers, choose such tactics as:,[object Object],--Publicity,[object Object],--Advertising & Promotion,[object Object],--Events,[object Object],Results are short-term, good for introducing new services, databases; recruiting Friends,[object Object]
Push: Timing is Key,[object Object],Farmington (MI) Community Library,[object Object],Friends of the Library send member outreach mailings at holiday and tax time, and include time-based incentives … 2009,[object Object],membership increased 40%,[object Object]
            Pull: for Long-Term Results,[object Object],Pull customers closer to  further inform and engage:,[object Object],-- Website, blogs,[object Object],-- Opt-in e-mail Newsletters, RSS feeds/Alerts ,[object Object],-- On-site promotion of  collections/services/virtual library (fliers, posters, etc.),[object Object],-- How-to’s (database demos, user guides),[object Object]
 Pull: Use Site to Start Conversation,[object Object],The University of Toledo Libraries,[object Object],polls students on aspects of library use and reports results weekly,[object Object]
Define Objectives and Measure,[object Object],Optimum to set goals, measure progress toward strategic plan,[object Object],Measuring can be as simple as,[object Object],Events: use registration process, send follow- up (inform about RSS feeds, alert system for further info).  Count heads and opt-ins.,[object Object],Promotions: drive response to website, use Google analytics, other free software to track response. ,[object Object]
Define Objectives and Measure,[object Object],Bloomington (IL) Public Library,[object Object],One of many to use Individual ROI Calculator for patrons to determine their view of library worth, measure customer satisfaction,[object Object]
“When you’re low on money…,[object Object],“… marketing is one of the last things you should cut from your budget.”,[object Object],- Kathy Dempsey, Marketing Library Services Newsletter,[object Object],May/June 2009,[object Object],Five Ways Marketing Can Cut Costs,[object Object],Use customer input to confidently determine which services to keep and which to cut,[object Object],Use better marketing and promotion to tell folks about what you’ve already got,[object Object],Save training time by creating quick tutorials or videos,[object Object],Make your website work for all it’s worth,[object Object],Lean more on your colleagues and consortia,[object Object]
“True Marketing” Hero:Kathy Dempsey,[object Object],Library marketing consultant, firm is ,[object Object],Libraries Are Essential,[object Object],Editor, Information Today ,[object Object],Blogger, The ’M’ Word – Marketing Libraries,[object Object],The Accidental Library Marketer,[object Object],Information Today 2009,[object Object]
Think out of the box,[object Object],Topeka & Shawnee County Public Library -- Job Search Kit,[object Object]
Partnerships Work,[object Object],Camden (NJ) County Library System,[object Object],partners with SCORE – Service Corps of Retired Executives – to mentor small businesses as part of its “Your Library, Your Lifeline” initiative,[object Object]
              Social Media: Ask Teens to Help,[object Object],Penguin UK recruited teens to build its site on “the life inside books”—they named it Spinebreakers.   ,[object Object]
ProQuest Marketing Toolkits,[object Object],Versions for academic, public, K-12, corporate, and military libraries--on www.proquest.com,[object Object],Detailed “How-to” Guides,[object Object]
Advice from the How-to Guides                      Evaluate Your Library’s Website,[object Object],[object Object]
Easy navigation from school’s home page?
Easy remote access?
Add a search bar/widget

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Marketing Your Library: Heroes, Tips & Tools to Promote Libaries and Resources

Hinweis der Redaktion

  1. (talk through bullets)What do you need? MARKETINGRe: last bullet… we’ll touch on a range of library types today. I’ll use the terms ‘customer’… ‘user’… ‘patron’… and ‘student’, please know that they all refer to our marketing target.Technically, someone becomes a “customer” when they visit your library more than once. Until then, they’re a prospective customer or “prospect”
  2. [talk through bullets]
  3. [Talk thru bullet points]You could jump in at the “promote” stage of the process, but it won’t be as effective as when you start from the top. Marketing professionals find it extremely helpful to create a plan, and then work the plan.
  4. [talk thru slide]—need to add a bit more on conclusions/how usedThe DNA Project was the passion of user experience librarian Brian Mathews, who recently moved from Georgia to UC/Santa Barbara [change slide]
  5. [add a bit more color about Brian and his passion, any results]
  6. If you’re a school librarian or media specialist, to reach students you need to be where they are: on social media. Anastasia Goodstein has some great insights on tweens and teens as customers. She is author of the Ypulse blog, which chronicles areas where marketing and popular teen culture overlap—that’s a very specialized area and Forbes magazine named it “Best of the Web”. She wrote a great article last year for School Library Journal, and was keynote speaker for the Michigan Library Association.
  7. http://www.libraryjournal.com/flashVideo/element_id/2140319089/taxid/33552.html
  8. Use techniques such as publicity (news releases to local community or campus media—low cost, labor only. Have others promote an event or service for youadvertising (in vehicles most targeted to your community), but always with a “call to action” promoting something specific for readers to do to come to the library or your websiteevents (get them inside with something fun)
  9. At holiday and tax-prep time, people are rightly budget conscious… but they still can be convinced to join or renew their Friends of the Library membership.The Farmington (Michigan) Community Library sends a simple letter with a direct appeal for membership, highlighting the ways the library helps people--especially during a tight economy. They normally just include a reply envelope that also lists Friends benefits.Recently, someone donated a number of autographed books, and the Library used them in a raffle to encourage response within a two-week period. Both the renewal mailing and the new-member solicitation saw several hundred immediate replies, and with these two mailings the Library increased Friends membership from 900 to 1400 members (even with an increase in membership dues).
  10. Once you have your broad objectives identified, it’s time to turn them into a marketing plan.
  11. cite the source of the ROI calculator. It originally comes from Chelmsford Public Library in Massachusetts. Brian Herzog developed it and then the Maine State Library reformatted it and cleaned it up in 2006.
  12. Describe contents of job search kitAlso mention example from Sioux City Library – Letter Promoting Job Search Resources. Bring letter to the library and they waive all fines.
  13. http://www.spinebreakers.co.uk/Pages/Home.aspxEnlist teens to manage your social media. Even if your library already has its own Web site or page, have them set up a MySpace profile or create a Facebook page for your library. Students can also help you upload videos and photos, or add widgets and other Web applications. The U.K. division of Penguin Books has taken things one step further: it has recruited kids between the ages of 13 and 18 to run its new teen Web site, Spinebreakers.
  14. Not just the templates in downloadable Word format, but also directions on how to get materials in hands of the media