Your SlideShare is downloading. ×

Marketing @ the Library - Making Yourself an Attractive Target


Published on

Public Relations and Marketing Section …

Public Relations and Marketing Section
ALA Annual 2008 (June 29, 2008)

Published in: Education, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. June 29, 2008
    Judith G. Robinson, Associate Dean for Libraries and Director of Educational Technology
    Edward. E. Brickell Medical Sciences Library
    Eastern Virginia Medical School
    Norfolk, Virginia
    Marketing @ the Library
    Making Yourself an Attractive Target
  • 2. Eastern Virginia Medical School (EVMS)
    Established in 1973 by the community to improve the health of the community
    Private but receives core funding from the 7 regional cities and the Commonwealth of Virginia
    Fundraising can ONLY be done through the Office of Institutional Advancement
    In 1995, no interest in fundraising for the library
  • 3. Alumni
    and industry
    and politicians
    to the
    Undergraduate Medical
    Continuing Education
    In-patient Hospital Care
    Clinical Trials
    Laboratory Investigation
    Translational Research
    Patient Education
    Free Clinics/ Indigent Care
    Clinical Trails
    Academic Medical Fundraising Environment
  • 4. The EVMS Library in 1995
  • 5. 19,000 square feet
    Housed the only institutional computer lab comprised of 9 computers
    Friends of the Library group with 128 members
    Results of a 1994 survey revealed that 48% of reference questions answered were for non-EVMS clients
    Excellent staff worthy of the spotlight
    EVMS Library in 1995
  • 6. Occupy a 46,000 square foot library opened in 2000 at a cost of $10 million
    30 seat computer lab, 30 seat classroom, 420 hardwire connections and WiMAX throughout the library
    Friends of the Library group with 100 members
    Since establishing the outreach program in 2000 we have trained over 4,000 citizens throughout the region
    Excellent staff are in the spotlight
    EVMS Library in 2008
  • 7. We developed library services specifically in support of the Office of Institutional Advancement
    The Library developed programs to support the 4 key areas of the academic medical environment
    We gathered data on these new programs and publicized our successes.
    What happened?
  • 8. Office of Institutional Advancement
    Established a Virtual Clipping Service which now includes monitoring of Web 2.0 products, i.e. blogs, wikis, You Tube and social networking sites
    Developed 15 minute, 30 minute and 1 hour tours and training sessions for campus visitors, new members of the EVMS Foundation and Board of Visitors
    Created a faculty publications database that generated a monthly list of citations that was published in the institutional newsletter
    Researched prospective donors for Advancement staff
    Offered library space for a permanent phone bank for the Alumni Phonathon
    After asking permission from library patrons, provided contact information on “grateful patients” of the library’s patient education and consumer health information services
  • 9. 4 Key Areas - Education
    Led the way in the use of educational technology
    Opened the computer lab 24x7x365
    Integrated library skills training into all 4 years of the undergraduate medical curriculum
    Used the opportunity of a new library to increase computer learning spaces and small group teaching spaces
  • 10. 4 Key Areas - Clinical
    Worked closely with Network Center staff to ensure access to library resources in clinical settings
    Established a Clinical Medical Librarian program
    Provided training in evidence based medicine and information management via Medical Grand Rounds for Continuing Medical Education credit
  • 11. 4 Key Areas - Research
    Established an Institutional Review Board Librarian program
    Established an Institutional Animal Care and Use Committee Librarian program
    Created a Faculty Publication database that helps faculty and external researchers find collaboration possibilities
  • 12. 4 Key areas – Service to the Community
    • Created an Outreach Coordinator position to develop programs for citizens in the region (over 4,000 citizens trained to date)
    • 13. Partnered with institutional clinical outreach initiatives at regional health fairs, employee benefits fairs, etc.
    • 14. Created the HealthSmart Virginia website which links to lesson plans and other resources to assist teachers, students and parents address the 345 knowledge, skills, and abilities related to health that are taught and measured in Virginia’s standards of learning for K-12 students
  • 1987. 7
    Led Educational Technology Integration
    Started Services for Advancement Office
    Clinical Medical Librarian
    Access to Resources from Clinical Sites
    Opened Computer Lab 24x7x365
    Faculty Publications Database
    Began Organizing Outreach Activities
    Accreditation Visit
    Last Years of EVMS Capital Campaign
    How Did We Start? Our First 5 Years
  • 15. We Gathered Data - The Science of Fundraising
    Analyzed all course evaluations
    Tracked costs for all new and existing services
    Gathered metrics on numbers of attendees, demographics of users, geographic affiliations, etc.
    Made changes as needed and recommended
  • 16. We Publicized Our Successes –The Art of Fundraising
    Inspired by the “Coloring Book Theory” of perception versus reality we were aggressive in defining our message and sharing it with others
    Created a central file of individual accolades and testimonials and shared them administration and Institutional Advancement
    Created a list of “key cheerleaders” and asked them to be spokespersons
    Applied for awards when the opportunities arose and celebrated our success
    Identified staff already comfortable with public advocacy to serve in publicity roles, and created opportunities for all staff to practice these skills
  • 17. New Building Proposal -1999
    In 1999, accreditation visit cited the increased use of educational technology to deliver the curriculum and the need for expanded computing facilities
    Institutional Advancement had a list of donors only interested in bricks and mortar naming opportunities. Building a new library was a logical and necessary final step in closing the campaign
    Regional City Managers and Public Library Directors wrote letters of support for $2 million in state funding because of regional services provided by the EVMS library to area citizens
    Clinical Medical Librarian core physician practice group donated $250,000
    Friends of the Library Members donated major gifts
    We designed, built and moved into the new building 18 months later, March 2000.
  • 18. Development Office
    Create services to help them get their work done
    Institutional Priorities
    Make Yourself an Attractive Target
    Education, Clinical Care, Research, and Service
    Measure and Report
    Data BasedPublicity
    Identify Key Players and Institutional Priorities
  • 19. EVMS Librarians Role
  • 20. June 29, 2008
    Judith G. Robinson, Associate Dean for Libraries and Director of Educational Technology
    Edward. E. Brickell Medical Sciences Library
    Eastern Virginia Medical School
    Norfolk, Virginia