Marketing @ the Library - Making Yourself an Attractive Target

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

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

Alumni
Patients
Patients
Patients
and industry
and politicians
Education
Clinical
Research
Service
to the
Community
Undergraduate Medical
Residents
Continuing Education
Outpatients
In-patient Hospital Care
Clinical Trials
Laboratory Investigation
Translational Research
Patient Education
Free Clinics/ Indigent Care
Clinical Trails
Academic Medical Fundraising Environment

The EVMS Library in 1995

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

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

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?

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

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

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

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

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)
Partnered with institutional clinical outreach initiatives at regional health fairs, employee benefits fairs, etc.
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
1995
Led Educational Technology Integration
Started Services for Advancement Office
1996
Clinical Medical Librarian
Access to Resources from Clinical Sites
1997
Opened Computer Lab 24x7x365
Faculty Publications Database
1998
Began Organizing Outreach Activities
1999
Accreditation Visit
Last Years of EVMS Capital Campaign
How Did We Start? Our First 5 Years

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

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

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.

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

EVMS Librarians Role

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
THANK YOU
robinsjg@evms.edu

Marketing @ the Library - Making Yourself an Attractive Target

by Library Leadership & Management Association (LLAMA), American Library Association (ALA)

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Marketing @ the Library - Making Yourself an Attractive Target Presentation Transcript