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Marketing @ the Library - Making Yourself an Attractive Target

Marketing @ the Library - Making Yourself an Attractive Target



Public Relations and Marketing Section

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



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

    • 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
      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
    • 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
      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
    • 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