Marketing @ the Library - Making Yourself an Attractive Target


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

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Marketing @ the Library - Making Yourself an Attractive Target

  1. 1. June 29, 2008<br />Judith G. Robinson, Associate Dean for Libraries and Director of Educational Technology<br />Edward. E. Brickell Medical Sciences Library<br />Eastern Virginia Medical School<br />Norfolk, Virginia<br />Marketing @ the Library<br />Making Yourself an Attractive Target<br />
  2. 2. Eastern Virginia Medical School (EVMS)<br />Established in 1973 by the community to improve the health of the community<br />Private but receives core funding from the 7 regional cities and the Commonwealth of Virginia<br />Fundraising can ONLY be done through the Office of Institutional Advancement<br />In 1995, no interest in fundraising for the library<br />
  3. 3. Alumni<br />Patients<br />Patients<br />Patients<br />and industry<br />and politicians<br />Education<br />Clinical<br />Research<br />Service<br />to the<br />Community<br />Undergraduate Medical<br />Residents<br />Continuing Education<br />Outpatients<br />In-patient Hospital Care<br />Clinical Trials<br />Laboratory Investigation<br />Translational Research <br />Patient Education<br />Free Clinics/ Indigent Care<br />Clinical Trails<br />Academic Medical Fundraising Environment<br />
  4. 4. The EVMS Library in 1995 <br />
  5. 5. 19,000 square feet <br />Housed the only institutional computer lab comprised of 9 computers<br />Friends of the Library group with 128 members<br />Results of a 1994 survey revealed that 48% of reference questions answered were for non-EVMS clients<br />Excellent staff worthy of the spotlight<br />EVMS Library in 1995<br />
  6. 6. Occupy a 46,000 square foot library opened in 2000 at a cost of $10 million <br />30 seat computer lab, 30 seat classroom, 420 hardwire connections and WiMAX throughout the library<br />Friends of the Library group with 100 members<br />Since establishing the outreach program in 2000 we have trained over 4,000 citizens throughout the region<br />Excellent staff are in the spotlight<br />EVMS Library in 2008<br />
  7. 7. We developed library services specifically in support of the Office of Institutional Advancement<br />The Library developed programs to support the 4 key areas of the academic medical environment<br />We gathered data on these new programs and publicized our successes.<br />What happened?<br />
  8. 8. Office of Institutional Advancement<br />Established a Virtual Clipping Service which now includes monitoring of Web 2.0 products, i.e. blogs, wikis, You Tube and social networking sites<br />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 <br />Created a faculty publications database that generated a monthly list of citations that was published in the institutional newsletter<br />Researched prospective donors for Advancement staff<br />Offered library space for a permanent phone bank for the Alumni Phonathon<br />After asking permission from library patrons, provided contact information on “grateful patients” of the library’s patient education and consumer health information services<br />
  9. 9. 4 Key Areas - Education<br />Led the way in the use of educational technology<br />Opened the computer lab 24x7x365<br />Integrated library skills training into all 4 years of the undergraduate medical curriculum<br />Used the opportunity of a new library to increase computer learning spaces and small group teaching spaces<br />
  10. 10. 4 Key Areas - Clinical<br />Worked closely with Network Center staff to ensure access to library resources in clinical settings<br />Established a Clinical Medical Librarian program<br />Provided training in evidence based medicine and information management via Medical Grand Rounds for Continuing Medical Education credit<br />
  11. 11. 4 Key Areas - Research<br />Established an Institutional Review Board Librarian program<br />Established an Institutional Animal Care and Use Committee Librarian program<br />Created a Faculty Publication database that helps faculty and external researchers find collaboration possibilities<br />
  12. 12. 4 Key areas – Service to the Community<br /><ul><li>Created an Outreach Coordinator position to develop programs for citizens in the region (over 4,000 citizens trained to date)
  13. 13. Partnered with institutional clinical outreach initiatives at regional health fairs, employee benefits fairs, etc.
  14. 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</li></li></ul><li>1987. 7<br />1995<br />Led Educational Technology Integration <br />Started Services for Advancement Office<br />1996<br />Clinical Medical Librarian<br />Access to Resources from Clinical Sites<br />1997<br />Opened Computer Lab 24x7x365<br />Faculty Publications Database<br />1998<br />Began Organizing Outreach Activities<br />1999<br />Accreditation Visit<br />Last Years of EVMS Capital Campaign <br />How Did We Start? Our First 5 Years<br />
  15. 15. We Gathered Data - The Science of Fundraising<br />Analyzed all course evaluations<br />Tracked costs for all new and existing services<br />Gathered metrics on numbers of attendees, demographics of users, geographic affiliations, etc.<br />Made changes as needed and recommended<br />
  16. 16. We Publicized Our Successes –The Art of Fundraising<br />Inspired by the “Coloring Book Theory” of perception versus reality we were aggressive in defining our message and sharing it with others<br />Created a central file of individual accolades and testimonials and shared them administration and Institutional Advancement<br />Created a list of “key cheerleaders” and asked them to be spokespersons<br />Applied for awards when the opportunities arose and celebrated our success<br />Identified staff already comfortable with public advocacy to serve in publicity roles, and created opportunities for all staff to practice these skills<br />
  17. 17. New Building Proposal -1999<br />In 1999, accreditation visit cited the increased use of educational technology to deliver the curriculum and the need for expanded computing facilities<br />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<br />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<br />Clinical Medical Librarian core physician practice group donated $250,000<br />Friends of the Library Members donated major gifts<br />We designed, built and moved into the new building 18 months later, March 2000.<br />
  18. 18. Development Office<br />Create services to help them get their work done<br />Institutional Priorities<br />Make Yourself an Attractive Target<br />Education, Clinical Care, Research, and Service<br />Measure and Report<br />Data BasedPublicity<br />Identify Key Players and Institutional Priorities<br />
  19. 19. EVMS Librarians Role <br />
  20. 20. June 29, 2008<br />Judith G. Robinson, Associate Dean for Libraries and Director of Educational Technology<br />Edward. E. Brickell Medical Sciences Library<br />Eastern Virginia Medical School<br />Norfolk, Virginia<br />THANK YOU<br /><br />