Establishing the library in the cultural fabric of the community -Barry Miller Presentation Transcript
Establishing the Libraryin the Cultural Fabric of the Community: 10 Tips for Linking the Library to the World Barry K. Miller Director of Communications and External Relations, University Libraries, UNCG
Upcoming Publication• Marketing Your Library: Tips and Tools, being published by McFarland Press, includes a chapter covering the meat of this presentation
1. Connect to campus/communitypriorities and initiatives.
Be aware of what is important to yourcampus/community, and align the library with those issues whenever you can.
If the university is focused onsustainability, make sure yourlibrary is engaged and part of that effort.
If the university needs to make sure that students feel it is a warm andinviting place to go to school, make sure the library reflects that goal.
Attractive andcomfortable space forindividual study
Attractive and functional space for group study
A place to relax and unwind (Game nights, free refreshments during exams)
If the university needs to create better public awareness of the research activity done there, honor those researchers and promote that research beyond the campus itself.
If the university valuesdiversity, participate fully in the embrace of that value, lead where you can, and make sure that your efforts are known. University Libraries Diversity Residents Jason Alston and LaTesha Velez
ACE Scholars Program
If the campus celebrates its cultural or other offerings, celebrate how the library promotes those offerings, andoffer programming of your ownto enhance the experience even more.
George McGovern at UNCG’s Jackson Library during exhibiton Abraham Lincoln’s Journey to Emancipation
We want to be a jewel in the university’s crown
2. Offer a variety ofprogramming to a variety of audiences.
The library is one of the few places thatcan be almost all things to all people. It promotes learning and scholarship in pretty much any field of inquiry.
Millionth Volume Programs1. Staged reading of JB, by Archibald MacLeish2. Family workshop about printing3. Presentations by English and Religious Studies faculty from UNCG about Blake4. Paideia seminar5. Presentation by outside scholar about Blake digital archive
3. Partner strategically and broadly.
Choose partners who can helpyou, and whom you can help, toproduce superior products that you couldn’t build alone.
Race and Slavery Petitions Project: amajor resource for African American genealogy and study
Exhibit of the photographs ofNorth Carolina writers by JanHensley
FOR IMMEDIATE RELEASESUBJECT: Educational Program: ThePolish Experience in World War IIWHEN: Tuesday, September 11, 2001 atFirst Presbyterian Church, Greensboro, NC at 7p.m. and Wednesday, September 12 at Universityof North Carolina at Greensboro at 7 p.m.
4. Be open, and listen to your constituencies.
Mahogany deskNovelist John Le Carre CEO Lou Gerstner
As former AmericanExpress, RJR, and IBM CEO Lou Gerstner used to tell his managers, quoting novelist John le Carré: “a desk is a dangerous placefrom which to view the world.”
Friends of the UNCG Libraries Book Discussions2002-2003 Theme: American JourneysTowns Without Rivers by Michael Parker. Led by the author.Undaunted Courage: Meriwether Lewis, Thomas Jefferson, and theOpening of the American West by Stephen E. AmbroseDiscussion led by Friends of the UNCG Libraries Board of Directorsmembers Ann Russ and Beth Sheffield and Associate Dean of theCollege of Arts and Sciences Dr. Robert Gatten, who is a nationallyrecognized expert on Lewis and Clark, a founding director of theNational Lewis and Clark Bicentennial Council and Past President ofthe Lewis and Clark Trail Heritage Foundation (November 18, 2002)
Friends of the UNCG Libraries Book Discussions2010 - 2011Zeitoun by Dave Eggers.Discussion led by Bill Hamilton, Liberal Studies (October 4, 2010)My Stroke of Insight by Jill Bolte Taylor. Discussion led by GwenHunnicutt, Sociology Department (November 1, 2010)Barchester Towers by Anthony Trollope. Discussion led by HephzibahRoskelly, English Department (December 6, 2010)The Ghost Map by Steven Johnson. Discussion led by JanneCannon, Microbiology and Immunology (UNC Chapel Hill) and RobCannon, Biology (January 24, 2011)Till We Have Faces by C.S. Lewis. Discussion led by ChristopherHodgkins, English Department ( February 28, 2011)Children of Dust by Ali Eteraz. Discussion led by Jeff Jones, HistoryDepartment (March 28, 2011)
Women Veterans Historical Project
5. Think creatively.
Don’t say, “We’ve never donethat,” but instead ask, “Why couldn’t we do that?”
Children’s Book Author and Storyteller Series: AConvergence of Opportunities
1. UNCG has an outstanding School ofEducation2. UNCG has many first generation collegestudents3. I served on the Board of the BOOKMARKSBook Festival4. I have a personal interest in promotingstorytelling
6. Do things others can’t Do as well.
Most universities have greatscholars and teachers. That doesn’tnecessarily mean that they want toplan or are good at planning things like public programs and communicating about them to interested constituencies.
Friends of the UNCG Libraries Founded 1959Dinner held annually ever since
Gerald W. Johnson1959Speaker at theFirstFriends of theLibrary DinnerApril 15, 1959Photo: BaltimoreHerald Sun
Clyde Edgertonand the Rank Strangers Band2005
Use your stars
Friends Chair John May wrote a book in Jackson Library. We celebrated it.
Faculty member Tom Kirby-Smithwrote a book that we celebrated. Tenyears later he became Friends Chair.
7. Spend at least as muchtime communicating about programs and finding audiences as you do in conceiving a program in the first place.
To contrast with a phrase from one of my favorite films, Field of Dreams: if you build it, they won’tnecessarily come. You have to find the fans and tell them about thegame. Only then, if your product is consistently good, will they come and come again.
Building an audienceMake personal contactReach out to groupsReach out to individuals, esp. opinion leadersUse checklists
8. Communicatecontinuously and in diverse ways.
With or without money, there is no single way to get the word out. It has to be done clearly and usually concisely, but themedium for communication can be anything from word-of- mouth to printed matter to multimedia.
Consistentappearance, use oflogo, and universitycolors
Word of MouthMarketing Works
Understand what isnewsworthy and what isn’t.Always ask, “Who is going to care about this?”
9. Understand your brand and protect it.
Ask yourself: “If we do this, how does it affect how people perceive the library?Does it enhance both the library and the university/community?”
10. If you do it, do it well.
Offer high quality experiences that communicate that the library provides a superiorproduct for its patrons, whetherthey seek resources and services or attend programs.
TARP(Technical Assistance Research Program) Study
90 percent of dissatisfied customers will not buya companys product or service again.While 95 percent of dissatisfied customers never tell the each will tell ancompany directly,average of 9 people about what theyfound wrong.Thirteen percent of those customerswill share their frustration to 20or more people.1980 Tarp Study
On the web, word of mouse goes even faster. Four times as many people hear about a badexperience as about a good one. Source: Goodman, John A. Strategic Customer Service. NY: Amacom, 2009.
A recent TARP study shows that 40 percent of consumers who were told of a positiveexperience about a product by another consumer tried it. Source: Goodman, John A. Strategic Customer Service. NY: Amacom, 2009.
11. Delight the consumer byproviding a little lagniappe, a little something better than they expected Source: http://www.marketinglagniappe.com
Who in this audience has ever stayed at a hotel that “gave away” free cookies? Can you name it?
Barry K. MillerDirector of Communications and External Relations, University Libraries, UNCG email@example.com 336-256-0112