Volpe Library Marketing Plan

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Volpe Library Marketing Plan

  1. 1. VOLPE LIBRARY MARKETING PLANKNOWLEDGE  RESEARCH TECHNOLOGY Submitted by: Steven Brockman, Ma rk Butler, Brooke McCarter, and Angeline Ross Tennessee Tech Brockman, Butler, McCarter, University 12/04/2012 1
  2. 2. SITUATION ANALYSIS• Current primary use • Underutilization of library media and – Studying services • Group – Eagle Search • Individual – Interlibrary loan – Printing – Physical research materials – Presentation practice • Library staff having to do more with less• Updated second floor layout popular • Databases with students – Underutilization (see image below) – Rising costs 2nd Floor Study Au Bon Pain Reference Space Brockman, Butler, McCarter, Librarian Desk 12/04/2012 2
  3. 3. SITUATION ANALYSIS1st Floor Layout Underutilized Space Services/Material s Brockman, Butler, McCarter, 12/04/2012 3
  4. 4. SITUATION ANALYSIS2nd Floor Layout Services Materials Brockman, Butler, McCarter, 12/04/2012 4
  5. 5. SITUATION ANALYSIS3rd Floor Layout Services Outdated and/or Underutilized Materials Space Underutilized Faculty Study Rooms Brockman, Butler, McCarter, 12/04/2012 5
  6. 6. SWOT ANALYSIS STRENGTH WEAKNESS S ES • Second Floor • First Floor Layout Layout • Third Floor Layout • Updated • Commuter School Technology • Underfunded • Eagle Search • Short on Staff • Staff • Underutilization of • Central Location Eagle Search • Support of TTU OPPORTUNI Central THREATS TIES Administration • New Dorms • Marketability of • Departmental Eagle Search Lounges • Technology • Google Updates • Insufficient • Advertising in Funding Buildings on Campus12/04/2012 • Campus, Class, S Butler, McCarter, Brockman, 6
  7. 7. KEY STRATEGIC ISSUES LACK OF AWARENESS • Embed incoming Freshmen and Sophomores with knowledge about the library • Cannot expect upperclassmen to change the way they study or conduct research UNDERUTILIZED SPACE AND AMENITIES • 1st and 3rd floors need to be renovated to provide students with what they need • Updated amenities lead to more users of the library and its services Brockman, Butler, McCarter,12/04/2012 7
  8. 8. ONLINE USAGE STATISTICS Visits and Unique Visitors 14000 12000 10000 8000 6000 4000 2000 0 Unique Unique Visits - Visits - Visitors - Visitors - September October September October 2012 2012 2012 2012Library Web Server 11548 13333 6352 6954LibGuides 2741 2120 1883 1413Library Catalog 6893 9118 4819 6183Eagle Search 3623 5173 2185 2851 Brockman, Butler, McCarter,12/04/2012 8
  9. 9. ONLINE USAGE STATISTICS Page Views 80,000.00Number of Page 69,335 70,000.00 60,000.00 54,248.00 Views 50,000.00 38,046 40,000.00 34,249.00 31,325 30,000.00 21,482.00 20,000.00 13,504.00 9,840 10,000.00 - September 2012 October 2012 Library Web Server LibGuides Library Catalog Eagle Search Brockman, Butler, McCarter, 12/04/2012 9
  10. 10. ONLINE USAGE STATISTICS Top 5 Viewed Pages – September 2012 25,000Number of Page Views 19,665 20,000 15,000 10,000 5,000 3,623 2,035 1,485 1,426 0 Total Page Views Library Home Page Eagle Search Alphabetical List of Databases Library Catalog Home Page Library Hours Brockman, Butler, McCarter, 12/04/2012 10
  11. 11. ONLINE USAGE STATISTICS Top 5 Viewed Pages – October 2012 25,000 21,914Number of Page Views 20,000 15,000 10,000 5,173 5,000 2,207 1,808 1,741 0 Total Page Views Library Home Page Eagle Search Alphabetical List of Databases InterLibrary Loan Library Catalog Home Page Brockman, Butler, McCarter, 12/04/2012 11
  12. 12. $100,000 $150,000 $200,000 $50,000 $0 ABI/Inform…12/04/2012 ACM Digital… Agronomy… American… ASCE Online… Blackwell… Books in Print… Cambride… Criminal… EBSCOhost… Emerald Full… Environment… IEEE Xplore… Literature… Mary Ann Liebert Brockman, Butler, McCarter, DATABASE COST Cost of Each Database Mergent Online MLA… Naxos Music… Oxford… ReferenceUSA ScienceDirect… Sociological… University of…12 WG&L Federal… WoltersKlewer…
  13. 13. BUDGET HISTORY Total Budget$1,450,000$1,400,000$1,350,000$1,300,000$1,250,000$1,200,000$1,150,000$1,100,000 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012Total Budget $1,306,774 $1,396,064 $1,313,574 $1,215,360 $1,215,360 Brockman, Butler, McCarter, 12/04/2012 13
  14. 14. TITLE CUTS Title Cuts 400Number of Titles That 350 300 Were Cut 250 200 150 100 50 0 1992 1997 1999 2006 2009 Title Cuts 201 361 157 335 230 Brockman, Butler, McCarter, 12/04/2012 14
  15. 15. DATABASE USAGE Database Searches Overtime 400,000Number of Searches 380,000 360,000 340,000 320,000 300,000 280,000 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011Total Searches 334,402 394,297 379,608 346,108 330,401 Brockman, Butler, McCarter, 12/04/2012 15
  16. 16. BOOKS CHECKED OUT Books Checked Out 14000Number of Books 12000 Checked Out 10000 8000 6000 4000 2000 0 Fall 2009 Fall 2010 Fall 2011Books Checked Out 12485 10370 8380 Brockman, Butler, McCarter, 12/04/2012 16
  17. 17. OBJECTIVE The main objective is to increase awareness by students and faculty of the services provided by the Volpe Library. Brockman, Butler, McCarter,12/04/2012 17
  18. 18. TARGET MARKET SELECTION STUDENTSCommuter Needs and Characteristics •Age: 18-19 •group and single study spaceLower Division (General Education) •computers/printing •socialization •Age: 20-22 •group work space •computers/printingUpper Division •research material physical or online •down time between classes •Au Bon Pain •Age: 23-26Graduate •research material physical or online •computers/printing •Age: 26+ •group work spaceNon-traditional •computers/printing •research material physical or online Brockman, Butler, McCarter,12/04/2012 18
  19. 19. TARGET MARKET SELECTION STUDENTSNon-Commuter Needs and Characteristics •Age: 18-19 •group and single study spaceLower Division (General Education) •computers/printing •socialization •Age: 18-23 •group and single study space •computers/printingForeign •socialization Brockman, Butler, McCarter,12/04/2012 19
  20. 20. TARGET MARKET SELECTION FACULTY Needs and Characteristics •computers/printingAdjunct •research material physical or online •meeting facilities •computers/printingTenure Tract •research material physical or online •computers/printingTenure •research material physical or online Brockman, Butler, McCarter,12/04/2012 20
  21. 21. POSITIONING STATEMENT The Volpe Library is the prime source for students and faculty to receive the highest level of assistance efficiently and courteously from experienced and knowledgeable staff, soar through online data bases and utilize technology to attain knowledge that is indispensable to the teaching and learning process. Brockman, Butler, McCarter,12/04/2012 21
  22. 22. NEW PRODUCTS AND SERVICES• Eagle Search Kiosk• Mini Bookstore – Pens and pencils – Notebooks – Paper – Folders Brockman, Butler, McCarter,12/04/2012 22
  23. 23. NEW PRODUCTS AND SERVICES• Lounge Area – TVs Recommended Area – Couches Underutilized space on the – Downtime and Relaxation 1st floor for Commuters (see picture to the left) Before After Brockman, Butler, McCarter,12/04/2012 23
  24. 24. NEW PRODUCTS AND SERVICES• Temporary Office Space for Faculty• Exclusive Library App – Eagle Search – Library Catalog• Media Center Creative Hub – Scanners – Photoshop – Media Creation – Printing Brockman, Butler, McCarter,12/04/2012 24
  25. 25. COMMUNICATIONSAdvertising • Print Media – Colleges – Common Areas • Roaden University Center • Perch • Dorms • Social Media and Mobile – Facebook – Twitter – Foursquare – Flickr 12/04/2012 Brockman, Butler, McCarter, 25
  26. 26. COMMUNICATIONSPromotion • SOAR • Usage Reward – Library Segment Program – T-Shirt: “SOAR into – Points for: Research” • Computer log-ons • Facebook Giveaways • Technology check-outs • Study room rental – Collection of clues • Book rental using pulsing • Eagle Search advertising • InterLibrary Loan – Winner gets a Kindle – Rewards: Fire or iPad • Gift cards • Virtual Tour Video • Kindle Fire or iPad Contest • Coupons for Au Bon – Top 5 qualifiers get Pain voted on by students Butler, McCarter, 12/04/2012 Brockman, 26
  27. 27. COMMUNICATIONSPublic Relations • WCTE • Book Donation/Recycling Program • Oracle • YouTube • Social Media • Greek Life • WTTU Brockman, Butler, McCarter, 12/04/2012 27
  28. 28. BUDGET Advertising 20% 45% Promotions 35% New Products Brockman, Butler, McCarter,12/04/2012 28
  29. 29. IMPLEMENTATION• Short Term (0 – 6 months) – Implement promotions – Begin renovations of 1st and 3rd floors• Medium Term (6 months – 18 months) – Upgrade outdated resources, services, and technologies – Conduct marketing research to find out what student and faculty needs and wants are• Long Term (18 months +) – Keep up-to-date on new technologies – Increase push for funding Brockman, Butler, McCarter,12/04/2012 29
  30. 30. QUESTIONS? Brockman, Butler, McCarter,12/04/2012 30

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