Marketing academic libraries
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Marketing academic libraries

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The workshop will cover the fundamentals of marketing, including considerations for marketing library and information services. The marketing orientation of the organisation will be discussed, along ...

The workshop will cover the fundamentals of marketing, including considerations for marketing library and information services. The marketing orientation of the organisation will be discussed, along with the societal shift to relationship marketing. A number of case studies will be shared which demonstrate different approaches to market academic libraries, with tips and advice for implementation.

By the end of the workshop, attendees will:
● Gain a greater understanding of marketing theory and how it applies to library and information services
● Be aware of a number of best practice case studies to learn from and apply the lessons learned in their own service
● Be able to plan and evaluate a marketing campaign for their service

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Marketing academic libraries Marketing academic libraries Presentation Transcript

  • Introduction to Marketing within Academic Libraries Jo Alcock - Evidence Base, Birmingham City University Penny Andrews - University of Sheffield and Leeds Metropolitan University
  • Learning outcomes By the end of the workshop, attendees will: Gain a greater understanding of marketing theory and how it applies to library and information services Be aware of a number of best practice case studies to learn from and apply the lessons learned in their own service Be able to plan and evaluate a marketing campaign for their services
  • Overview 1. What is marketing? 2. Service marketing 3. Development of marketing approaches 4. Organisation orientation 5. Marketing library and information services 6. Case studies 7. Marketing planning 8. Marketing evaluation 9. Good practice sharing https://www.flickr.com/photos/benelwell/9009855796
  • What is marketing? https://www.flickr.com/photos/alexpgp/3609715516
  • –UK Chartered Institute of Marketing “the management process responsible for identifying, anticipating, and satisfying customer requirements profitably”
  • “a management process whereby the resources of the organisation are utilised to satisfy the needs of selected customer groups... first and foremost an attitude of mind rather than a series of fundamental activities” –McDonald, 1989, in Wilson and Gilligan, 2005
  • What is marketing? Core management process Assists organisations in improving current products/services, and developing new products/services Includes: Staff Brand perception Methods of communication
  • Service marketing How does it differ "om product marketing? https://www.flickr.com/photos/flavor32/2384350798
  • Unique characteristics of services Intangibility (i.e. lack of physical element) Variability (i.e. no standard, consistent service) Simultaneous production and consumption Perishability (i.e. can't be saved) Lack of ownership
  • –Grönroos (2007) “the management of customer relationships, and of relationships with suppliers, distributors, and other network partners as well as financial institutions and other parties”
  • Activity - the marketing mix Product Price Place Promotion People Process Physical evidence
  • Development of marketing approaches Shi# to relationship marketing https://www.flickr.com/photos/blumpy/325853852
  • Evolution of marketing 1. Marketing is unnecessary 2. Marketing is promotion 3. Marketing is segmentation and marketing research 4. Marketing is positioning 5. Marketing is strategic planning 6. Marketing is enrolment [relationship] management Kotler and Fox (1995) https://www.flickr.com/photos/pagedooley/3191664147
  • Organisation orientation What is your organisation's focus? https://www.flickr.com/photos/mdales/6602332085
  • Organisation orientation My library's primary focus is... Developing products and services of the highest quality for our users Increasing awareness and encouraging use of our products and services Developing products and services which are most affordable and convenient for our users Developing products and services based on our research into our users' needs
  • Organisation orientation Focus Orientation Quality Product Increasing awareness and encouraging use Sales Affordability and convenience Production Research into users' needs Market Adapted from Rowley (2003)
  • Organisation orientation Product 14% Production 14% Sales 29% Market 43% Alcock (2011) Academic libraries in West Midlands
  • Marketing library and information services Overview and development https://www.flickr.com/photos/usnationalarchives/393093257
  • Marketing in libraries - background Marketing in libraries is a way to understand user needs and improve awareness of services through effective communication Marketing in libraries is not a new concept, but the term was not used until recently Marketing is frequently cited as unpopular among library staff (Lindsay, 2004; Singh, 2009; Kumbar, 2004)
  • – Boden and Davis (2006) “marketing your library service should not be considered a luxury but a necessity”
  • Marketing User behaviour
  • Marketing in libraries - today Marketing in libraries seems to be growing in terms of acceptance that it is important Budgetary, technological and societal changes have raised the importance of marketing and proving the library’s value Growing number of jobs advertised for librarians with qualification and/or experience in marketing (Dubicki, 2007) Transition in line with Kotler and Fox’s evolution of marketing model
  • Evolution of marketing in libraries 1. Marketing is unnecessary 2. Marketing is promotion 3. Marketing is segmentation and marketing research 4. Marketing is positioning 5. Marketing is strategic planning 6. Marketing is enrolment [relationship] management Kotler and Fox (1995) https://www.flickr.com/photos/pagedooley/3191664147
  • – Circle and Bierman (2009) “the days when marketing was thought to be posters and fliers is over”
  • Case studies Examples of library marketing approaches https://www.flickr.com/photos/manc/1427691715
  • Case study 1 Situation The library has recently subscribed to a new resource discovery service Marketing options Leaflets, posters, displays in library Inductions and training sessions Fresher’s Fair for new students Roadshow for academics and those who don’t visit library Social media Focus - ease of use, breadth of resources, or “better than Google”?
  • Case study 1 Situation The library has recently subscribed to a new resource discovery service Marketing approaches chosen Training and handouts for library staff Inductions and fliers within the library Roadshow for academics outside the library Focus initially on breadth of resources but changed to ease of use Hints and tips Remember to include library staff as a key audience Consider marketing activities outside the library as potential users may not visit the library Look at goals and audience carefully - social media hadn’t worked for this institution in previous marketing efforts Focusing on academics can be more beneficial than students - the former influence the latter
  • Case study 2 Situation We've just subscribed to a new online resource with teaching materials for trainee teachers thanks to a student recommendation. We'd like to raise awareness with other students. Marketing options Email to Education academics Promotion during information literacy session with trainee teachers Highlighted on 'Resources for teaching' blog for trainee teachers Announcement on Education VLE Fliers in library with information about resource Posters in 'Teaching Practice Collection' resource area
  • Case study 2 Situation We've just subscribed to a new online resource with teaching materials for trainee teachers thanks to a student recommendation. We'd like to raise awareness with other students. Marketing approaches chosen Highlighted on 'Resources for teaching' blog for trainee teachers Posters in 'Teaching Practice Collection' resource area Hints and tips When promoting to specific user group, target communication to them in particular
  • Case study 3 Situation We're running a drop-in information literacy session in the library this lunchtime on effective search techniques. Marketing options Email to all students Announcement in VLE Tannoy announcements throughout the morning in library Signs and fliers at library enquiry desks Library social media accounts
  • Case study 3 Situation We're running a drop-in information literacy session in the library this lunchtime on effective search techniques. Marketing approaches chosen Tannoy announcements throughout the morning in library Signs and fliers at library enquiry desks Hints and tips Consider the context of the service you are marketing - is it specific to a time and/or place?
  • Case study 4 Situation We’re refurbishing the first floor of the library and need to let users know Marketing options Posters, display, leaflets in library Social media Focus - information about disruption, information about new floor and study spaces, or visuals of new floor?
  • Case study 4 Situation We’re refurbishing the first floor of the library and need to let users know Marketing approaches chosen Display Social media Minimal focus on disruption, mainly visual focus Hints and tips Reuse existing materials where appropriate - display reused model used by estates for library staff Visual progress photos on social media can gain interest, and encourage users to take their own photos once refurbishment is complete
  • Marketing planning Tools and techniques to help plan future marketing activities https://www.flickr.com/photos/john/2307446365
  • –Example marketing message “Our library has 3.4 million resources to support your studies”
  • –Example marketing message “Our library can help you get your degree without stress"
  • Benefits, not features Users are more likely to be interested in how the library can help them that what the library has How are your services going to make your users happy? https://www.flickr.com/photos/timefortea3/3858337588
  • Consider user segments Will a first year undergraduate student have the same needs as a post-doc researcher? Adapt message considering core users and benefits for them https://www.flickr.com/photos/simpologist/42391997
  • Personalised approach Services can be personalised Each user will have unique perspective and needs Consider how services can be adapted to support their specific needs https://www.flickr.com/photos/csb13/57564217
  • Not just promotion Remember marketing encompasses more than just promotional activities Ensure all library staff are involved or at least aware of any new services https://www.flickr.com/photos/the_justified_sinner/2498066986
  • Help at the point of need Think about the situations users may find themselves in need of help, and consider how you can get to them, e.g. No results found after searching for resources Lost in the library Week before first assignment https://www.flickr.com/photos/evaekeblad/2326577823
  • Marketing communications plan Service to be marketed Audience to market to Message to market Communication channel to use People responsible Timescale
  • Marketing communications plan Service Audience Message Channel Responsible Dates Ebooks Part-time students Resources available whenever and wherever Library website Jo 02/10/2014 Ebooks Distance learning students All your research resources accessible wherever you are VLE Penny 14/10/2014 Using a spreadsheet with shared access for all staff can be useful to keep all information in one place, then can use this data to populate specific plans based on service, audience or channel.
  • Marketing planning resources Planning and organising projects Rachel Smith, University of Durham 7 step marketing toolkit Kay Grieves, University of Sunderland
  • Marketing evaluation Assessing the outcome and learning for future marketing activities https://www.flickr.com/photos/katerha/4330199412
  • When to evaluate Evaluation is a continuous process, not just for the end of the campaign. Evaluate after every phase of your plan. Evaluate every message and every channel. Evaluate your plan itself. Listen, and be prepared to change your plan.
  • How to evaluate How will you know if your goals were met? How can you monitor performance? How will you collect feedback? How will you respond to feedback? Remember to go beyond the numbers.
  • Why did it succeed? You can’t repeat success without understanding it. Were all your goals SMART? What were your success criteria? Why did you choose them? https://www.flickr.com/photos/cnhender/14511985102
  • Failure is OK Taking risks is important. Not everything works the first time. Why did it fail? What can you learn from the failure? What was good about it? https://www.flickr.com/photos/86530412@N02/8226451812
  • The importance of the right plan The numbers say the campaign was successful... Did you reach all the people you were trying to reach? Were your goals compromised by budget, resistance from colleagues or a reluctance to rock the boat? “The operation was successful, but the patient died” https://www.flickr.com/photos/decipher-reflections/4764825971
  • Good practice sharing What examples do you have to share?
  • References Alcock, J. (2011) Strategic marketing in academic libraries [online]. MScEcon. Aberystwyth University. Boden, D. and Davis, L. (2006) Developing a marketing mindset. Library & Information Update, 5(5), pp.38-39. Circle, A. and Biernan, K. (2009) The house brand. Library Journal, 134(11), pp.32-35. Dubicki, E. (2007) Basic marketing and promotion concepts. The Serials Librarian, 53(3), pp.5-15. Grieves, K. (2012) The 7 Step Marketing Toolkit [online]. Available at: http:// 7steptoolkit.wordpress.com Grönroos, C. (2007) Service management and marketing: customer management in service competition. 3rd ed. Chichester: John Wiley. Kotler, P. and Fox, K.F.A. (1995) Strategic marketing for educational institutions. 2nd ed. Englewood Cliffs, NJ: Prentice-Hall.
  • References Kumbar, R.D. (2004) The importance of marketing and total quality management in libraries. Electronic Journal of Academic and Special Librarianship [online], 5(2-3). Lindsay, A.R. (2004) Marketing and public relations practices in college libraries. Chicago: American Library Association. Rowley, J. (2003) Information marketing: seven questions. Library Management, 24(1-2), pp.13-19. Singh, R. (2009) Does your library have an attitude problem towards ‘marketing’? Revealing inter-relationship between marketing attitudes and behaviour. The Journal of Academic Librarianship, 35(1), pp.25-32. Smith, R. (2013) Planning and organising projects [online]. Available at: http:// missrachelsmith.wordpress.com/2013/02/02/planning-and-organising-projects/ Wilson, R.M.S. and Gilligan, C. (2005) Strategic marketing management: planning, implementation and control. 3rd ed. Oxford: Elsevier Butterworth-Heinemann.