Conversationwith Bri – about the challenge of “marketing” libraries… not a lot of buy-in internally. BUT – it’s relevant!!!! Lots of non-profits have marketing departments.Some people think that marketing isn’t relevant in libraries. Oh, but it is! And, even more necessary than ever. Information market is highly competitive now. Libraries are offering more and more services, many of which are “non-traditional.” And, libraries aren’t always that easy to use. We need to protect our market share! Ie. Remain relevant to our customers, constantly communicate our value. Mostly think about advertising, but that doesn’t = marketing. I often think of my output as “PSA’s” Librarians tend to be quiet. Story: CLIO Beta launch.The second segment of the campaign is a guerilla marketing effort. We are using bumper stickers in the libraries as a way to bring an element of humor to libraries and make them more interesting to residents who do not normally use the library. Also in the second segment of the campaign is mudflap girl. This campaign&apos;s only purpose is to market the ChiltonLibrary auto repair database. Mudflap girl stickers meant to be put on vehicles, were sent to auto repair stores across the state advertising the Chilton databas
“En tubiblioteca”@ Your Library PostersHelps you develop a marketing planTips for working with the mediaThis is a resource for libraries to use in their marketing, mostly public libraries, though section on academicRecent initiatives:“Get Fit @ Your Library” – pilates classes“Take a Trip @ Your Library” audio books, travel book collections, “Job Help Day @ Your Library” Worthington Public Libraries “Kids! @ Your Library” brings childrens authors, and toolkits for YA/Childrens librarians to promote their services and collections
Another ALA initiative. Check out the toolkit. Advocacy is really about consistently making the case to local, state, national govt. that libraries matter, and that library funding cannot be cut. We’re publicly funded institutions. In academia, the Dean’s job is really to advocate for the library to the University.Especially in this economy, librarians need to be able to make a persuasive case for funding.
Know your value. Communicate your value. Build a community of people to communicate your value for you.Valid in academia, special, and public libraries! We all need to be advocates for our libraries. Special libraries? Yeah.
Blog twitter facebook: all the same content!Itunes + youtube: all the same content! Mostly tutorials. Some people do student video contests.Flickr special collectionsHave a presence. Don’t bet the bank on it. There are creative ways to approach this – CUL is not an example. Get the patrons involved. DON”T BE AFRAID! Let the staff be creative. Don’t wait to try it. Adcpting communication tools isn’t like other technologies. Need to be out front, have a presence.
It’s all about good feelings. People LOVE libraries. (Marriage story.)
We’re a “caring” profession… traditionally, and contemporarily. Our relationships w patrons are critical – can be cultivated, tracked, capitalized on.Collaborating w CCNMTL.Outreach at an academic library can take many shapes. Emails/newslettersOffice hours in the departmentMeetingsBibliographic instruction in classesMaking bibliographies/web guidesPartnering to develop coursesSupporting researchDeveloping collectionsCo-sponsoring eventsEx. GIS – jeremiah
Strong! But, lots of room for growth. Think about your libraries image. Everything in your library is making an impression, forming your brand. Be aware of it! No dot-matrix signage, ok?OCLC Perceptions of Libraries and Information Resources (2005)Read all OCLC reports!
Lots of room for improvement! Great book about branding non-profits.
Difficult to measure, important to try! “How did you learn about this service/event/resources?”
Get students/patrons involved!
In 2006 faculty over-responded, and the results show a bias towards faculty perceptions.
Data reflects faculty bias in 2003, 2006. 2009 data is more normalized for the overall population
These charts are counts – NOT PERCENTAGES!Mac and Windows laptopsCell phones, ipods have high ownership, but low use for academic work.
Very similar. Fewer Mac laptops – whY?
Marketing + Assessmentin Libraries Jennifer Rutner Assessment & Marketing Librarian Columbia University Libraries
Assessment & Marketing Librarian BA in Religious Studies, 2002 Techie/design background MLS from Pratt, 2005
The Four P’s Product –Library spaces, collections, events, reference services, online tools, access to technology, etc.. Price – “100% off!” Place – Aka. market place. More of our services are available 24x7 online, the physical library is critically important Promotion – Advertising
“@ Your Library” “The Campaign for America’s Libraries is the American Library Association’s public awareness campaign that promotes the value of libraries and librarians. Thousands of libraries of all types – across the country and around the globe - use the Campaign’s @ your library® brand.”
Advocacy I Love Libraries Campaign @ ALA Take Action, NYLA Urge Legislature to reject latest cuts to libraries Out of work librarians need your help now!
ALA Advocacy Toolkit Talk, talk, talk Keep informed Get to know your representatives Work on your library’s newsletter Distribute handouts Use your advocates (your staff!) Lobby Offer internet tours Get press Be an ambassador to your community Build a network
Library 2.0 “Your users are out there: where the $%#@ are you?” – Librarian in Black Facebook Twitter Blogs Second Life iTunes YouTube Flickr Wikipedia Etc…
“As long as we stay friendly and helpful and real, we will cultivate good feeling.” http://ricklibrarian.blogspot.com
Outreach Public Libraries Community outreach, targeted to specific populations: parents, children, YA, unemployed, etc.. Academic Libraries Subject specialists act as liaisons
John Cotton Dana Library Public Relations Award Winners, 2010 New Jersey State Library: “Tell Us Your Story” Cultivated customer stories for local and statewide media. King County, WA Library System: “Look to Your Library… Especially Now” Provided career resources for the unemployed.
John Cotton Dana Library Public Relations Award Winners, 2010 Pasco County, FL Library System: “RockusMaximus – Battle of the Bands” Increased teen attendance at events by 50%. San Francisco Public Library: “Return of the Books” Overdue-fine amnesty program. 23.6% return of overdue materials.
“To assess, in general, is to determine the importance, size, or value of; to evaluate. Library staff assess operations by collecting, interpreting, and using data to make decisions and improve customer service.” ARL Spec Kit #303, Library Assessment, December 2007
culture of assessment A Culture of Assessment is an organizational environment in which decisions are based on facts, research and analysis, and where services are planned and delivered in ways that maximize positive outcomes and impacts for library clients. A Culture of Assessment exists in organizations where staff care to know what results they produce and how those results relate to customer expectations. Amos Lakos: www.usc.edu/.../locations/leavey/news/conference/presentations/presentations_9-16/Assessment/UCLA_Lakos.ppt
Balanced score card Collection use tools Anthropological methods Data anlysis
effective assessment Library leadership Customer-centered library staff Keys to Effective, Sustainable, and Practical AssessmentSteve Hiller, Martha Kyrillidou, and Jim Self http://www.arl.org/arldocs/stats/statsevents/laconf/2006/HillerSelf.ppt
assessment librarian “Assessment Librarian” “Assessment Coordinator” “Process Improvement Specialist” “Director of Planning, Assessment, and Research” “Director of Management Information Services”
assessment librarian Understands libraries Standing and established relationships within the organization Customer-centered/advocate for customers Passionate about quality service and assessment Time to do assessment Questioning/skeptical Willingness to learn Advocate for best practices Keys to Effective, Sustainable, and Practical AssessmentSteve Hiller, Martha Kyrillidou, and Jim Self http://www.arl.org/arldocs/stats/statsevents/laconf/2006/HillerSelf.ppt
assessment librarian Advises staff on assessment projects Conducts assessments Coordinates assessment projects Coordinates the collection of data throughout the library Analyzes, interprets, reports on data Submits external surveys (eg. ARL statistics) Fills requests for library data Provides training on assessment topics Participates in strategic planning processes Works with units throughout the library
LibQual+ Survey www.libqual.org “22 questions and a box” Affect of Service Information Control Library as Place Comments?
LibQual+ Items Affect of Service AS-1 Employees who instill confidence in users AS-2 Giving users individual attention AS-3 Employees who are consistently courteous AS-4 Readiness to respond to users' questions AS-5 Employees who have the knowledge to answer user questions AS-6 Employees who deal with users in a caring fashion AS-7 Employees who understand the needs of their users AS-8 Willingness to help users AS-9 Dependability in handling users' service problems Library as Place LP-1 Library space that inspires study and learning LP-2 Quiet space for individual activities LP-3 A comfortable and inviting location LP-4 A getaway for study, learning, or research LP-5 Community space for group learning and group study Information Control IC-1 Making electronic resources accessible from my home or office IC-2 A library Web site enabling me to locate information on my own IC-3 The printed library materials I need for my work IC-4 The electronic information resources I need IC-5 Modern equipment that lets me easily access needed information IC-6 Easy-to-use access tools that allow me to find things on my own IC-7 Making information easily accessible for independent use IC-8 Print and/or electronic journal collections I require for my work Local Questions Providing help when and where I need it Making me aware of library services Availability of subject assistance Ability to navigate library Web pages Access to archives, special collections
Response: Representativeness Response by status across the University matches the population distribution very closely. Greatest difference: 8% This is representative data! http://www.libqual.org/documents/admin/Representativeness.pdf
Response: Representativeness Response by discipline across the University matches the population distribution nearly perfectly. E.g. We’re not missing anyone! http://www.libqual.org/documents/admin/Representativeness.pdf
Reading LibQual+ Charts Desired Superiority Gap Perceived/Reality Zone of Tolerance Adequacy Gap Minimum
challenges Lack tradition of using data for improvement No assessment advocate within organization Library staff lack research methodology abilities Weak analysis and presentation of data Inability to identify actionable data Library “culture” is skeptical of data Leadership does not view as priority/provide resources Library organizational structure is “silo-based” Staff do not have sufficient time Turning Results into Action: Using Assessment Information to Improve Library Performance, Steve Hiller (University of Washington) , Stephanie Wright (University of Washington)