Marketing Through Library Instruction : A 3 Step ProcessMark Aaron Polger, Assistant ProfessorInstruction / Reference Libr...
Agenda Introduction Marketing in a nutshell Marketing versus Public Relations, Promotion,  Outreach Our University’s p...
Expectations?What would you like to learn from this session?
What words come to mind when you hear theterm "marketing"?
Do you use the term "marketing" interchangeablywith promotion, outreach, and public relations?
Marketing...in a nutshellInvolves bridging customers needs and wants withyour organizations products and services.Involves...
Promotion, Outreach, and Public Relations may overlap withMarketing....but there are differences.Promotion is part of mark...
From ZAG: The #1 Discipline of High-Performance Brands, by Marty Neumeier.
Our University•CUNY has 23 campuses across New York City•approximately 500, 000 students•founded in 1847•largest urban pub...
College of Staten Island• Senior College• Commuter Campus• 14,000 students• Largest CUNY Campus (over 200 acres)• 14 full ...
Step 1: Before the Class •Negotiate with Teaching faculty •Keep communication loop open •Tailor class to student learning ...
Step 1: Before the Class•Get copy of their assignment•Tailor handouts to their assignment•Create colored handouts (moremem...
Step 2: During the classWhat to market?- Determine before the class (Step 1)- Based on user needs- Be selectiveHow to mark...
Step 2: During the classWhat?                How?
Do you give tours?
Step 2: During the classWhat?                How?
Step 2: During the class What?                    How?Books image by Kittisak
Step 2: During the classWhat?                                        How?Money image by jannoon028, tree by akeeris
Do you have a laptop lending program?
Step 2: During the classWhat?                       How? Student image by winnond
Have you developed a mobile library site?
Step 2: During the class   What?                          How?Images by Ambro and chawalitpix
Step 3: After the class• Follow-up and ask for feedback• Hand out business cards• Market your consultation service, if you...
Step 3: After the class• Ask to add yourself on Blackboard• Don’t be pushy, but extend yourself• Ask to be added on course...
Tips and Tricks• Make yourself available via email, phone, and  in person• Offer a consultation service to students and  f...
Conclusion• Marketing is about understanding your users• Market selectively• Dont sound like a pushy  salesperson• Make an...
Thank you for your          participation and attention!Mark Aaron Polger                   Karen OkamotoInstruction / Ref...
Marketing Through Library Instruction: Three Step Process
Marketing Through Library Instruction: Three Step Process
Marketing Through Library Instruction: Three Step Process
Marketing Through Library Instruction: Three Step Process
Marketing Through Library Instruction: Three Step Process
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Marketing Through Library Instruction: Three Step Process

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  • Kay - Senior College - Unique focus on criminal justice - Founded in 1964 - Almost 15,000 students - racially and ethnically diverse student population   - 12 full time library faculty, - 8 part-time library faculty - targeted library instruction class - english composition class; speech, research assignment and research methods courses - 11 teaching librarians - Library has their own digital classroom
  • Kay - Senior College - Unique focus on criminal justice - Founded in 1964 - Almost 15,000 students - racially and ethnically diverse student population   - 12 full time library faculty, - 8 part-time library faculty - targeted library instruction class - english composition class; speech, research assignment and research methods courses - 11 teaching librarians - Library has their own digital classroom
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  • Kay Market yourself first Subtly embed items you want to market into the library instruction class Market selectively, according to your audience Try not to sound like a car salesperson
  • Kay - what? Us! LIbrarians! Information experts - how? humor, dialogue not monologue, storytelling
  • Kay - what? the physical library - how? tour, scavenger hunt What to market in a Library instruction class? Textbooks Laptops Chat Reference Text Reference
  • Kay - what? the collection, books, magazines, etc. - how? tied to assignment, realia, scavenger hunt
  • Kay - what? info lit concepts - how? humor and storytelling and real-life examples -MartinLutherKing.org, Bonsaikitty, DHMO.org
  • Kay - what? scanners - how? save money and trees
  • Kay - what? laptops - how? student experience, frustrations
  • Kay - what? the mobile library - how? convenience, catchy slogans or phrases, demo
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  • Transcript of "Marketing Through Library Instruction: Three Step Process"

    1. 1. Marketing Through Library Instruction : A 3 Step ProcessMark Aaron Polger, Assistant ProfessorInstruction / Reference LibrarianCollege of Staten Island Library, City University of New YorkKaren Okamoto, Assistant ProfessorInterlibrary Loan, Reference, and Instruction LibrarianJohn Jay College of Criminal Justice, City University of NewYork
    2. 2. Agenda Introduction Marketing in a nutshell Marketing versus Public Relations, Promotion, Outreach Our University’s profile Embedding marketing into library instruction Before the class During the class After the class Conclusion
    3. 3. Expectations?What would you like to learn from this session?
    4. 4. What words come to mind when you hear theterm "marketing"?
    5. 5. Do you use the term "marketing" interchangeablywith promotion, outreach, and public relations?
    6. 6. Marketing...in a nutshellInvolves bridging customers needs and wants withyour organizations products and services.Involves :• Market research: getting to know your users• Promoting: raising the profile of a product or service through a variety of strategies• Follow-up: Asking your users if they were satisfied with the product or service
    7. 7. Promotion, Outreach, and Public Relations may overlap withMarketing....but there are differences.Promotion is part of marketing. Promotion relates to raisingthe profile of a product or service.Outreach is a way of making connections to an underservedpopulation.Public Relations involves communicating a favourable image ofan organization to stakeholders to win approval oracceptance.
    8. 8. From ZAG: The #1 Discipline of High-Performance Brands, by Marty Neumeier.
    9. 9. Our University•CUNY has 23 campuses across New York City•approximately 500, 000 students•founded in 1847•largest urban public university in the United States•includes senior colleges and community colleges in all 5 boroughs inmany disciplines:• law• medicine• education• social sciences and humanities• pure and applied sciences• health sciences
    10. 10. College of Staten Island• Senior College• Commuter Campus• 14,000 students• Largest CUNY Campus (over 200 acres)• 14 full time library faculty, 14 part-time library faculty• Offers approximately 300 Library instruction workshops per year• 10 teaching librarians• Library has their own digital classroom
    11. 11. Step 1: Before the Class •Negotiate with Teaching faculty •Keep communication loop open •Tailor class to student learning needs •Attend academic departmental meetings and introduce yourself
    12. 12. Step 1: Before the Class•Get copy of their assignment•Tailor handouts to their assignment•Create colored handouts (morememorable)
    13. 13. Step 2: During the classWhat to market?- Determine before the class (Step 1)- Based on user needs- Be selectiveHow to market?- Depends on the user group- Time and available resources
    14. 14. Step 2: During the classWhat? How?
    15. 15. Do you give tours?
    16. 16. Step 2: During the classWhat? How?
    17. 17. Step 2: During the class What? How?Books image by Kittisak
    18. 18. Step 2: During the classWhat? How?Money image by jannoon028, tree by akeeris
    19. 19. Do you have a laptop lending program?
    20. 20. Step 2: During the classWhat? How? Student image by winnond
    21. 21. Have you developed a mobile library site?
    22. 22. Step 2: During the class What? How?Images by Ambro and chawalitpix
    23. 23. Step 3: After the class• Follow-up and ask for feedback• Hand out business cards• Market your consultation service, if you have one
    24. 24. Step 3: After the class• Ask to add yourself on Blackboard• Don’t be pushy, but extend yourself• Ask to be added on course syllabi for future classes
    25. 25. Tips and Tricks• Make yourself available via email, phone, and in person• Offer a consultation service to students and faculty• Make the Library instruction requesting system user-friendly and seamless• Keep faculty in the loop. Keep communication lines open
    26. 26. Conclusion• Marketing is about understanding your users• Market selectively• Dont sound like a pushy salesperson• Make an impression• Be creative• Try new things• Ongoing process
    27. 27. Thank you for your participation and attention!Mark Aaron Polger Karen OkamotoInstruction / Reference Librarian Interlibrary Loans, Reference, andCollege of Staten Island  Instruction LibrarianCity University of New York John Jay College of Criminal Justice,Phone: 718 982 4065 City University of New YorkMarkAaron.Polger@csi.cuny.edu  Phone: 646 557 4777 KOkamoto@jjay.cuny.edu 
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