This presentation covers the 5 Ws that make up a marketing department - who, what they do, when to market, where to market and why. The department shown is the Texas Tech University Libraries' Office of Communications & Marketing and examples of their internationally award winning marketing efforts are included.

1. Ummm! You said the “M” word!
How to be Bad in a Good Way – Marketing
Library Services
Kaley Daniel, MBA, BA
Director for Communications and Marketing
Director for Communications and Marketing
5.27.11

2. MARKETING WHAT IS IT?
MARKETING – WHAT IS IT?

3. Marketing ‐ Everything the organization does to acquire patrons and to maintain a relationship
with them wherein the ultimate goal is to match the organization's products and services to
their needs and wants;
includes advertising, communications, media and public relations,
promotions, and delivering products and services to patrons
Public Relations Systematic audience (or publics) outreach usually through publicity and other
Public Relations ‐ Systematic audience (or publics) outreach usually through publicity and other
nonpaid forms of communication of topics of interest and news items;
intended to create and maintain good will ambassardorship for an organization; building
rapport with both internal and external customers
Advertising – Paid message control in communication channels of your choosing
Public Relations Advertising

4. AUDIENCE WHO IS IT?
AUDIENCE – WHO IS IT?

5. Matures Baby Boomers
Born before 1945 Born between 1945‐1964
In a Word – Traditionalist In a Word – Optimistic
Motivation: Motivation:
‐Accomplishment ‐Money
‐Control ‐Recognition
‐Responsibility
p y ‐Control
‐Promotion
Marketing Tips:
Marketing Tips: Marketing Tips:
Marketing Tips:
‐Provide plenty of personal ‐Show you care
interaction ~ ask and listen ‐Coach, don’t direct; treat as
‐Provide clearly written messages
Provide clearly written messages equals
‐Show respect for age & ‐Give them a chance to talk
experience ‐Be totally honest & direct
‐Provide plenty of technology
‐Provide plenty of technology
training
‐Be totally honest & candid

6. Gen Xers Millennials (Gen Ys)
Born between 1965‐1979 Born between 1980‐2000
In a Word – Skeptical In a Word – Eager
Motivation: Motivation:
‐Bonus ‐Mentoring
‐Recognition ‐Recognition
‐Meeting personal objectives ‐Training
‐Mentoring ‐Meeting personal objectives
‐Training
Training
Marketing Tips: Marketing Tips:
‐Show fun ‐Show high energy
‐Provide group learning ‐Use technology to the max
opportunities &
opportunities & ‐Offer multi‐tasking learning
Offer multi tasking learning
environments environments
‐Be truthful & direct

7. STRATEGY & TACTICS
STRATEGY & TACTICS

8. Plan – To distribute our message through all available and feasible communications
channels on a continual basis in an effort to reach and touch our primary audience
p y
for top of mind awareness throughout the academic year.
Strategy Market our personal and free services, our late hours and our easy access.
Strategy – Market our personal and free services our late hours and our easy access
Goal – To increase awareness of underutilized Library services by 25%.
Marketing Plan
Marketing Strategy
Marketing Strategy
Marketing Goal

9. Campaign
COMPARE & CONTRAST
COMPARE & CONTRAST

10. Campaign Audience Goal Strategy Plan
‘10‐’11
10 11 Students
Students Increase
Increase Free, All
Awareness (undergrad) services personal channels,
Campaign by 25% services, continually,
access 1 year
‘10 FACE Faculty Have Call for Liaisons,
100+ entries, PCs, TA,
entrants event Senate,
Spring‐Fall
Spring Fall
Marketing
Plan
Marketing Strategy
Marketing Goal

11. Piece Awareness Campaign FACE
Parent Relations’
monthly email
Liaisons’ HTML
email for faculty
Graduate School
d h l
HTML email
Email signature
E il i
TechAnnounce
MDU slide
Wall‐e slide

12. Piece Awareness Campaign FACE
Wallpaper
Web site news
story
Podcast(s)
d ()
YouTube Video
Y T b Vid
Facebook posts
Facebook posts
Newspaper ad(s)
Flyer

13. Piece Awareness Campaign FACE
Poster
Door/elevator
/
sleeve
Postcard
d
Bookmark
B k k
Window cling
Window cling
Table tent
News release

14. Piece Awareness Campaign FACE
Radio spot
CitiBus Poster
RLC slide
RLC slide
Foursquare posts
E‐vite

19. Susie Sunshine uses KIC scanner

24. Michelle Pantoya

26. Oh by the way:
• 2008‐2009 Awareness Campaign saw an increase in database searches of 53 percent
and full‐text journal usage increased by 25 percent
• 2009‐2010 Awareness Campaign
• received a 2009 Gold ADDY from the Lubbock Advertising Federation
• DMS DVD/VHS check out increased by 75 percent
• DMS audiobook check out increased by 29 percent
DMS audiobook check out increased by 29 percent
• Personal Librarian one‐on‐one sessions increased by 28 percent
• Average usage of historical newspapers increased by 26 percent
• Digital Collections views increased by 8.6 percent
•D b h h d bl d i h l f 4 3 illi
Database searches more than doubled with a total of 4.3 million
• Full‐text journal usage nearly tripled with a total of 2.6 million
• 2010 FACE had 167 entrants Ummmmmm!
You said the “M” word!

27. Texas Tech Libraries kaleydaniel
kaley.daniel@ttu.edu

28. Further Reading
• Dyal, Donald H., Daniel, Kaley (2010). Up, up, and away: A bird’s‐eye view of mission
marketing. http://americanlibrariesmagazine.org/features/07202010/and‐away‐bird‐s‐eye‐
view‐mission‐marketing g
• TTU Libraries Facebook page – www.facebook.com, search TTU Libraries
• TTU Libraries YouTube channel ‐ http://www.youtube.com/profile?user=ttulib#g/u