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Marketing & Public Relations in Academic Libraries 2009


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How to set up a marketing program in an academic library

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Marketing & Public Relations in Academic Libraries 2009

  1. 1. Marketing & Public Relations in Academic Libraries Heidi Card ULS Librarian, Assistant to the Director on Research & Special Projects University of Pittsburgh
  2. 2. Outline  History of libraries and marketing  Why is Marketing Important in Libraries?  Features of a Marketing Plan  Example of ULS Marketing Plan  How ULS has moved forward with Marketing
  3. 3. History of Libraries & Marketing Library-Centric view  Users were expected to be motivated enough to learn the “rules”  Libraries had little incentive to make changes  Expectation was that users could be taught to deal with barriers  Libraries “know what their users need”
  4. 4. A “Selling Orientation”: Persuasion Libraries would share the virtues of their products and services – without asking the user what they valued Libraries believed users could be taught to deal with barriers – instead of eliminating them
  5. 5. Marketing Challenges for Today’s Academic Libraries Coordinating efforts Consistent planning Competition Creativity Communication
  6. 6. How the ULS Marketed Services and Increased Use… Be committed to change Be committed to listening:  Not defensively  Thinking about what users want, not what you want them to want and creating services that meet their evolving needs
  7. 7. Features of a Marketing Plan Situation Analysis Objectives of Plan Define Target Audience(s) Strategies Tactics Evaluation
  8. 8. ULS Situation Analysis  Mission of ULS is to “…provide and promote access to information resources necessary for the achievement of the University’s leadership objectives in teaching, learning, research, creativity and community service, and to collaborate in the development of effective information, teaching and learning systems.”
  9. 9. S.W.O.T. Analysis
  10. 10. Background: Krakoff Communications 2005 Key Findings Target audience (students, faculty, and staff) are often unaware of library’s central role within the University General confusion as to the complete offerings of the ULS General confusion as to how to mostefficiently access the offering of the ULS
  11. 11. Objectives  Increase awareness and usage of resources and services while promoting and leveraging investments  Increase support which will help to increase donations  Enhance professional perception and knowledge about capabilities and resources, both internally, and externally  Establishing a uniform look in all publications and products for easy recognition
  12. 12. Target Audiences: Internal  ULS Faculty and Staff  University of Pittsburgh Decision Makers  Faculty  Undergraduate and Graduate Students
  13. 13. Target Audiences: External  Current and Potential Donors  Current and Potential Users  Decision Makers  Groups and Associations
  14. 14. Marketing Strategy  Mix of strategies (direct marketing, email, internal advertising, public relations, etc.)  Need a standard “look” or logo  Overall message “what the ULS can do for me”  Different strategies for different programs and audiences  Web site will be redesigned to have separate “spaces” for different clientele  Tie website information to publicity, postcards, etc.
  15. 15. Development of the ULS Mark Execution of Mark  Internal  ULS faculty and staff  Pitt faculty  Pitt staff  Students  External  Local and Regional  National
  16. 16. Further Branding at ULS
  17. 17. Marketing Tactics Printed Pieces with unified look  Postcard mailers  User testimonials  Quick resource guide to service/resource  Folders into which other information can be placed (faculty)      Contain general information about ULS on folder Cover letter Postcards, etc. inside Updates on programs, etc. List of pertinent collections Website  Web site will be redesigned to have separate “spaces” for different clientele  Tie web information to publicity, postcards, etc.
  18. 18. Promotional Items Students and External targets ULS Faculty and Staff Mouse pads Backpacks Bookmarks Notebooks Calendar Key Tag Highlighters  Shirts  Lapel Pins  Hats and Caps  Mugs  Pens
  19. 19. Digital Signage Continuous Updateable Information about ULS Services
  20. 20. Display Cases
  21. 21. Printed Publications and Articles Internal  Blue, Gold, and Black  Pitt Magazine
  22. 22. Printed Publications and Articles Internal Pitt Chronicle Pitt News University Times
  23. 23. Printed Publications and Articles External  D-Lib Magazine  New Pittsburgh Courier  Pittsburgh Post Gazette
  24. 24. E-Publications and Articles
  25. 25. Evaluation of Plan Survey users to judge effectiveness of communication strategies Continuing assessment of marketing to ensure that ongoing communication is successful!
  26. 26. Conclusion: Marketing = Communicating  Gather info on what your users want  Publicity is a waste of time if there is no coordinated marketing plan  Create marketing position  Be sure your enthusiasm shines – the best advertisement!
  27. 27. Any Questions?
  28. 28. 谢谢! 謝謝!