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Marketing presentation-Lloyd Sealy Library, Nov 1, 2016


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Marketing presentation-Lloyd Sealy Library

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Marketing presentation-Lloyd Sealy Library, Nov 1, 2016

  1. 1. Mark Aaron Polger, First Year Experience Librarian & Information Literacy Instructor College of Staten Island, City University of New York (CUNY) What Does Marketing Look Like in An Academic Library? Lloyd Sealy Library Presentation John Jay College, CUNY Tues Nov 1, 2016
  2. 2. First, what marketing is… A long term, planned, strategic set of actions, initiatives, and practices that attempt to connect products and services with potential customers.
  3. 3. Second, what marketing isn’t…. Flyer Bookmark Poster Advertisement Mass email Listserv post Announcing an event Press Release
  4. 4. Marketing Components Price, Product, Promotion, Place (4Ps) Promotional Mix (aka Marketing Communications) • Public Relations (Publicity) • Paid Advertising • Sales Promotions • Direct Mailings
  5. 5. Most Librarians are Involved in Promoting, but not Marketing • Mass emails • Programs & Events • Flyers • Web Site • Signage • Newsletter • Press Release • Classes • In-Person
  6. 6. It’s Not Marketing Unless You 1. Understand Your Users - Conduct Market Research Telephone surveys, online surveys, focus groups, interviews, usability studies, in-person conversations 2. Set Tangible Goals Increase number of classes taught, increase number of laptop or iPad loans
  7. 7. It’s Not Marketing Unless You 3. Segment Divide your potential users into groups. 4. Promote Public Relations Advertising (paid) Sales Promotions (promo codes, coupons, rewards programs) Direct Mail Communications (phone, email, direct mailing, in-person, media) 5. Evaluate/Revise Assess with more telemarketing, online questionnaires, focus groups, interviews, usability studies, in-person conversations
  8. 8. Segment In an academic library, we have the following segments 1. Faculty 2. Staff 3. Undergraduate Students 4. Graduate Students 5. Alumni 6. Community Members
  9. 9. We Are Always Promoting….(but piecemeal) Databases Interlibrary Loan iPads Textbooks Laptops Calculators Virtual Reference
  10. 10. Library Marketing Campaigns A Library Marketing Campaign must involve: Tangible goals Well developed action plan Conduct market research Clear consistent message Target specific groups Use multiple promotional channels Follow up with assessment
  11. 11. Library Marketing Campaign #1 Promoting Information Literacy to First Year Students • First Year Library Workshops (target English dept.) • LIB 102 (target English Dept, Academic Advisement, SEEK, ASAP) • New Student Orientation (NSO)- summer and winter intersession • CLUE credit workshops (First Year Students) • Campaign includes brochures, large scale posters, social media, web site promotion, direct mail, targeted messaging, in-person meetings
  12. 12. Library Marketing Campaign #2 Increase Number of Library Events for the Community • Faculty Author Talks • High School Instruction • College Admissions • Greener Library Events • Traveling Exhibits • Archival Exhibits • NYPL visits- library card registrations • Voter registration • IDNYC • Therapy dogs
  13. 13. Public Relations Campaigns (PR) Maintaining a Positive Public Image of Your Organization Through Strategic Communication Newsletters CLUE Events Calendar Targeted Messages (bedbugs, flooding, safety) R.E.S.P.E.C.T. Awareness Campaign Annual Reports Presentations (in-service) Press Releases
  14. 14. Communicating with Library Signage Signage Provides 3 Purposes Provides directions (wayfinding) Promotes services, events, resources Communicates policies
  15. 15. 1.Placement Place strategically Walk around your library Identify bump-points Avoid tape Don’t attach to furniture Hang on bulletin boards or easels Use frames Top 10 Best Tips
  16. 16. 2. Message No more than 5 words Avoid “no” Avoid “all caps” Avoid “handwritten signs” Use consistent font ADA recommends Sans Serif Top 10 Best Tips
  17. 17. 3. Images Use real images Avoid clipart Avoid cartoons /stick people Avoid stereotyped images Many users don’t read Top 10 Best Tips
  18. 18. 4. Be friendly Avoid “no” Avoid sarcasm Avoid passive aggressive Avoid threats Be casual Punitive signs are not okay Top 10 Best Tips
  19. 19. 5. Branding Include appropriate font types, font colours, and logos that match your institution. Top 10 Best Tips
  20. 20. 6. Be current Use up to date images. If you’re promoting an event, make sure to remove the sign when the event is over. Top 10 Best Tips
  21. 21. 7. Create a signage policy Ensures consistency in design, branding, language, placement, and overall messaging. Top 10 Best Tips
  22. 22. 8. ADA (Americans with Disabilities Act) High contrast Avoid glare Avoid lamination ADA recommends Sans Serif Avoid decorative fonts Top 10 Best Tips
  23. 23. 9. Keep a running inventory Keep track of your signs Create a signage map Assign templates Conduct Annual audit Create your own signage template Top 10 Best Tips
  24. 24. 10. Conduct Market Research Focus groups (before, during, after) Interviews User Data drives decisions Feedback Top 10 Best Tips
  25. 25. Getting buy-in from colleagues Can take a long time Compromise is key Transparency Provide data to support your case Other Obstacles
  26. 26. Other Obstacles Vandalism Signs are living documents Manage placement Ensure signs are not damaged
  27. 27. Enforcing policy Actions Speak Louder Than Words Consistency Other Obstacles
  28. 28. Signage committee Signage policy Signage templates Create a workflow document Tweak and continue to update Recommendations
  29. 29. Less is more Minimalism is good! Too many signs = drowning Blank space = beautiful Recommendations
  30. 30. To sum up…. 1.Marketing is a long term, planned approach of connecting library users with our products and services 2.Set realistic and tangible goals 3.Conduct Market Research (to understand your users) 4.Segment your users 5.Promote using different channels and platforms 6.Evaluate and continuously assess your data 7.Continue promoting
  31. 31. Thank you Mark Aaron Polger First Year Experience Librarian/LIB 102 instructor College of Staten Island, CUNY