Collaborative Marketing for Electronic Resources


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Poster presented at the conference of the Association of College and Research Libraries, Philadelphia PA, 2011.

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Collaborative Marketing for Electronic Resources

  1. 1. Collaborave Markeng for Electronic Resources  Marie R. Kennedy  William H. Hannon Library, Loyola Marymount University  h[p://   This poster proposes a  REQUIREMENTS model for a naonal  •  Be a librarian in a college or distributed project to  university seFng develop markeng plans  •  Have permission to market for electronic resources  electronic resources while collaboravely  •  Have access to usage building benchmarks for  stascs for electronic  resources the markeng of electronic resources in college and  •  Be willing to share what you  learn in this project university seFngs.       TIMELINE  •  3 months (Oct‐Dec 2011) –  The project is capped at  Preparaon: steps 1‐10 of the  By parcipang in this collaborave  100 parcipants.  markeng cycle   working group you can expect to:  Sign up at this poster   •  1 month (Jan 2012) – 1.  Learn how to employ a typical markeng plan at your library.  session or email  Markeng campaign 2.  Complete one markeng campaign from start to finish.  •  1 month (Feb 2012) – 3.  Contribute  to  a  naonal  project  that  will  determine  if  Assessment and evaluaon:  collaborave benchmarking for markeng electronic resources  is feasible.  Project begins October 3, 2011   steps 11‐12 of the markeng  cycle   
  2. 2. ACRL 2011 poster session: Collaborative marketing for electronic resources This project is capped at 100 participants. Sign up at the poster session to guarantee your spot!Introduction: Connecting patrons to appropriate resources is a concern for libraries as more collections areremoved from traditional shelves and placed in virtual spaces. The traditional marketing techniques of placing a new-books shelf near the front door or the positioning of ready reference volumes in a study area of a library does notapply to the electronic resource world because there are no physical volumes to view. It is vital to understand libraryefficacy in marketing electronic resources in order to connect a patron with the appropriate resource. Based on tworecent analyses of articles published by libraries about their marketing plans for electronic resources, it is clear thatlibraries do not successfully plan for marketing so that the process gains them actionable knowledge for furthermarketing efforts. The analyses find that libraries do not choose appropriate strategies for their stated marketing goalsand do not correctly measure the strategies, which leaves them unable to assess their efforts; without a clearunderstanding if their marketing campaigns have been successes or failures libraries are not positioned to moveforward in new marketing cycles. Libraries understand the need to market yet fail to develop a plan to do so. Theliterature suggests that this is due to marketing not being a priority and librarians not knowing how to design amarketing plan. This poster proposes a model for a national distributed project to develop marketing plans forelectronic resources while collaboratively building benchmarks for the marketing of electronic resources in collegeand university settings.Proposed Methodology: Using a benchmarking framework and the traditional cycle of marketing, the followingsteps are proposed to test a collaborative approach to identifying best practices in marketing an electronic resource. 1. Decide what to benchmark (for this project, this step has already been completed) 2. Plan the benchmark project (for this project, this step has already been completed) 3. Understand your own performance (from Step 3 through 6 your involvement is integral!) 4. Study others 5. Learn from the data 6. Use the findings 1Communication Mechanism: We will use the Wetpaint wiki ( as ourprimary communication tool, supplemented with personal emails.Your Learning Outcomes: By participating in this proposed collaborative working group you can expect to: 1. Learn how to employ a typical marketing plan at your library. 2. Complete one marketing campaign from start to finish. 3. Contribute to a national project that will help determine if collaborative benchmarking for marketing electronic resources is feasible.Requirements: To participate in this project you must have the following qualifications: • Be a librarian in a college or university setting • Have permission to market electronic resources • Have access to usage statistics for electronic resources • Be willing to share what you learn in this projectTimeline: This project will run for five months, with sensitivity to seasonal holiday scheduling 3 months (October-December 2011) – Preparation (steps 1-10 of the marketing cycle) 1 month (January 2012) – Campaign 1 month (February 2012) – Assessment and evaluation (steps 11-12 of the marketing cycle)This project will be led by Marie R. Kennedy ( Marie is a librarian at Loyola MarymountUniversity, where she coordinates serials and electronic resources. She has written and presented widely on thedevelopment and use of electronic resource management systems. In her spare time she makes photographs andcreates taste experiments in her kitchen. Marie writes the Organization Monkey blog <> aboutorganization and librarianship.                                                        1 Robert J. Boxwell, Jr., Benchmarking for Competitive Advantage (New York: McGraw-Hill, 1994), 22.