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Branding the Academic Library

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My keynote at the #dffu2018 conference in Billund, Denmark. Covering brand, branding, marketing and UX in the academic library context.

Published in: Marketing
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Branding the Academic Library

  1. 1. @ned_potter
  2. 2. Your Library’s brand is not logos, or colour schemes, or slogans.
  3. 3. Your brand is the perception of your library, collections, and services in people’s minds. It’s how people think and feel about who you are as an organisation, and what you do. Branding is the process of trying to influence people's perceptions of the organisation and way they think about your brand.
  4. 4. Dit brand er den opfattelse folk har af dit bibliotek, dets samlinger og tjenester. Det er det som folk tænker og føler om, hvem du er som organisation, og det din organisation gør.
  5. 5. Dit brand er den opfattelse folk har af dit bibliotek, dets samlinger og tjenester. Det er det som folk tænker og føler om, hvem du er som organisation, og det din organisation gør. Branding er en process hvormed man forsøger at påvirke folks opfattelser af organisationen og hvordan de tænker om dit brand
  6. 6. @janholmquist A very big thank you to my friend Jan for translating these definitions for me! Dit brand er den opfattelse folk har af dit bibliotek, dets samlinger og tjenester. Det er det som folk tænker og føler om, hvem du er som organisation, og det din organisation gør. Branding er en process hvormed man forsøger at påvirke folks opfattelser af organisationen og hvordan de tænker om dit brand
  7. 7. Your brand is what people say about you when you’re
  8. 8. is colours, logos, furniture, visual identity?
  9. 9. Branding is the process of building a coherent and distinct pattern of associations in the mind of a target audience. Chief at DiMassimo Goldstein
  10. 10. Branding is the process of building a coherent and distinct pattern of associations in the mind of a target audience. Too often, branding is associated with much more limited objectives. For example, logo and visual identity standards. While these are key tools for branding, they alone don’t create the brand. Today, brands are built by great products and services, first and foremost …the target audience must be delighted. Chief at DiMassimo Goldstein
  11. 11. Our library brand isn’t just what we It’s what we
  12. 12. Craighead County Jonesboro Public Library Remember, branding is the process of building a coherent and distinct pattern of associations in the mind of a target audience. Jonesboro did this not just through a strong visual identity, an irreverent sense of humour, tapping into the zeitgeist, and…
  13. 13. They built their brand by provoking
  14. 14. Pictures are great, colours are nice. But it’s the personality which helps to shape the brand.
  15. 15. Ben created a very strong brand for the Library, and it really, really worked… Over 4 years:
  16. 16. It is very hard indeed to influence the academic library brand centrally.
  17. 17. This must happen
  18. 18. What do you WANT your Library’s brand to be?
  19. 19. “Market a few planets, not the entire galaxy" @andypriestner
  20. 20. It’s very difficult to get anyone to DO something they weren’t already planning to do
  21. 21. Almost no one acts on a piece of marketing the first time they see it so in order to change behaviour we have to reach them more than once
  22. 22. Is simple. Is targeted. Has a strong call to action. Talks about benefits not features.
  23. 23. Is simple. Is targeted. Has a strong call to action. Talks about benefits not features. Is part of a campaign.
  24. 24. The same message, tailored across different platforms, for a concerted period of time.
  25. 25. What does it mean to market
  26. 26. Strategic marketing campaigns with the Library CAPE framework
  27. 27. What do we already know about our users, what can we find out? UX in Libraries: an umbrella term covering various ethnographic and design techniques. We’ve found UX incredibly valuable at York.
  28. 28. The Understanding Academics Project involved over 100 interviews with staff at the University. Michelle Blake and Vanya Gallimore’s (Open Access) article about the project is available at: eprints.whiterose.ac.uk/132822
  29. 29. 1. Classmarks in the catalogue search results 2. Hot water tap 3. 24hr opening 4. The Fabrick Wall 5. Changing academic loan package 6. Replacement Reading List system 7. Change in Subscriptions Review process
  30. 30. Your Aim is where you are going. Your Objectives are how you get there.
  31. 31. “…generally [Danish] academic libraries are valued but then again, they are for free, we don’t give students grades or tell them to hurry up, so we would be in pretty bad shape if we were unpopular" @clauersen Director of libraries and citizen services in Roskilde Municipality
  32. 32. Segmentation is the process of dividing your audience up into smaller groups. You then tailor the messages to those groups – you market to the segments, not the whole orange…
  33. 33. You can segment by status (undergraduate, postgraduate, researcher, academic etc) Or by behaviour (new users, power users, off- site users, casual users etc)
  34. 34. A segment people often forget is their own institution.
  35. 35. What are the key platforms?
  36. 36. Make people feel like insiders… and focus on feelings rather than function
  37. 37. Bravo Helsinki Airport!
  38. 38. Your outputs are what you did Your outcomes are what happened as a result
  39. 39. #UoYTips: Reimagining Library Induction as a Marketing Campaign
  40. 40. The UoYTips hashtag has several advantages from a marketing point of view: 1) It’s memorable. In fact it’s the only thing you need to remember to find the info you need. 2) It’s cross-platform. You can search any of the platforms above, or just Google it. 3) It endures. It’s not time-specific. You can come back to it later, it’s always there, and you don’t need to ask for help to use it or to find it… 4) It allows people to see key messages more than once. No one changes their behaviour based on the first piece of marketing!
  41. 41. 33% embarrassed about asking for help with their studies, but 84% will ask for help when needed. However 65% would not ask a librarian for help. Library and Library website among three least popular choices of 9 places to go to help, in four of five different scenarios.
  42. 42. 32% didn’t expect the library to provide reading lists, 40% didn’t expect library to provide e-resources, 53% didn’t expect library to provide skills support.
  43. 43. So perhaps our first aim for our academic library brand, is to raise expectations. We need our marketing to tell people
  44. 44. Marketing works best when it’s a dialogue between the institution and the community. We listen, interpret, then we act to make things better where we can.
  45. 45. That said, sometimes we need to just DO what the community needs, but focus the communication about what the community WANTS.
  46. 46. THE HEART IS USEFUL. Help get your community where they already want to go.
  47. 47. NO NO NO
  48. 48. Be welcoming. Be inclusive. Be creative.
  49. 49. 1. All good marketing starts with user insight. Try out some UX techniques if you haven’t already, and see what you can learn about your community 2. Decide what you want to do with your library’s brand, and start working strategically toward that 3. Market in campaigns! The same message, tailored across different platforms for a specific period of time 4. Did I mention marketing in campaigns...?
  50. 50. 1. All good marketing starts with user insight. Try out some UX techniques if you haven’t already, and see what you can learn about your community 2. Decide what you want to do with your library’s brand, and start working strategically toward that 3. Market in campaigns! The same message, tailored across different platforms for a specific period of time 4. Did I mention marketing in campaigns...?
  51. 51. 1. All good marketing starts with user insight. Try out some UX techniques if you haven’t already, and see what you can learn about your community 2. Decide what you want to do with your library’s brand, and start working strategically toward that 3. Market in campaigns! The same message, tailored across different platforms for a specific period of time 4. Did I mention marketing in campaigns...?
  52. 52. Images are all CC0. They’re sourced mainly from Pexels and RawPixel, except the ones of our Library, which were taken by me.
  53. 53. More on York’s marketing and UX activities at libinnovation.blogspot.co.uk @ned_potter ned-potter.com

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