M ARKETING DIGITAL REFERENCE SERVICES Mary-Carol Lindbloom Monday, June 23, 2003

MARKETING DIGITAL

REFERENCE SERVICESMary-Carol LindbloomMonday, June 23, 2003

OUR VIRTUAL REFERENCE PROJECT

MyWebLibrarian: I’m online to help!

The project grew from two existing Illinois virtual reference programs:

Answers UnlimitedAsk a Librarian Live Online http://www.answersunlimited.org

READY FOR REFERENCE:

ACADEMIC LIBRARIES OFFER LIVE WEB-BASED REFERENCE

Online! Anytime!@ your library ™

WHY COLLABORATE?

•Share staff. Take a few desk shifts instead of all of them.•Less need to share duty at the physical reference desk with online desk.•Operate service more hours.•Share software expenses.•Share a website/web design.•Develop uniform guidelines/quality assurance/CQI.•Increase collective bargaining/buying power.•Meet users at their point of need.•Share marketing and public relations items/strategies.

MULTI-SYSTEM MULTI-TYPE COLLATORATION

• Extends and enhances the benefits of collaboration.

• Provides broader pool of human resources and materials.

• Illinois libraries increase their relevancy to a greater % of our State’s population.

LSTA GRANT FUNDING

• The Illinois State Library was interested in facilitating cooperation among library systems, and provided LSTA funding for the project.

ANSWERS UNLIMTED +

READY FOR REFERENCE =

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The Marketing Plan

First Step: Hire a Marketing/PR Firm

Simantel (Peoria, IL) helped to develop:

• Strategy

• Brand (including marketing research)

• Icon/Web design

• Marketing materials

Marketing Strategies: Librarian-targeted• FAQ (available electronically from ALS and NSLS web sites) • PowerPoint template (available electronically from ALS and

NSLS web sites) • 2 E-mail teasers (available electronically from ALS and

NSLS web sites)• Participating libraries distribute the materials and promote

the project in their newsletters and with their local press contacts. This has resulted in new participants and potential participants.

Marketing Strategies: User-targeted • Tri-fold brochure (printing of 100,000 brochures) • Bookmark (printing of 20,000 bookmarks) • Magnet (printing of 2,500 magnets)• Flyer template (available electronically from ALS and NSLS web sites) • College newspaper ad (available electronically from ALS and NSLS

web sites)• 1 press release (available electronically from ALS and NSLS web

sites) • 1 thirty second PSA (available electronically from ALS and NSLS web

sites)

The Brand

How would we name our service?

What would we name our service?

Icon/Web design

Simantel and Infobahn Outfitters, the web designers (Macomb, IL), worked together to integrate the brand and icon into the web design.

Icon Choices

(PSA Script) :30 Public Service Announcement   

Have you ever found yourself in need of quick access to information? Illinois librarians are now just a click away! MyWebLibrarian.com a free service lets you interact online and in real time with a professional librarian, 24 hours a day, seven days a week. It’s fast, easy, and a credible source for information.

Visit www.MyWebLibrarian.com. You have questions. Our online librarians have  answers 24/7.

Sample PowerPoint Template

Other Marketing Items Developed

• Talking Points (for consistent message)

• Banners

PARTICIPATING LIBRARIES

• Going into project, there were 21 libraries.• Now: 37 libraries, 220+ librarians:• 21 Publics• 9 Academics• 6 Hospitals• 1 School……..representing 4 Illinois library systems

How Have the Participants Used the Marketing?• During press conferences/press releases• For newspaper articles (community & campus)• In dorms and around building (posters/flyers)• Hang banners at special events• New orientation sessions• In ads at bottom of email reference responses • To co-brand• Parents/students events • Door hangers

Which approaches?

Go “broad spectrum” using and expanding upon the techniques described.

Which approaches?

• Icons--need to be prominently featured around one’s website:• Academic: distance learning pages; professor’s webpages.• Public: library website; Chamber of Commerce pages. • Hospital: consumer health section; physicians, nurses, and

other staff.• School: homework help section, sports, etc.

Which approaches?

• Print marketing: • Newspaper articles• Library orientation• Bookmarks—hand out at various desks• Flyers, posters, door hangers in student

residences, doctor’s lounges, offices

Which approaches?

• Your Voice!

• Talk up the service with Boards, committees, user groups, etc.

• Discuss program on local TV programs.

How often do we need to advertise?

• Constantly!

• Beginning & middle of academic year.

How do we pay?

• Collaboration reduces costs.

• Use free advertisement whenever possible.

For more information, contact:Mary-Carol Lindbloommclindbloom@alliancelibrarysystem.com

217-223-2560309-353-4110 ext. 2401 (voicemail)

QUESTIONS??