Inspiring the Creation, Discovery, and Use of Knowledge

Alfred Mowdood & Catherine Soehner

Why Do We Need Marketing?

• Competition– Google– Less $

• Really great services, spaces, and resources… if students and faculty only knew about them.

• We cannot depend on students and faculty seeking us out.

• Employers want colleges to place more emphasis on library strengths such as “information literacy.” (p.5)

Association of American Colleges and Universities (AAC&U).(2010). The quality imperative: Match ambitious goals for college attainment with an ambitious vision for learning. http://www.aacu.org/about/statements/documents/Quality_Imperative_2010.pdf

Oxford English Dictionary & Wikipedia

• “Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." [1]”

• Marketing is used to identify the customer, satisfy the customer, and keep the customer.”

• “…[M}arketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions

(The Oxford English Dictionary, 1989, p. 347)

That was then…

University LibraryUniversity of California, Santa Cruz

This is now.

Then.

University LibraryUniversity of Michigan

Now.

Then.

Now.

A Good Logo?

Similar components:•Removed the book

•Incorporated school colors

•Added University symbol

•Connected to the University

Ways to Market Your Library ( staff of 1 or 100)

Does your library have available a:

•Library History?

•Mission, Vision, and Values statements?

•Strategic Plan?

•Organizational Chart?

Templates (Print, Web, & Media)?

http://omniupdate.com/

Got Mobile? Got Web 2.0?

Photo Bank?

Writing Style Guide & Media Relations Policies or Guidelines?

http://www.olympic.org/Documents/Reports/EN/en_report_456.pdf

Coherent Branding Strategy“The objectives that a good brand will achieve include:•Delivers the message clearly•Confirms your credibility•Connects your target prospects emotionally•Motivates the buyer•Concretes user loyalty”

http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm

Posters (Print & Electronic)?

Know / Target Your Audience

Muse Project (Student-created)

http://www.youtube.com/watch?v=QGpKRFvap_c&list=PLED2220C8BF89E3F8&index=1&feature=plpp_videohttp://www.youtube.com/watch?v=w9U_-kvY60chttp://www.chem.utah.edu/faculty/rainier/musicvideosfall2010.html Specifically, "Slow Labs and Long Reactions"

Campus Branding

http://www.youtube.com/watch?v=Uyt8Naj3md8&feature=player_detailpage

• Wayfinding (virtual & physical)

• Don’t make users think

• Design

• Motivators• ARL & ALA metrics not defining your services

What counts?

Espresso Book Machine

• Personalized gift• Beautiful plates• Teaching moment

Wooster, David. Alpine plants : figures and descriptions of the most striking and beautiful of the alpine flowers. London : Bell, 1874. Plate 46. Parton, James, Horace Greeley, T.W. Higginson, J.S.C. Abbott, James M. Hoppin, William Winter, Theodore Tilton, Fanny Fern, Grace Greenwood, Mrs. E.C. Stanton, etc. ; Eminent women of the age : being narratives of the lives and deeds of the most prominent women of the present generation. Hartford, Conn. : S.M. Betts & Company ; 1869. Plate 8. Ward, Henry A. Catalogue of casts of fossils, from the principal museums of Europe and America, with short descriptions and illustrations,Rochester, N.Y., Benton & Andrews, printers, 1866. Page 125.

Traditional Support Model

Bass, R. ( 2012). Disrupting ourselves: The problem of learning in higher education. Educause Review, 47(2), 23-33. Retrieved from phttp://net.educause.edu/ir/library/pdf/ERM1221.pdf

Team-Based Design

Bass, R. ( 2012). Disrupting ourselves: The problem of learning in higher education. Educause Review, 47(2), 23-33. Retrieved from phttp://net.educause.edu/ir/library/pdf/ERM1221.pdf

Success & Failure

• Every failed levy

• The term “Cybrarians”

http://www.youtube.com/watch?v=89eetuA5xP8

US!