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Presentation to TRIG workshop, 5 November 2004Prepared by Kerin Bryant, Marketing and Communications ManagerMonash University Library
Promoting library services
www.lib.monash.edu.au
Overview
Background• what is marketing and communications and
why do it for libraries?
My top five tips for promoting library services• What’s worked for me• What I have found important to know
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What is marketing?
visible useful
Commercial exchange
MONEY
PRODUCTS
CONSUMER BUSINESS
Public exchange
FUNDING
SERVICES
MONASH UNIVERSITY
MONASH UNIVERSITY
LIBRARY
www.lib.monash.edu.au
What is marketing?
Plan
Act
Evaluate
Improve
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What is communication?
least effortSame message
Sender’s field of experience
Audience’s field of experience
messagesender | encoding decoding | audience
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1. Internal communication
• Your staff are a key target audience for your promotional activities.
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www.lib.monash.edu.au
2. Evaluation
• Plan how you will measure success of your promotional activity.
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Top Ten Gaps – 2003 vs 2000
NEW
NEW
NEW
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3. Fitness for purpose
• Make your tools fit your job
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Fitness for purpose
• Repetitive
• No budget
• No incentive to retain
• Passive distribution
• Difficult to write
• Not ‘on brand’ for library or university
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www.lib.monash.edu.au
4. Consultation / consideration
• Always consider the user’s point of view
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But where are the books?
* Reconstruction using model.
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5. Relationship building
• The best time is ‘face’ time.
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Library welcome process for new academic staff at Monash University
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Summary of tips
1. Consider your own staff as an audience
2. Plan to measure your success
3. Make your tools fit your job – don’t be afraid to try something new
4. Consider it from the user’s point of view
5. Building relationships with users is the best promotional activity
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• Questions?
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