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Mark Aaron Polger, First Year Experience Librarian & Information Literacy InstructorCollege of Staten Island, City University of New York (CUNY)[email protected]
What Does Marketing Look Like in An Academic Library?
Lloyd Sealy Library Presentation John Jay College, CUNY
Tues Nov 1, 2016
First, what marketing is…A long term, planned, strategic set of actions, initiatives, and practices that attempt to connect products and services with potential customers.
Second, what marketing isn’t….FlyerBookmarkPosterAdvertisementMass emailListserv postAnnouncing an eventPress Release
Marketing ComponentsPrice, Product, Promotion, Place (4Ps)
Promotional Mix (aka Marketing Communications)• Public Relations (Publicity)• Paid Advertising• Sales Promotions• Direct Mailings
Most Librarians are Involved in Promoting, but not Marketing
• Mass emails• Programs & Events• Flyers• Web Site• Signage• Newsletter• Press Release• Classes• In-Person
It’s Not Marketing Unless You
1. Understand Your Users - Conduct Market ResearchTelephone surveys, online surveys, focusgroups, interviews, usability studies, in-person conversations
2. Set Tangible GoalsIncrease number of classes taught, increase number of laptop or iPad loans
It’s Not Marketing Unless You3. Segment
Divide your potential users into groups.4. Promote
Public RelationsAdvertising (paid)Sales Promotions (promo codes, coupons, rewards programs)Direct Mail Communications (phone, email, direct mailing, in-person, media)
5. Evaluate/ReviseAssess with more telemarketing, online questionnaires, focus groups,
interviews, usability studies, in-person conversations
Segment
In an academic library, we have the following segments
1. Faculty2. Staff3. Undergraduate Students4. Graduate Students5. Alumni6. Community Members
We Are Always Promoting….(but piecemeal)
DatabasesInterlibrary LoaniPadsTextbooksLaptopsCalculatorsVirtual Reference
Library Marketing Campaigns
A Library Marketing Campaign must involve:
Tangible goalsWell developed action plan Conduct market researchClear consistent message Target specific groupsUse multiple promotional channelsFollow up with assessment
Library Marketing Campaign #1 Promoting Information Literacy to First Year Students
• First Year Library Workshops (target English dept.)• LIB 102 (target English Dept, Academic Advisement,
SEEK, ASAP)• New Student Orientation (NSO)- summer and winter intersession• CLUE credit workshops (First Year Students)• Campaign includes brochures, large scale posters, social media, web site
promotion, direct mail, targeted messaging, in-person meetings
Library Marketing Campaign #2
Increase Number of Library Events for the Community
• Faculty Author Talks• High School Instruction • College Admissions• Greener Library Events • Traveling Exhibits • Archival Exhibits• NYPL visits- library card registrations• Voter registration • IDNYC• Therapy dogs
Public Relations Campaigns (PR)Maintaining a Positive Public Image of Your Organization
Through Strategic Communication
NewslettersCLUE Events CalendarTargeted Messages (bedbugs, flooding, safety)R.E.S.P.E.C.T. Awareness CampaignAnnual ReportsPresentations (in-service) Press Releases
Communicating with Library Signage
Signage Provides 3 Purposes
Provides directions (wayfinding)
Promotes services, events, resources
Communicates policies
1.Placement
Place strategicallyWalk around your libraryIdentify bump-pointsAvoid tapeDon’t attach to furnitureHang on bulletin boards or easelsUse frames
Top 10 Best Tips
2. MessageNo more than 5 wordsAvoid “no”Avoid “all caps”Avoid “handwritten signs”Use consistent fontADA recommends Sans Serif
Top 10 Best Tips
3. ImagesUse real imagesAvoid clipartAvoid cartoons /stick peopleAvoid stereotyped imagesMany users don’t read
Top 10 Best Tips
4. Be friendly
Avoid “no”Avoid sarcasm Avoid passive aggressiveAvoid threatsBe casualPunitive signs are not okay
Top 10 Best Tips
5. Branding
Include appropriate font types, font colours, and logos that match your institution.
Top 10 Best Tips
6. Be current
Use up to date images.If you’re promoting an event, make sure to remove the sign when the event is over.
Top 10 Best Tips
7. Create a signage policy
Ensures consistency in design, branding, language, placement, and overall messaging.
Top 10 Best Tips
8. ADA (Americans with Disabilities Act)
High contrast Avoid glareAvoid laminationADA recommends Sans Serif Avoid decorative fonts
Top 10 Best Tips
9. Keep a running inventory
Keep track of your signsCreate a signage mapAssign templatesConduct Annual auditCreate your own signage template
Top 10 Best Tips
10. Conduct Market Research
Focus groups (before, during, after)InterviewsUser Data drives decisionsFeedback
Top 10 Best Tips
Getting buy-in from colleaguesCan take a long timeCompromise is keyTransparencyProvide data to support your case
Other Obstacles
Other Obstacles
VandalismSigns are living documentsManage placementEnsure signs are not damaged
Enforcing policyActions Speak Louder Than WordsConsistency
Other Obstacles
Signage committeeSignage policy Signage templatesCreate a workflow documentTweak and continue to update
Recommendations
Less is moreMinimalism is good!Too many signs = drowningBlank space = beautiful
Recommendations
To sum up….1.Marketing is a long term, planned approach of connecting
library users with our products and services2.Set realistic and tangible goals3.Conduct Market Research (to understand your users)4.Segment your users5.Promote using different channels and platforms6.Evaluate and continuously assess your data7.Continue promoting
Thank you
Mark Aaron PolgerFirst Year Experience Librarian/LIB 102 instructor
College of Staten Island, [email protected]
