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VOLPE LIBRARY MARKETING PLAN
Submitted by:
Steven Brockman,
Mark Butler, Brooke
McCarter, and Angeline
RossTennessee
Tech UniversityDecember
4, 2012
KNOWLEDGE RESEARCH TECHNOLOGY
12/04/2012 1Brockman, Butler,
McCarter, Ross
2Brockman, Butler, McCarter, Ross
SITUATION ANALYSIS
• Current primary use– Studying
• Group• Individual
– Printing– Presentation practice
• Updated second floor layout popular with students (see image below)
• Underutilization of library media and services– Eagle Search– Interlibrary loan– Physical research materials
• Library staff having to do more with less
• Databases– Underutilization– Rising costs
2nd Floor Study Space
Au Bon Pain Reference Librarian Desk12/04/2012
3Brockman, Butler, McCarter, Ross
SITUATION ANALYSIS1st Floor Layout
Services/Materials
Underutilized Space
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SITUATION ANALYSIS2nd Floor Layout
Services
Materials
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SITUATION ANALYSIS3rd Floor Layout
Services
Materials
Outdated and/or
Underutilized Space
Underutilized Faculty
Study Rooms
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SWOT ANALYSISSTRENGT
HS• Second Floor
Layout• Updated
Technology• Eagle Search• Staff• Central
Location• Support of
TTU Central Administration
WEAKNESSES
• First Floor Layout
• Third Floor Layout
• Commuter School
• Underfunded• Short on
Staff• Underutilizati
on of Eagle Search
OPPORTUNITIES
• Marketability of Eagle Search
• Technology Updates
• Advertising in Buildings on Campus
• Campus, Class, SOAR Tours
THREATS• New Dorms• Department
al Lounges• Google• Insufficient
Funding
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KEY STRATEGIC ISSUES
LACK OF AWARENESS• Embed incoming Freshmen and Sophomores with
knowledge about the library• Cannot expect upperclassmen to change the way
they study or conduct researchUNDERUTILIZED SPACE AND AMENITIES
• 1st and 3rd floors need to be renovated to provide students with what they need
• Updated amenities lead to more users of the library and its services
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ONLINE USAGE STATISTICS
Visits - Sep-tember 2012
Visits - Octo-ber 2012
Unique Visi-tors - Septem-
ber 2012
Unique Visi-tors - October
2012
Library Web Server
11548 13333 6352 6954
LibGuides 2741 2120 1883 1413
Library Catalog
6893 9118 4819 6183
Eagle Search
3623 5173 2185 2851
1000
5000
9000
13000
Visits and Unique Visitors
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ONLINE USAGE STATISTICS
September 2012 October 2012 -
10,000.00 20,000.00 30,000.00 40,000.00 50,000.00 60,000.00 70,000.00 80,000.00
34,249 38,046
13,504 9,840
54,248
69,335
21,48231,325
Page Views
Library Web Server LibGuidesLibrary Catalog Eagle Search
Num
ber
of
Page
Vie
ws
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ONLINE USAGE STATISTICS
Total Page Views0
5,000
10,000
15,000
20,000
25,000 19,665
3,623 2,035 1,485 1,426
Top 5 Viewed Pages – September 2012
Library Home Page Eagle SearchAlphabetical List of Databases Library Catalog Home PageLibrary Hours
Num
ber
of
Page
Vie
ws
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ONLINE USAGE STATISTICS
Total Page Views0
5,000
10,000
15,000
20,000
25,00021,914
5,173
2,207 1,808 1,741
Top 5 Viewed Pages – October 2012
Library Home Page Eagle SearchAlphabetical List of Databases InterLibrary Loan
Num
ber
of
Page
Vie
ws
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DATABASE COST
$0$50,000
$100,000$150,000$200,000
Cost of Each Database
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BUDGET HISTORY
2007-2008 2008-2009 2009-2010 2010-2011 2011-2012
Total Budget
1306774 1396064 1313574 1215360 1215360
$1,125,000$1,175,000$1,225,000$1,275,000$1,325,000$1,375,000$1,425,000
Total Budget
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TITLE CUTS
1992 1997 1999 2006 2009
Title Cuts 201 361 157 335 230
25
75
125
175
225
275
325
375
Title Cuts
Num
ber
of
Tit
les
That
Were
Cut
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DATABASE USAGE
2006-2007 2007-2008 2008-2009 2009-2010 2010-2011
Total Searches
334402 394297 379608 346108 330401
290,000310,000330,000350,000370,000390,000410,000
Database Searches Overtime
Num
ber
of
Searc
hes
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BOOKS CHECKED OUT
Fall 2009 Fall 2010 Fall 2011
Books Checked Out
12485 10370 8380
1000
3000
5000
7000
9000
11000
13000
Books Checked Out
Num
ber
of
Books
Check
ed O
ut
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OBJECTIVE
The main objective is to increase awareness by students and
faculty of the services provided by the Volpe Library.
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TARGET MARKET SELECTION
STUDENTSCommuter Needs and
Characteristics
Lower Division (General Education)
•Age: 18-19•group and single study space•computers/printing•socialization
Upper Division
•Age: 20-22•group work space•computers/printing•research material physical or online•down time between classes•Au Bon Pain
Graduate•Age: 23-26•research material physical or online•computers/printing
Non-traditional•Age: 26+•group work space•computers/printing•research material physical or online
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TARGET MARKET SELECTION
STUDENTSNon-Commuter Needs and
Characteristics
Lower Division (General Education)
•Age: 18-19•group and single study space•computers/printing•socialization
Foreign
•Age: 18-23•group and single study space•computers/printing•socialization
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TARGET MARKET SELECTION
FACULTYNeeds and Characteristics
Adjunct•computers/printing•research material physical or online•meeting facilities
Tenure Tract •computers/printing•research material physical or online
Tenure •computers/printing•research material physical or online
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POSITIONING STATEMENT
The Volpe Library is the prime source for students and faculty to receive
the highest level of assistance efficiently and courteously from experienced and knowledgeable
staff, soar through online data bases and utilize technology to attain
knowledge that is indispensable to the teaching and learning process.
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NEW PRODUCTS AND SERVICES
• Eagle Search Kiosk• Mini Bookstore–Pens and pencils–Notebooks–Paper–Folders
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NEW PRODUCTS AND SERVICES
• Lounge Area– TVs – Couches – Downtime and
Relaxation for Commuters
Recommended AreaUnderutilized space on the 1st floor (see picture to the left)
Before After12/04/2012
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NEW PRODUCTS AND SERVICES
• Temporary Office Space for Faculty
• Exclusive Library App– Eagle Search– Library Catalog
• Media Center Creative Hub– Scanners– Photoshop– Media Creation– Printing
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COMMUNICATIONS
• Print Media– Colleges– Common Areas
• Roaden University Center• Perch• Dorms
• Social Media and Mobile– Facebook– Twitter– Foursquare– Flickr
Advertising
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COMMUNICATIONS
• SOAR– Library Segment– T-Shirt: “SOAR into Research”
• Facebook Giveaways– Collection of clues using
pulsing advertising – Winner gets a Kindle Fire or
iPad
• Virtual Tour Video Contest– Top 5 qualifiers get voted on
by students on the Facebook page
– Video featured on Facebook page and Library homepage
• Usage Reward Program– Points for:
• Computer log-ons• Technology check-outs• Study room rental• Book rental• Eagle Search • InterLibrary Loan
– Rewards:• Gift cards• Kindle Fire or iPad• Coupons for Au Bon Pain
Promotion
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COMMUNICATIONS
• WCTE• Book
Donation/Recycling Program
• Oracle• YouTube• Social Media• Greek Life• WTTU
Public Relations
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BUDGET
12/04/2012
20%
35%
45%
AdvertisingPromotionsNew Products
29Brockman, Butler, McCarter, Ross
IMPLEMENTATION
• Short Term (0 – 6 months)– Implement promotions– Begin renovations of 1st and 3rd floors
• Medium Term (6 months – 18 months)– Upgrade outdated resources, services, and
technologies– Conduct marketing research to find out what
student and faculty needs and wants are
• Long Term (18 months +)– Keep up-to-date on new technologies – Increase push for funding
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30
QUESTIONS?
Brockman, Butler, McCarter, Ross
12/04/2012
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