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Cooks
in the
Kitchen: Creative
Marketing
Campaigns
Christina Dent & Erica Schattle
Emerson College
“Marketing is about spreading ideas,
and spreading ideas is the single most
important output of our civilization.” -Seth Godin
See the video on YouTube at:
http://tinyurl.com/eclibrarytour
Constituent
Values What matters
to our users?
Outcomes
What do we want to achieve from this
campaign?
Criteria
What standards of success will we use?
Assessment
What data/information do we need to gather?
Analysis
What can we learn from the data?
Change
What changes are necessary as a result of
what we learned?
Adapted from Gilchrist, Debra and Anne Zald. “Instruction & Program Design through
Assessment.” Information Literacy Instruction Handbook. Christopher N. Cox and Elizabeth
Blakesley Lindsay. Chicago: Association of College and Research Libraries, 2008.
Personas
University of Washington
Libraries:
Personas Development
Project http://kwhitenton.com/libraries_personas
Further Reading Gilchrist, Debra and Anne Zald. “Instruction & Program Design through Assessment.”
Information Literacy Instruction Handbook. Christopher N. Cox and Elizabeth Blakesley Lindsay.
Chicago: Association of College and Research Libraries, 2008.
Godin, Seth. All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World.
New York: Portfolio, 2005.
Godin, Seth. Meatball Sundae: Is Your Marketing Out of Sync? New York: Portfolio, 2005.
Leboff, Grant. Sticky Marketing. Philadelphia: Kogan Page, 2011.
Neumeier, Marty. Zag: The Number-One Strategy of High-Performance Brands. Berkeley: AIGA
New Riders, 2007.
University of Washington Libraries. Personas Development. UW Libraries.
http://kwhitenton.com/libraries_personas/
Image Credits Qu, Jing. “Chefs at Work.” http://www.flickr.com/photos/jingqu/4762636083/
Rimsa, Aurimas. “Romance.” http://www.flickr.com/photos/rimsa/1195510286/
Neumeier, Marty. “Brand Illustrated.” http://www.liquidagency.com/blog/brand-illustrated/
Brine, Bill. “Water drop fun.” http://www.flickr.com/photos/8099556@N08/3576637694/
Joelk75. “binocular view.” http://www.flickr.com/photos/75001512@N00/3611040776/
Spaceist. “contract round tables.” http://www.spaceist.co.uk/office-news/index.php/large-round-meeting-tables/
Nerissa’s ring. “Reuben + caramel apples 040.” http://www.flickr.com/photos/21524179@N08/2874065048
HeavyWeightGeek. “Number wheel.” http://www.flickr.com/photos/heavyweightgeek/2334939683/
Cleaver, Alan. “Time.” http://www.flickr.com/photos/alancleaver/2661425133/
Saber, Hamed. “Let’s Fly!” http://www.flickr.com/photos/hamed/2302808818/
University of Washington Libraries Persona Development. “Brooke the Beginner.” http://kwhitenton.com/libraries_personas/brooke.pdf
GabrielaP93. “69/365 – 12/16/2010.” http://www.flickr.com/photos/gabrielap93/5267188441/
Dan4th. “070907 cats cooking.” http://www.flickr.com/photos/dan4th/2839915202/
Additional images © Emerson College.
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