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Starting points – the parent organisation Knowledge of the organisation
where is the locus of its management? centre distributed, regional
is its decision-making focussed on a leader or is it participative?
Climate of trust what happens when there is success? what happens when mistakes are made?
Starting points – your service What is the reputation of your
service? What is the capacity of your service?
What does it do well? What does it do badly? What does it avoid doing? Are constraints because of people or
resources?
Starting points - you To what extent do you trust your
staff? How do you react to success and
failure? to what extent are you willing to
learn from experience?
The paradigm shift Information literacy empowers
individuals – they become more self-reliant less dependent on YOU more aware of the spread of
resources more demanding of access to a wide
range of resources less dependent on format and
location
The image Information literacy is a product with “our brand” Marketing becomes key to generating institutional
commitment Marketing “mix” – now the “7 Ps”
Product Price Promotion Place People Process Physical evidence
[BOOMS, B. H. and BITNER, M. J. 1981. Marketing: strategies and organization structures for service firms. In Marketing of services, edited by J. H. Donnelly and W. R. George. Chicago: American Marketing Association, pp. 47-51.]
Institutional commitment Depends on
clear and shared perceptions trust in the quality of the product confidence in the providers demonstrated need
But . . . Disconnections
individual study versus group study multi-media digital culture library “complexity” versus search
engine “simplicity” library-centred versus user-centred
Primary task: how to align user and library expectations
Action plan Critical Success Factors (CSFs)
how will you determine success? do the factors align with institutional thinking and
“success recognition”? Goals
what does the library team want to achieve? does this align with institutional thinking?
Audience who is to be influenced? how can they be reached? how will diversity be accommodated?
Evaluation how will the progress of this audience strategy be
measured? Who is to be involved and in what ways? Timescale
