REFERENCE AND MARKETINGBy: Rebecca Kilbreath, Michelle Kurczak, and Mary Sosniak

MARKETING 101 FOR LIBRARIANS

What is marketing?

“Libraries, no matter the type, require that their facilities, services and resources be used (and appreciated) in order to survive.”

--Kimberly Bloedel & Kathryn Skhal

INTROVERSION & LIBRARY MARKETING

How do librarians feel about it? Early research showed libraries were “introverted

and organized”; “submissive, conservative, lack confidence”

Later research evolved to include that librarians are “sensitive and insecure”; “social, investigative and enterprising”

While some librarians are resistant to change, research found administrators and those who had taken a class or seminar in marketing are very open to the concepts

Aharony, Noa. "Librarians' Attitudes Towards Marketing Library Services." Journal of Librarianship and Information Science 41 (2009):

39-50.

BRANDING YOUR LIBRARY

Branding is the basis of most marketing plans. It’s a huge topic that boils down to consistency.

Logo creation and a persistent vision for your marketing materials is key

Most of the articles we read noted that their marketing efforts were improved by being part of a branding platform

For more tips and resources on branding, see the handout.

OUT THERE OUTREACH

Cocktails & Murder: Edgy Promotional Activities

Montana State University’s Cocktail Party

Christopher Newport University’s Murder in the Library

Frankenstein: Monstrous Marketing

    

FREE LABOR!

Collaborating with Marketing Students

Ames Library at Illinois Wesleyan University

Teaching Opportunity

Collaborating with target market

Getting the students where they live…

BE VISIBLE: GO WHERE YOUR USERS ARE!

More than Library Liaisons

Definition of Embedded Librarianship Reference librarians can be in the center of the

action, where the users are, ready to teach research and information literacy skills whenever and wherever.

Collaboration and Partnerships Build relationships to gain insight into what users

are doing and how they use information

ACADEMIC EXAMPLES OF EMBEDDED LIBRARIANSHIP

Penn State University Attend every class meeting of the first-year speech

course.

Wake Forest University Travel along with a course taking place on a two-week

bus trip.

University of Montana-Missoula Information literacy integrated into Intro to Public

Speaking.

Texas A&M University Virtual reference in distance education with electronic

and print promotions.

JUST TRY IT!

Murray State University case study Moved office into the College of Business and

Public Affairs Faculty

Become one of them! Increased awareness of work, research, and

professional interests Students

Email Prime face-to-face location

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Brian S. Mathews writes in his article, “Do You Facebook? Networking with Students Online,” that “With more than 2,000 institutions participating and nearly 9 million registered users, Facebook has become the ubiquitous online social network for higher education” (306).

Why use technology in marketing reference in libraries?

- Consider your audience! - Consider the numbers!- Consider perceptions!

According to a survey done by Lorri Mon and Ebrahim Randeree and talked about in the article, “On the Boundaries of Reference Services: Questioning and Library 2.0,” “some students expressed doubts as to whether it was appropriate to ask a librarian for help with Web 2.0 topics, and questioned whether, if asked, a librarian would be knowledgeable or likely to help them with this topic” (169).

DO YOU FACEBOOK?Harry Glazer writes in “Clever Outreach or Costly Diversion? An Academic Library Evaluates Its Facebook Experience” that, “Group membership serves as a type of online identity bracelet, allowing Facebook members to identify organizations, causes or interests they support or to learn about their friends’ interests in non-threatening manner” (11).

UVM Libraries' Top Models | Facebook

Franklin D. Schurz Library's Notes

BLOG YOUR HEART OUT! What are blogs and why should libraries use

them? What are important aspects to consider in

constructing a blog?

Georgia State University Library Blog

Ohio University Libraries News and Events

YOU CAN TWEET AND PODCAST TOO!

Tweeting Podcasting

UNCG's University Libraries Western Kentucky University Libraries Podcasts

Food for Thought!

Alison Circle writes in “Marketing Trends to Watch” that, “During Ohio’s recent budget debacle that slashed state funding for libraries, Twitter functioned as the engine driving the public to voice outrage and opposition. Word on the budget hit the Twitter world even before libraries had a chance to formulate a coordinated response” (26).

CONCLUSION

Use what works for you and your brand to serve your target market.

Motorola Archivist Sue R. Topp told us that if she could encourage library students to study one thing? It would be marketing.

DISCUSSION QUESTIONS

What are some successful or unsuccessful marketing efforts you've seen at your local or academic library?

Are edgy marketing materials and events more for the staff or the patrons?

How would you pitch embedded librarianship or other marketing ideas to management staff?

What are some other technological trends that librarians should be watching that might be useful in marketing reference?

Any creative marketing ideas you’d like to add?