Communications and Marketing Librarians: A behind the scenes lookSession 307 

  

Catherine Baird, Marketing Communications and Outreach Librarian, McMaster University LibraryNancy Collins, Communications Librarian, University of Waterloo Library Cecile Farnum, Communications and Liaison Librarian, Ryerson University Library and Archives

Welcome to the Coke Central Meeting of Great Marketers!

February 25, 2010 - 9:00 a.m.

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3 Challenges to Telling the Library Story

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Problem #1: Telling the Library StoryAre we being effective?

Image used with permission of Wyoming Libraries

Image used with permission of Wyoming Libraries

Image taken from: Neumeyer, Marty.  Zag:  The #1 Discipline of of High-Performance Brands.  www.zagbook.com pp 22-23.

Moving Beyond the Bookmark – what else is there?

• Website• Newsletter• Blogging or tweeting• Brochure• Word of mouth• Events• Engage your users in your marketing• Videos• Building a visual identity

Avoid the Checklist Syndrome!

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What is your library’s story?

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Problem #2 Finding the Right Fit – Where we come in…

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What do we do?

This image is courtesy of Chris Hernandez, University Advancement, Ryerson University

This image is courtesy of Chris Hernandez, University Advancement, Ryerson University

Scopus Student Ambassador Program

Mark Smith3B Arts and Business

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What is a week in our work-life like?

Email + Committees and Regular MeetingsCommunications and Marketing ProjectsReferenceOther LiaisonProfessional Development

To librarian or not to librarian…

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What are our challenges?

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Situation analysis

Goals and objectives

Audience analysis

Key messages

Tool and tactics

Evaluation

Marketing plan basics

Situation analysis What is it that you want people to care about?

Goals and objectives What do you want to achieve?

Audience analysis Who do you want to care?

Key messages Why should they care?

Tools and tactics What are you going to do to make them care?

Evaluation How will you know if they care?

Marketing plan basicsMarketing speak Plain speak

Building the relationship – Problem #3

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Marketing and Communications Plan

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"Mills library hostage crisis: day 15."  /The Silhouette/ [McMaster, Hamilton], 19 November 19 2009: A12.  Print.

Homework

• Make a list of all of your marketing or communications activities over the year.  What does it say about your library? Is it what you want?

Getting others on board

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Homework

• Brainstorm ideas to create this kind of culture that will work at your library.  What could you do to make everyone start to think differently about their interactions with users?  

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Next steps

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