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The Special Libraries Group: Six months for Karen
Caleb MayEura RyanDaphne Tseng
Li855: Collection DevelopmentEmporia State University
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The Case: Karen Nichols is a new selector in a large academic library. Her collection responsibilities encompass sociology, social work, family social science, and rural sociology.
Karen’s background:Karen has an M.L.S. and a second master’s in family social science. She has eleven years’ experience as a subject specialist in the social sciences in two previous positions.
Karen’s problem:Karen’s predecessor, who was a has left her with a great deal of information about the collection and her budget, but no information about her stakeholders and the users of the collection.
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Karen’s six month plan of action:
1. Learn about her publicA. Segment her marketB. Gather secondary and
primary data2. Develop avenues for
communication 3. Create a Marketing Plan
A. Promote her collections4. Evaluate her performance
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WHAT KAREN HAS TO OFFER HER CONSTITUENTS:
The library provides numerous digital resources, including indexes and abstracting sources, online reference tools, full-text files, and numeric data files.
The library has had an integrated, automated system for more than fifteen years and provides a multifaceted library web presence, though the page addressing the library’s collections and services in Karen’s subject areas is brief.
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Mt. Sunflower State University
Location: Mt. Sunflower, Kansas
Numbers of students: 30,000 Graduate Students: 6,276 Numbers of faculty members
in the Sociology, Social Work, Family Social Science and Rural Sociology Departments: 60
Number of Graduate Students in these departments: 70
Budget: $30,000
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LEARN ABOUT HER PUBLIC
Step 1:
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Who are Karen’s stakeholders
There are two kinds of Stakeholders◦External stakeholder, i.e. students & outside
users. To address these stakeholders, Karen will need to
learn more about: Knowledge of student needs and expectations Student and stakeholder satisfaction Relationship enhancement
◦ Internal stakeholder, i.e. faculty & staff To address these stakeholders’ needs, Karen will
need to focus on: Work systems Faculty and staff education, training, and development Faculty and Staff well-being and satisfaction
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Ways to communicate with these stakeholders:
Satisfaction surveys◦Designed surveys for improvement;
BenchmarkingTotal Quality Management (TQM)
and Continuous Quality Involement (CQI) approach
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Gathering Secondary DataTalk to Registrar to learn
◦Number of students in the programs she maintains and their levels
◦Number of faculty members and researchers Karen should also become familiar
with the faculty members’ web pages and curriculum vitae
◦Number of international students and scholars
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Gathering primary data…http://www.surveymonkey.com/s/FQM9JF9
Karen will create a survey to give to faculty, graduate students and undergraduate students
By emailing the survey, Karen can also introduce herself to her users
Jensen (2009) found that using online survey tools created new relationships and was an easy way to find out exactly what the faculty need
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Karen’s Survey
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Survey Continued..
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DEVELOP AVENUES OF COMMUNICATION
Step 2:
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Communication…Attend informational meetings and ask how the librarian can support projects.
Deliver items in person.
Host brownbag discussions and coffee hours on focused topics.
Make presentations at regular meetings of various groups.
Visit classrooms to offer her services.
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Working with External Stakeholders
•Form partnerships, for example, with the information technology department.•Get out and learn about other groups that use the social science library, including non-profits, area schools and government agencies•Attend fairs in the social sciences to market the library and learn more about her users.
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KAREN’S MARKETING PLAN:TWO STUDIES
Part 3:
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Neuhaus and Snowden (2003)
A prominent Iowa university library conducted a marketing study with promotional T-shirts, pens, bookmarks, etc.
The results were mixed and it was determined that the promotional materials were quite costly.
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McMenemy (2008)A Scottish public librarian vents
his frustration in a no-holds-barred editorial pertaining to the increasing inclusion of private-sector style direct marketing in the public libraries of the UK
He strongly contends that there is a sacred trust between public libraries and library patrons that has been breached by aggressive marketing campaigns on the part of the public libraries in the UK.
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Marketing Pointers for KarenEnsure that there is support by the
university administration for a marketing blitz and that there are available funds in the budget.
Make sure that students/faculty are comfortable with the level of direct marketing that will be employed by the library and that no “sacred” bond is broken through the increased exposure and promotions.
Work with other subject selectorsUse reference time.
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Revamp her resource pages..Easy
to use Tabs
Photo
Related Subject
Links and Helpful Links
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EVALUATING HER PERFORMANCE
Step 4
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Tools Karen can use: Focus Groups
◦Three groups: faculty, graduate students and undergraduate students Use a moderator and another person to
take notes and keep the interactions as natural as possible
Comment box on web page and at desk
Circulation statistics
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BibliographyJohnson, P. (2009). Fundamentals of collection development and
management. Washington, D.C.: American Library Association.
Harer, J. B. & Cole, B. R. (2005). The importance of the stakeholder in performance measurement: Critical processes and performance measures for assessing and improving academic library services and programs. College & Research Libraries, 66(2), 149-170.
Jensen, K. (2009). Engaging faculty through collection development utilizing online survey tools. Collection Building, 28(3), 117-121.
Kotter, W. (1999). Bridging the great divide: Improving relations between librarians and classroom faculty. Journal of Academic Librarianship, 25(4), 294-303.
Leitao, B.J. & Vergueiro, W. (2000). Using focus group approach for evaluating customers’ opinions: The experience of a Brazilian academic library. New Library World, 101(1154), 60-65.
McMenemy, D. (2008). A broken relationship: Pushing direct marketing to the public library user. Library Review, 57(6), 413-415.
Neuhaus, C. & Snowden, K. (2003). Public relations for a university library: A marketing programme is born. Library Management, 24(4/5), 193-203.
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Links for Further ResearchWe have divided our resources by subject to better assist those interested in specific areas
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Stakeholder/User ResearchJensen, K. (2009). Engaging faculty through collection
development utilizing online survey tools. Collection Building, 28(3), 117-121. ◦ Link to Article
Kotter, W. (1999). Bridging the great divide: Improving relations between librarians and classroom faculty. Journal of Academic Librarianship, 25(4), 294-303.◦ Link to Article
Harer, J. B. & Cole, B. R. (2005). The importance of the stakeholder in performance measurement: Critical processes and performance measures for assessing and improving academic library services and programs. College & Research Libraries, 66(2), 149-170.
Leitao, B.J. & Vergueiro, W. (2000). Using focus group approach for evaluating customers’ opinions: The experience of a Brazilian academic library. New Library World, 101(1154), 60-65. ◦ Link to Article
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Marketing IdeasNeuhaus, C. & Snowden, K. (2003). Public
relations for a university library: A marketing programme is born. Library Management, 24(4/5), 193-203.
http://0-www.emeraldinsight.com.www.whitelib.emporia.edu/Insight/viewPDF.jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/0150240402.pdf
McMenemy, D. (2008). A broken relationship:
Pushing direct marketing to the public library user. Library Review, 57(6), 413-415.
http://0-www.emeraldinsight.com.www.whitelib.emporia.edu/Insight/viewPDF.jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/0350570601.pdf