Marketing & Public Relations in Academic

Libraries

Heidi CardULS Librarian,

Assistant to the Director on Research & Special ProjectsUniversity of Pittsburgh

hrc5@pitt.edu

Outline

History of libraries and marketing Why is Marketing Important in

Libraries? Features of a Marketing Plan Example of ULS Marketing Plan How ULS has moved forward with

Marketing

History of Libraries & Marketing

Library-Centric view Users were expected to be

motivated enough to learn the “rules”

Libraries had little incentive to make changes

Expectation was that users could be taught to deal with barriers

Libraries “know what their users need”

A “Selling Orientation”: Persuasion

Libraries would share the virtues of their products and services – without asking the user what they valued

Libraries believed users could be taught to deal

with barriers – instead of eliminating them

Marketing Challenges for Today’s Academic Libraries

Coordinating effortsConsistent planningCompetitionCreativityCommunication

How the ULS Marketed Services and Increased Use…

Be committed to change

Be committed to listening:

Not defensively Thinking about what

users want, not what you want them to want and creating services that meet their evolving needs

Features of a Marketing Plan

Situation AnalysisObjectives of PlanDefine Target Audience(s)StrategiesTacticsEvaluation

ULS Situation Analysis

Mission of ULS is to “…provide and promote access to information resources necessary for the achievement of the University’s leadership objectives in teaching, learning, research, creativity and community service, and to collaborate in the development of effective information, teaching and learning systems.”

S.W.O.T. Analysis

Background: Krakoff Communications 2005

Key Findings

General confusion as to how to most-efficiently access the offering of the ULS

General confusion as to the complete offerings of the ULS

Target audience(students, faculty, and staff)

are often unaware of library’s central role within the University

Objectives

Increase awareness and usage of resources and services while promoting and leveraging investments

Increase support which will help to increase donations

Enhance professional perception and knowledge about capabilities and resources, both internally, and externally

Establishing a uniform look in all publications and products for easy recognition

Target Audiences: Internal

ULS Faculty and Staff

University of Pittsburgh Decision Makers

Faculty

Undergraduate and Graduate Students

Current and Potential Donors

Current and Potential Users

Decision Makers

Groups and Associations

Target Audiences: External

Marketing Strategy

Mix of strategies (direct marketing, email, internal advertising, public relations, etc.)

Need a standard “look” or logo Overall message “what the ULS can do for me” Different strategies for different programs and audiences Web site will be redesigned to have separate “spaces” for

different clientele Tie website information to publicity, postcards, etc.

Development of the ULS Mark

Execution of Mark Internal

ULS faculty and staff

Pitt faculty Pitt staff Students

External Local and

Regional National

Further Branding at ULS

Marketing TacticsPrinted Pieces with unified look

Postcard mailers User testimonials Quick resource guide to service/resource

Folders into which other information can be placed (faculty) Contain general information about ULS on folder Cover letter Postcards, etc. inside Updates on programs, etc. List of pertinent collections

Website Web site will be redesigned to have separate “spaces” for

different clientele Tie web information to publicity, postcards, etc.

Promotional Items

ULS Faculty and Staff

Shirts Lapel Pins Hats and

Caps Mugs Pens

Students andExternal targets

Mouse padsBackpacksBookmarksNotebooksCalendarKey TagHighlighters

Digital Signage

Continuous Updateable Information about ULS Services

Display Cases

Printed Publications and Articles

Internal

Blue, Gold, and Black

Pitt Magazine

Printed Publications and Articles

Internal

Pitt ChroniclePitt NewsUniversity Times

External

D-Lib Magazine

New Pittsburgh Courier

Pittsburgh Post Gazette

Printed Publications and Articles

E-Publications and Articles

Evaluation of Plan

Survey users to judge effectiveness of communication strategies

Continuing assessment of marketing to ensure that ongoing communication is successful!

Conclusion: Marketing = Communicating

Gather info on what your users want

Publicity is a waste of time if there is no coordinated marketing plan

Create marketing position Be sure your enthusiasm

shines – the best advertisement!

Any Questions?

谢谢！ 謝謝！