Marketing & Public Relations in Academic Libraries Heidi CardULS Librarian,Assistant to the Director on Research & Special ProjectsUniversity of Pittsburghhrc5@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 & MarketingLibrary-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 Todays Academic Libraries Coordinating efforts Consistent planning Competition Creativity Communication

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 PlanSituation Analysis Objectives of Plan Define Target Audience(s) Strategies Tactics Evaluation

ULS Situation Analysis Mission of ULS is to provide and promote access to information resources necessary for the achievement of the Universitys leadership objectives in teaching, learning, research, creativity and community service, and to collaborate in the development of effective information, teaching and learning systems.

ULS

S.W.O.T. AnalysisSWOT-S-Strength W-Weakness O-Opportunity T-Threat

Background: Krakoff Communications 2005 Krakoff Communications 2005Key Findings General confusion as to how to most-efficiently access the offering of the ULSULSGeneral confusion as to the complete offerings of the ULS ULSTarget audience (students, faculty, and staff) are often unaware of librarys 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 & Staff ULS University of Pittsburgh Decision Makers Faculty Undergraduate and Graduate Students

Target Audiences: External Current and Potential Donors Current and Potential Users Decision Makers Groups & Associations

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 ULSDifferent strategies for different programs and audiences Web site will be redesigned to have separate spaces for different clienteleTie website information to publicity, postcards, etc.

Development of the ULS Mark ULSExecution of Mark Internal ULS faculty and staff ULS Pitt faculty Pitt staff Students External Local and Regional National

Further Branding at ULS

Marketing Tactics Printed 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 ULSCover letter Postcards, etc. inside Updates on programs, etc. List of pertinent collections

Marketing Tactics 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 PinsHats and Caps Mugs Pens Students andExternal targets Mouse pads Backpacks Bookmarks Notebooks Calendar Key Tag Highlighters

Digital Signage Continuous Updateable Information about ULS Services ULS

Display Cases

Printed Publications and Articles Internal Blue, Gold, and Black Pitt Magazine

Printed Publications and ArticlesInternal Pitt Chronicle Pitt News University Times

Printed Publications and ArticlesExternal

D-Lib Magazine New Pittsburgh Courier Pittsburgh Post Gazette

E-Publications and Articles

Development of Communications andMarketing Position (October, 2005) Implementing the ULS marketing and communications plan (execution of new mark) ULS Generating appropriate external communications about ULS programs and services ULSCreating content for major reports Event and program planning

Development of Communications Specialist (February 2006) Work collaboratively in the development and creation of websites, web pages, and graphics that have national and international distribution Provide creativity and expertise in the creation of marketing and communications media Create and design content for signs, handouts, banners for internal and external use

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?

SWOT2080SWOTStrengthWeaknessOpportunityThreatSWOTSWOT