“the cure for your research needs!” presented by: beth emmerling, emily mason, kat cook, katie...

LBSC 708D Final Project/Summer 2009

Prince George’s Community College LibraryNursingRx™

“The Cure for Your Research Needs!”Presented by: Beth Emmerling, Emily Mason, Kat Cook, Katie Kashkett, and Emily Gamertsfelder

Instructor: Patricia Fisher, M.L.S

Introduction & Project Background

• Class Info: 708D Marketing in Information Services• Project: (Overall Task, Goal, Expectations, and

Practical Vision)• Project Selection: Nursing Databases• Team Roles and Tasks• Wiki• Outcome

Process

Target Market

• Brief Overview of PGCC & Nursing Program• Demographics • Explanation of Environmental Scan• Discussion about Assumptions and Time Barriers• PGCC Nursing Student Profile: Needs of Students• Suggestions For Gathering And Maintaining Target Market Data

Competition

• Who and What is our competition?• How does this mean for the marketing plan?• What future competition can be expected?

Marketing Mix: The 4 Ps

The Marketing Mix

• 4 Ps & Marketing Mix Explanation

The 4 Ps: Product

• Strengths And Weaknesses (SWOT)

Current Positioning Statement:

“Library usage is tied to assignments that require or recommend its use. The library is generally consulted after other information sources such as faculty and online search engines. Services and resources offered by the library, such as tutoring and language software, are not fully utilized by students.”

Future Positioning Statement:

“NursingRx is the first place nursing students go to access information needed for their coursework and on the job training. Nursing students consider the service to provide the most trustworthy and authoritative information and value it for its availability in multiple formats and compatibility with other research tools such as citation software. They value supplementary services designed specifically for them such as research assistance from librarians and ESL and computer skills building classes.”

The Four Ps: Place

• Virtual

• Physical

• New Library & Implications for Service

The 4 Ps: Price

• Explanation of Price (More Than Just $ Considerations)• Value & Benefit: “What’s in it for me?”• Time & Trade Offs• Convenience

Opportunities

What Opportunities Are Possible With NursingRx?

• New Library Building• Real World Practicality• Generating Interest• Future application• Grant Opportunity• Integration into Nursing Curriculum/Assignments• Targeted Market• Compatibility with Citation Management Software

Threats

• Discussion of competition

• Explanation & Importance of SWOT Exercise

Potential Threats:• Other sources of information• Technology Literacy• Language Barriers• Nursing Journal Utilization• ESL Resource Utilization• Political

Environment/Economy• Staffing• Faculty • Learning Curve/Usability• Reputation/Popularity

Service Description

• Purpose: Framework for Goals, Objectives and Strategies

“NursingRx provides Prince George's Community College Nursing students with current, authoritative nursing information. The package of resources includes multimedia video, images and animation, drug and disease overviews, diagnostics, care plans, evidence-based research, and scholarly journals in conjunction with research support from librarians. It is the one stop for everything nursing students need to succeed in their coursework and on-the-job responsibilities. The service is available 24/7, anywhere there is an Internet connection. Material is specific to the nursing profession, and cannot be found on Wikipedia, Google, Bing, and other search engines.”

Goals & Objectives

1. Awareness •Measurable Objectives

2. Usage •Measurable Objectives

3. Partnership & Collaboration •Measurable Objectives

Strategies

Service: Package databases with additional services, name and brand the package to position the brand as the first place students go for nursing information needs.

Price: Communicate the value of NursingRx to increase its usage

Place: Redesign the library website to make it more user friendly and responsive to user needs with special place for NursingRx.

Partnerships: Develop partnerships with Nursing faculty, ESL center, Health center, and International Student office so that student awareness of NursingRx increases.

Promotion: Develop educational (brochure and video tutorial) and promotional material (posters, postcards, etc) to raise awareness and increase usage of NursingRx.

The 4 Ps: Promotion

• Branding• Packaging• NursingRx Theme,

Concept & Name• Slogans and Hooks

Promotional Technique Currently in Use

Effective? Consider for Promotional Campaign

Comment

Librarians/professors promoting in person

Yes Yes

Sheet of information on the basics of using the database

Not Sure Modify

Promo Campaign & Slogans

Samples:

• “Is Your Research Flat Lining? Try A Dose Of NursingRx To Cure Slumping Searches!”

• “NursingRx: The Cure For All Your Research Needs!”

• “Does Your Research Have A Weak Pulse? Get The NursingRx Shot For Your Research Boost!”

• “We Have The Rx To Fill Your Research Needs! Ask A Librarian

About NursingRx”

The Swag: Tactics & Promo Materials

• Trinkets & Goodies (Pins, Pens, Pads, Hand Sanitizer)

• Activities: Lunch and Learns, Launch Events, Logo Design Contest

• Looking the Part: Promo Outfits

Tactics: Gantt Chart

$how Me the Money: The Budget

Conclusions & Looking Ahead

And, Here Comes The Pitch…• Strengths & Benefits

Implementation & Priorities- The Next Steps:1. Thorough User Needs Assessment & Scan

2. Partnerships, Project Lead, & Task Assignment

3. Promotion- Design & Brand phase

Long-Term Considerations: • Maintenance• Assessment• Adjustments/Customization• Additional Recommendations (Facebook Page/Social Networking Applications,

etc.)

Feedback: Questions & Comments

• Suggestions for Future 708D Class Structure & Project• Discussion of Successes, Challenges & Time Concerns• Staying in Touch: Contact Information• Credits and Thank You’s (Vendors, PGCC, Guest Speakers, etc.)

Fin~THANK YOU! ~

Sources

• Trinkets:

http://www.garrettspecialties.com/healthcare-fitness-healthcare-promotional-products-c-51_267.html

Photo Credits:

http://www.pgcc.edu/current/areasOfStudy/viewAll.aspx• 4 Ps Citation

HONOR CODE

"We pledge on our honor that we have not given or received any unauthorized assistance on this examination (assignment)."

Katherine E. CookBeth Emmerling

Emily GamertsfelderKatie KashkettEmily Mason