getting the word out developing a marketing plan for access services
TRANSCRIPT
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GETTING THE WORD OUT
DEVELOPING A MARKETING PLAN FOR ACCESS
SERVICES
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TOPICS TO DISCUSS• Background
• Creating our identity
• Developing a plan
• Marketing plan products
• Assessment of the plan
• Results
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BACKGROUND-NOVEMBER 2011
Circulation
Interlibrary Loan
Access Services
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CREATE OUR IDENTITY
• Who are we
• Conducted a SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats
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STRENGTHS
• Customer service oriented
• Multitaskers: cataloging, collecting fines, checking out materials, investigating emergency situations and providing services when other service desks are closed
• Cross training
• Experience working with a variety of departments
• Uniqueness and variety of services we offer
• Skill sets of our staff members
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WEAKNESSES• Departments and patrons unaware of the services we offer
• Not enough work space
• Not enough staff
• Sometimes difficult to get everyone together for events and meetings due to coverage issues
• Low pay
• Workflows have stayed the same for years
• Not enough creativity
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OPPORTUNITIES• New technologies
• New skill development
• Review and reclass positions
• Organize structure of our new department
• Market our services
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THREATS
• Outsourcing Circulation duties
• Merging ILL with another department
• Staff reductions/Open positions reallocated
• Budget reductions
• Missing opportunities to market our services
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NEW DEPARTMENT STRUCTURE
Head of Access Services
Circulation Support
Supervisor
Catalog Maintenance
Manager
Document Delivery/Faculty
Delivery Manager
Holds Manager
Student Assistants (4)
Graduate Library Assistants (2)
Services Desk Supervisor
Student Assistants (10)
Reserves Manager
Fines Manager
Stacks Management
Supervisor
Student Assistants (9)
Interlibrary Loan Supervisor
Borrowing Manager
Lending Manager
Graduate Library Assistant
Student Assistants (8)
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A MARKETING PLAN WAS NEEDED• Audience
• Message
• Creative strategy
• Formats
• Communication avenues and locations
• Timing
• Survey comments
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AUDIENCE
• External
• Students, Faculty, Staff, Community, Visitors
• Internal
• Library Staff, Student assistants
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MESSAGE• Our services are user-centered
• Our staff are highly skilled
• We are here for our patrons
• Provide easy access to materials
• Provide awareness to collections
• We support the community
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CREATIVE STRATEGY
• Simple
• Clear
• Creative
• Modern
• Useful
• Effective
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• Website ads
• Social media postings
• Posters
• Brochures
• Banners
• Bookmarks
• Buttons
• Pens
• Postcards
• Lawn signs
FORMATS
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COMMUNICATION AVENUES AND LOCATIONS
• Service Desks
• Library Homepage
• Library Advisory Boards
• Library Liaisons
• Library Newsletters
• Facebook and Twitter
• Stacks
• Digital displays in dorms
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TIMING
• Analyze when most effective to begin marketing campaigns
• Before semester begins
• Beginning of the semester
• Mid semester
• End of the semester
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SURVEY COMMENTS
• LibQUAL
• Lack of awareness of existing services and collections
• Textbooks on reserve
• ILL
• Hours of operation
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BANNERS
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HOME PAGE ADS
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LANDING PAGE
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BOOK DISPLAY POSTERS
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BOOK DISPLAY WEBSITE ADS
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WEB PAGES
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POSTCARDS
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IN THE STACKS
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BOOKMARKS
• Book Renewals
• Study Room Reservations
• Course Reserves
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MARKETING MATERIALS FOR OUTREACH
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INTERNAL MARKETING
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BEGINNING OF THE SEMESTER MARKETING
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MID SEMESTER MARKETING
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END OF SEMESTER MARKETING
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ASSESSMENT OF MARKETING PLAN• Most effective formats
• Web ads
• Posters
• Bookmarks
• Buttons
• Postcards
• Least effective formats
• Lawn signs
• Social media postings
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MORE ASSESSMENT• Most effective communication avenues
• Library Home Page
• Service desk
• Library Advisory Boards
• Internal newsletters
• Least effective communication avenues
• Facebook and Twitter postings
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RESULTS• Staff expanded skill set
• Adobe Photoshop
• Publisher
• Book display layouts
• Met goal of increasing awareness of our services and collections
• Usage statistics for services marketed increased
• Circulation of books in our display areas increased by 26%
• We won an ALA LLAMA Marketing Award for our book display ads
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QUESTIONS?
Mary Ann Venner
Head of Access Services
University of North Texas Libraries