marketing through library instruction: three step process
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Marketing Through Library Instruction : A 3 Step Process
Mark Aaron Polger, Assistant ProfessorInstruction / Reference LibrarianCollege of Staten Island Library, City University of New York
Karen Okamoto, Assistant ProfessorInterlibrary Loan, Reference, and Instruction LibrarianJohn Jay College of Criminal Justice, City University of New York
Agenda Introduction Marketing in a nutshell Marketing versus Public Relations, Promotion,
Outreach Our University’s profile Embedding marketing into library instruction Before the class During the class After the class Conclusion
Expectations?
What would you like to learn from this session?
What words come to mind when you hear the term "marketing"?
Do you use the term "marketing" interchangeably with promotion, outreach, and public relations?
Marketing...in a nutshell Involves bridging customers' needs and wants with your organizations' products and services. Involves : • Market research: getting to know your users• Promoting: raising the profile of a product or service
through a variety of strategies• Follow-up: Asking your users if they were satisfied with
the product or service
Promotion, Outreach, and Public Relations may overlap with Marketing....but there are differences.
Promotion is part of marketing. Promotion relates to raising the profile of a product or service.
Outreach is a way of making connections to an underserved population.
Public Relations involves communicating a favourable image of an organization to stakeholders to win approval or acceptance.
From ZAG: The #1 Discipline of High-Performance Brands, by Marty Neumeier.
Our University•CUNY has 23 campuses across New York City •approximately 500, 000 students •founded in 1847 •largest urban public university in the United States •includes senior colleges and community colleges in all 5 boroughs in many disciplines:• law• medicine• education• social sciences and humanities• pure and applied sciences• health sciences
College of Staten Island• Senior College• Commuter Campus• 14,000 students• Largest CUNY Campus (over 200 acres)• 14 full time library faculty, 14 part-time library faculty• Offers approximately 300 Library instruction workshops per
year• 10 teaching librarians• Library has their own digital classroom
Step 1: Before the Class
•Negotiate with Teaching faculty•Keep communication loop open•Tailor class to student learning needs•Attend academic departmental meetings and introduce yourself
•Get copy of their assignment•Tailor handouts to their assignment•Create colored handouts (more memorable)
Step 1: Before the Class
Step 2: During the classWhat to market? - Determine before the class (Step 1)- Based on user needs- Be selective
How to market?- Depends on the user group- Time and available resources
Step 2: During the class
What? How?
Do you give tours?
Step 2: During the classWhat? How?
Step 2: During the classWhat? How?
Books image by Kittisak
Step 2: During the class
What? How?
Money image by jannoon028, tree by akeeris
Do you have a laptop lending program?
What? How?
Step 2: During the class
Student image by winnond
Have you developed a mobile library site?
Step 2: During the classWhat? How?
Images by Ambro and chawalitpix
Step 3: After the class
• Follow-up and ask for feedback• Hand out business cards• Market your consultation service, if you have one
• Ask to add yourself on Blackboard • Don’t be pushy, but extend yourself • Ask to be added on course syllabi for future classes
Step 3: After the class
Tips and Tricks
• Make yourself available via email, phone, and in person
• Offer a consultation service to students and faculty
• Make the Library instruction requesting system user-friendly and seamless
• Keep faculty in the loop. Keep communication lines open
Conclusion• Marketing is about understanding your users• Market selectively• Don't sound like a pushy
salesperson• Make an impression • Be creative• Try new things• Ongoing process
Thank you for your participation and attention!
Mark Aaron PolgerInstruction / Reference LibrarianCollege of Staten Island City University of New YorkPhone: 718 982 [email protected]
Karen OkamotoInterlibrary Loans, Reference, and Instruction LibrarianJohn Jay College of Criminal Justice, City University of New YorkPhone: 646 557 [email protected]