Marketing Workshop Jennifer Campbell-meier, Victoria university of wellington 22 February 2017

Topics Marketing 101 What will marketing do? Sharing information Outcomes based marketing

Why are you here? Why marketing?

Marketing Definitions Advocacy versus outreach Brand Difference between public relations and marketing Marketing Marketing mix Marketing Plan SWOT Analysis Target audience Target market

What will marketing do? Increase stakeholders’ awareness Customer satisfaction Participation at the information centre Increase users Increase usage of resources, services, and programs

Sharing Information to Stakeholders Funding Metrics How many users in your system versus resident population Users Non-users

Storytelling What does the centre do? Use statistics and stories to tell supervisors what is going on Use stories to let public know your story Springboard stories – provided research used for client meetings, introduced workgroups researching same topic

Think, Pair, Share When a member of your community thinks of your centre what do they think of?

Do our customers know what we do? Assumption that your customers know Stereotypes Women librarians who wear buns, corrective shoes, and glasses Shushing Internet Friends, relatives Other organisations

Think, Pair, Share What do your centres do?

Do our customers know what we do? Special Libraries and Information Services Parent organisation and library Silos – i.e. CIO and centre; school principal or department head and school library, etc. Competitive landscape Google Friends, relatives Other organisations

Information Landscape Where did we find our information about movies?

What Librarians & Google are for... Librarians are there: To help, aid, assist. To teach, collate, enthuse. To catalogue, index, arrange, organise. To find, discover, promote, display. To interest, intrigue, amuse and amaze. To instil wonder. To help children, adults, old people, the underprivileged, the rich, the poor, those with voices and those without. To protect resources, to archive them, to store them, to save them for the future. To provide differing viewpoints, to engender thought, conversation, research, fun. To provide the best answer possible, to match the answer to the enquirer, to provide just enough information without overwhelming the user, but enough to always help. To better a local community, a company, a school, a college, an organisation, a country, the world. Google is there: To make money. Source: http://philbradley.typepad.com/phil_bradleys_weblog/2011/06/index.html

Outcomes Based Marketing To fulfill the centre’s mission or vision To meet the needs of users To attract new and current users To highlight unique services To increase use of services Linking services or resources to the organisations priorities

Outcomes Based Marketing Accidental success and serendipity

Brainstorming Marketing Ideas Who is the target audience? What would bring them to the library? What is our story? Where are we going to share our story? When or how do we promote our story?

Elevator Speech Template Hi, my name is (first)(last). I (help)(am in the business of) (insert words) by providing them with (insert words). Hi, my name is Jennifer Campbell-Meier and I help post graduate information students achieve their personal goals by providing them with a first class education.

Social Media Using social media to market the centre Which social media platform? Facebook, Instagram, Twitter, etc.

Assessment and Evaluation Strategic Measurable Achievable Realistic Timely

Topic Updates Strategic: Outcomes work for multiple departments Measurable: Count downloads; reports; questions answered Achievable: Time/Resource specific (one a month?) Realistic: Setting the bar at an appropriate level (100% too high; 50% too low – looking for a challenge) Timely: Can accomplish within the time frame

Topic Updates What are the outcomes and goals? How do we measure?

Sharing Information to Stakeholders Funding Metrics How many users in your system versus resident population Users Non-users Storytelling [elevator speech] What does the centre do? Use statistics and stories to tell supervisors what is going on Use stories to let organization know your story Springboard stories – research successes, reports, champions– have a story that relates back to centre

Worksheet ideas: http://allindiewriters.com/free-target-market-worksheet-for-freelance-writers/ http://brandandmarket.com/wp-content/uploads/2009/05/Marketing-Activity- Worksheet.pdf http://www.wvcommerce.org/App_Media/assets/images/development/SmallBu siness/going-into-business/marketing-worksheet.pdf

How do you contact me? Dr Jennifer Campbell-Meier Jennifer.Campbell-Meier@vuw.ac.nz Office: 4 463 5349

Special Thanks Diane Velasquez (co-author) Program Director - Information Management School of Information Technology & Mathematical Sciences University of South Australia Email: diane.velasquez@unisa.edu.au