Get the Word Out! Marketing and Public Relations Strategies for the Academic Library
Public relations Marketing plan Internal vs external communications Inbound marketing communications Media relations outreach Library advocacy advertising promotion Marketing mix Outbound marketing The library brand Target markets product sales campaigns publicity positioning branding
Tell your library’s story.
Why market the library? Maintain relevance and visibility Educate people about what you do Compete for users Change negative assumptions Increase financial support
Develop the library message Determine what it is you want your users to know and understand Clear, consistent & repeatable! “What’s in it for me?” Works with your mission, environment Know needs, values of your audience
Promoting the library in general Promoting a specific service, resource or event Know and target your audience General vs. project based
In house publications Good graphic design, quality - modern, good fonts, simple! - Photoshop, InDesign - print center, nice paper Importance of good photos - good camera, take a lot - hire someone Clearly written, concise text
In house publications Newsletter Library guide Annual report Folders Signage, posters Displays, exhibits Giveways – pens, bags
Library newsletter
Annual Report
Library signage, displays
Giveaways - folders - bags - pens - magnets
Outreach Events (in library) Orientation programs New faculty New graduate students Branch library events
Outreach Events (in library) Workshop Series Free, librarian-led workshops Open to faculty, staff and students Demonstrate expertise Promote databases, software Topics – –Photoshop, video editing, RefWorks, smart searching, specific research
Outreach Events (campus) Admissions events (prospective students) New employee orientation Student fair Writing fair Benefits fair
Online presence Website Online calendars Blogs Social networking
Promoting an event, service Press Releases Campus event calendars Advertising, newspapers Invitations, postcards, fliers Campus mailings Targeted , listservs
Promoting an event, service
Who does all this? Ideally, one person who can lead the effort Most effective way is “marketing aware” library Everyone from director to student worker has a stake in telling the library’s story!
What can I do NOW? Volunteer your time for existing PR efforts Get excited/involved Tell the story of what’s going on in your department Don’t hoard information Customer service / Image Promote your own accomplishments
In conclusion Why market? Develop a clear consistent message Know your audience Learn the many methods of promotion Everyone’s responsibility to tell the library’s story
Questions?