1 Marketing the Academic Business Library: MBA Student Recommendations Gary White Penn State University Libraries June 13, 2006

2 Why Market Your Library? Increased competition Increase use by clientele Better knowledge of what to provide Better partnerships with faculty and administrators Relevancy of library; remain central to organization’s mission Retain and improve funding Source: ACRL

3 MBA Marketing Students Projects Spring 2005 Brand Management (MRKT 532) & Marketing Strategy (MRKT 571) Team competitions, 7 teams per course Surveyed over 1,000 students Librarians were judges Prizes awarded

4 MBA Marketing Students Feedback Strengths Abundant Resources Knowledgeable Staff Internet Access Weaknesses Uninviting Atmosphere Services Not Widely Known Hours of Operation Student Perceptions

5 MBA Marketing Students Feedback Opportunities Physical environment Promotional activities Special events, lectures Web Threats HUB Cafes Bookstores Google

6 Characteristics of Target Customers Past Separation of Study & Recreation Patient & Focused Individual Study Books Only Current Edutainment Impatient & Busy Group Study Multi Media

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8 Schreyer Business Resource Center Recommendation Analysis Problem Identification Implementation Recommendation

9 Marketing Mix – Sample Floor Plan Computers Individual Study Area Stacks Area Food Allowed Business Information Group Study Area Entrance Entertainment Area TV Vending Lounge Entrance

10 Student Perceptions Library as archive Role of librarians (not viewed as information professionals) Stereotypical views of libraries and librarians (overly restrictive, sterile, “cloister-like”) Size/resources are intimidating Librarians too passive

11 MBA Recommendations “Research Consultants” rather than terms “librarian” or “reference” Consultation desks, not large reference desks Roving/active assistance Highlight current materials; bookstore model; storage for older collections Hours

12 MBA Recommendations Strongest/most frequent recommendations: “Library as Place” important Make library comfortable & pleasant; allow food and drink, make “refuge” for students; create spaces where students can multitask

13 Questions or Comments? Gary White