ACRL 2007 Cruise To Success: How To Steer Your Way Through the Murky Waters of Marketing Your Library Teresa Deloach Loreen Phillips

Cruise To Success: ACRL Part Presentation Need for Academic Libraries to market themselves Methods used to create campus awareness of McDermott Library’s programs and services.

Cruise To Success: ACRL 2007 Academic libraries face competition from the following sources. Google Book stores The web These are some of our competitors for the academic constituents to whom we offer services.

With competition comes the need to continually increase Your visibility with your audience. Cruise To Success: ACRL 2007

Demographics The’ Eugene McDermott Library is the central library of the University of Texas at Dallas (UTD). UTD, a public university, with over 14,000 students, ( ) is located in Richardson, Texas in the Telecom Corridor ™. There are over 600 technology companies located in the area, including major companies such as Nortel, Ericsson, Alcatel, Texas Instruments, and AT&T.

Demographics, cont’d UTD was established as a research center in 1961 and became a part of the University of Texas System in 1969 initially offering only graduate degrees. In 1990 freshman were enrolled and today the University has seven schools which offer undergraduate, graduate and doctorate degrees in a variety of interdisciplinary studies. The primary subjects at UTD are science, business, technology and the arts.

Student Body

Student Body, cont’d Three of the University’s distinguished programs, which have received national attention and notoriety, are: Callier Center for Communication Disorders NanoTech Institute Sickle Cell Disease Research Center.

Types of Marketing Covert marketing (Obscure, hidden, surreptitious, veiled, clandestine, cryptic) As librarians we market ourselves everyday Overt marketing (Obvious, emphatic, blatant, unconcealed, explicit) Admit that you are marketing yourself, a service, an idea, a resource, or knowledge Actively sell your product – the library

Marketing is Communication Subject Librarian 2.0? - ‘The Song Remains the Same,’ It’s Just a Cover Song Using New Instruments Kristin Johnson California State University, ChicoSubject Librarian 2.0? - ‘The Song Remains the Same,’ It’s Just a Cover Song Using New Instruments

Marketing is Communication Kristin Johnson California State University, Chico /

Marketing is Communication Kristin Johnson California State University, Chico

She was talking about blogs but the premise is the same for any initiative libraries take on in an effort to sell their product. Why market your library and librarians?

No one else will Show your viability Foot hold in the campus community The library has a lot to offer “I didn’t know you guys had/ could do/ were available for/ taught about that”

Create a Needs Analysis: SWOT Strengths Program continues to grow Library’s visibility Advertising budget Promotions Freshmen tours The Information Commons Laptops for students Collection Instruction librarians Liaison areas Campus community Weaknesses Limited staff for instruction New campus president Instruction not integrated Need for librarians as teachers Teaching area or room Lacking faculty/librarian collaboration

Opportunities SACS visit Technology is changing on campus New department WebCT Electronic resources Threats Difficult budget year Budget limits will curtail outreach Undefined place of the library Create a Needs Analysis: SWOT

Draw a straight line Discern colors Say: “I want”, Please” and “Thank you” Required Marketing Skills

You might already do this… Offer Non-subject related Classes Fairs Orientations Bookmarks Library Newsletter Bags Tee shirts Pen Pencils Highlighters Book displays

You might also already: Blog Bathroom Newsletter Pod casting LOTL (Librarians on the Loose) Annual Report “Free” Day – Amnesty Plasma screen TV “Crawl” Campus announcements Posters

Other Ideas Chat IP Video Conferencing &NetMeeting RSS Feeds Library Courses for Curricular Areas

@ your library Do it yourself ALA READ posters (CD)

Statistics: Numbers count Administrators like numbers. Numbers can get you more funding. Negative numbers can be positive. They might just mean you need more outreach or need to analyze and make changes. Positive numbers mean an initiative is working

With apologies to Cole Porter Children’s Librarians do it YA librarians do it Even the Reference Librarians in Alaska do it “Marketing As A Team Sport” Let’s do it, let’s market ourselves

bookmarks

Bookmarks, cont’d

Magnets

Magnets, CONT’D

Posters

Posters/Flyers/Tabletops

Placemats

Table Tents

Ads & cards

Novelties

Library Blog

Bathroom Newsletters

successes and failures Berkner Science Satellite MC2 Librarians on the loose

Librarians on the Loose

Conclusion & Questions Thank you for being a great audience. Are there any questions? University of Texas at Dallas McDermott Library