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

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

3. Why are you here?
Why marketing?

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

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

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

7. 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

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

9. 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

10. Think, Pair, Share
What do your centres do?

11. 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

12. Information Landscape
Where did we find our information about movies?

13. 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:

14. 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

15. Outcomes Based Marketing
Accidental success and serendipity

16. 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?

17. 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.

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

19. Assessment and Evaluation
Strategic
Measurable
Achievable
Realistic
Timely

20. 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

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

22. 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

23. Worksheet ideas:
Worksheet.pdf
siness/going-into-business/marketing-worksheet.pdf

25. How do you contact me? Dr Jennifer Campbell-Meier
Office:

26. Special Thanks Diane Velasquez (co-author)
Program Director - Information Management School of Information Technology & Mathematical Sciences University of South Australia