Communications and Marketing Librarians: A behind the scenes lookSession 307
Catherine Baird, Marketing Communications and Outreach Librarian, McMaster University LibraryNancy Collins, Communications Librarian, University of Waterloo Library Cecile Farnum, Communications and Liaison Librarian, Ryerson University Library and Archives
Welcome to the Coke Central Meeting of Great Marketers!
February 25, 2010 - 9:00 a.m.
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3 Challenges to Telling the Library Story
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Problem #1: Telling the Library StoryAre we being effective?
Image used with permission of Wyoming Libraries
Image used with permission of Wyoming Libraries
Image taken from: Neumeyer, Marty. Zag: The #1 Discipline of of High-Performance Brands. www.zagbook.com pp 22-23.
Moving Beyond the Bookmark – what else is there?
• Website• Newsletter• Blogging or tweeting• Brochure• Word of mouth• Events• Engage your users in your marketing• Videos• Building a visual identity
Avoid the Checklist Syndrome!
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What is your library’s story?
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Problem #2 Finding the Right Fit – Where we come in…
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What do we do?
This image is courtesy of Chris Hernandez, University Advancement, Ryerson University
This image is courtesy of Chris Hernandez, University Advancement, Ryerson University
Scopus Student Ambassador Program
Mark Smith3B Arts and Business
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Searches run 2008Linear (Searches run 2008)Searches run 2009Linear (Searches run 2009)
What is a week in our work-life like?
Email + Committees and Regular MeetingsCommunications and Marketing ProjectsReferenceOther LiaisonProfessional Development
To librarian or not to librarian…
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What are our challenges?
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Situation analysis
Goals and objectives
Audience analysis
Key messages
Tool and tactics
Evaluation
Marketing plan basics
Situation analysis What is it that you want people to care about?
Goals and objectives What do you want to achieve?
Audience analysis Who do you want to care?
Key messages Why should they care?
Tools and tactics What are you going to do to make them care?
Evaluation How will you know if they care?
Marketing plan basicsMarketing speak Plain speak
Building the relationship – Problem #3
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Marketing and Communications Plan
Image used with permission by Lauren Marek:http://www.flickr.com/photos/laurenmarek/4192005404/
"Mills library hostage crisis: day 15." /The Silhouette/ [McMaster, Hamilton], 19 November 19 2009: A12. Print.
Homework
• Make a list of all of your marketing or communications activities over the year. What does it say about your library? Is it what you want?
Getting others on board
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Homework
• Brainstorm ideas to create this kind of culture that will work at your library. What could you do to make everyone start to think differently about their interactions with users?
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Next steps
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