Marie R. Kennedy@orgmonkey

Loyola Marymount University

Marketing Your Library’s Electronic Resources

Marketing = Scary?

Marketing ≠ ScaryYou’re not in this alone.

What’s marketing?

http://orgmonkey.net/?p=1136

Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago.

REALLY

Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!

academic staff as collection developers; collaboration; collection policy; faculty/professionals as marketing tools; phone call/office visit; students as marketing tools; surveys; word of mouth; Blackboard; branding; email (external); email (internal); feedback forum; home/office; mascot; online social network; screen saver ; usage statistics; Web page, customized; banners/posters; bookmarks; calendar; flyers/brochures; giveaways; incentives; newsletter ; newspaper alert; pins; postcards/letters/direct mail; FAQ; native language education; patron training (group); patron training (individual); slide show/demonstrations; staff training (group); staff training (individual); use guide

project idearesearch question

methodsfindings

Is a collaborative model of benchmarking the marketing of electronic resources feasible?

What’s benchmarking?

METHODS

http://benchmarketing.wetpaint.com/page/Map+of+participants

53% of the participants do not have marketing/promotion/outreach as part of their formal job description

http://benchmarketing.wetpaint.com

Strategy

measurement, assessmentsurvey + usage statistics

48%

87%

3.3

Of those who had used the resource before, 82% learned something new

0

4

8

11

15

usage statistics

13

4

14

increase same or decrease no data

SEND ME

academic staff as collection developers; collaboration; collection policy; faculty/professionals as marketing tools; phone call/office visit; students as marketing tools; surveys; word of mouth; Blackboard; branding; email (external); email (internal); feedback forum; home/office; mascot; online social network; screen saver ; usage statistics; Web page, customized; banners/posters; bookmarks; calendar; flyers/brochures; giveaways; incentives; newsletter ; newspaper alert; pins; postcards/letters/direct mail; FAQ; native language education; patron training (group); patron training (individual); slide show/demonstrations; staff training (group); staff training (individual); use guide

I’m not ready

Know your patron

Case studySurvey

Participant observationCohort studyFocus group

Know your patron

Case studySurvey

Participant observationCohort studyFocus group

Know your patron

Case studySurvey

Participant observationCohort studyFocus group

Know your patron

Case studySurvey

Participant observationCohort studyFocus group

Know your patron

Case studySurvey

Participant observationCohort studyFocus group

Marie R. KennedyLoyola Marymount University

marie.kennedy@lmu.eduhttp://orgmonkey.net

@orgmonkey

Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY.

Dubicki. E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!

Kennedy, M.R. (2010), “Cycling through: Paths libraries take to marketing electronic resources”, paper presented at Library Assessment Conference, October 27, Baltimore MD, available at: http://digitalcommons.lmu.edu/librarian_pubs/3.

Kennedy, M.R. (2011), “What are we really doing to market electronic resources?” Library Management, Vol. 32 No. 3, pp. 144-158.

Kennedy, M.R. and LaGuardia, C. (2013), Marketing Your Library’s Electronic Resources: A How-To-Do-It Manual, Neal-Schuman/ALA, Chicago, IL.

Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL.

Image attributions:

Slide 2: http://www.flickr.com/photos/7883660@N05/466221141Slide 10: http://www.flickr.com/photos/buzzfarmers/7318389106Slide 13: http://emptybackfield.com/wp-content/uploads/2009/05/

girl_telling_a_secretjpg.jpegSlide 17: http://www.isilm.com/development.htmlSlide 19: http://takeplayseriously.org/2013/04/11/cootie-catchers-

oxygen-masks-the-adults-right-to-play/Slide 21: http://www.flickr.com/photos/

12023477@N05/3531718174Slide 31: http://www.flickr.com/photos/

94168846@N00/3386947788Slide 33: http://www.flickr.com/photos/zooboing/5426098861/Slide 35: http://www.flickr.com/photos/timothymorgan/4420821913/Slide 56: http://www.flickr.com/photos/zooboing/5396960524/ Slide 63: http://www.flickr.com/photos/ambuj/345356294/