Volpe Library Marketing Plan

VOLPE LIBRARY MARKETING PLAN

Submitted by:

Steven Brockman,

Mark Butler, Brooke

McCarter, and Angeline

RossTennessee

Tech UniversityDecember

4, 2012

KNOWLEDGE RESEARCH TECHNOLOGY

12/04/2012 1Brockman, Butler,

McCarter, Ross

2Brockman, Butler, McCarter, Ross

SITUATION ANALYSIS

• Current primary use– Studying

• Group• Individual

– Printing– Presentation practice

• Updated second floor layout popular with students (see image below)

• Underutilization of library media and services– Eagle Search– Interlibrary loan– Physical research materials

• Library staff having to do more with less

• Databases– Underutilization– Rising costs

2nd Floor Study Space

Au Bon Pain Reference Librarian Desk12/04/2012


SITUATION ANALYSIS1st Floor Layout

Services/Materials

Underutilized Space

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SITUATION ANALYSIS2nd Floor Layout

Services

Materials

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SITUATION ANALYSIS3rd Floor Layout

Services

Materials

Outdated and/or

Underutilized Space

Underutilized Faculty

Study Rooms

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SWOT ANALYSISSTRENGT

HS• Second Floor

Layout• Updated

Technology• Eagle Search• Staff• Central

Location• Support of

TTU Central Administration

WEAKNESSES

• First Floor Layout

• Third Floor Layout

• Commuter School

• Underfunded• Short on

Staff• Underutilizati

on of Eagle Search

OPPORTUNITIES

• Marketability of Eagle Search

• Technology Updates

• Advertising in Buildings on Campus

• Campus, Class, SOAR Tours

THREATS• New Dorms• Department

al Lounges• Google• Insufficient

Funding

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KEY STRATEGIC ISSUES

LACK OF AWARENESS• Embed incoming Freshmen and Sophomores with

knowledge about the library• Cannot expect upperclassmen to change the way

they study or conduct researchUNDERUTILIZED SPACE AND AMENITIES

• 1st and 3rd floors need to be renovated to provide students with what they need

• Updated amenities lead to more users of the library and its services

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ONLINE USAGE STATISTICS

Visits - Sep-tember 2012

Visits - Octo-ber 2012

Unique Visi-tors - Septem-

ber 2012

Unique Visi-tors - October

2012

Library Web Server

11548 13333 6352 6954

LibGuides 2741 2120 1883 1413

Library Catalog

6893 9118 4819 6183

Eagle Search

3623 5173 2185 2851

1000

5000

9000

13000

Visits and Unique Visitors

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September 2012 October 2012 -

10,000.00 20,000.00 30,000.00 40,000.00 50,000.00 60,000.00 70,000.00 80,000.00

34,249 38,046

13,504 9,840

54,248

69,335

21,48231,325

Page Views

Library Web Server LibGuidesLibrary Catalog Eagle Search

Num

ber

of

Page

Vie

ws

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Total Page Views0

5,000

10,000

15,000

20,000

25,000 19,665

3,623 2,035 1,485 1,426

Top 5 Viewed Pages – September 2012

Library Home Page Eagle SearchAlphabetical List of Databases Library Catalog Home PageLibrary Hours

Num

ber

of

Page

Vie

ws

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Total Page Views0

5,000

10,000

15,000

20,000

25,00021,914

5,173

2,207 1,808 1,741

Top 5 Viewed Pages – October 2012

Library Home Page Eagle SearchAlphabetical List of Databases InterLibrary Loan

Num

ber

of

Page

Vie

ws

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DATABASE COST

$0$50,000

$100,000$150,000$200,000

Cost of Each Database

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BUDGET HISTORY

2007-2008 2008-2009 2009-2010 2010-2011 2011-2012

Total Budget

1306774 1396064 1313574 1215360 1215360

$1,125,000$1,175,000$1,225,000$1,275,000$1,325,000$1,375,000$1,425,000

Total Budget

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TITLE CUTS

1992 1997 1999 2006 2009

Title Cuts 201 361 157 335 230

25

75

125

175

225

275

325

375

Title Cuts

Num

ber

of

Tit

les

That

Were

Cut

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DATABASE USAGE

2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

Total Searches

334402 394297 379608 346108 330401

290,000310,000330,000350,000370,000390,000410,000

Database Searches Overtime

Num

ber

of

Searc

hes

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BOOKS CHECKED OUT

Fall 2009 Fall 2010 Fall 2011

Books Checked Out

12485 10370 8380

1000

3000

5000

7000

9000

11000

13000

Books Checked Out

Num

ber

of

Books

Check

ed O

ut

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OBJECTIVE

The main objective is to increase awareness by students and

faculty of the services provided by the Volpe Library.

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TARGET MARKET SELECTION

STUDENTSCommuter Needs and

Characteristics

Lower Division (General Education)

•Age: 18-19•group and single study space•computers/printing•socialization

Upper Division

•Age: 20-22•group work space•computers/printing•research material physical or online•down time between classes•Au Bon Pain

Graduate•Age: 23-26•research material physical or online•computers/printing

Non-traditional•Age: 26+•group work space•computers/printing•research material physical or online

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STUDENTSNon-Commuter Needs and

Characteristics

Lower Division (General Education)


Foreign


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FACULTYNeeds and Characteristics

Adjunct•computers/printing•research material physical or online•meeting facilities

Tenure Tract •computers/printing•research material physical or online

Tenure •computers/printing•research material physical or online

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POSITIONING STATEMENT

The Volpe Library is the prime source for students and faculty to receive

the highest level of assistance efficiently and courteously from experienced and knowledgeable

staff, soar through online data bases and utilize technology to attain

knowledge that is indispensable to the teaching and learning process.

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NEW PRODUCTS AND SERVICES

• Eagle Search Kiosk• Mini Bookstore–Pens and pencils–Notebooks–Paper–Folders

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• Lounge Area– TVs – Couches – Downtime and

Relaxation for Commuters

Recommended AreaUnderutilized space on the 1st floor (see picture to the left)

Before After12/04/2012



• Temporary Office Space for Faculty

• Exclusive Library App– Eagle Search– Library Catalog

• Media Center Creative Hub– Scanners– Photoshop– Media Creation– Printing

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COMMUNICATIONS

• Print Media– Colleges– Common Areas

• Roaden University Center• Perch• Dorms

• Social Media and Mobile– Facebook– Twitter– Foursquare– Flickr

Advertising

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COMMUNICATIONS

• SOAR– Library Segment– T-Shirt: “SOAR into Research”

• Facebook Giveaways– Collection of clues using

pulsing advertising – Winner gets a Kindle Fire or

iPad

• Virtual Tour Video Contest– Top 5 qualifiers get voted on

by students on the Facebook page

– Video featured on Facebook page and Library homepage

• Usage Reward Program– Points for:

• Computer log-ons• Technology check-outs• Study room rental• Book rental• Eagle Search • InterLibrary Loan

– Rewards:• Gift cards• Kindle Fire or iPad• Coupons for Au Bon Pain

Promotion

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COMMUNICATIONS

• WCTE• Book

Donation/Recycling Program

• Oracle• YouTube• Social Media• Greek Life• WTTU

Public Relations

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BUDGET

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20%

35%

45%

AdvertisingPromotionsNew Products


IMPLEMENTATION

• Short Term (0 – 6 months)– Implement promotions– Begin renovations of 1st and 3rd floors

• Medium Term (6 months – 18 months)– Upgrade outdated resources, services, and

technologies– Conduct marketing research to find out what

student and faculty needs and wants are

• Long Term (18 months +)– Keep up-to-date on new technologies – Increase push for funding

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30

QUESTIONS?

Brockman, Butler, McCarter, Ross

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Volpe Library Marketing Plan

Business

Transcript of Volpe Library Marketing Plan