Guerrilla Marketing Your Library

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Guerrilla Marketing _at_ Your Library

• New England Library Association Conference
• October 24, 2006
• Deborah Ross Wilcox
• Technical Services Librarian, Shapiro Library
• Southern New Hampshire University
• d.wilcox_at_snhu.edu

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Marketing in Academic Libraries

• Historically ignored
• A given in 2006
• Academics need to resist complacency and market
  their products
  
• Prospective students and parents looking for
  outstanding amenities perks
  

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Marketing in Academic Libraries (cont.)

• Need to make marketing plan part of librarys
  strategic plan
  
• Determine what to promote - start small just
  start!
  
• Define targeted audience
• Choose type of outreach
• Evaluate the program act on what you learned

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Goal of Academic Library Marketing

• Consistent memorable message about the library
  (branding)
  
• Awareness in the campus community of librarys
  services
  
• Library is a vital part of everyday campus life
• bringing them in and bringing them back
• Library is a friendlier physical space

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Marketing _at_ Shapiro Library

• Library web site
• Whats New section of web site
• Daily SNHU News (pushed to entire campus
  community)
  
• Flyers and other handouts
• Librarians as liaisons with schools

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Marketing Shapiro Library (cont.)

• Faculty Student Surveys
• Exhibits (in-house and around campus)
• Book jackets (sharing with faculty)
• Off-Campus Library Services
• Open House Accepted Students Days
• Audiobook Survey

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Marketing Shapiro Library (cont.)

• Bibliographic Instruction
• Wireless network in the library
• Laptops to loan for in-house use
• Study spaces to plug in laptops (theirs or ours)
  with wireless and/or wired network access

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The Future for Shapiro Library?

• Strategic Plan (on-going) includes marketing
  efforts
  
• Focus Groups?
• Library Marketing Plan?
• More programming (Campus-wide Book Discussion?
  Poetry Reading? Speakers?)
  
• More Bibliographic Instruction
• Library Spots on Campus TV?
• Bulletin Board Displays in other Campus Buildings

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Bibliography

• Dean, Amy. (2006) Strategic marketing and
  communications for academic libraries. Nelinet
  Seminar.
  
• Dodsworth, E. (1998). "Marketing academic
  libraries a necessary plan." Journal of Academic
  Librarianship 24(4) 320.
  
• Ennis, Lisa A. (2006) Come one, come all!
  Recruiting and retaining a marketing team.
  Marketing Your Library, Emerald LibraryLink (From
  Emerald web site)

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Bibliography (cont.)

• Fisher, Patricia H. and Marseille M. Pride.
  Blueprint for your library marketing plan.
  Chicago ALA, 2006.
  
• Helton, R. and S. Esrock. (1998). "Positioning
  and marketing academic libraries to students."
  Marketing Library Services 12(3).
  
• McGinn, H. F. (2002?). Carlson Library, Clarion
  University Marketing Academic Libraries. (From
  ALA web site)
  

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Bibliography (cont.)

• Marketing overview. Worcester, MA Emmanuel
  d'Alzon Library, Assumption College, 2004.
  
• Marketing your library. (2006) Librarian
  insider Issue 8.
  
• Real-life marketing and promotion strategies in
  college libraries. Binghamton, NY Haworth
  Information Press, 2005.
  
• Tucker, T. (2002?). Milner Library, Illinois
  State University Exciting things happen _at_ your
  library. (From ALA web site)