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Using Branding to Advocate for the Academic Library

Using Branding to Advocate for the Academic Library. Dr. Camila A. Alire Immediate ALA Past President Dean Emerita University of New Mexico & Colorado State University ALA Midwinter 2011 – San Diego. Branding Concepts. Your promise to your customers.

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Using Branding to Advocate for the Academic Library

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  1. Using Branding to Advocate for the Academic Library Dr. Camila A. Alire Immediate ALA Past President DeanEmerita University of New Mexico & Colorado State University ALA Midwinter 2011 – San Diego

  2. Branding Concepts • Your promise to your customers. • Expectations of the academic library (Resources and services)

  3. Branding Concepts (cont.) • Need to know. • Do it! • Apply results. • Deliver through effective branding & marketing.

  4. Link to Advocacy UNM Libraries’experience…

  5. Steps • STP process • Tell the library’s story. • Find out what your users want

  6. Steps (cont.) • Outreach & Data-collecting • Surveys • Focus groups • Users • Non-users • Frontline librarians/staff • LIBQUAL

  7. Steps (Data collecting cont.) One reason foroutreach and data collection: • Provided validation

  8. Steps (cont.) • Brand strategy – Communication • TO WHOM? • WHAT? • WHERE?

  9. Steps (cont.) • No logo • Tagline - “Connecting you to worlds of knowledge”

  10. Connecting the Pieces?….

  11. The “Connection” • Branding > FrontlineLibrary Staff >Advocacy

  12. The Connection • Getting to Our Grassroots/Users • Frontline librarians & library support staff

  13. Frontline Advocacy (cont.) Library Staff Serve as Connectors…

  14. Connecting the Pieces…

  15. In Branding & Advocacy….. Every Voice Makes a Difference.

  16. Thank you!

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