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Education Institute: Marketing Library Instruction: A Three Step Process

Education Institute: Marketing Library Instruction: A Three Step Process

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Education Institute: Marketing Library Instruction: A Three Step Process

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  1. Marketing Through Library Instruction : A 3 Step Process Mark Aaron Polger, Assistant Professor Instruction / Reference Librarian College of Staten Island Library, City University of New York Karen Okamoto, Assistant ProfessorInterlibrary Loan, Reference, and Instruction LibrarianJohn Jay College of Criminal Justice, City University of New York

  2. Agenda • Introduction • Marketing in a nutshell • Marketing versus Public Relations, Promotion, Outreach • Our University’s profile • Embedding marketing into library instruction • Before the class • During the class • After the class  • Conclusion

  3. Expectations? What would you like to learn from this session?

  4. What words come to mind when you hear the term "marketing"?

  5. Do you use the term "marketing" interchangeably with promotion, outreach, and public relations?

  6. Marketing...in a nutshell Involves bridging customers' needs and wants with your organizations' products and services. Involves : • Market research: getting to know your users • Promoting: raising the profile of a product or service through a variety of strategies • Follow-up: Asking your users if they were satisfied with the product or service

  7. Promotion, Outreach, and Public Relations may overlap with Marketing....but there are differences. Promotion is part of marketing. Promotion relates to raising the profile of a product or service. Outreach is a way of making connections to an underserved population. Public Relations involves communicating a favourable image of an organization to stakeholders to win approval or acceptance.

  8. From ZAG: The #1 Discipline of High-Performance Brands, by Marty Neumeier.

  9. Our University •CUNY has 23 campuses across New York City •approximately 500, 000 students •founded in 1847 •largest urban public university in the United States  •includes senior colleges and community colleges in all 5 boroughs in many disciplines: • law • medicine • education • social sciences and humanities • pure and applied sciences • health sciences 

  10. College of Staten Island • Senior College • Commuter Campus • 14,000 students • Largest CUNY Campus (over 200 acres) • 14 full time library faculty, 14 part-time library faculty • Offers approximately 300 Library instruction workshops per year • 10 teaching librarians • Library has their own digital classroom

  11. Step 1: Before the Class •Negotiate with Teaching faculty •Keep communication loop open •Tailor class to student learning needs •Attend academic departmental meetings and introduce yourself

  12. Step 1: Before the Class •Get copy of their assignment •Tailor handouts to their assignment •Create colored handouts (more memorable)

  13. Step 2: During the class What to market?  - Determine before the class (Step 1) - Based on user needs - Be selective How to market? - Depends on the user group - Time and available resources

  14. Step 2: During the class What?                                           How?

  15. Do you give tours?

  16. Step 2: During the class What?                                           How?

  17. Step 2: During the class What?                                           How? Books image by Kittisak

  18. Step 2: During the class What?                                           How? Money image by jannoon028, tree by akeeris

  19. Do you have a laptop lending program?

  20. Step 2: During the class What?                                           How? Student image by winnond

  21. Have you developed a mobile library site?

  22. Step 2: During the class What?                                           How? Images by Ambro and  chawalitpix

  23. Step 3: After the class • Follow-up and ask for feedback • Hand out business cards • Market your consultation service, if you have one

  24. Step 3: After the class • Ask to add yourself on Blackboard • Don’t be pushy, but extend yourself • Ask to be added on course syllabi for future classes

  25. Tips and Tricks • Make yourself available via email, phone, and in person • Offer a consultation service to students and faculty • Make the Library instruction requesting system user-friendly and seamless • Keep faculty in the loop.  Keep communication lines open

  26. Conclusion • Marketing is about understanding your users • Market selectively • Don't sound like a pushy salesperson • Make an impression  • Be creative • Try new things • Ongoing process

  27. Thank you for your participation and attention! Karen Okamoto Interlibrary Loans, Reference, and Instruction LibrarianJohn Jay College of Criminal Justice, City University of New YorkPhone: 646 557 4777KOkamoto@jjay.cuny.edu  Mark Aaron Polger Instruction / Reference Librarian College of Staten Island  City University of New York Phone: 718 982 4065 MarkAaron.Polger@csi.cuny.edu 

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