Library marketing: UNISA Workshop

1. Library marketing: UNISA Workshop Thomas van der Walt Department of Information Science University of South Africa

2. 1. Centre for Applied Information and Communication (CAIC) – now: Centre for Lifelong Learning 2. Courses 3. Library marketing

3. Courses and workshops • Programme in children and youth librarianship • Programme in Archival Studies, both one year qualifications and • Higher Certificate in Archives and records management • Short learning courses: Basic Archives and Records Management; Intermediate Archives and Records Management and Advanced Archives and Records Management (5 days)

4. Library and Information Services workshops • Library Marketing • Overview of Library and Information Services • Customer Care • Collection Development • Reference Services • Cataloguing and Classification • Project management in LIS • Management of LIS

5. Kimberley workshops • Book and paper conservation and preservation • Preservation management • Bookbinding (all of them 5 day practical workshops) • Disaster management

6. PROMOTION AND MARKETING OF LIBRARY AND INFORMATION SERVICES • 2 days (Certificate of Attendance) • Target group: Any person involved in or interested in marketing and promoting library and information services. • Purpose of the Workshop: to equip the participants with the required theoretical knowledge and practical skills to market and brand library and information services in order to create awareness and increase their use.

7. Workshop contents • a) Marketing, promotion, branding and public relations • b) The marketing process • c) Publications as marketing and promotional tools • d) Mass media as marketing and promotional tools • e) Displays • f) Outreach events

8. Why do we think this marketing course is important? • Fundamental social, cultural and economic changes in South Africa during the last ten to twenty years • Major influence on the functioning of library and information services and will continue to do so. • Illiteracy, poverty, homelessness and unemployment are related social issues that influence the way that people think about themselves

9. Also about their future and institutions such as library and information services. • These factors pose new challenges for librarians. • There is a vast number of people in need of information, education and recreation — services and products that library and information services offer.

10. Libraries are an important part of society since they serve as gateways to information that enable people from different walks of life to satisfy different needs. • These needs could be recreational, educational, and cultural • The main point is that libraries exist for the people … however: Are the people aware of the importance of public libraries in society?

11. South Africa is a unique country due to its history. • Certain communities were denied access to libraries • As a result there are many people today in the country who do not know or value libraries. • This fact emphasises the vital need to market libraries.

12. Communities need to understand that libraries contribute positively to the quality of life. • Unfortunately most South Africans are not informed about the importance of library and information services in improving economic and social morale. • In many cases libraries are not used or utilised fully because people are not aware of the benefits (both present and potential) of a library service in their daily lives

13. An invisible library has little effect on the development of the community and so it fails its purpose for existence. • In view of that every librarian should understand that raising awareness about library services is an important part of running a library

14. Every public or community library should do their best to find out what their communities need, offer a competent service and inform the community of services rendered. • To make the public aware of this importance, librarians and information specialists need to publicise and market bookstock, computerised systems, specific types of information and other services

15. In other words, we need to promote our library and information services. • Marketing is the ongoing process of creating a connection between the library and its users. • Librarians must match what the library offers with what users want and need.

16. Theory about marketing – definitions; characteristics and why? • Because marketing is often confused with public relations, promotion or publicity and advocacy, these are also discussed.

17. Marketing process • 1. Begin the marketing process by examining the library's mission or purpose. • 2. Assess the library’s capabilities with a marketing audit, an internal assessment. • 3. Find out what products (services) the users want and how they perceive the library through marketing research. • 4. Develop goals and objectives based on the mission and the results of an internal audit and external research into what users want.

18. 5. To meet the goals, select strategies to promote the products that will work best, should be affordable, and reach the users. Include eg Internet in your plan. Look at what others are doing. • 6. Create a plan of action that describes all the steps needed to carry out the strategies for meeting goals. Outline the specific tasks, timelines, and assignment of responsibilities. Consider budget restraints.

19. Evaluate how well you have done. Evaluation may indicate that some goals can't be reached or can't be measured, some methods of promotion don't work as expected, or what's really needed is an entirely new plan.

20. Marketing audit • External and internal • PEST analysis • SWOT analysis • Internal: Staffing: Do you have the number of professionals and paraprofessionals you need to provide great service? Are volunteers available?

21. Staff skills: Is there enough coverage for technical and public service needs? Does everyone have the necessary technological skills? • Motivation: Is everyone dedicated to carrying out the library’s mission and positive about change, or are there a few negative staff members who will need a little extra coaxing?

22. Budget: What is available? • Facilities: Old/new building, new technology, not enough space, facilities needed in other locations? These are a few of the things that are applicable. • Local support: Do you have volunteers or a local Friends groups? • Collections, special collections: How well do your resources serve the needs of the community?

23. Describe your library's strengths and weaknesses for staffing, staff skills, motivation, budget, facilities, local support, collections. Be brief. • Describe them in terms of the service or user group you have chosen. For example, if you have targeted Seswati-speaking users and there is no one on your staff who speaks these languages, that is a weakness to be considered in your planning.

24. Think of your situation and your library. For the marketing plan, specify a planning team, including some who do not work at the library. • Explain why each person would be a good member of the team for the service or user group that you have selected from the previous exercise.

25. Marketing plan • Suggested components of a marketing plan include the following: • 1. Executive Summary or brief overview of the plan • 2. Information about the planning group • 3. Market audit section with your internal strengths and weaknesses, and the environmental analysis. • 4. Market research section provides analysis of customer needs.

26. Marketing strategy section outlines the approach that will be used to achieve the plan’s objectives. Discussion includes the marketing mix, i.e. the 4Ps of product, place, price, & promotion. • The action plan details programs and promotions designed to meet the objectives, with timelines and assignment of tasks. • Budget section details any financial constraints or profits.

27. Promotional tools • Publications • Mass media – electronic media • Displays • Outreach events as promotional tools