Communications and Marketing
Librarians: A behind the scenes look
Session 307
Catherine Baird, Marketing Communications and Outreach
Librarian, McMaster University Library
Nancy Collins, Communications Librarian, University of
Waterloo Library
Cecile Farnum, Communications and Liaison Librarian,
Ryerson University Library and Archives
Welcome to the Coke Central Meeting of
Great Marketers!
February 25, 2010 - 9:00 a.m.
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3 Challenges to Telling the Library
Story
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Problem #1: Telling the Library Story
Are we being effective?
Image used with permission of Wyoming Libraries
Image used with permission of Wyoming Libraries
Image taken from:
Neumeyer, Marty. Zag: The #1 Discipline of of High-Performance
Brands. www.zagbook.com pp 22-23.
Moving Beyond the Bookmark – what
else is there?
•
•
•
•
•
•
•
•
•
Website
Newsletter
Blogging or tweeting
Brochure
Word of mouth
Events
Engage your users in your marketing
Videos
Building a visual identity
Avoid the Checklist Syndrome!
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What is your library’s story?
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Problem #2 Finding the Right Fit –
Where we come in…
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/3902285320/
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What do we do?
This image is courtesy of Chris Hernandez, University
Advancement, Ryerson University
This image is courtesy of Chris Hernandez, University
Advancement, Ryerson University
Scopus Student Ambassador Program
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Searches run
2008
Searches run
2009
Linear (Searches
run 2008)
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Linear (Searches
run 2009)
Mark Smith
3B Arts and Business
What is a week in our work-life like?
Email + Committees and
Regular Meetings
Communications and
Marketing Projects
Reference
Other Liaison
Professional Development
To librarian or not to librarian…
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What are our challenges?
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Marketing plan basics
Situation analysis
Goals and objectives
Audience analysis
Key messages
Tool and tactics
Evaluation
Marketing plan basics
Marketing speak
Plain speak
Situation analysis
What is it that you want people to care
about?
Goals and objectives
What do you want to achieve?
Audience analysis
Who do you want to care?
Key messages
Why should they care?
Tools and tactics
What are you going to do to make them
care?
Evaluation
How will you know if they care?
Building the relationship – Problem #3
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Marketing and Communications Plan
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"Mills library hostage crisis: day 15." /The Silhouette/ [McMaster, Hamilton], 19
November 19 2009: A12. Print.
Homework
• Make a list of all of your marketing or
communications activities over the year.
What does it say about your library? Is it what
you want?
Getting others on board
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Homework
• Brainstorm ideas to create this kind of culture
that will work at your library. What could you
do to make everyone start to think differently
about their interactions with users?
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Next steps
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