“ reinventing your library through marketing”
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“ Reinventing Your Library Through Marketing”. Blythe McCoy West Librarian Relations Manager. Agenda. Library is a Business and Service Market Management Steps to creating a Strategic Marketing Plan The Marketing Mix Implementation Assessment Branding. The Library. - PowerPoint PPT PresentationTRANSCRIPT
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“Reinventing Your Library Through
Marketing”
“Reinventing Your Library Through
Marketing”
Blythe McCoy
West
Librarian Relations Manager
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AgendaAgendaLibrary is a Business and ServiceMarket ManagementSteps to creating a Strategic
Marketing PlanThe Marketing MixImplementationAssessmentBranding
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The LibraryThe LibraryA law library is a two-pronged
business entity– A complete small business within the
parent company with a budget, staff and responsibilities
– Service Business – The library and library staff is a service entity providing needed information to its customers
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Market the Service AspectMarket the Service Aspect
Discuss the ways to market the services that you provide or can provide to your customers
Discuss processes of identifying who your customers are
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Market ManagementMarket Management
Business Market Management is the process of understanding, creating and delivering value to targeted business markets and customers
“Value” is the key
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Market ManagementMarket ManagementWhat is the library and librarians
“Value”? – What are the features and benefits
worth the customer’s attention?– Are you meeting their needs?– How do you know if you are meeting
their needs?– The true meaning of “Value” is knowing
what is “Value” to the customer
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Creating a Marketing PlanCreating a Marketing Plan
The Marketing Plan should be created on an annual basis along with or as part of the Annual Business Plan
Start with a mission statementThe library marketing plan must
integrate with the overall mission of the parent organization
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Mission Statement ExampleMission Statement Example
– “ The mission of the entire library staff that manages, maintains and preserves the law library of {Name} is to provide the most accurate, relevant and timely resources available in the legal market. We advise researchers on the most cost-effective use of resources. The library staff will perform and organize high quality and reliable reference assistance and training for the attorneys and staff of the firm. These services will help meet the firm’s clients and potential clients’ goals and objectives.”
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Mission StatementMission Statement
What did that mission statement do?
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Mission StatementMission Statement
The mission of the library staff of (Firm)– Evaluate the most relevant resources
for firm/client research– To provide guidance on the most cost-
effective research resources– To perform high-quality reference
work– To organize appropriate training for all
patrons in the firm
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Library Mission StatementLibrary Mission Statement
Make it personal State the value propositions Communicate/market the library’s
mission statement throughout the organization
Include it in the Library Marketing Plan Communicate the library’s mission in
various ways – intranet, newsletter, signage, marketing plan
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Market StrategyMarket StrategyPossible Perception:
– Customer perception of the library is as a place/location
– Books and resources just magically appear and are updated
– Do your customers know what value you bring to the library?
– How are you viewed within your organization currently?
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Market StrategyMarket StrategyChange perception to:
– A library is a library because of the work and skill of the librarians
– Librarians have expertise in research
– Librarians are experienced and well educated – educational status?
– Integrate that perception throughout the marketing plan
– Should titles and names of library be changed to reflect the appropriate perception?
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Perception - DifferencesPerception - Differences
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Marketing StrategyMarketing Strategy
There is no such thing as one-size-fits all marketing
Promoting everything to everyone is not marketing
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Steps in the Marketing Management Process
Steps in the Marketing Management Process
Research – – Determine who
the customer is:Focus groupsInternal
structure – sections or areas of practice
Job Type – attorney vs. paralegal
Market Segmentation– Identify unique
customer groups– Needs
assessment – Content,
technology, reference and training needs for each group
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Market SegmentationMarket Segmentation
AgeWork ExperienceLife ExperienceIdentify their needs – ask
questions
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Market SegmentationMarket Segmentation Department/Section
– Litigation– Bankruptcy– Intellectual Property– Admiralty– Tax– Corp/Securities– Estate Planning– Marketing Department– Technology
Job Type
– New associate– Mid-level associate– Lateral hire– Partner– Summer associate– Legal Assistant– Legal Secretary– Firm’s Client– Marketing Dept.
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Market SegmentationMarket Segmentation Once you have established the distinct
market segments (customer groups) look at the opportunities within each of these vertical markets
Do a thorough assessment for each customer segment identified– Needs– Expectations– Perceptions
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Market SegmentationMarket Segmentation New Associate
– To make and maintain a good impression– Wants to be partner some day– Needs the most accurate and up to date
resources– Perception?
Senior Associate female not on partner track– May want quick assess to research in order
to finish projects on time so that she can have a family life
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Market SegmentationMarket Segmentation
Prioritize Target Segments
–Primary Customers
–Secondary
–Tertiary
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Prioritize Market SegmentationPrioritize Market Segmentation
One size fits all does not work in marketing Considerations with regards to customer
segmentation:– Size of segment– Growth potential – not growing?– Profitability of segment– Resource needs – print, online, CD,
other?– Segment perceptions– Technology limits or cutting edge– How do you currently service that group?
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The 4 P’s in MarketingThe 4 P’s in Marketing
ProductPricePromotePlace
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Library/Librarian Expertise
is the Product
Library/Librarian Expertise
is the Product Evaluate what products and services
need to be marketed (VALUE)
– The Collection
– Public Services
– Technical ServicesThink of both public services and
technical services under the “customer service” umbrella
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Marketing Plan - ProductMarketing Plan - Product
The Library Collection– The volume and
content of the law library
Depth & Breadth of the collection
Format variationsWhat librarian
activities make the collection unique or more competitive?
– Market that the librarian evaluates, acquires, maintains, preserves and manages all of the information resources within the organization
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Marketing Plan - ProductMarketing Plan - Product
Public Service What are the
opportunities?– Reference and research
assistance– Who are you assisting
currently and how can you obtain deeper penetration within those groups?
– Who are potential customers for the library reference work?
Market the experience and subject matter expertise of reference librarians
Keep account of how many reference requests conducted by staff each year
The reference librarian’s knowledge and research skill can save attorneys time and clients’ money
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Marketing Plan - ProductMarketing Plan - Product
Technical Services– Cataloging and other
technical services provided
– How does this help the attorneys
– Evaluate and manage new technologies to enhance productivity
Organize internal records, data and collection for user-friendly access
Data on how many books and other materials are cataloged and updated
Maintain and update Library Intranet
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Marketing Plan - ProductMarketing Plan - Product
Prioritize– Can not market everything to everyone– Focus on what products and services that
are strategically important to market within the organization
– How is the parent organization growing and how can you provide the best service and content to those aspects/departments
– Who are you currently servicing and can that be improved?
– Do not market to declining customer segment
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Marketing Plan - PriceMarketing Plan - Price Price within traditional marketing stands
for setting the price of a product in the market place
As a librarian you advise customers on the most cost-effective methods and resources available – a different form of price, but just as vital
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Marketing Plan – PromotionMarketing Plan – Promotion
Action Plans and Implementation Objectives
– Actions to be taken– Communications strategies– Responsibilities defined– Timing– Budget– Time Commitment
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Marketing Plan - PromotionMarketing Plan - Promotion
Marketing Mix
– What are the tactics used to market products and services to defined and prioritized segmented customer groups
Various tactics can and should be used to promote the same aspect that is being marketed
Statistically a person must hear something 7 times before they remember it
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Marketing Plan - PromotionMarketing Plan - Promotion
Be creative!
Brain storm ideas with your staff
Consider culture of organization
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Marketing Plan - PromotionMarketing Plan - Promotion
Initial Library Orientation and tour for all new employees – Work cooperatively with recruiting – Library packet that tells customer about the
collection, services provided and the staff Pictures are worth a 1,000 words – list
credentials, areas of expertise and work experience
Pictures make it easier to identify you – Same information should be on main library
intranet with contact information
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Marketing IdeasMarketing Ideas Collection organization by practice area Bar Code all publications for tracking and collection
data CLE for various training where applicable Coffee Break Training in short 15 minute sessions
on a rotating basis E-mail – make it noticeable and not too wordy If trying to locate a publication – don’t just send out
an e-mail to everyone, include a picture of the publication
Attend section meetings where appropriate to keep abreast of needs
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Marketing IdeasMarketing Ideas Newsletters to specific customer groups
– Job type or practice area
– Sections for specific practices/users
Intranet Updates on What’s New in the Library
Email onlineTopical/Content tabs for specific users and groups
Name plate for person staffing reference desk
Work with vendor’s for specific training needs
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Marketing IdeasMarketing Ideas National Law Library Events – big
launch Promote ILL, shared materials and
timely delivery – when possible, personally deliver materials to attorneys and make contact
Survey once a year to see if you are making an impact or what other ways you can make contact – Survey Monkey
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www.surveymonkey.com
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Survey Monkey PricingSurvey Monkey Pricing
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Marketing IdeasMarketing Ideas Intranet
– Leverage the firm’s intranet as an opportunity to expand the accessibility of the library beyond its physical space
Connecting the firm’s offices worldwideCollect and disseminate news feeds to sections
and about the firm’s clientsInclude gadgets and technology updates –
attorneys love toys!Content/Topical Intranet pagesIntegrate links into the library with easy access to
e-mail and contact information to reference staffOnline catalog of library assets
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Marketing IdeasMarketing Ideas Communicate annually about “Fun
Facts” about the Library Staff and Library
– Number of materials cataloged
– Number of ILL’s
– Number of invoices processed
– Number of reference question research tasks accomplished
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AssessmentAssessment Data on how many reference requests
conducted each year and quarter– Track section– Type of user – attorney, paralegal, summer
associate, legal secretary Measure customer satisfaction Track/log intranet usage and users Keep information for each month, quarter and
year and then year to year in order to make comparisons and to see if marketing efforts are impacting the library business
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AssessmentAssessment
Can metrics be captured and translated into dollar/cents data?
Evaluate changes in customer’s needs or business so that marketing efforts correspond to those changes
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BrandingBranding Develop a Brand of the Library
Should be consistent and integral component of successful library marketing
Logos, slogans and the use of color provide name recognition, describe purpose and will reinforce brand
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BrandingBranding Be consistent The “Library Brand” should appear on all forms of
communication– Letters– Reference Forms/ ILL Requests– Fax cover sheets– Electronic signatures on e-mail– Intranet– Book marks or mouse pads– Screen savers – especially on library terminals
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Branding ExampleBranding Example
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Template software for creating a marketing planTemplate software for creating a marketing plan
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ConclusionConclusion Mission Statement Market Plan
– Segment, segment, segment– Needs assessment– Prioritize
Marketing Mix– Communications Strategy– Newsletters, e-mail, intranet, training sessions
Assessment Branding
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Research the TopicResearch the Topic
Read books and library marketing materials
– AALL Spectrum
– On WestlawLibrary JournalLaw Library Journal
– Web pages
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ConclusionConclusion
Remember – make it personal
Promote the value you and your staff bring to the organization
Communicate it effectively
The library is NOT a library without a librarian!
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Thank You and Good Luck!
Thank You and Good Luck!
Blythe McCoyWest Librarian Relations Manager
713-332-7103 or 800-858-9378