science library marketing: tips, trends, & techniques tina e. chrzastowski university of...

Science Library Marketing: Science Library Marketing: Tips, Trends, & TechniquesTips, Trends, & Techniques

Tina E. ChrzastowskiTina E. ChrzastowskiUniversity of Illinois University of Illinois

at Urbana-Champaignat Urbana-Champaign

[email protected]@uiuc.edu

Science Library Marketing: Science Library Marketing: Tips, Trends, & TechniquesTips, Trends, & Techniques

SLIDES FOR THIS PRESENTATION SLIDES FOR THIS PRESENTATION

CAN BE FOUND AT:CAN BE FOUND AT:http://www.englib.cornell.edu/eld/conf/03/nashville03.htmlhttp://www.englib.cornell.edu/eld/conf/03/nashville03.html

Why Market in Science Libraries?Why Market in Science Libraries?

To position for campus or company-wide To position for campus or company-wide supportsupport

To provide accountability to constituentsTo provide accountability to constituents To build partnerships for present and To build partnerships for present and

future supportfuture support Libraries are changing - we don’t want to Libraries are changing - we don’t want to

keep this fact to ourselveskeep this fact to ourselves

and...and...


Communication with patronsCommunication with patrons

Feedback FROM patronsFeedback FROM patrons

Collecting data for decision-makingCollecting data for decision-making

Directing the future of your libraryDirecting the future of your library


As libraries move from print to electronic As libraries move from print to electronic resources, this rapidly-changing environment resources, this rapidly-changing environment results in a two-fold mission for libraries:results in a two-fold mission for libraries:

Libraries need to find ways to determine how this Libraries need to find ways to determine how this migration is affecting use of the collection.migration is affecting use of the collection.

Libraries need to inform and interact with users about Libraries need to inform and interact with users about how the migration affects them.how the migration affects them.

Science Library Marketing IsScience Library Marketing Is::

In its most basic form, library marketing is In its most basic form, library marketing is

contact contact with library users....with library users....

Which means it’s taking place every day Which means it’s taking place every day

It’s something you’re probably doing alreadyIt’s something you’re probably doing already

And, it’s not always called marketingAnd, it’s not always called marketing

References CitedReferences Cited Weingand, Darlene E., “Future-driven library Weingand, Darlene E., “Future-driven library

marketing,” Chicago: ALA, 1998.marketing,” Chicago: ALA, 1998.

Weingand, Darlene E., “Marketing/Planning Library Weingand, Darlene E., “Marketing/Planning Library and Information Services,” Englewood, CO: Libraries and Information Services,” Englewood, CO: Libraries Unlimited, 1999.Unlimited, 1999.

Full bibliography found at the web site for this Full bibliography found at the web site for this program.program.

The “4 Ps” of Library MarketingThe “4 Ps” of Library Marketing(from Weingand(from Weingand))

Product: Product: library programs and serviceslibrary programs and services Price: Price: costs of producing the productcosts of producing the product Place:Place: space where product connects space where product connects

with patrons (can be virtual)with patrons (can be virtual) Promotion:Promotion: communication with patrons communication with patrons

(takes place in many formats)(takes place in many formats)

Putting the “Ps” to workPutting the “Ps” to workat the UIUC Chemistry Libraryat the UIUC Chemistry Library

We have employed many of Weingand’s “Ps”We have employed many of Weingand’s “Ps” Began with Began with PPlanninglanning Reviewed our Mission StatementReviewed our Mission Statement Analyzed our Analyzed our PProduct (collections and roduct (collections and

services) and evaluated our services) and evaluated our PPricerice Determined our Outreach/Determined our Outreach/PPromotion goalsromotion goals Allowed for flexibilityAllowed for flexibility

Marketing at the Marketing at the UIUC Chemistry LibraryUIUC Chemistry Library

ObjectivesObjectives Improve outreach to patrons.Improve outreach to patrons. Plan each “service,” including collections,Plan each “service,” including collections,

budgeting, staffing, and outreach to fit into budgeting, staffing, and outreach to fit into an overall marketing strategy.an overall marketing strategy.

Measure / evaluate patrons’ responses to Measure / evaluate patrons’ responses to Chemistry Library services.Chemistry Library services.

Marketing at the Marketing at the UIUC Chemistry LibraryUIUC Chemistry Library

Mission StatementMission Statement

The UIUC Chemistry Library is the center for The UIUC Chemistry Library is the center for chemical information in all formats, owned or chemical information in all formats, owned or accessed, at the University of Illinois at accessed, at the University of Illinois at Urbana-Champaign. Collections and services Urbana-Champaign. Collections and services are our most important products.are our most important products.

Marketing “Flow” for UIUC Chemistry LibraryMarketing “Flow” for UIUC Chemistry Library

1. Environmental Scan (unobtrusive):1. Environmental Scan (unobtrusive):Data Collection and AnalysisData Collection and Analysis((includes collection and library environment)includes collection and library environment)

2. Patron Scan (obtrusive):2. Patron Scan (obtrusive):Focus Groups, Patron Surveys, andFocus Groups, Patron Surveys, and““meet and greet”meet and greet”

3. Response to Environment and Patrons3. Response to Environment and PatronsWhat do the data tell you?What do the data tell you?How will your library respond?How will your library respond?

Examples from UIUC Chemistry LibraryExamples from UIUC Chemistry Library

1. Environmental Scan (unobtrusive):1. Environmental Scan (unobtrusive):Data Collection and AnalysisData Collection and Analysis((includes collection and library environment)includes collection and library environment)

020,00040,00060,00080,000

100,000120,000

95/96 96/97 97/98 98/99 99/00 00/01

Reshelving by Year

Series1

From: Chemistry Library management dataFrom: Chemistry Library management data

0

5,000

10,000

15,000

20,000

95/96 96/97 97/98 98/99 99/00 00/01

Head Count by Year

Series1


0.0

5.0

10.0

15.0

95/96 96/97 97/98 98/99 99/00 00/01

Average Persons Per Hour

Series1


0

200,000

400,000

600,000

800,000

1,000,000

95/96 96/97 97/98 98/99 99/00 00/01

Copier Statistics by Year

Series1


UIUC Chemistry Library UIUC Chemistry Library Journal Use-study ResultsJournal Use-study Results

(Print and Electronic Use for 6 months)(Print and Electronic Use for 6 months)1988 1993 1996 1998 2000 2002

Library Use 28,357 45,632 41,178 43,342 30,108 18,944

2-hr Circ 1,689 476 276 298 108 124

ILL Lending 1,445 716 812 818 554 898

Subtotal 31,501 46,824 42,266 44,458 30,770 19,966

ILL Borrowing 202 160 224 192 534 532

E-Journal Use 0 0 0 0 51,368 323,146

TOTAL USE 31,703 46,984 42,490 44,650 82,672 343,644

Print/Electronic Use Ratios

1998 2000 2002

Print Use 44,458 30,770 19,966Electronic Use 0 51,368 323,146Total Use 44,458 82,138 343,112

Percentage Split Print 100% Print 37% Print 6%E 0% E 63% E 94%

Collection Cost-Use Ratios1988 1993 1996 1998 2000 2002

Chemistry CollectionJournal Costs (Annual) 223,823.18$ 313,356.19$ 373,693.98$ 455,422.89$ 540,665.94$ $657,913.30**

Print Use (6 mo) 31,501 46,824 42,266 44,458 30,770 19,966Electronic Use (6 mo) 0 0 0 0 51,368 323,146TOTAL 31,501 46,824 42,266 44,458 82,138 343,112

Cost/Use Ratio $3.55 $3.35 $4.42 $5.12 $3.29 $0.96

** Added 10% for E journals

C/U Ratio = Annual cost divided by 2x(6 mo use)C/U Ratio = Annual cost divided by 2x(6 mo use)

Examples from UIUC Chemistry LibraryExamples from UIUC Chemistry Library

2. Patron Scan (obtrusive):2. Patron Scan (obtrusive):Focus Groups, Patron Surveys, andFocus Groups, Patron Surveys, and““meet and greet”meet and greet”

• Monitoring environment led to Monitoring environment led to discussions for a new model librarydiscussions for a new model library

• Administrators proposed, library checked Administrators proposed, library checked with faculty to determine acceptancewith faculty to determine acceptance

• While data showed model was the future, While data showed model was the future, survey asked permission and survey asked permission and addressed concerns. Libraries are addressed concerns. Libraries are often “hearts and minds” issuesoften “hearts and minds” issues

Example: Developing a New ModelExample: Developing a New Model

Survey Question 1:Survey Question 1:SURVEY CONDUCTED SPRING 2001SURVEY CONDUCTED SPRING 2001

The Chemistry Library now provides most of my journal library needs through electronic access to library materials.

Strongly Agree……Strongly DisagreeStrongly Agree……Strongly Disagree

0

2

4

6

8

1 2 3 4 5 6 7 8 9 10

Series1


Acquisition of journals in electronic full-textformat, building a collection accessible from anylocation, should be pursued.

Strongly Agree……Strongly DisagreeStrongly Agree……Strongly Disagree

0

5

10

15

20

25

1 2 3 4 5 6 7 8 9 10

Series1


Acquisition of backfiles of digitized older journalsand indexes should be pursued.

Strongly Agree..……Strongly DisagreeStrongly Agree..……Strongly Disagree

0

5

10

15

20

1 2 3 4 5 6 7 8 9 10

Series1


The SCS should support a new model for the Chemistry Library that focuses on print access to current unbound journals, electronic access to all journals (where available) and remote access to duplicated print journals with 24-hour recall.

Strongly Agree………Strongly DisagreeStrongly Agree………Strongly Disagree

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8 9 10

Series1

Example: Evaluating a ServiceExample: Evaluating a Service

• E-reserves began in 1997 as a trialE-reserves began in 1997 as a trial

• Use statistics tell part of the storyUse statistics tell part of the story

• Also need to ask patrons what Also need to ask patrons what they think, how they use, what they think, how they use, what are the problems and pitfalls?are the problems and pitfalls?

• Connections with faculty led to a Connections with faculty led to a classroom survey and assessmentclassroom survey and assessment

Responses to the question, “Does the ability to access reserve materials online change theamount of reserve material you are willing to read?”

Amount read Read more Read the same amount Read less

# Respondents (146) 63 71 11Percentage 43% 49% 8%

Survey results for Chemistry 331Survey results for Chemistry 331

Responses to the question, “What did you like best about electronic reserves? Please check allthat apply.”

Reason No need togo to library

Availabilitythroughoutsemester

Printingthem out

Ease/speedof access

No need towait at

ReserveDesk

No need topurchasecoursepack

Other NoResponse

Number ofRespondents

(146)

109 100 94 83 83 37 5 3

Percentage* 75% 68% 64% 57% 57% 25% 3% 2%

*Respondents could select multiple answers, so the total percentage is greater than 100.


Responses to the question, “What did you like least about electronic reserves? Please check allthat apply.”

Reason Downloadtime oraccess

from home

Should belinked

directlyfrom

libraryhomepage

Morematerialneeds to

beavailable

online

Poorimage

resolution

Difficultto

logon

Systemdowntime

Materialsnot in a

clearorder

Other**

Noresponse

Number ofRespondents

(146)

55 53 42 39 20 18 9 13 2

Percentage* 38% 36% 29% 27% 17% 12% 6% 9% 1%

*Respondents could select multiple answers, so the total percentage is greater than 100.


Responses to the question, “After using electronic reserves, which do you prefer, traditional orelectronic reserves?

Access Preference Electronic Traditional No Preference Did Not UseElectronic Reserves

# Respondents(146)

101 14 23 7

Percentage 69% 10% 16% 5%


Weekly use statistics for Chemistry 331 e-reserves web sites for spring semester 2001. A “use” is counted each time a web page is viewed.

Date Chemistry 331 Electronic Reserves1/13/01 – 1/19/01 6931/20/01 –1/27/01 15421/28/01 – 2/3/01 22732/4/01 – 2/10/01 38632/11/01 – 2/17/01 56282/18/01 – 2/24/01 19352/25/01 – 3/3/01 16103/4/01 – 3/10/01 21103/11/01 – 3/17/01 5503/18/01 – 3/24/01 50013/25/01 – 3/31/01 1893

4/1/01 – 4/7/01 13044/8/01 – 4/14/01 14314/15/01 – 4/21/01 17874/22/01 – 4/28/01 33304/29/01 – 5/5/01 54785/6/01 – 5/12/01 1183

How were these assessments How were these assessments folded into a marketing plan?folded into a marketing plan?

•Assessment feedback is used to evaluate the Assessment feedback is used to evaluate the next phase of a project or plannext phase of a project or plan

•Multiple checks help to gauge how valid the Multiple checks help to gauge how valid the feedback might be feedback might be

•Feedback can turn up previously unnoticed Feedback can turn up previously unnoticed problems or flaws in services, allowing a problems or flaws in services, allowing a chance to respond to problems or complaintschance to respond to problems or complaints

• Faculty “Promotion” and book plating Faculty “Promotion” and book plating programprogram

• Upon promotion to Associate or Full Upon promotion to Associate or Full Professor, faculty select a book for the Professor, faculty select a book for the library that is important to them.library that is important to them.

• Library pays for the book and for a Library pays for the book and for a reception honoring the promotionsreception honoring the promotions

• Very popular on many levelsVery popular on many levels

Example: Pure “Promotion”Example: Pure “Promotion”

Paul, The Apostle of the Heart, Set Free By F. F. Bruce

"The summer that I began my graduate study was one of particular stress. Packing up a family, renting our house and driving across country to the University of Southern California for one year was taking its toll on me. Shortly after arriving and beginning study, I discovered this book, and it's refreshing to my soul and mind. It is a story of a man who turns his life 180 degrees around in the opposite direction and runs a race that benefits his entire person for eternity.”

Michael E. Ewald, School of Music

German, Lisa and Karen Schmidt, “Honoring faculty. Book plates to German, Lisa and Karen Schmidt, “Honoring faculty. Book plates to celebrate faculty achievements.” celebrate faculty achievements.” CRL NewsCRL News, 2001, 62 (11) 1066-7., 2001, 62 (11) 1066-7.

• Focus group analysis done by Library Focus group analysis done by Library School in 1998.School in 1998.

• Six major questions posed to group of Six major questions posed to group of 15 chemistry graduate students15 chemistry graduate students

•Annual web surveys of exiting SeniorsAnnual web surveys of exiting Seniors

• Replies about individual libraries sent Replies about individual libraries sent to Unit Heads.to Unit Heads.

Examples: Patron FeedbackExamples: Patron Feedback

Marketing Flow for UIUC Chemistry LibraryMarketing Flow for UIUC Chemistry Library

3. Response to Environment and Patrons3. Response to Environment and PatronsWhat do the data tell you?What do the data tell you?How will your library respond?How will your library respond?

ResultsResults

• Development of “new model” libraryDevelopment of “new model” library

• Gauging faculty and student support for Gauging faculty and student support for new modelnew model

• Planning for new measurements and Planning for new measurements and surveys surveys to continue to monitor library to continue to monitor library satisfactionsatisfaction

•Plan for continued communication and Plan for continued communication and assessmentassessment

ConclusionsConclusions

Make a plan, review mission, set goalsMake a plan, review mission, set goals Take advantage of every opportunity to Take advantage of every opportunity to

highlight library collections, services, and highlight library collections, services, and products.products.

Collect data in all areas of operation.Collect data in all areas of operation. Expect this to be a long-term commitmentExpect this to be a long-term commitment Enjoy the process, watch the benefits multiply! Enjoy the process, watch the benefits multiply!

Thank You!Thank You!

science library marketing: tips, trends, & techniques tina e. chrzastowski university of...

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