taking the “non” out of non-user: taking the “non” out of non-user: increase your...
TRANSCRIPT
Taking the “Non” Out of Non-User:Taking the “Non” Out of Non-User: Increase Your Library's Reach with
Creative Marketing Strategies
Wisconsin Library AssociationOctober 18, 2007
Jill S. StoverUndergraduate Services CoordinatorVirginia Commonwealth University
Presentation URL: http://www.people.vcu.edu/~jsstover/wla07.ppt
What’s the Use?
Behaviors
Goals
Strategic Plan
MVV / Objectives
S . W. O. T.
See QuickMBA: SWOT Analysis
Example: Hennepin County Library• “Overarching Goal”:
– Lifelong Learners: People of all ages are engaged learners supported by knowledgeable staff, a dynamic and broad collection of books, magazines and audio-visuals, with access to state of the art electronic resources. Learners' experiences are expanded through intellectually stimulating programs and classes.
• From “Principle 4”:– HCL will network with agencies and other governmental units
serving seniors to develop collaborative initiatives and programs designed for seniors.
• Possible Desired Behaviors:– Attendance at programs– Satisfaction with programs– Long-term use post-attendance
[See HPL’s Framework for the Future (PDF)]
Ansoff Matrix
Current Patrons
New Patrons
Current Services New Services
Market Penetration
Market Development
Service Development
Something Totally Different (a.k.a. Diversification)
See: Ansoff Growth Matrix
Who?
See KnowThis.com tutorial: Targeting Markets
“Use”
Non-User
Non-User
User
User
= Characteristic / Behavior / Unmet Need
AAT
T
E
N
T
I
O
N
IIN
T
E
R
E
S
T
DDE
S
I
R
E
AAC
T
I
O
N
ATTENTION
Be PassionateBe Passionate
Be Be DifferentDifferent
Be RelevantBe Relevant
INTEREST
Benefits Matter (Benefits Matter (Stuff Doesn’tStuff Doesn’t))
People MatterPeople Matter
Connections MatterConnections Matter
Interest in Preventing Plagiarism
Joined Honor Council
“Defensive Writing” Idea
Associate Vice Provost / Dean of Student Affairs
ID unmet needs, people
Director of Judicial Affairs
“Writing with Integrity” Workshop
Director,Writing Center
Attendees – Feedback Graduate Program Director
in the Department of PharmacyUniversity College Coordinator
New Honor System Fall 07
CuriosityJMU tutorial
DESIRE
ACTION
Some Tips• “Proof is in the pudding”
• Give out gold stars
• Think two steps ahead
• Make risk your friend
• 2 questions:
•How did you find out about us?
•Would you recommend us to a friend?
• Keep the door open (ABC’s)
Good Reads & Resources
• TrendWatching.com• Marketing Genius: Finding the Big Idea that Defi
nes You – by Peter Fisk
• Zag – by Marty Neumeier• Checking out the library's new role in the
community – Minnesota Public Radio• The Wisconsin Library User• Library Marketing – Thinking Outside the Book –
blog by Jill S. Stover• Designing Better Libraries (blog)
Questions, Comments, and Ideas
Jill S. Stover
E-mail: [email protected]
Work Phone: (804) 828-8964
AIM: JillatCabell | Meebo: jsstover
Blog: Library Marketing
Thank you!