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Uncloaking Your Electronic Collections: Promoting Library Online Services Lesley Williams Head, Information Services Evanston Public Library email@example.com The Problem… People associate libraries with books and children, not with online services.
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Uncloaking Your Electronic Collections: Promoting Library Online Services Lesley Williams Head, Information Services Evanston Public Library firstname.lastname@example.org
The Problem… • People associate libraries with books and children, not with online services. • Librarians are NOT generally thought of as an online information source. • Most marketing efforts target our traditional users, in traditional formats and media.
Strategy 1: Individual Libraries • Use language your patrons understand • Make your online services findable • Think function, not format
“Data - what”?! • People associate “database” with technology they don’t understand.
Hennepin County Library • Online services integrated throughout the website…
Let’s Get Radical! • Most of our potential users are NOT reading library publications or visiting library websites. • To sell our online services, we need to reach beyond our core audience.
Strategy 2: Community Partners • Chambers of Commerce • Hospitals • Schools and PTAs • City Government • Homeschool Associations • Realtors and Merchants Associations Do they link to your library resources?
Local Merchant’s Association page links to the library online business resources
Homeschoolers Online… • Need online math and reading prep • Need reliable online reference books • Need magazines and newspapers
Strategy 3: Consortia and Systems • Can get more bang for marketing buck. • Easier to build awareness if everyone in state or region has same access. • Consistent message, regardless of library’s size or budget.
Inspire.net • Has a $200,000 annual marketing budget • Cable tv ads hit as many as 300,000 viewers per day • Does targeted marketing to businesses, college students
Easier Access • IP address range: used in Connecticut and Indiana, and Ohio • Login with state ID or driver’s license: used in Michigan, Nebraska • Login with personalized password: used in Maine, Massachusetts, Indiana
ICONN Marketing strategies • Insight #1: Emphasize offerings with the most widespread appeal. • Insight #2: For communications to targeted audiences, identify the offerings that appeal to various subgroups • Usage has grown from under 5 million logins in 2001 to over 33 million in 2006
Iconn ads in local media • Appeared in non-library publications • Targeted; different ads for business publications, schools, travel etc.
Strategy 4: Vendors • Have marketing experience, budget • Most are uncomfortable targeting end users; may fear conflict of interest • Need incentives to target the public. • LET VENDORS HEAR FROM US!!
How End User Marketing Helps Vendors • Library product promotes the individual subscription product. • Patrons will encourage libraries to subscribe to a worthwhile tool.
Does Your Vendor Expect You to Do All the Work? • Some great ideas, but none of them came from EBSCO
Vendor Marketing “Support” • Is This REALLY the Best EBSCO Can do? From the EBSCO Special Event Toolkit
Some Real Marketing Support… • Proquest’s Marketing Toolkit • Great graphics • Can be used for Proquest,or any online product
Unclear on the Concept? • Great poster… • Great ideas • NO MENTION OF LIBRARIES!!
AccessMyLibrary.com • Free 30 day access to Thomson Gale content • Encourages patrons to use libraries • Developing “virtual library card” for easier nationwide authentication • Advertised on NPR
The LEAST Vendors Can Do… • Have a website for the public • Direct patrons to libraries • Leave space for the library url on their materials • Re-direct some marketing efforts
Vendors As Partners • Work with libraries to identify media the community reads • Approach community organizations together • Collaborative vendor advertising campaign
Negotiating With Vendors • Set shared goal for usage. • Ask about marketing assistance BEFORE signing a contract. • Be clear: you will cancel if usage remains low.
Strategy 5:Libraries Nationwide • What are ALA, PLA doing to promote library online services ? • LET ALA HEAR FROM US!!
Working the Media… • What sources do your patrons trust? • Major papers more likely to do stories on national trends
Think Like a Travel Agent If you want people to visit Fiji, you DON’T advertise in Fiji.
The Power of Advertising • Can library online services become the bottled water of tomorrow?
Websites used… • John Kupersmith’s “Library terms that users understand” www.jkup.net/terms.html • Evanston Public Library, www.epl.org • Hennepin County Library, www.hclib.org • Portland Public Library, www.portlandlibrary.com/ • “Marketing the Library” from the Ohio Library Council, www.olc.org/marketing/ • “Reaching Patrons: Online Outreach for Public Libraries:, Sara Houghton-Jan, librarianinblack.typepad.com/onlineoutreach/index.html • Indiana’s Inspire.net • Connecticut’s Iconn.org and ICONN Market Survey www.iconn.org/iConnMarketingSurveyReport.aspx • EBSCO’s Customer Success Center, www.epnet.com/thisTopic.php?marketID=20&topicID=204 • Proquest Marketing Toolkit, www.proquest.com/division/docs/HowTo.pdf • Gale’s accessmylibrary.com
Thanks!! Lesley Williams Evanston Public Library Evanston IL 60201 Lawilliams@cityofevanston.org 847-448-8646