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Using Branding to Advocate for the Academic Library

Learn how branding concepts can enhance advocacy for academic libraries, from understanding user expectations to effective outreach strategies. Discover the importance of connecting with users and leveraging frontline staff for successful branding and marketing initiatives.

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Using Branding to Advocate for the Academic Library

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  1. Using Branding to Advocate for the Academic Library Dr. Camila A. Alire Immediate ALA Past President DeanEmerita University of New Mexico & Colorado State University ALA Midwinter 2011 – San Diego

  2. Branding Concepts • Your promise to your customers. • Expectations of the academic library (Resources and services)

  3. Branding Concepts (cont.) • Need to know. • Do it! • Apply results. • Deliver through effective branding & marketing.

  4. Link to Advocacy UNM Libraries’experience…

  5. Steps • STP process • Tell the library’s story. • Find out what your users want

  6. Steps (cont.) • Outreach & Data-collecting • Surveys • Focus groups • Users • Non-users • Frontline librarians/staff • LIBQUAL

  7. Steps (Data collecting cont.) One reason foroutreach and data collection: • Provided validation

  8. Steps (cont.) • Brand strategy – Communication • TO WHOM? • WHAT? • WHERE?

  9. Steps (cont.) • No logo • Tagline - “Connecting you to worlds of knowledge”

  10. Connecting the Pieces?….

  11. The “Connection” • Branding > FrontlineLibrary Staff >Advocacy

  12. The Connection • Getting to Our Grassroots/Users • Frontline librarians & library support staff

  13. Frontline Advocacy (cont.) Library Staff Serve as Connectors…

  14. Connecting the Pieces…

  15. In Branding & Advocacy….. Every Voice Makes a Difference.

  16. Thank you!

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