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Taking the “Non” Out of Non-User: Increase Your Library's Reach with Creative Marketing Strategies

Taking the “Non” Out of Non-User: Increase Your Library's Reach with Creative Marketing Strategies. Wisconsin Library Association October 18, 2007 Jill S. Stover Undergraduate Services Coordinator Virginia Commonwealth University.

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Taking the “Non” Out of Non-User: Increase Your Library's Reach with Creative Marketing Strategies

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  1. Taking the “Non” Out of Non-User:Increase Your Library's Reach with Creative Marketing Strategies Wisconsin Library Association October 18, 2007 Jill S. Stover Undergraduate Services Coordinator Virginia Commonwealth University Presentation URL: http://www.people.vcu.edu/~jsstover/wla07.ppt

  2. What’s the Use? S . W. O. T. Behaviors Goals Strategic Plan MVV / Objectives See QuickMBA: SWOT Analysis

  3. 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)]

  4. Ansoff Matrix Current Services New Services Current Patrons Market Penetration Service Development Something Totally Different (a.k.a. Diversification) Market Development New Patrons See: Ansoff Growth Matrix

  5. Who? See KnowThis.com tutorial: Targeting Markets

  6. Non-User User “Use” Non-User User = Characteristic / Behavior / Unmet Need

  7. 4 STEPS

  8. A T T E N T I O N Be Passionate Be Different Be Relevant

  9. Make Technology Work for You

  10. I N T E R E S T Benefits Matter (Stuff Doesn’t) People Matter Connections Matter

  11. Curiosity JMU tutorial Associate Vice Provost / Dean of Student Affairs Interest in Preventing Plagiarism Director of Judicial Affairs Joined Honor Council “Defensive Writing” Idea ID unmet needs, people “Writing with Integrity” Workshop Director, Writing Center New Honor System Fall 07 Graduate Program Director in the Department of Pharmacy University College Coordinator Attendees – Feedback

  12. Some Tips D E S IRE • “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) ACTION

  13. Good Reads & Resources • TrendWatching.com • Marketing Genius: Finding the Big Idea that Defines 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)

  14. Questions, Comments, and Ideas Jill S. Stover E-mail: jsstover@vcu.edu Work Phone: (804) 828-8964 AIM: JillatCabell | Meebo: jsstover Blog: Library Marketing Thank you!

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