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Social and Behavioral Sciences Commons

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Full-Text Articles in Social and Behavioral Sciences

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey Sep 2019

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey

Jose Guillermo "Memo" Cordova Silva

This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social ...


Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey Jul 2019

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey

Library Faculty Publications and Presentations

This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social ...


Why Can't We Be Friends? Examining The Benefits And Challenges Of Maintaining Your Friends Of The Library, Maureen Rust, Julia Stringfellow Jan 2018

Why Can't We Be Friends? Examining The Benefits And Challenges Of Maintaining Your Friends Of The Library, Maureen Rust, Julia Stringfellow

Library Scholarship

One of the most fruitful collaborative relationships a library can have is with its Friends of the Library organization, providing that group is vibrant and progressive. This article provides insight into the history of the Friends of the Library group at a regional comprehensive university since its founding in 1962 to nearly becoming defunct in 2015. The steps taken in the transformation of the Friends of the Library since then from an inactive group with no clear direction, to a robust organization with an active board who have identified goals and strategies for successful library advocacy are described. The work ...


Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar Aug 2016

Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar

Library Presentations, Posters, and Videos

For many libraries across the world, marketing, development and fundraising can be dirty words and if you add outreach people do not even get it. In this poster, the presenter will prove why libraries across the globe should embrace marketing, outreach and development for what they are, and let outreach spread and be part of our daily routine in libraries. Just like corporations and start-up, libraries of all kinds need to invest time; energy and resources on their marketing and development strategies. By applying some of these techniques, libraries will not just be able to better understand their users’ needs ...


Integrated Marketing On A Shoestring Budget: Strategic Planning To Build Value For Libraries And Enhance Service, Kate Lasky May 2016

Integrated Marketing On A Shoestring Budget: Strategic Planning To Build Value For Libraries And Enhance Service, Kate Lasky

OLA Quarterly

With ever-increasing demands for libraries to market their services and decreasing budgets for advertising and publicity, librarians face the difficult task of planning for strategic marketing with little to no infrastructure or support, either financially or with adequate staffing. But, that’s no reason to give up. With a few key strategies and some integrated marketing techniques, even the most meager budget can support impactful outcomes. While there is no substitute for professional marketing services or paid marketing staff, a few simple “rules of thumb” can help.


Leveraging Social Media To Support A Library Levy Campaign, Ross Fuqua May 2016

Leveraging Social Media To Support A Library Levy Campaign, Ross Fuqua

OLA Quarterly

In November 2015, voters in Washington County, Oregon, approved a 5-year replacement levy to support countywide library services (Measure 34-235), with 64 percent voting in favor of the measure. As a unique partnership between our county, nine municipalities, and two nonprofit organizations, Washington County Cooperative Library Services (WCCLS) organized a successful levy education effort specifically for social media for its twelve member libraries. With the passing of Measure 34-235, WCCLS member libraries are now positioned to continue providing the best possible library service to our patrons for the next five years.


Marketing Then And Now: One Librarian’S Journey, Diane Sotak May 2016

Marketing Then And Now: One Librarian’S Journey, Diane Sotak

OLA Quarterly

In the not so distant past, marketing was a department on campus, rather than a strategic approach used within the library. Today, the role of an academic library is subtle and varied. Frankly, it’s complicated! Libraries are increasingly asked to prove their value by documenting their impact on student engagement and success. They need to continually reinforce their reputation as a dynamic entity that supports its community in many ways. A marketing culture within the library is essential to making the case, telling the stories and creating a presence. After years of “marketing” for the library, I’m still ...


Starting From Square One: Library Communications From The Ground Up, Lesli Larson, Jason Stone, Mandi Garcia May 2016

Starting From Square One: Library Communications From The Ground Up, Lesli Larson, Jason Stone, Mandi Garcia

OLA Quarterly

The UO Libraries Communications and Marketing Department was officially founded in 2014, centralizing the library’s personnel and resources in the areas of graphic design, copywriting and editing, website content management, social media outreach, exhibit services, and strategic communications. The department was set up with 3.75 FTE. Our permanent staff includes the director, a writer/editor, a graphic designer/photographer, and an exhibits designer. In addition, all our efforts are supported by the work of our amazing student employees.

The establishment of our department has enriched and expanded the library’s communication efforts. We advance the educational mission of ...


Learning As We Go: Communicating With Library Staff In The Digital Age, Shawn Cunningham May 2016

Learning As We Go: Communicating With Library Staff In The Digital Age, Shawn Cunningham

OLA Quarterly

Recognizing that our library’s internal communication practices haven’t kept pace with changes in the world around us, Multnomah County Library created an internal communications specialist position to understand and address these issues. Since last fall, that person has been busy gathering input, listening to staff describe challenges and constraints, and looking for ways to help our library do a better job communicating to and with staff. We’re still early in this process, but what we’ve learned is valuable. We can address some issues immediately, and others will take longer than we’d like.

At Multnomah County ...


Library Marketing And Communications (Full Issue) May 2016

Library Marketing And Communications (Full Issue)

OLA Quarterly

This issue of the OLA Quarterly focuses on library marketing and communications in Oregon libraries. Oregon libraries provide an incredible array of resources and services, but sometimes we struggle to educate our users and each other about all that is available. Over the past several years, many libraries have become more intentional in our efforts to market and promote our offerings, through traditional PR and advertisements as well as newer approaches like social media. However, we may lack the formal training and expertise to do this well—marketing is not a class offered in all library school programs—and, even ...


Volume 21 Issue 4 Introduction, Joan Petit May 2016

Volume 21 Issue 4 Introduction, Joan Petit

OLA Quarterly

Oregon libraries provide an incredible array of resources and services, but sometimes we struggle to educate our users and each other about all that is available. Over the past several years, many libraries have become more intentional in our efforts to market and promote our offerings, through traditional PR and advertisements as well as newer approaches like social media. However, we may lack the formal training and expertise to do this well—marketing is not a class offered in all library school programs—and, even with appropriate training, we may lack the budget and staff to implement a large-scale marketing ...


Communicating With Library Donors, Marilyn K. Moody May 2016

Communicating With Library Donors, Marilyn K. Moody

OLA Quarterly

How do you communicate effectively with donors and potential donors? What does that communication look like? Libraries often envision donor communications as including only direct fundraising requests. Communications with donors, however, encompass a wide range of activities, is ongoing, and may even span decades with an individual donor. Library staff not directly involved with fundraising may not even think about donors as part of their user audience, but almost everyone who works in a library has a potential role in communicating with donors.


Stick To The Message. Vary The Method., Paula M. Walker May 2016

Stick To The Message. Vary The Method., Paula M. Walker

OLA Quarterly

While city and library staff had laid the groundwork for a new library for several years, we basically had six months to educate voters. That election required a double majority, where more than 50 percent of registered voters had to cast a ballot, and more than 50 percent of them had to say “yes.” Tigard voters passed the measure 60 percent to 40 percent. It was one of only three money measures in the Portland metro area to pass in the primary that year.

The media and marketing milieu has changed a great deal over the past 14 years. Some ...


Coordinating Diverse Public Programs In The Library, Tatiana Bryant, Jonathan O. Cain May 2016

Coordinating Diverse Public Programs In The Library, Tatiana Bryant, Jonathan O. Cain

OLA Quarterly

In spring of 2015, the University of Oregon Libraries (UO Libraries) co-sponsored a release event for the Urban League of Portland’s State of Black Oregon 2015 Report to increase campus diversity initiatives and community engagement. The event inspired collaboration across the campus and state to bring together multiple university and community partners, including UO Libraries, the University of Oregon’s Planning, Public Policy, and Management Program (PPPM), and the Urban League of Portland (ULPDX). Collaborations between libraries, nonprofit organizations, and other stakeholders highlight one aspect of the central role libraries serve as connectors in the local and regional communities ...


Creating Engaging Library Experiences Through Effective Content Marketing, Rajesh Singh May 2016

Creating Engaging Library Experiences Through Effective Content Marketing, Rajesh Singh

OLA Quarterly

A cherished goal of libraries and information organizations has always been to engage the community. The digital revolution is ushering in new ways to deliver and combine services in the prevailing experience economy. In a recent study of more than 1,000 adults in the United States and the United Kingdom, researchers found that 81 percent of Millennials, 79 percent of Gen Xers, and 78 percent of Baby Boomers value experiences more than they do material items (Pally, 2013). Moreover, we have a fairly good idea of the methods customers are using to read, review, research and consume library services ...


Successful Liaison Marketing Strategies For Library Instruction: The Proof Is In The Pudding, Jamie M. Graham Apr 2008

Successful Liaison Marketing Strategies For Library Instruction: The Proof Is In The Pudding, Jamie M. Graham

The Southeastern Librarian

There are many tried and true forms of marketing libraries today. Networking, emailing, calling, and requesting an audience with a department are all common practices. The key to successfully utilizing these practices in your liaison areas is persistence.


Perceptions Of The Library: A Key To Planning Effective Services, Sue Alexander, William Black, Virginia Vesper Apr 2004

Perceptions Of The Library: A Key To Planning Effective Services, Sue Alexander, William Black, Virginia Vesper

The Southeastern Librarian

such as questions answered, books cataloged, and dollars spent. Now we are called upon to measure the impact of those services on our clients. Stakeholder demand for accountability, changing accreditation standards, and state and federal concerns over student outcomes have driven a real concern for measurement from the client’s perspective. This will become increasingly important as demands for accountability and competition from other sectors increase. “Assessment and evaluation are intended as means to demonstrate institutional effectiveness, foster institutional improvement, and demonstrate accountability.” Programs such as the New Measures Initiative, from the Association of Research Libraries, have been developed to ...