Marketing and targeting

Marketing library services and targeting them to different user groups has become essential in libraries. We explained in a previous post that marketing is an interesting topic for us all, and in another post how UCL library has approached students with humorous yet informative videos.

Choosing the right marketing tools is important. Some of our tools are similar but there are also differences, and ideas to learn from.

NTNU/BMH

  • Website
  • Intranet
  • Blog
  • Facebook
  • Instagram
  • Twitter
  • Brochure  and business cards
  • Events in the library (“Fagsnack»)
  • Info displays

The Medicine and Health library (BMH) has a communication strategy which purpose is to explain and provide guidelines for how to use communications strategically to reach BMH’s  overall corporate goals. BMH  shares a website on WordPress (bibliotekformedisinoghelse.no) that serves as a common entry page for BMH users, across organizations. This page also links to NTNU and HIST library pages. BMH has common Facebook and Instagram accounts, while the Twitter account is currently only run by NTNU.

NTNU library congratulates the Nobel prize winners

NTNU library congratulates the Nobel prize winners

 

UCL

  • Website
  • YouTube
  • Facebook
  • Leaflets
  • Posters
  • Basic information literacy training open to everybody
  • Participation in (future) students events

The most visible marketing effort of the UCL library is the Biblio-Jack project. They have a team that aims to build a new, modern image for the library. The team has made a detailed marketing plan for the project that started in 2013 and has now produced four videos on YouTube and a Biblio-Jack universe in Facebook. In Facebook the characters of videos start discussions in order to invite students to ask and comment.

Logo is a marketing tool.

Logo is a marketing tool.

 

UEF/KUH

  • Website
  • Intranets (both university and hospital)
  • Blog
  • Facebook
  • YouTube
  • Info displays
  • Leaflets & bookmarks
  • Basic information skills training open to all users
  • Visits & stands (e.g. welcoming weeks for new students, staff meetings)

UEF library’s current communications plan is for years 2013-2015 including both external and internal communications. Each of the library services — customer services, collection services, internal services, KUH medical library, online resource services, training and information services — has an action plan.

Pop-up library to reach out to new students

Pop-up library to reach out to new students

 

Marketing professionally

Library services for both students and staff — researchers, professors, health professionals — must also be targeted according to their aims and interests but that is not easy. Analysis of different user groups and their information behaviour and needs has not been conducted in any of our libraries. In NTNU/BMH library a focus group study has been made before moving into the new library (available in Norwegian: Tilgjengelighet, fleksibilitet og kompetanse = Availability, flexibility and competence).

Marketing is an important and interesting field for libraries and libraries should employ also marketing professionals to develop and maintain the strategies and infrastructures for communicating with both individual library users and on organizational level. They can also take the user point of view and act as interpreters between librarian viewpoint and customer needs.

Ebooks are also books.

Ebooks are also books.

Libraries and library staff are also always marketing when they are communicating with the customers — e.g. at the service desks, when giving courses/training, and other settings, such as formal and informal meetings.

Advertisements

Notes about the week at UCL

Second benchmarking week was spent on the two campuses of the Université catholique de Louvain in Brussels and in Louvain-la-Neuve. Both were busy, lively places with lots of students.

In Brussels we had time for interesting discussions and interviews with the library staff and for student interviews that we already reported.

In Louvain-la-Neuve there was chance to talk to the team behind the library’s fantastic marketing phenomenon Biblio-Jack. What a modern and fun way to teach students the basics about how to use the university library! Take a look at the videos in YouTube and the page in Facebook for more information.

We also learned about DIAL, the university’s institutional repository, and visited the recently opened new library and learning center for science and technology.

Discussing collections in the Library of the Health Sciences

Discussing collections in the Library of the Health Sciences

Students reading

Students reading

Discussing marketing and Biblio-Jack

Discussing marketing and Biblio-Jack

In the colouful library of science and technology

In the colorful Library of Science and Technology

 

First impressions at NTNU

Site visits have started in Trondheim, Norway. What an excellent place and time to start!

Our first site is the NTNU and HiST medical and health library (BMH) where we began the week by making a schedule for the week with several appointments with some key persons.

As the BMH is brand new, and we all are very interested in library space planning, we took an extensive tour in the modern library. That gave the visiting members of the group many very useful tips about e.g. furniture and lightning.

Office

Karen’s office with luxury Capisco chair and collection of conference badges.

Library

View from third floor down to the desk at second floor.

Teaching

Library class room with adjustable and movable teacher’s desk and smart board.

Chair testing

Student reading room with multifunctional chair.

Chair test

Testing chairs.

Under desk

Benchmarking and photographing RFID equipment.

Sofa area

Student reading comfortably.

Students

Area for studying and group working in the BMH library.

Studying area equipped with anatomy material

Studying area equipped with anatomy material.

Desk

Library service desk

Entrance area

Multipurpose entrance area with new books and sofa group.

Library

BMH library has a lot of light.

Group work room

There are 12 group work rooms in the library. Five of them are accessible 24/7.

Librarians

Third floor east wing, area for studying and book collection.

Oracle

Orakel = Oracle. They have been providing ICT support to library users for 51 years already.

Various library materials

Various library materials: games, videos, textbooks.

Sofa corner

Library offers comfortable areas with sofas and armchairs.

Quiet area with comfortable chairs.

Comfortable chairs for quiet reading.

Area for group work with two group work rooms behind.

Area for group work with two group work rooms behind.

Another way to arrange an area for group work.

Another way to arrange an area for group work.

View from the Knowledge Center elevator.

View from the Knowledge Center elevator.

We then discussed the information literacy training — courses, lectures and user support — in BMH with Senior Research Librarian Jan Ove Rein, and got a good picture of how it is organized and conducted for both the faculty and the hospital.

Marketing library and its services is also an interesting topic for us all. In BMH marketing — thanks to Karina K. Bjørkedal — is professional and effective. We were unanimous that it is important that the library staff goes to the customer, and is visible also in places out of the library, such as faculty meetings.