10 · Survey Results: Executive Summary
The responding libraries also rely on institutional
departments outside of the library for promotional
support. More than a third of the survey participants
reported using other units on campus for photogra-
phy and video editing, print production, and graphic
design. Nearly 60% of the respondents stated that
they outsource the production of large-scale projects,
such as brochures, posters, and booklets.
Budget
Funding for promotional activities varies greatly
among the responding libraries. Forty percent re-
ported having a designated budget for promotional
activities, while 60% indicated that they fund proj-
ects as needed. Of the 34 respondents who indicated
that they have a designated budget for promotional
activities, 22 reported specific budget amounts. The
minimum amount reported was $2,000, the maxi-
mum was $88,500. The mean was $28,750 and the me-
dian was $26,750. (One respondent reported a budget
amount of $1,800,000, which we excluded from our
summary calculations because the reported amount
is far beyond the budget range reported by the other
survey participants.)
Twenty of the research libraries provided a de-
tailed breakdown of their budget allocations, re-
vealing that they spend the most on print services
($15,500 average $11,000 median). Other budget
items include food ($7,917 average $2,750 median),
giveaways ($4,826 average $2000 median), and paid
advertising ($4,646 average, $3,500 median). Of the 51
respondents who indicated that they do not have a
designated promotion budget, 32 provided estimated
promotional expenditures. The minimum reported
was $500 and the maximum reported was $150,000,
with a mean of $27,400 and a median of $17,000.
Priorities &Objectives
Survey participants were given a list of 12 promo-
tional objectives and asked to indicate which ones
apply to their organizations. Most indicated that
nearly all 12 of the objectives apply to their institu-
tions. Participants were also asked to select three of
the 12 objectives that they consider high priorities in
their libraries. This process generated 181 responses.
Sixty percent of these responses indicated that an
awareness of reference assistance and specialized
support is a high priority. The other objectives rank
as follows: awareness of library print and electronic
collections (55%), awareness of displays, exhibits, pre-
sentations, lectures, or other events (46%), awareness
of fundraising or development initiatives (36%), the
library’s value to the organization (30%), awareness
of training and instruction (28%), awareness of the
library Web site and contents (26%), awareness of
special or targeted collections (23%), library study
space or work areas (23%), orientation for new users
(23%), awareness of equipment and technology (16%),
and awareness of library policies (10%).
Determining Activities
Survey participants were asked to indicate how they
decide which promotional activities to pursue. Eighty-
three percent of them indicated that they pursue pro-
motional activities upon the introduction of new col-
lections and services, while 81% indicated that their
promotional activities are guided by their strategic
plans. Participants also reported that they use many
user-centered strategies for gathering information to
guide their promotional activities, such as user obser-
vation (66%), feedback from advisory groups (56%),
surveys and polls (51%), and focus groups (49%). In
addition to these methods, 74% percent of the librar-
ies indicated that they develop activities sporadically
as needs arise. Several of the participants also noted
other methods of determining which promotional
activities to pursue, including the campus calendar
of events, institutional priorities, special events, and
usage statistics.
Major Characteristics of Promotional Activities
Library promotional activities share a number of
important characteristics. These include the use of
taglines and slogans, the need to target specific audi-
ences, the need to convey messages across numerous
communication channels, and the need to evaluate
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