Promoting the Library, SPEC Kit 306 (September 2008)

Mathews, Brian; Bodnar, Jon

SPEC Kit 306: Promoting the Library · 105
were run in student newspapers, Facebook, and on the university calendar to promote extended hours, etc. ‘Be
brilliant!’ (With tag line relating to the service, for example, for extended hours we used Watch the sun rise in the
library.)
Audience: All library users, staff
Channels: Library Web site, Flyers and brochures, Campus TV, Campus Newspaper articles, Campus Newspaper
advertisements, Campus Calendar, Blogs, Social networking sites
Most Effective: I would imagine that Facebook and the University Calendar reached the most users.
Evaluated: No
Challenge: none specified
Increase student awareness of library resources and services
Advertising campaign
Audience: Undergraduates, graduates
Channels: Library Web site, Flyers and brochures, Posters, Campus Newspaper advertisements, PowerPoint
slideshows on video monitors in high-traffic areas
Most Effective: PowerPoint slideshows on video monitors in high-traffic areas
Evaluated: Yes, student focus groups
Challenge: none specified
Increasing awareness of services
Articles written in catchy language in the Toilet Times (bathroom stall newsletter) which comes out biweekly.
Audience: All library users
Channels: Targeted e-mails, Library Web site, Classroom instruction, Flyers and brochures, Posters, Library events,
Wikis, Social networking sites
Most Effective: none specified
Evaluated: No
Challenge: Keeping the info informative but catchy.
Promote a new service: textbooks on reserve
Flyers, table tents, posters, press release (student newspaper), podcast, Web site announcement,
Audience: Undergraduates, Faculty
Channels: Targeted e-mails, Library Web site, Classroom instruction, Flyers and brochures, Posters, Campus

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106 · Survey Results: Survey Questions and Responses
Newspaper articles, Campus Newspaper advertisements, Campus Resident Halls/Dorms, Campus Student Center/
Dining Halls, Podcasts
Most Effective: E-mail, Web site, student newspaper, faculty member
Evaluated: Yes, Survey of undergraduates (telephone and Web-based)
Challenge: none specified
Survey/poll constituents
Bi-annual survey of faculty &students regarding educational technology and library resources needs (also any
other additional information relating to information technology needs). The Library’s Center for Educational
Resources staff, resource services librarians and the university’s IT@JH are the primary constituent groups who
design the survey
Audience: Undergraduates, Graduates, Faculty
Channels: Targeted e-mails, Flyers and brochures, Posters, Campus TV, Campus Newspaper articles, Campus
Newspaper advertisements, Campus Portal, Faculty and student electronic discussion lists
Most Effective: Targeted e-mails listservs
Evaluated: No
Challenge: Helping faculty understand the relevance of the survey. NB: We’re measuring our success by the high
response rate to the survey.
Services to alumni
The Library has negotiated a service providing access to some databases for alumni. It has been discussed and
planned with the University’s Alumni Office. ‘Stay Connected: Service for Alumni.’
Audience: Potential donors, alumni who are existing and potential donors
Channels: Library discussion lists, Targeted e-mails, Library Web site, Flyers and brochures, Posters, Library events,
Campus portal
Most Effective: Not sure yet, but probably flyer in annual thank you letter.
Evaluated: No
Challenge: Involving various staff across the university.
Library Branding Campaign
Some research libraries engage in formal campaigns to brand or characterize the library to their constituents. A
library branding campaign typically attempts to both heighten constituent awareness and demonstrate their value
to the home organization.

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SPEC Kit 306: Promoting the Library (September 2008) resources

104 · Survey Results: Survey Questions and Responses
Challenge: The timeline to prepare for the campaign was very tight.
Promoting Library Services or a change to service.
In 2003 we stopped providing free printing in the library — a popular and highly used service by undergraduate
students. Along with the campus library IT department and medical library, I developed a marketing plan to
educate the students on the change of service. I used environmentalism as the approach to why the change in
service was a good thing. We created posters (on recycled paper), ads, and an exhibit showing the great waste of
printing in the library and how they could save the environment by reducing their printing. I also informed them of
the new pay-to-print service and how to use it. We created a Web site with this information and wrote article for
the student newspaper and our respective newsletters. ‘Think Before You Print.’
Audience: Undergraduates
Channels: Library Web site, Flyers and brochures, Posters, Campus Newspaper articles, Campus Newspaper
advertisements, Course Management System, Departmental Web sites, Exhibit. We produced a ‘trash exhibit’ of
the wasted paper picked up near library printers.
Most Effective: Posters, ads, and article in the newspaper.
Evaluated: Not formally, but the new service was very well received. This is a type of change of service that could
have received very negative publicity, but we received none. Students accepted the change very well. I think the
positive campaign made a great impact on this.
Challenge: Working with the other campus departments. While it was beneficial to get their input and
involvement, it adds another level of work, time, and effort to coordinate.
Promotion of Services and Library as Place
Eckles: Promotion of Eckles Library for finals study. Eckles is now open 24-hrs a day for study, as well as providing
free coffee and midnight snacks. Gelman: Promotion of services through monthly newsletter ‘Gelman Exposed.’
Posted in the bathroom stalls. Virginia Campus Libraries: Promotion of new Electronic Theses and Dissertation
standards via posters in the library. Eckles: ‘Don’t Fear Finals.’ Gelman: ‘Gelman Exposed.’
Audience: All library users, Undergraduates, Graduates, Faculty, Staff
Channels: Targeted e-mails, Library Web site, Classroom instruction, Flyers and brochures, Posters, Library events,
Blogs, Social networking sites
Most Effective: none specified
Evaluated: No
Challenge: none specified
Promote library services
A monthly blog was created that posted information about new services an in-house blog was also used to
make staff aware of the services. An RSS feed was linked to the library Web page to promote new services. Ads

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SPEC Kit 306: Promoting the Library (September 2008) resources

SPEC Kit 306: Promoting the Library (September 2008) resources