SPEC Kit 306: Promoting the Library · 109
begun to emphasize the OSU Libraries brand by bringing uniformity to the look of printed pieces and Web
content, and increasing use of the Libraries’ university-designed logo.”
“We developed a communications plan with specific goals, objectives and key messages for 13 stakeholders
including both internal users (faculty, staff, and students) and external audiences (current and prospective
donors, legislatures, etc.). The following steps were used to develop the communications plan: 1. Determine key
stakeholders through consideration of internal and external audiences. 2. Set clear communications goals for
each stakeholder group. 3. Determine communications objectives and identify key messages for each stakeholder
group. 4. Identifying new and/or existing communications vehicles (tactics) to deliver messages.”
“We have attempted a modest graphic identity campaign to provide cohesion to our materials and to make
it easier for librarians and departments to produce small runs of bookmarks, handouts, etc. We have had to
coordinate with the university’s graphic identity requirements, including use of and specs for university-wide logo.
I don’t think it would be correct to call this a campaign, but more of a tool to make outreach activities easier and
visually coordinated.”
Other Comments
“Due to institutional policy, we are not allowed to individually brand the library.”
“In process, all library users.”
“We are just planning a branding campaign on campus.”
“We do not currently have a branding campaign, our promotional effort focus on short-term (1–2 year) outreach
campaigns. Our current outreach campaign is described above.”
“We have not conducted a branding campaign for the Libraries as a whole, but we do name specific services in
an effort to make the connection to the libraries for name recognition.”
“We have not done a branding campaign.”
“We haven’t yet, but I think we need to and I have been pushing this idea I hope we will have a branding retreat
to develop the campaign.”
82. What audience was targeted? Check all that apply. N=23
All library users 21 91%
Graduates 13 57%
Faculty 13 57%
Undergraduates 12 52%
Staff 12 52%
Potential donors 11 49%
Other, please describe 6 26%
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