SPEC Kit 306: Promoting the Library · 11
their effectiveness. This section summarizes these
characteristics in the activities described by survey
respondents.
Taglines and Slogans
Thirty-five percent of the survey participants report-
ed that their libraries use taglines or slogans in their
promotional efforts. Most of these are associated with
reference services and incorporate the keyword “ask”
into their formulations. Variations include “Even if
it is Rocket Science, Ask a Librarian,” “Save time,
Ask a Librarian,” “ASK for research help,” “Ask A
Librarian,” and “Ask a Question.”
Research libraries also use taglines or slogans to
raise awareness of their libraries, in general. Example
taglines and slogans from this category include “Be
brilliant,” “Connect for Success,” ”Get Connected to
a World of Knowledge,” “The Library. It’s Yours. Use
It.” “Get it done,” “Great minds think alike,” and
“Embracing the Future.” Several of the respondents
also indicated that their taglines and slogans build on
the American Library Association’s “@ Your Library”
campaign, such as “Brew Ideas @Your Library,” “Big
changes @the OSU Libraries,” “Open House @Your
Library,” “You’re @the Library,” and “Research Help
@your library.”
Audience
Fifty-one percent of survey participants reported
that their promotional campaigns target “all library
users,” but promotional campaigns also target spe-
cific user groups. Participants indicated that their
campaigns commonly target undergraduates (56%),
faculty (48%), graduate students (45%), and alumni
or potential donors (36%). When asked to identify
“other” audiences that their promotional campaigns
target, respondents listed groups such as internation-
al students, parents, and distance learning students.
Communication Channels
The placement of the marketing message is impor-
tant to the success of a marketing campaign you
want to be sure that your message is seen. To under-
stand the placement of library messages, the survey
divided communication outlets into three catego-
ries—Library Channels, Campus Channels, and Web
2.0 Technologies—and asked respondents to indicate
all of the channels that they use for their promotional
activities. This section summarizes the findings of all
181 high-priority objectives.
“Library channels” are the communications
channels over which library staff has full control.
According to the survey data, the library Web site is
the most frequently used channel (96%), followed by
flyers and brochures (82%). Other commonly used
channels are posters (68%), targeted e-mails (61%),
and library events (55%). Less commonly used chan-
nels include classroom instruction (34%) and library
discussion lists (20%).
“Campus channels” are those locations and media
outlets that are affiliated with the institution but that
are generally outside of the direct control of library
staff. Campus newspaper articles were the most fre-
quently indicated outlet for sharing library informa-
tion (52%). Campus calendars (35%), campus newspa-
per advertisements (34%), and campus Web portals
(30%) are also frequently used. Survey participants
also indicated that they use campus residence halls
and dorms (23%) and campus student centers and
dining halls (15%) to distribute their promotional
messages. Other less commonly used campus chan-
nels include faculty or student electronic discussion
lists (14%), campus radio (16%), campus television
(14%), departmental Web sites (13%), and course man-
agement systems (10%).
“Web 2.0 technologies,” such as blogs, wikis, and
social networking sites, are also used by libraries to
share information. Blogs (32%) and social networking
sites (27%) are the most frequently used technolo-
gies. Less commonly used are podcasts (9%), videos
(8%), wikis (8%), social bookmarking (3%), and virtual
worlds (3%).
Survey participants also reported that they use
other outlets to deliver their promotional messages.
These include bookmarks, plasma TV monitors, bus
stops, giveaways (pens, magnets, sticks, Frisbees,
their effectiveness. This section summarizes these
characteristics in the activities described by survey
respondents.
Taglines and Slogans
Thirty-five percent of the survey participants report-
ed that their libraries use taglines or slogans in their
promotional efforts. Most of these are associated with
reference services and incorporate the keyword “ask”
into their formulations. Variations include “Even if
it is Rocket Science, Ask a Librarian,” “Save time,
Ask a Librarian,” “ASK for research help,” “Ask A
Librarian,” and “Ask a Question.”
Research libraries also use taglines or slogans to
raise awareness of their libraries, in general. Example
taglines and slogans from this category include “Be
brilliant,” “Connect for Success,” ”Get Connected to
a World of Knowledge,” “The Library. It’s Yours. Use
It.” “Get it done,” “Great minds think alike,” and
“Embracing the Future.” Several of the respondents
also indicated that their taglines and slogans build on
the American Library Association’s “@ Your Library”
campaign, such as “Brew Ideas @Your Library,” “Big
changes @the OSU Libraries,” “Open House @Your
Library,” “You’re @the Library,” and “Research Help
@your library.”
Audience
Fifty-one percent of survey participants reported
that their promotional campaigns target “all library
users,” but promotional campaigns also target spe-
cific user groups. Participants indicated that their
campaigns commonly target undergraduates (56%),
faculty (48%), graduate students (45%), and alumni
or potential donors (36%). When asked to identify
“other” audiences that their promotional campaigns
target, respondents listed groups such as internation-
al students, parents, and distance learning students.
Communication Channels
The placement of the marketing message is impor-
tant to the success of a marketing campaign you
want to be sure that your message is seen. To under-
stand the placement of library messages, the survey
divided communication outlets into three catego-
ries—Library Channels, Campus Channels, and Web
2.0 Technologies—and asked respondents to indicate
all of the channels that they use for their promotional
activities. This section summarizes the findings of all
181 high-priority objectives.
“Library channels” are the communications
channels over which library staff has full control.
According to the survey data, the library Web site is
the most frequently used channel (96%), followed by
flyers and brochures (82%). Other commonly used
channels are posters (68%), targeted e-mails (61%),
and library events (55%). Less commonly used chan-
nels include classroom instruction (34%) and library
discussion lists (20%).
“Campus channels” are those locations and media
outlets that are affiliated with the institution but that
are generally outside of the direct control of library
staff. Campus newspaper articles were the most fre-
quently indicated outlet for sharing library informa-
tion (52%). Campus calendars (35%), campus newspa-
per advertisements (34%), and campus Web portals
(30%) are also frequently used. Survey participants
also indicated that they use campus residence halls
and dorms (23%) and campus student centers and
dining halls (15%) to distribute their promotional
messages. Other less commonly used campus chan-
nels include faculty or student electronic discussion
lists (14%), campus radio (16%), campus television
(14%), departmental Web sites (13%), and course man-
agement systems (10%).
“Web 2.0 technologies,” such as blogs, wikis, and
social networking sites, are also used by libraries to
share information. Blogs (32%) and social networking
sites (27%) are the most frequently used technolo-
gies. Less commonly used are podcasts (9%), videos
(8%), wikis (8%), social bookmarking (3%), and virtual
worlds (3%).
Survey participants also reported that they use
other outlets to deliver their promotional messages.
These include bookmarks, plasma TV monitors, bus
stops, giveaways (pens, magnets, sticks, Frisbees,
