SPEC Kit 306: Promoting the Library · 115
survey will only touch upon a few bits like the blind men trying to describe the elephant. We tend not to see our
efforts as representing messages looking for outlets, but target audiences we need to serve. And they are many:
campus constituencies—administrators, regents, faculty, students donors taxpayers internal audiences—our
staff and colleagues at other institutions. It is important to remember that a survey is taking a snap shot at a
single point in time, while the priorities in this particular activity vary across audiences at any single point in
time and across time with each of those audiences. We try not to engage in a single surge-type effort, but focus
on regular, systematic promotions that are responsive to the circumstances. We also take pride in not wedding
ourselves to a particular approach or message, but to treat it as a fresh effort to reach our constituents.”
“Our institution is undergoing a centralization process where four campuses are being gathered together to form
‘one university in many places.’ As a result the libraries on those four campuses are becoming ‘one library in many
places.’ In the past all promotional activities were separate and each campus did their own thing. We are currently
in the process of centralizing promotional activities as well, and will likely have a position dedicated to marketing
for all the libraries. Because we’re in the middle of the process, our answers to this survey would likely be quite
different even six months from now.”
“Our promotional campaign is fairly new. We have a new University Librarian who is extremely supportive of
our outreach efforts, so we expect that our outreach, marketing, and promotion will become an emphasis at the
Libraries.”
“Partnership with other departments and campus communicators has been a must in a low-budget environment.
We work with the University Communications Department, the Publications and Photography department and
any colleges that we might be partnering on a project to share promotion of a service or event. I write news
releases of new collections or services, the release then goes to University Communications for final review and
distribution to news outlets all over the state or nationally. We don’t hold a database of news outlets.”
“Promotion is but one ‘P’ of marketing. The others are: Product Place Price Promotion or the 7 Ps: People,
Process, Physical Evidence. All are equally important in developing appropriate library services.”
“The University Libraries had a centralized Marketing department within the Advancement Office. Our marketing
for the libraries is driven by the Strategic Plan and by LibQUAL+ survey feedback. Individual libraries’ needs
among the 12 member system are met as needed through informal contact of faculty and staff. A system is
pending which will make marketing services more easily accessible to all libraries.”
“Regarding the Budget: This fiscal year, we do not have a separate budget for events and promotional activities,
but we are moving to that budget style next fiscal year.”
“The Committee on Strategic Communications and Marketing is attempting to develop themes for upcoming
years that will effectively promote the rich collections and services of the University Library. The committee also
hopes to provide a structure for future marketing and communication efforts.”
“The Direction générale de la Direction des bibliothèques (General Direction of the Direction of Libraries) at our
institution markets its services with, among others, the following marketing tools: Annual report press releases
published on our Web site and in the University newspapers brochures on our services booklets on specific
collections banners posters guide for Faculty guide published specially for foreign students inauguration
activities adds in campus newspapers and in students agenda sponsoring of some activities bookmarks with
information on the libraries etc.”
survey will only touch upon a few bits like the blind men trying to describe the elephant. We tend not to see our
efforts as representing messages looking for outlets, but target audiences we need to serve. And they are many:
campus constituencies—administrators, regents, faculty, students donors taxpayers internal audiences—our
staff and colleagues at other institutions. It is important to remember that a survey is taking a snap shot at a
single point in time, while the priorities in this particular activity vary across audiences at any single point in
time and across time with each of those audiences. We try not to engage in a single surge-type effort, but focus
on regular, systematic promotions that are responsive to the circumstances. We also take pride in not wedding
ourselves to a particular approach or message, but to treat it as a fresh effort to reach our constituents.”
“Our institution is undergoing a centralization process where four campuses are being gathered together to form
‘one university in many places.’ As a result the libraries on those four campuses are becoming ‘one library in many
places.’ In the past all promotional activities were separate and each campus did their own thing. We are currently
in the process of centralizing promotional activities as well, and will likely have a position dedicated to marketing
for all the libraries. Because we’re in the middle of the process, our answers to this survey would likely be quite
different even six months from now.”
“Our promotional campaign is fairly new. We have a new University Librarian who is extremely supportive of
our outreach efforts, so we expect that our outreach, marketing, and promotion will become an emphasis at the
Libraries.”
“Partnership with other departments and campus communicators has been a must in a low-budget environment.
We work with the University Communications Department, the Publications and Photography department and
any colleges that we might be partnering on a project to share promotion of a service or event. I write news
releases of new collections or services, the release then goes to University Communications for final review and
distribution to news outlets all over the state or nationally. We don’t hold a database of news outlets.”
“Promotion is but one ‘P’ of marketing. The others are: Product Place Price Promotion or the 7 Ps: People,
Process, Physical Evidence. All are equally important in developing appropriate library services.”
“The University Libraries had a centralized Marketing department within the Advancement Office. Our marketing
for the libraries is driven by the Strategic Plan and by LibQUAL+ survey feedback. Individual libraries’ needs
among the 12 member system are met as needed through informal contact of faculty and staff. A system is
pending which will make marketing services more easily accessible to all libraries.”
“Regarding the Budget: This fiscal year, we do not have a separate budget for events and promotional activities,
but we are moving to that budget style next fiscal year.”
“The Committee on Strategic Communications and Marketing is attempting to develop themes for upcoming
years that will effectively promote the rich collections and services of the University Library. The committee also
hopes to provide a structure for future marketing and communication efforts.”
“The Direction générale de la Direction des bibliothèques (General Direction of the Direction of Libraries) at our
institution markets its services with, among others, the following marketing tools: Annual report press releases
published on our Web site and in the University newspapers brochures on our services booklets on specific
collections banners posters guide for Faculty guide published specially for foreign students inauguration
activities adds in campus newspapers and in students agenda sponsoring of some activities bookmarks with
information on the libraries etc.”
