SPEC Kit 306: Promoting the Library (September 2008)
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SPEC Kit 306: Promoting the Library · 9 Executive Summary Introduction Research libraries expend considerable effort to be perceived as vital to students, faculty, and research- ers. They continually promote their potential to en- hance teaching and learning, to facilitate research with appropriate resources and expertise, and to gain credibility in a world that competes for the informa- tion consumer’s attention. But exactly what promo- tional activities and objectives are today’s research libraries pursuing? Who organizes them, how are they evaluated, and what challenges do they face? This survey sought to answer these questions and provide an overview of the promotional efforts that ARL member libraries are working to achieve. This SPEC Kit also reproduces samples of promotional materials, position descriptions, and marketing plans that research libraries are currently using. This survey was distributed to the 123 ARL mem- ber libraries in February 2008. Eighty-seven libraries completed the survey for a response rate of 71%. The respondents were primarily US academic libraries, 74% at public institutions and 20% at private institu- tions. Six percent of the respondents were Canadian academic libraries, all public institutions. Three na- tional libraries also participated in the survey. All of the responding libraries indicated that they currently engage in some form of promotional activities. Organizational Models Sixty-four percent of the responding libraries indicat- ed that they have at least one library staff member with “promotion” as part of his/her position description. Example position titles include “Communications Manager,” “Development and Outreach Librarian,” and “Marketing &Communications Specialist.” These positions typically report to library administra- tion and are charged with strategic planning, media relations, and guiding the communications vision. However, they are usually not involved in the day-to- day promotional activities of their libraries. The survey responses indicated that day-to-day promotional activities are handled by a wide array of committees, task forces, and ad hoc groups. These teams tend to be interdepartmental and focus on hosting events, developing print and Web materi- als, fundraising, and other outreach-related duties. Similarly, respondents also indicated that individual departments and branch libraries typically produce their own material to increase awareness and explain particular services. Skill Sets With research libraries committing staff time and resources to promotional efforts, additional skills are required in the library workforce. Survey partici- pants indicated that most of these skills are available internally and that they place the most emphasis on writing and message crafting, Web design, public speaking, and graphic design. Survey respondents also indicated that other skills, such as event plan- ning and coordination, digital media design, and media relations, are valuable to their organizations.
