Marketing Gets Personal: Promoting Reference Staff to Reach Users

ABSTRACT

With a growing population of part-time and distance education students, changing technologies, and evolving user expectations, it is becoming increasingly challenging to reach users through traditional marketing approaches. This article will review previous trends in library marketing and promotion and explore new initiatives, including partnering with marketing courses, roving reference, and highlighting staff expertise to raise awareness among users.

This article originally published in Journal of Library Administration, Vol. 51, Issue 3, pages 291–300, 2011. doi:http://dx.doi.org/10.1080/01930826.2011.556945.     

Using NLM Exhibits and Events to Engage Library Users and Reach the Community

In an effort to reach out to library users and make the library a more relevant, welcoming place, the University of Florida's Health Science Center Library hosted exhibits from the National Library of Medicine's (NLM) Traveling Exhibition Program. From 2010 through 2012, the library hosted four NLM exhibits and created event series for each. Through reflection and use of a participant survey, lessons were learned concerning creating relevant programs, marketing events, and forming new partnerships. Each successive exhibit added events and activities to address different audiences. A survey of libraries that have hosted NLM exhibits highlights lessons learned at those institutions.     

Live and Online: Using Co-Streaming to Reach Users

The increase in distance education students and the changing preferences for online instruction led the Health Sciences Library to seek creative approaches to traditional classroom instruction. Library instructors compared two different class formats: online-only classes and in-person classes with online sections. The second format, called “co-streaming,” provided instruction in traditional classroom and virtual environments at the same time. A postclass survey was used to gather users' evaluations of the instruction and the format via which it was offered. This paper examines the user response to, and satisfaction with, the co-streaming classes.     

Hitching Your Wagon to the Right Star: A Case Study in Collaboration

In tough economic times, librarians are challenged to increase their instruction and outreach efforts despite shrinking budgets. This article discusses creating a mutually beneficial partnership with existing, successful campus programs to increase outreach efforts with minimal financial risk. Ten steps for creating a meaningful partnership are discussed. The author uses lessons learned from her own experience creating a collaboration with a first-year orientation program to illustrate the challenges and suggest best practices to help readers implement the model on their own campuses.     

Use of Anthropomorphic Brand Mascots for Student Motivation and Engagement: A Promotional Case Study With Pablo the Penguin at the University of Portsmouth Library

ABSTRACT

A case study demonstrating how an online narrative featuring the adventures of a cuddly toy penguin, Pablo Penguin (@uoppenguin on Twitter) has been introduced at the University of Portsmouth Library to build trust and engagement between university students and library services and facilities. Evidence for the benefits of anthropomorphic brand mascots and best practice for their design and use to enhance the library brand, emotionally engage, build trust, lower barriers to service engagement, and mentor students from the perspective of a perpetual student are drawn from the marketing and psychological literature then illustrated in the case study.     

Beyond the Library's Walls: Using Library 2.0 Tools to Reach Out to All Users

ABSTRACT

The Library 2.0 movement emerged as a response to the technologies and concepts in the Web 2.0 movement and has been taking the library world by storm. Web 2.0 takes the stagnant Web 1.0 and makes it more user-driven, collaborative, participatory, and personalized. Library 2.0 takes the tools of Web 2.0 and moves them into a library setting with libraries that are user-centered, networking faculty, students, and librarians to create a vital and evolving organization designed to meet the needs of the current information culture. Library 2.0 is especially relevant to institutions providing services to off-campus students. Many students taking courses remotely have full-time jobs and busy lives beyond their coursework. Providing those students with a customizable, personalized, and collaborative library assists in their success as a student. Using Web 2.0 technologies and other social networking tools in the library setting brings the library to our users, making them more relevant in today's information society.     

Targeted Evolution of Embedded Librarian Services: Providing Mobile Reference and Instruction Services Using iPads

The University at Buffalo Health Sciences Library provides reference and instructional services to support research, curricular, and clinical programs of the University at Buffalo. With funding from an NN/LM MAR Technology Improvement Award, the University at Buffalo Health Sciences Library (UBHSL) purchased iPads to develop embedded reference and educational services. Usage statistics were collected over a ten-month period to measure the frequency of iPad use for mobile services. While this experiment demonstrates that the iPad can be used to meet the library user's needs outside of the physical library space, this article will also offer advice for others who are considering implementing their own program.     

Closing the Distance: Bringing a Personal Librarian Program to Online Learners

ABSTRACT

In an effort to bridge the gap between the one-on-one attention that students receive when they come into the library and the attention given to online learners, the University of West Florida Libraries added an online learner component to its Personal Librarian Program. Personal librarian programs provide an opportunity for individualized outreach to students and can be particularly beneficial to online learners who may not receive it otherwise. While much of the literature on outreach to online students focuses on embedded librarianship, a personal librarian program emphasizes a direct connection and fosters an independent and strong relationship between the librarian and the student. The implementation of a personal librarian program for online learners by the University of West Florida has had successes and challenges that illuminate lessons for other institutions considering implementations of similar programs.     

Get to Know Your Librarian: How a Simple Orientation Program Helped Alleviate Library Anxiety

Library orientations do their part to familiarize students with information literacy, and how the library fits within university life. But what if an orientation could give a student a strong introduction to their academic librarians? Research in academic libraries has noted that library anxiety remains a continual problem among current students. Valparaiso University librarians created the Get to Know Your Librarian program, which sought to make librarians accessible. Using humor and casualness, incoming students were “introduced” to librarians through a series of fun facts. This simple program was successful in helping alleviate incoming students’ library anxiety before their first semester.     

Student Newspapers and University Libraries: Uncovering Your Library's Reputation and Promoting Its Services

ABSTRACT

To help librarians use their campus newspapers more effectively as a communications tool, this paper discusses the type of information about campus libraries that ten student newspapers published over the course of one year and discusses strategies that librarians can use to build more productive, collaborative relationships with the people who work for their campus newspapers.     

Customized USB Flash Drives Used to Promote Library Resources and Services to First-Year Medical and Dental Students

No abstract available for this article.     

Digital Scholarship Librarian: What Skills and Competences are Needed to be a Collaborative Librarian

Recently a partnership between digital humanities and digital libraries is being forged, coagulating in a demand for digital humanities centers within academic libraries and an increase in the call for “Digital Scholarship Librarians.” What skills and competences are necessary for librarians to fulfill this new role? and What training allows them to develop these skills? The paper examines the collaborative role of the digital scholarship librarian, what this new role entails and what it means to bring the two areas of practice together. After examining current literature and job applications surrounding this role, the skills needed to fill this role are identified in a case study of a digital humanities project which operated on the collaborative model with digital librarians, together making use of digital methods to answer questions specific to its field. The final section proposes a training agenda by matching current opportunities with the new skill which librarians interested in digital scholarship need to develop.     

Searching for a New Way to Reach Patrons: A Search Engine Optimization Pilot Project at Binghamton University Libraries

ABSTRACT

Search engine use is one of the most popular online activities. According to a recent OCLC report, nearly all students start their electronic research using a search engine instead of the library Web site. Instead of viewing search engines as competition, however, librarians at Binghamton University Libraries decided to employ search engine optimization strategies to make their Web site more visible on the search engine result pages. Although search engine optimization is used frequently by commercial Web sites, few libraries have attempted to optimize their own sites. This article describes Binghamton University's experiences in developing and implementing an optimization pilot project. The research presented in this article has importance for libraries who may be considering an optimization project for their own sites.     

Assessment in a Tight Time Frame: Using Readily Available Data to Evaluate Your Collection

The William S. Carlson Library of The University of Toledo is experiencing a major renovation project. Its first floor is being transformed into a state-of-the-art information commons. In order to provide the space necessary for this transformation, several collections, specifically the reference and circulating, needed to be moved and shifted in a timely manner. This paper highlights how readily available data were used to evaluate the volumes in the reference collection and the circulating collection in order to maximize the space for the renovation projects.     

Becoming an Andragogical Librarian: Using Library Instruction as a Tool to Combat Library Anxiety and Empower Adult Learners

Andragogy refers to theory specific to teaching adults, as opposed to pedagogy, which refers to the teaching methodologies used to instruct children. Popularized by adult educator Malcolm Knowles, andragogy relies on 5 basic tenants: adult learners are self-directed, they possess life experience that informs their learning, they possess a desire to actively participate in the learning process, their learning needs to be relevant to their lives, and they are highly motivated to learn. A review of the literature in library science (specifically library instruction) and adult education aims to arm librarians with a working knowledge of andragogy. This is an especially important undertaking as adult learners are becoming a much larger student demographic at colleges and universities around the world, and the specific needs, characteristics, and anxieties of adult learners are often overlooked. Instruction librarians’ most valuable tool for working with adult learners is bibliographic instruction. Effectively designed sessions can alleviate the library anxiety of adult learners and empower them to become better students.     

The Librarian as a Member of the Education Department Team: Using Web 2.0 Technologies to Improve Access to Education Materials and Information

The part-time solo librarian at St. James Healthcare in Butte, Montana, serves physicians, staff, patients, and other health care professionals in the area. The library is part of the Education Department within the hospital's organizational structure. Recent developments have expanded the requirements of the Education Department, creating new challenges. The librarian is a member of the team developing solutions to the many ways that continuing education needs have to be met for the staff and physicians. A free website that houses education information and material is one of the projects that has been created and is maintained by the librarian.     

Conversations with Web Site Users: Using Focus Groups to Open Discussion and Improve User Experience

ABSTRACT

User feedback on Web site design can be vital to understanding what issues library users may encounter when visiting a Web site, but obtaining this feedback can be time consuming, difficult to structure, and expensive. In past years, staff working on the Cal Poly Pomona University Library Web site collected user feedback from surveys and usability testing. This team was interested in acquiring a more basic understanding of how users interact with the Web in general, whether for research or other purposes, and how such experiences could inform design decisions. This article will discuss what focus groups are, why libraries should consider conducting focus groups for Web site testing and development, how focus groups can complement usability testing, and if focus groups are worth the time and effort. Results from focus group sessions will also be shared and discussed including information that fueled design decisions and benefits that participants gained from the experience.