MARKETING THE PUBLIC LIBRARY

1. MARKETING THE PUBLIC LIBRARY AnnMarie Hurtado, MLIS San Jose State University School of Library and Information Science

2. 17% “Just of information consumers have seen an advertisement from their library, and just 11% of college students. Those who were aware of library advertising noted that signs, flyers, and promotions inside the library were the most-used methods of advertising. We know that this is not where the information consumer is looking for information.” OCLC, Perceptions of Libraries, 2010

3. 17% find our signs and posters to be adequate methods of advertising. Could direct marketing offer libraries a better solution?

4. Research Questions Is direct marketing an effective tool for public librarians to get their message out? What kinds of practices are currently in place? Are there any obstacles or drawbacks that make direct marketing difficult for librarians? Ae there feelings, beliefs or concerns held among librarians that may make them unwilling to consider direct marketing a viable option for them?

5. Survey Instrument • Online with SurveyMonkey • 10 questions (8 multiple choice, 2 short answer) • 68 librarians • 52 library branches • Focus on interactions with patrons before, during or after programs

6. Survey Instrument Assumptions: • All respondents were public librarians • Respondents answered questions privately • Responses were not duplicated

7. Survey Instrument Limitations: • Errors in survey construction • Limits to SurveyMonkey’s capabilities • Respondents were self-selected, so results are not statistically representative

8. Responses from the same library • Responses were analyzed by IP address • Thirteen libraries out of 52 were represented more than once • Only two libraries yielded fairly uniform responses to the survey; most responses varied widely

9. Program Signups 79% of respondents collect some form of contact information from patrons signing up for programs Email addresses were most common (83%), followed by phone numbers (65%) and mailing addresses (19%)

10. Of the librarians who do collect this information during program signups... 69% keep it in a file or database 76% use it to notify patrons about programs or services Email was the most popular communication medium used

11. Using Other Sources

12. Why LibrariansDON’TChoose Direct Marketing

13. Obstacles to Successful Direct Marketing Librarians were asked: “What obstacles are there for libraries who do direct marketing?”

14. Obstacles to Successful Direct Marketing • Keeping databases updated • Physical/technological limitations • Costs of time and money • Lack of staff • Privacy issues • Public perception • Interoffice communication • Need for administrator support

15. Keeping Data Up To Date “[J]ust keeping up-to-date databases is a challenge -- for our teens, it is difficult to keep their information current, and keep track of whether they're responding to Facebook or Twitter or e-mail or texts or phone calls.”

16. Technological Limitations “Growing database. Because we use Outlook mail, famous for spam, I divide my email addresses into groups of 20. Since my business list has over 200 people on it and my general list about 150, this is time-consuming.” “Libraries often do not have the technological infrastructure for dealing with thousands of email addresses. We ultimately subscribed to an email management product.”

17. Costs of Time and Money When libraries have to subscribe to email management services, email is no longer a free option. “I'd like to switch to an email service like Constant Contact but money is very tight right now.”

18. Costs of Time and Money “One potential obstacle is a rather large cost for a rather poor response.” “It's often a shotgun approach. Results are varied and often difficult to predict. Difficult to do in these lean budget years.” “Cost of mail or printed flyers, time to email everyone, time putting it together.”

19. Lack of Staff Many libraries have been impacted by furloughs, layoffs, and hiring freezes. For smaller libraries, direct marketing may not be a working option. “We do not use direct marketing and feel that we are too small and understaffed to provide a quality service.”

20. Privacy Issues “If a library were to use direct marketing, it would need to be with consent of the patron and the info. would need to be collected separately from other patron records.” “Privacy issue of collecting information for a specific program and reusing it to market a different program is not permitted by our library system.”

21. Privacy Issues “[P]rivacy issues for sure. Patrons feeling ‘used’ like when an email or phone list is sold.” “I would just worry for our patrons to worry they will get bombarded with info or their contact information is being used for other purposes. I think direct marketing should be handled with care.”

22. Public Perception Public perception of libraries might be negatively affected, if it’s not low already: “That we will be part of a crowd and begin to be junk mail or nuisance phone callers.” “1) The ‘noise’ of all other direct marketing campaigns (think mainly retail and spam) 2) Resources--either in cost or time 3) Apathy of the general public towards libraries.”

23. Interoffice Communication “[L]ack of coordination between librarians, branches, etc.” “When information is collected, it has to be stored somewhere and libraries typically do not share information -- so if a patron attends a program and signs up for notifications, it is typically at the branch level only. And, if a patron gives info themselves on a library website, a different person may be setting up notifications for digital marketing.”

24. Administrator Support Librarians need the approval of their managers and directors: “Staff to take it on, administration to see its value.” “Those who need administrative approval before sending anything. This can hold things up.”

25. Value of Direct Marketing Librarians were asked: “What value do you think direct marketing has for the public library?”

26. Value of Direct Marketing • Service that patrons appreciate • Builds relationships • Positive impact on program attendance • Potential impact • No impact • No value; not right for libraries

27. Appreciated by Patrons “It is invaluable in growing a group of people who attend library programs and think positively about the library. I get many thanks for the service.” “People like hearing about the upcoming programs in advance so they can sign up for them if needed or make plans to attend.” “I think it’s not only helpful for marketing but a courtesy we should provide.”

28. Builds Relationships “My list allows me to provide more personalized service to patrons. Going down the list, I am reminded that so-and-so was interested in one type of program, etc. In addition, patrons occasionally have good ideas for programs. Being in direct contact with them (even if it's just mass mails punctuated by an occasional personal email or call) makes them feel comfortable telling me what they'd like to see the library do.” “I market to teens and direct marketing keeps them thinking about the library as a resource and destination.” “[H]elps build a strong support base.”

29. Positive Impact “Yes, I think we get more patrons attending our programs.” “More customers use our services and attend our events. The community is more aware of the work done by the library and the services offered.”

30. Potential Impact “Everything I've read and heard strongly suggests that our users do NOT want to be anonymous and would like to have information specifically tailored to their interests. I think it would be of great value.” “The potential is certainly there for the library. We could probably increase library usage, including program attendance. We just lack the staff time to implement.”

31. Value? No Impact “The few times we have tried it, results have not been encouraging.” “Not much, so far.” “I think it helps remind people about library programs, but I am not sure it makes that much difference.”

32. Value? Not Appropriate “Direct marketing may have a great impact however it may also discourage patrons who do not want to be bothered.” “I am not certain that it does have any real value. By doing this we are potentially adding to the noise level (and thereby the irritation) of those who might be good patrons. What we need to do is work on differentiating ourselves from that noise, instead of adding to it--might mean a different way to reach, or even begin to re-educate our communities about the value and worth of the Public Libraries.” “I don't think it necessarily has value for the library. Libraries are supposed to be neutral, and I don't think this type of marketing is appropriate.”

33. Conclusion 60% of respondents acknowledged that they collect and use patrons’ contact information to notify them about free offerings they may be interested in.

34. Conclusion Librarians need: • enough room in their budget for marketing costs, • paraprofessionals they can trust to help, • time to build lists and construct quality messages, • a good strategy, and • patient and supportive administrators.

35. Best Practices On all program registration sheets: “[t]here's a check box asking if they'd like to be contacted about future library programs.”

36. Best Practices Identifying and notifying past participants: “With regards to the children's series for which we have used the direct marketing, these programs began with few participants. As we have continued to identify and notify past participants, these series have become so popular that our registration has filled up in the first day for some series. These patrons tell their friends who ask to be included in the notification emails.”

37. Best Practices Market segmentation: “For example, we can send emails about upcoming author visits to members of our book discussion groups, or send information about speakers on children's health to parents attending our Learn and Play sessions.”

38. Best Practices Investing in email or list management software: “It can be time-consuming to maintain and keep updated databases and mailing lists. We need to make it easy for customers to opt out of receiving mailings or emails. Both of these obstacles can be reduced by using some sort of list management software.”

39. Acknowledgments Thanks again to all the librarians who participated, and to the SLIS Faculty Research Forum for allowing me to present this. Thanks also to all the following Flickr photographers and Creative Commons license holders: Manchester Library, slgckgc, mclib, San Jose Library, Marcin Wichary, rpongsaj, Michell Zappa, mastermaq, GoodNCrazy, latahlibrary, kylemac, kevinspencer, lib-girl, smcgee, M i x y, andrewr • If you’d like to download my report, please click here: http://www.annmariehurtado.com/lis/Report_on_Library_Marketing_Survey.pdf • You can also download my powerpoint slides at: http://www.annmariehurtado.com/lis/Marketing_the_Public_Library.ppt. annmarie@annmariehurtado.com