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Marketing

Marketing. Branding. Marketing. Branding. It’s the way people identify us Libraries have at least two brands: What do people think of when they think of the word library ? What do they think of when they think of your library?. Where does the idea of “library” come from?.

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Marketing

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  1. Marketing Branding margaret.law@ualberta.ca

  2. Marketing margaret.law@ualberta.ca

  3. Branding • It’s the way people identify us • Libraries have at least two brands: • What do people think of when they think of the word library? • What do they think of when they think of your library? margaret.law@ualberta.ca

  4. Where does the idea of “library” come from? • Elementary school • High school • Public library • Television • Books • Internet • ? margaret.law@ualberta.ca

  5. Where do they get ideas about your library? • Their own ideas about libraries. • Their friends and colleagues ideas about libraries. • Your library • Your library’s material • Your library’s staff margaret.law@ualberta.ca

  6. Do they have the idea you want them to have? Can you define the way that you want people to see your library? • Serious • Friendly • Helpful • Modern • Traditional • Inviting margaret.law@ualberta.ca

  7. Visual identity The library needs a consistent visual identity, so that when people see library resources such as posters, brochures and signs, they are instantly identified as coming from the library • Logo • Slogan • Colour combination • Layout margaret.law@ualberta.ca

  8. Who is involved in the branding? • Alignment with institutional policies and design • Staff and administration • Needs to reflect the library’s view of its importance in the institution • ‘You can’t have a great university without a great library” margaret.law@ualberta.ca

  9. Value of branding • Change ideas about the library • Make the library visible – “I don’t need the library, I found it all on google.” • Quality control of library messages • Focus for staff and users • Users immediately know where they are in both the physical and the virtual world. margaret.law@ualberta.ca

  10. What is your brand? • Align with mission statement • Understood by staff members • Used consistently in communication: websites, print material, name tags, handouts, email, letters… • Conveys your vision of the library to users and potential users margaret.law@ualberta.ca

  11. 4 Ps of marketing • Product: what product or service do you provide and how does it benefit your user? • Price: what does it cost the user to use your service. This may be time and inconvenience as well as money. • Place: How do users find your service.? Your space can be physical or virtual. • Promotion: how do users know about your service? margaret.law@ualberta.ca

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