Librarian Expertise is the Product

1. Librarian Expertise is the Product • Evaluate what products and services need to be marketed (VALUE) • The Collection • Public Services • Technical Services • Think of both public services and technical services under the “customer service” umbrella

2. The Library Collection The volume and content of the law library Depth & Breadth of the collection Format variations What librarian activities make the collection unique or more competitive? Market that the librarian evaluates, acquires, maintains, preserves and manages all of the information resources within the organization Marketing Plan - Product

3. Public Service What are the opportunities? Reference and research assistance Who are you assisting currently and how can you obtain deeper penetration within those groups? Who are potential customers for the library reference work? Market the experience and subject matter expertise of reference librarians Keep account of how many reference requests conducted by staff each year The reference librarian’s knowledge and research skill can save attorneys time and clients’ money Marketing Plan - Product

4. Technical Services Cataloging and other technical services provided How does this help the attorneys Evaluate and manage new technologies to enhance productivity Organize internal records, data and collection for user-friendly access Keep data on how many books and other materials are cataloged and updated Maintain and update Library Intranet Marketing Plan - Product

5. Marketing Plan - Product • Prioritize • Do not think of this from a “product specific” perspective, but a customer-centric problem solving one • Focus on what products and services that are strategically important to market within the organization • How is the parent organization growing and how can you provide the best service and content to those aspects/departments • Who are you currently servicing and can that be improved? • Do not market to declining customersegment

6. Marketing Plan - Price • Price within traditional marketing stands for setting the price of a product in the market place • As a librarian you advise customers on the most cost-effective methods and resources available – a different form of price, but just as vital

7. Marketing Plan – Promotion • Action Plans and Implementation • Objectives • Actions to be taken • Communications strategies • Responsibilities defined • Timing • Budget • Time Commitment

8. Marketing Plan - Promotion • Marketing Mix • What are the tactics used to market products and services to defined and prioritized segmented customer groups • Various tactics can and should be used to promote the same aspect that is being marketed • Statistically a person must hear something 7 times before they remember it

9. Marketing Plan - Promotion • Be creative! • Brain storm ideas with your staff • Consider culture & diversity of your organization

10. Marketing Plan - Promotion • Initial Library Orientation and tour for all new employees/students • Work cooperatively with recruiting • Library packet that tells customer about the collection, services provided and the staff • Pictures are worth a 1,000 words – list credentials, areas of expertise and work experience • Pictures make it easier to identify you • Same information should be on main library intranet with contact information

11. Marketing Ideas • Collection organization by practice area • Bar Code all publications for tracking and collection data • CLE for various training where applicable • Coffee Break Training in short 15 minute sessions on a rotating basis • E-mail – make it noticeable and not too wordy • If trying to locate a publication – don’t just send out an e-mail to everyone, include a picture of the publication • Attend section meetings where appropriate to keep abreast of needs

12. Marketing Ideas • Newsletters to specific customer groups • Job type or practice area • TOC & Sections for specific practices/users • Intranet Updates on What’s New in the Library • Pictures of librarians, titles and credentials should be in the intranet • Email onlineTopical/Content tabs for specific users and groups • Name plate for person staffing reference desk • Work with vendors for specific training needs

13. Marketing Ideas • National Library Week Events – great marketing opportunity • Walk a floor at a time • Promote ILL, shared materials and timely delivery – personally deliver materials to attorneys and make contact • Survey once a year to see if you are making an impact or what other ways you can make contact – Survey Monkey

14. www.surveymonkey.com

15. Survey Monkey Pricing

16. Marketing Ideas • Intranet • Leverage the firm’s intranet as an opportunity to expand the accessibility of the library beyond its physical space • Connecting the firm’s offices worldwide • Collect and disseminate news feeds to sections and about the firm’s clients • Include gadgets and technology updates – attorneys love toys! • Content/Topical Intranet pages • Integrate links into the library with easy access to e-mail and contact information to reference staff • Online catalog of library assets

17. Marketing Ideas • Create visual aids for customers • Knowledge Management Services (KM)

18. MARGO DAVIS Manager of Library Services PattiCurtis Dee Dee Golden Candice Kennington GenieClayton PrinterRoom Out-of-State Law Reviews45 Antitrust IP 4647 3837 83 Energy IP Energy 4849 3635 Labor Corp. Antitrust Corp. 5051 Corp. 3433 82Corp. Labor 5253 Corp. 3231 44 43 Land/Gov’t/Envir. 5455 Corp. Corp. 3029 Land/Gov’t/Envir. 81Tax 5657 Torts Banking/Construction UCC 2827 Fed. Prac. 5859 Tax Tax 2625 Fed. Prac. 6061 Tax 80Tax Tax 2423 Fed. Prac. 42 41 6263 Tax 2221 Real Estate Ethics/Opinions 2019 79Fed. 64 Legend– reverse side Texas Texas 1817 Fed. Nano Scherrieb Texas 1615 40 39 78Fed. Texas 1413 67 Texas 1211 Fed. 77Fed. Entrance Reference 10 9 Fed. 87 Reference Desk x4006 76Fed. Fed. 65 Fed. 43 Tax Law Reviews 75Fed. 21 Texas Law Reviews Work Room 74 Fed CopierØ 40th Floor Library 2027232.03.ppt

19. LEGEND SATELLITE LIBRARIES 38Th FLOOR – BANKRUPTCY MATERIALS, VERNON’S, USCA, FEDERAL SECURITIES LAW REPORTER 39TH FLOOR – VERNON’S, USCA, TEXAS LITIGATION GUIDE 41ST FLOOR – VERNON’S, TEXAS CASES, TEXAS LITIGATION GUIDE, TEXAS DIGEST 43RD FLOOR – FEDERAL SECURITIES LAW REPORTER, NYSE GUIDE, NASD MANUAL 44TH FLOOR – TAX/BENEFITS LIBRARY 45TH FLOOR – SELECTED REAL ESTATE MATERIALS, VERNON’S 46TH FLOOR – USPQ, CHISUM ON PATENTS, PATENT PRACTICE

20. Marketing Ideas • Keep Statistics – very important • Communicate annually about “Fun Facts” about the Library Staff and Library • Number of materials cataloged • Number of ILL’s • Number of invoices processed • Number of reference question or research tasks accomplished

21. Assessment • Data on how many reference requests conducted each year and quarter • Track the types of questions/ commonality • Track section • Type of user – attorney, paralegal, summer associate, legal secretary • Measure customer satisfaction • Track/log intranet usage and users • Keep information for each month, quarter and year and then year to year in order to make comparisons and to see if marketing efforts are impacting the library business

22. Assessment • Return on Investment (ROI) - Can metrics be captured and translated into dollar/cents data? • Evaluate changes in customer’s needs or business so that marketing efforts correspond to those changes

23. Branding • Develop a brand for the library • Should be consistent and integral component of successful library marketing • Logos, slogans and the use of color provide name recognition, describe purpose and will reinforce brand – think about image

24. Branding • Be consistent • The “Library Brand” should appear on all forms of communication • Letters • Reference Forms/ ILL Requests • Fax cover sheets • Electronic signatures on e-mail • Intranet • Book marks or mouse pads • Screen savers – especially on library terminals

25. Branding Example

26. Template software for creating a marketing plan

27. Research the Topic • Read books and library marketing materials • AALL Spectrum • On Westlaw • Library Journal • Law Library Journal • Web pages

28. Conclusion • Mission Statement • Market Plan • Segment, segment, segment • Needs assessment • Prioritize • Marketing Mix • Communications Strategy • Use various formats - Newsletters, e-mail, intranet, training sessions • Write a formal Marketing Plan • Assessment – keep statistics! • Branding

29. Remember • Make it personal • Listen, learn & leverage – turn customer knowledge/problems into actionable marketing items • Promote the value you and your staff bring to the organization • Create the marketing strategies and communicate them effectively • The library is NOT a library without a librarian!

30. Thank You and Good Luck! Blythe McCoy, J.D. West Librarian Relations Manager 713-332-7103 or 800-858-9378 blythe.mccoy@thomson.com