Tag Archives: marketing

February 10, 2011, 2:10 pm

Thinking outside the box: external branding around campus

UCSB is a very outdoors oriented campus. If you put a university on the beach I guess that’s what happens. Everyone rides bikes and there is a skateboard lane too.  With nice weather year around it makes sense that students want to be outside.

 

I realized that we needed to do some external (outside our buildings) marketing. It is part of the culture here to drape and plaster signs & posters everywhere along paths and I wanted us to be a part of that.

 

I’ll skip the assessment and composition process, (read the book!) and just say that I discovered a handful of basic library services that needed more exposure— combined with a need to reenergize or actually clarify our campus brand. A large portion of our students have a narrow view of what the library is and so one of the tactics I wanted to explore is external signage.

 

We developed what we call our THINK LIBRARY campaign. (Ok, …

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December 16, 2010, 12:02 pm

The Steps (or Pathway) to Pride: the ultimate goal of library outreach

This is another concept from my whiteboard sessions:

Steps_notes

When I talk about outreach and marketing and related promotional matters— people often think that I am working just to drive up business… increase volume. That's not always the case… or rather, that's not the sole purpose. Our reference librarians would probably be upset if I brought in 10,000 more questions a year. Our reserves staff probably couldn't handle a doubling of materials from faculty.

 

My goal is not to just increase usage, but rather, to see it as a step toward a larger purpose. It's not to help patrons become better users of the library. Nor is it to design a satisfying library experience. Ultimately… my goal… right now… is to build pride in the library. Building a brand.
 

Library Spirit?
It's bowl season and there is all this mounting school pride channeled via football teams (UCF upsets UGA, you read it…

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April 25, 2010, 5:06 pm

Do You Sudoku? Challenging incoming students with a puzzle

It’s about that time of year again. Orientation & Registration Season. Hundreds of kids (and their
parents) will be wandering around college campuses all across the country. Some
of them are still trying to decide where they should attend, while others have
made up their mind and are finding out more about their future school.


 We had one of these last week at UCSB and it was pretty
wild. At GT they spaced things out across two days and separated the various
groupings: academic departments, clubs & organizations, and campus services.
Here they combine everything into one event and it had a carnival- like
atmosphere. 

 
Photo 4 
Photo 5

I wanted to share our approach in attempting to
engage this audience of incoming and/or potential students. I didn’t want us to
just tell them facts about library because it’s too early for that. If you read
the book
(p. 123) I talk about timing and I still…

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February 7, 2010, 9:54 pm

And Our Three Millionth Volume Is… An Open Access Title? [maybe]

We’ve been kicking around ideas for our symbolic three
millionth volume. Most libraries pick an old book with an ornate cover and
build a message about the concept of printed artifacts. At UCSB we might do
that too… or maybe not. One of the exciting ideas that came up during our
initial brainstorming was selecting an open access title or at least something
that is born digital. This really rocks the boat but I think that is a good
thing. This is a chance to really make a statement about the direction library
collections are heading. It also gives us a springboard to reach out to our faculty
about scholarly communications. I can imagine a nice promotional package built
around this theme.
 

Ah, but that to choose? That’s where we are now. I thought
I’d open it up to you too. What would you select for a ceremonial “millionth”
volume?  What are some
digital items that would really…

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January 22, 2010, 11:38 am

In the Scene: highlighting creativity on campus

How about a fun post for a rainy Friday…

At most universities the athletes get a lot of attention. So do the people who win scholarly awards and whatnot… but what about the creative types? I’m not talking about the guy who ends up on American Idol or the grad student who publishes a book. I’m talking about the person studying in your library right now. The girl who plays her guitar at the local coffee shop and has some tracks on iTunes. Or the guy who writes existential poetry and is directing a black and white film on the weekends. These are the people who fascinate me. These are the people who add character to the college experience… and these are the people that I want to help.

One of my guiding principles is that academic libraries should highlight the scholarly, cultural, creative, and service contributions of the community. Not only highlight, but strive to make them…

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