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Brian Mathews
is Associate Dean for Learning & Outreach at Virginia Tech. This blog is about designing better user experiences and the pursuit of use-sensitive libraries.
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In his new book, Brian Mathews speaks directly to the academic library practitioner. The guiding principle, that marketing should focus on the lifestyle of the user, showcases how the library fits within the daily life of students.
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December 16, 2010, 12:02 pm
The Steps (or Pathway) to Pride: the ultimate goal of library outreach
By Brian Mathews
This is another concept from my whiteboard sessions:
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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