Minutes for August 13, 2009 Meeting

Ka-Neng Au, Rose Barbalace, John Brennan, Harry Glazer, Jean Madden, Stephanie Mikitish, Daphne Roberts, Glenn Sandberg, Michele Tokar(Recorder) , Connie Wu.

I. Chairperson's report - Harry

A. Observations on corporate branding developments:

Harry brought in two containers from the Stonyfield Yogurt Company and pointed out how the look and the logo had changed over the last year. The changes in the look and logo were directly related to consumer interest and buying behavior. Harry also pointed out that Dunkin Donuts had switched to using brown recycled napkins instead of white bleached napkins, perhaps to intimate a more ecologically attuned approach.

B. Ad in summer issue of Daily Targum:

Harry ran a ½ page ad in the summer issue of the Targum promoting Libraries' resources. The ad emphasized the online component of the libraries and offered an award to the first 20 people that responded through Facebook. Harry received 6 responses on Facebook from the ad.

C. New Faculty welcome program

Michele Tokar will represent the libraries at the New Faculty Welcome program held in the Douglass student center. This is a new program and Michele will report back at the next meeting.

D. "Choose Your Knight" orientation program

Rose and Harry met with Jeris Cassel to brainstorm ideas that would encourage new students to visit the libraries. They came up with the following 3 ideas:

Harry requested that members of the marketing group choose to volunteer for one of the above activities. Harry will place an advertisement for the events on the front page of the Libraries' website. Participants in the Lightening Tours will receive a bumper sticker that says: "I got struck by lightning in the Library." The winner of the puzzle drawing will also receive a small prize.

II. Reports on marketing consultations

The following staff volunteered to contact 10 different peer Universities to find out information regarding their marketing strategies, outreach and branding.

The following questions were used:

  1. Do you have a marketing strategy for your university libraries and services?
  2. Do you have a marketing team?
  3. What are your primary audiences for marketing?
  4. What are you doing to reach students and faculty?
  5. Do you have active connections with student groups?
  6. What do you do to support the outreach work of library liaisons with university faculty?
  7. How much of your marketing is directed to university alumni and citizens of the state?
  8. Which of your marketing activities work well and how do you know they work well?
  9. Do you have a libraries brand? What are you doing to advance or reinforce this brand?
  10. What ways do you use your website for marketing?

Everyone heard back from at least 1 University, but it was sometimes difficult to find the right person to speak with. Some of the schools had a Development Team, but not a marketing group. In some libraries just one person was in charge of marketing.

Jean Madden heard back from the Libraries at the University of California, San Diego. -They have no marketing team; utilize a wide variety of vehicles for reaching students, including Facebook, Twitter, and other e-communications. Regarding faculty, they are in the process of developing a quarterly print & electronic newsletter to more effectively communicate with them. In addition, they develop a periodic academic guide for faculty that includes guidance on research, instruction, and information support from the libraries; maintain contacts with student groups; external audiences are donors and alumni; they believe that trying to develop and promote a brand that is separate and distinct from the university's overall brand is misguided. The contact there stated: "Our brand is the university's brand and anything we do in terms of branding should be consistent and reflective of that overall brand. Branding in a large public institution does not work the way it works in the corporate sector. Schools within the university that require a distinct brand to recruit students and compete with similar schools (business schools, for example) have a need for distinctive branding and taglines. Libraries really do not."

Stephanie Mikitish was able to speak to both the University of Indiana & UCLA. The Library at the University of Indiana does have a group that occasionally meets, and seems to perform functions similar to the Rutgers University Libraries' marketing team, and there is a student advisory board that they will sometimes run ideas by (business students also do marketing work for the libraries for actual class credit; their role is more of a facilitator to marketing to the faculty (they usually let the librarians do what they think is best to reach their department faculty and students). Indiana's marketing plan is included in the ARL Spec Kit, one of their best programs is their university "Survival Guides," and they do not have a brand.

Dawn Setzer, the director of UCLA Library Communications, did not seem to like the m-word (marketing), preferring to call what she does "communications." They have a strategic plan, but don't have a brand ("too much like marketing"). She stated that the way they get or disseminate information depends on the situation, and they talk to a variety of people, including students.

Glenn Sandberg heard back from the University of Wisconsin. They do not have a marketing team; they have target several audiences for marketing: students, patrons, and pretty much the entire University; they reach out to students and faculty through selectors, undergraduate classrooms, freshman orientation, welcome day (give out pens and word magnets); they do not have active connections with student groups; outreach to the faculty is left to the selectors; the libraries have their own logo/brand on lapel pins and umbrellas.

Michele Tokar heard back from the Libraries at the University of Washington. They do not currently have a marketing team, but are considering assembling one in the next 6 months; they do not currently have a goal but are working towards having one by January 2010. The primary audience they are looking to target is students and faculty; they are developing a welcome newsletter for freshman and transfer students; they have an online tool kit for faculty, they advertise the libraries in the cafeterias, and have hang tags for the student dorms that say "DO Not Disturb" on one side and promote the library on the other side. They also have an electronic sign in the cafe in the library that promotes events, etc…; they share the same logo/brand as the entire University.

III Reports on other summer assignments

A) Daphne Roberts spoke with selectors about the libraries website. They suggested that the Faculty Services page could use some editing. The suggestions were to change the words "Recently Hired" to "New Faculty," or "Just Joined Faculty," They also suggested that a link for new faculty should appear on the front page of the libraries website the first few weeks of school.

B) Connie Wu started to investigate the student group organizations on campus that the Marketing/PR team could target for librarian presentations in 2009/2010. Connie found that there were nearly 400 student groups amongst the New Brunswick campuses and about 56 in Camden and 36 in Newark. She suggested to the group that we would need to narrow down our focus. Her suggestions were the following subcategories: Academic, Community Service, Cultural, and Graduate Student Associations. The student groups do not return until September, so she will wait to try and contact them at that point.

c) John Brennan researched marketing in Academic Libraries through a review of the ARL Spec Kit. The Spec Kit 306 consolidates survey results regarding promoting the library which was distributed to 123 ARL member libraries in February 2008. Eighty-seven libraries responded (71%).

The survey covered the following areas: Organizational Models, Skill Sets, Budget, Determining Activities, Promotion Priorities and Objectives, and Challenges.

John's "take away" from researching the Spec Kits was the following:

IV Forming a subcommittee to begin drafting a new multi-year marketing plan

The group decided it was premature to make a decision on this.

V Next Meeting

The next meeting is scheduled for Thursday September 17th at the Library of Science and Medicine at 2:30pm.

URL: http://www.libraries.rutgers.edu/rul/staff/groups/marketing-pr/minutes/marketing-pr_09-08-13.shtml
Website Feedback  |  Privacy Policy
© Copyright 1997-, Rutgers University Libraries