LIBRARY: SERVICES :
MARKETING AND PUBLIC RELATIONS:
Branding Library Services: Some Selected Soup Starter Sources

WEBBIB0607

These are a few sources that focus on the why and how of marketing and
making relevant publics or market segments aware of the services and
resources of various types of libraries.


The Library Brand
By Roy Tennant January 15, 2006
Library Journal
<http://libraryjournal.com/article/CA6298452.html>


It's likely that few professionals worry more about how their services are
perceived than librarians. Lawyers may have more reason for concern, but
many of them laugh all the way to the bank. We have little if not our
reputation. So the new report published by OCLC, Perceptions of Libraries
and Information Resources, deserves notice.

OCLC commissioned Harris Interactive, Inc. to survey Internet users
worldwide. The responses, gathered online, represent a significant portion
of our user communities. The surveyasking such questions as, How are
libraries perceived by today's information consumer? Do libraries still
matter? On what level? Will library use likely increase or
decrease?generated heartwarming comments but also much to cause concern.


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Strategies for Planning and Promoting Library Services to New Users
By Deborah H. Charbonneau, Carrie Croatt-Moore, and La Ventra
Ellis-Danquah, Wayne State University Library System (contact information)
Presented at Symposium for Academic Librarians 2004 at Eastern Michigan
University, Friday, April 30, 2004.
MLA Forum Volume III Issue 2 July 14, 2004
<http://www.mlaforum.org/volumeIII/issue2/conf2.html>

A team of academic librarians is using a set of common strategies
assessment, advocacy and advertisement - to develop and enhance health
information services and programs to an urban campus community and beyond.
As a means of meeting the challenge of disseminating and promoting a large
number of new information resources and skills to current library patrons
and to new user populations, these strategies inform a refocused program
for on-site library instruction, a current health information outreach
initiative and planning for a new health outreach initiative.


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Branding 101: What It Takes to Build a Library Brand
<http://www.oclc.org/capcon/training/courses/descriptions/M211.htm>

This is an OCLC Course Description


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Building a Brand: Got Librarian?
By Cynthia L. Shamel
Searcher
Vol. 10. No. 7
SLIS Summary
School of Library and Information Science
Indiana University
<http://www.slis.indiana.edu/news/story.php?story_id=584>

Information professionals are not on the radar screen of Harvard Business
Review as it relates to knowledge management. Presumably those who read
HBR publications could be in a position to hire an information
professional. Why do we not make ourselves known to these people? How can
the Harvard Business Review write a book on knowledge management and not
include the role of librarians? We need to do a better job of getting
someone listening to our tune besides the choir.

Why does the business literature not address the value of business
librarians? According to Anne Mintz, librarian at Forbes, the role of an
organization's librarian does not represent a story. Business magazines
might publish stories on companies doing business in the information
industry, but not on the information professional. If we had numbers or
could quantify the value and give examples, then we might have a story.
Whatever the reason, the result is that those in a position to employ
librarians are not reading much in their professional literature about a
librarian's value; rather, the literature discusses decreases in our
value.

Business literature does not communicate the value of librarians and
information management skills. Business schools do not teach the value of
librarians and information managers along with the role of technology. Why
do some businesses have libraries while others do not?


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Beyond the Newsletter: Leveraging Technology to Market the Library
American Bar Association

Law firm libraries and information centers need to practice aggresive
internal marketing in order to make attorneys aware of the full scope of
available services. Harnassing technology can help put this endeavor on
the fast track. Creating "brand", logos and slogans, and marketing plans
are discussed. This article first appeared in Legal Information Alert
Volume 21, No. 9 October 2002.

by Catherine Sanders Reach
<http://www.abanet.org/tech/ltrc/publications/beyondnewsletter.html>

Law firm librarians have long been aware of the importance of marketing
the library, often using subtle and unobtrusive methods to get the
attention of the firm attorneys. In the twenty-first century people are
bombarded with advertisement and marketing in every facet of their lives.
Companies are taking advantage of a myriad of communication vehicles to
get their message across to the public. Law firms are just beginning to
discover ways to market their services, an activity that has only recently
become an acceptable practice. Libraries too must market their services.

Recent data from the marketing research consulting company Yankelovich
shows that users want value, content, personalization, and commitment from
companies and products.


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Oxford University Library Services : How to Deliver Portal Functionality
in a Box
<http://www.cmsmatrix.org/matrix/news/oxford-university-library-
services--how-to-deliver-portal-functionality-in-a-box>

A shorter URL for the above link:

<http://snipurl.com/u9yo>

As Ruth Bird, Bodleian Law Librarian, and member of the Senior Management
Group of OULS with responsibility for the OULS web site, explains: With
libraries working independently to produce their portals, a number of
problems were arising. Most notably, the look and feel of each site was
different, and this lack of consistency was leading to inefficiencies from
a user perspective. Essentially, we were making it harder than it needed
to be for users to access their resources.

From a technical standpoint, support issues were also growing, and, as the
people responsible for helping the library network, this was unsustainable
for SERS. My web site planning team has only one dedicated IT support
person, and his ability to cover all the bases was compromised. There
were simply not enough hours in the day and skills within the team to
manage such a disparate group of sites!

"What we really needed was control. We wanted to simplify the process of
publishing and maintaining each portal within the network. We wanted to
manage the entire network of sites within one central system, and to
provide each of the libraries with a standard portal in a box that was
easy to publish and easy for my team to support.


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WOLLONGONG CITY LIBRARY
Strategic Plan 2004-2008 - New Directions
A source of enrichment and inspiration
<http://www.wollongong.nsw.gov.au/library/strategic_plan.html>

The NEW Directions statement for the Wollongong City Library sets a clear
and exciting five year direction for the enhancement and enrichment of the
Service.

Wollongong's population continues to grow and currently 60% of our local
community use our Library Service. In partnership with the community and
within the context of Council's goals, NEW Directions will take the
Library Service to a contemporary level that assists in building a strong
and vibrant community.

We will continue to provide a people friendly service within a stimulating
environment, with access to informational resources, recreational spaces,
and to real and virtual services via:

An inviting and safe community space
Improved access to all our products and services.
New technologies and technology access centres
Personalised and remote access to online services.
We will meet the needs of our community's different age and cultural
groups with a variety of resources in relevant formats.

We have identified four key strategic areas. These will assist with our
ongoing community focus, goal setting, key activities and resource
utilization during 2004-2008.


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Identify Your Brand, Before You Market
Information Outlook, Vol. 6, no. 11, November 2002
Special Library Association
<http://www.sla.org/content/Shop/
Information/infoonline/2002/nov02/identbrand.cfm>

A shorter URL for the above link:

<http://snipurl.com/ua0q>

If librarians hope to stay in business (and I think we do), it is in our
best interest to examine our brands and ourselves so we know what we're
marketing before we market. Many librarians are astute marketers. We have
planned, developed, and used a wide range of marketing media. To add
impact to our marketing, whether we are new or experienced marketers, it
is paramount that we understand our brand. We need to know who buys our
brand and why. Whom do we compete with and what value does our brand offer
against the competition? What does our brand stand for and why should
people believe in it? When you know the answers to these questions, your
marketing message can be more powerful, more meaningful, and more
customer-focused.

During my 18-year career with a major consumer products company, I learned
that to sell a product successfully you need three thingsquality
ingredients, a good brand-driven marketing strategy, and luck. Creating a
brand-driven marketing strategy involves understanding your brand and the
customers who buy it.


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Volume 20, Number 3 May/June 2006
Marketing Library Services
A "How-To" Marketing Tool Written Specifically for Librarians!


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Library Marketing-Thinking Outside the Book
Resources, readings, news and ideas for librarians who seek
outside-the-book marketing innovations for their libraries.
<http://librarymarketing.blogspot.com/
2005_04_01_librarymarketing_archive.html>

A shorter URL for the above link:

<http://snipurl.com/ua1c>


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Public Relations
How do you want the library to be seen in relation to the community?
<http://www.olc.org/marketing/4pr.htm>


Electronic Journal of Academic and Special Librarianship
v.6 no.1-2 (Summer 2005)
Papa's Got A Brand New (Virtual) Bag:
Real-Time Chat and Reference Discourse
Darren Chase
<http://southernlibrarianship.icaap.org/content/v06n01/chase_d01.htm>


We Cannot See Them, But They are There: Marketing Library Services to
Distance Learners
Page Range: 41 - 50
DOI: 10.1300/J192v02n01_04
Copyright Year: 2005
Contributors: Melinda Dermody MA, MLIS, Assistant Professor, St. Cloud
State University, St. Cloud, MN, 56301
Journal of Library & Information Services in Distance Learning
Volume: 2 Issue: 1
ISSN: 1533-290X Pub Date: 3/30/2005


Branding for libraries: communicating your value to increase reader
awareness and usage of the library service.
Kenneway, Melinda
Serials
July 2006 v. 19 no. 2 p. 120-126


4th IFLA International Marketing Award for 2006.
Library Times International
April 2006 v. 22 no. 4 p. 34


Selling yourself the Essex Libraries way.
Public Library Journal
Spring 2006 v. 21 no. 1 p. 2-4


Branding, books and libraries
Pors, Niels Ole.
Scandinavian Public Library Quarterly
2006 no. 1 p. 14-15


Making the invisible visible: bringing e-resources to a wide audience
Cole, Louise
Serials
March 2006 v. 19 no. 1 p. 37-41


Forging The Library's Future In Our Electronic World.
Lorbeer, Elizabeth R.
Against the Grain
February 2006 v. 18 no. 1 p. 58


Affordable, Effective, and Realistic Marketing.
Verostek, Jane M.
College and Undergraduate Libraries
2005 v. 12 no. 1/2 p. 119-138


Creating an Effective Marketing Campaign.
Armstrong, Annette
ILA Reporter
June 2005 v. 23 no. 3 p. 14-15


Marketing Matters!: 1. Six Electronic Branding Opportunities.
One-Person Library
May 2005 v. 22 no. 1 p. 5-6


Branding in the United Kingdom public library service.
Hood, David; Henderson, Kay
New Library World
2005 v. 106 no. 2 p. 16-28


A Practical Approach to Marketing the School Library.
Burkman, Amy.
Library Media Connection
November / December 2004 v. 23 no. 3 p. 42-43


What in a Brand? The Art Library and the Changing Academy
Wallach, Ruth
Art Documentation: Bulletin of the Art Libraries Society of North America
Fall 2004 v. 23 no. 2 p. 33-35


Target Your Brand.
Dempsey, Beth
Library Journal
8/15/2004 v. 129 no. 13 p. 32-35


Image Analysis of Mysore University Library: A Study.
Nikam, Khaiser; Mamatha, M.
SRELS Journal of Information Management
June 2004 v. 41 no. 2 p. 205-222


Branding Helped To Promote Our Library And Its Technology
Sejan Yun
Computers in Libraries
May2004 v. 24 no. 5 p. 18-23


ALA Offers Tips on Creating Online Library Services.
Computers in Libraries
May 2004 v. 24 no. 5 p. 48


Branding in library and information context: the role of marketing
culture. Singh, Rajesh
Information Services and Use
2004 v. 24 no. 2 p. 93-98


UK public libraries: roles in adult literacy provision.
McLoughlin, Carla; Morris, Anne
Journal of Librarianship and Information Science
March 2004 v. 36 no. 1 p. 37-46


Marketing of Library and Information Services: Building a New Discipline
for Library and Information Science Education in Asia .
Gupta, Dinesh K.;
Malaysian Journal of Library and Information Science,
v. 8 no. 2 December 2003 p. 95-108


Why Branding Matters to WLA.
Haras, Catherine Marley
Alki
December 2003 v. 19 no. 3 p. 19


The Brand Promise.
Olson, Chris
Information Outlook
October 2003 v. 7 no. 10 p. 41


US associations try to spark library promotion.
Dempsey, Kathy.
Information World Review
September 2003 no. 194


Marketing and Promotion of Information Services in the University
of Ibadan Library.
Ekpenyong, Georgina Dien.
Information Development
September 2003 v. 19 no. 3 p. 197-202


Introducing the Branding Initiative.
Olson, Chris
Information Outlook
July 2003 v. 7 no. 7 p. 32


What Is in a Name? Three Approaches to Branding
for the Public Library.
Mississippi Libraries
Summer 2003 v. 67 no. 2 p. 33-37


The Branding Process.
Smith, Lynn
Information Outlook
April 2003 v. 7 no. 4 p. 5


Branding: An Interview with a PR Pro.
Information Outlook
April 2003 v. 7 no. 4 p. 26


Leadership Competencies in Library and Information Science:
Marketing as a Component of LIS Curricula
Winston, Mark; Ebeler Hazlin, Gretchen
Journal of Education for Library and Information Science
Spring 2003 v. 44 no. 2 p. 177-187


Branding your library website
Rowley J
Library and Information Update
2003 February v. 2 no. 2 p. 45


Library branding for young adolescents: learning from
Barbie and Mickey
Holt, Glen
The Bottom Line
v. 16 no. 2 2003 p. 76-78


WEBBIB0607


Tell me and I'll forget. Show me and I'll remember. Involve me and I'll
understand.
- Confucius


Asking the right questions takes as much skill as giving the right
answers.
- Robert Half



The truth isn't the truth until people believe you, and they can't believe
you if they don't know what you're saying, and they can't know what you're
saying if they don't listen to you, and they won't listen to you if you're
not interesting, and you won't be interesting unless you say things
imaginatively, originally, freshly.
- William Bernbach


Never mistake legibility for communication.
- David Carson


The greatest problem in communication is the illusion that it has been
accomplished.
- George Bernard Shaw


If you want to build a ship, then don't drum up men to gather wood, give
orders, and divide the work. Rather, teach them to yearn for the far and
endless sea.
- Antoine de Saint-Exupery


Most conversations are simply monologues delivered in the presence of a
witness.
- Margaret Miller


When your work speaks for itself, don't interrupt.
- Henry Kaiser


The most important thing in communication is to hear what isn't being
said.
- Peter F. Drucker



The extent to which you are able to transform your self-concern into
other-concern will determine your effectiveness in getting others to
follow along.
- Unknown



Sincerely,
David Dillard
Temple University
(215) 204 - 4584
jwne@...
Net-Gold
<http://groups.yahoo.com/group/net-gold>
<http://listserv.temple.edu/archives/net-gold.html>
General Internet & Print Resources
<http://library.temple.edu/articles/subject_guides/general.jsp>
<http://www.learningis4everyone.org/>
<http://www.edu-cyberpg.com/ringleaders/davidd.html>
Digital Divide Network
<http://www.digitaldivide.net/profile/jwne>
Educator-Gold
<http://groups.yahoo.com/group/Educator-Gold/>


<http://www.webdesign.org/img_articles/7449/Branding-in-Business.jpg>


<http://www.energyguide.com/esu/branding%5CDefault%5Cimages%5Clib.gif>


<http://www.neisd.net/read/branding/branding_300x300.gif>


<http://www.parkerandpartners.com/work/images/library.jpg>


<http://web2.lawrence.lib.ks.us/html/nlpllogo.jpg>


<http://www.michiganmuseums.org/images/Just_Who_Museum_Logo.jpg>


<http://www.library.napier.govt.nz/images/books_on_wheels.jpg>


<http://www.zuji.com/Image_Library/
Website_images/common/splash/370x219_branding.jpg>

A shorter URL for the above link:

<http://snipurl.com/uabs>


<http://atoz.ebsco.com/images/CoBranding/3683.gif>


<http://www.pjwg.co.nz/Assets/Portfolio/branding/cclib_sidegraphic.gif>


<http://www.idlerphotography.com/
Ranch-2005/Ranch_Images/RAbr-SWB04-D6865.jpg>

A shorter URL for the above link:

<http://snipurl.com/uac5>