LIS 6455

1
LIS 6455

• Organization and Administration of the School
  Media Center
• Class Session 9

2
Image and Advocacy

• Resources
• SLMM Chapter 12
• EL Chapter 3, Guideline 7 Chapter 4, Part II
• Advocacy Gary Hartzell, Ken Haycock
• Florida Association for Media in Education (FAME)
• AASL
• School Library Issues and Advocacy
  websitehttp//www.ala.org/ala/mgrps/divs/aasl/aas
  lissues/issuesadvocacy.cfm
• School Library Toolkitshttp//www.ala.org/ala/m
  grps/divs/aasl/aaslissues/toolkits/toolkits.cfm
• LM_NET

3
Image and Advocacy
SHE RUNS A GREAT MEDIA CENTER!
I KNOW, BUT THERES NEVER ANYBODY IN IT!
4
Image and Advocacy

• Think about image as a continuing process of
  communication
• What do I communicate
• To whom
• When
• By what means
• Remember that you and your media services program
  always communicate an image, whether planned,
  unplanned, positive, or negative.

5
7 Keys for a Professional Image

• 1. Be Positive
• 2. Be Truthful
• 3. Dont Gossip
• 4. Dont Play Favorites Dont Exclude
• 5. Respect Others Assume That All Can Make
  Valuable Contributions
• 6. Leave Yesterday Behind
• 7. Leave Personal Matters at Home

6
A Business Perspective

• If you build it, will they come?
• Unlikely without marketing
• Marketing is finding out who is likely to buy
  goods and services
• Marketing is also advertising and sales of goods
  and services

7
Marketing Goods and Services

• RESEARCH
• ADVERTISING
• MARKETING SALES
• MERCHANDISING
• PUBLIC RELATIONS

8
Market Research

• Research to establish information on the
  potential for sale of goods and services
• location of market
• size of market
• Demographics and psychology of market
• competitive aspects of market
• Assumes that there will always be competition
  for available customers

9
Competitive Forces Model
COMPETING COMPANIES
COMPETING PRODUCTS
HEALTHY COMPANYS MARKET
SUPPLIERS
CUSTOMERS
10
Competitive Forces Model
COMPETING COMPANIES
COMPETING PRODUCTS
BLOCKBUSTERS MARKET
SUPPLIERS
CUSTOMERS
11
Competitive Forces Model

• What has happened to Blockbusters share of the
  market for home movie rentals over the past few
  years?
• In the toilet! thanks to
• Netflix
• 1.00 rentals from the red box at McDonalds
• On-demand movies over cable
• Direct Internet downloads to PCs and game consoles

12
Competitive Forces Model
COMPETING COMPANIES
COMPETING PRODUCTS
PARENT AGENCY
PUBLIC LIBRARYS MARKET
SUPPLIERS
CUSTOMERS
13
Competitive Forces Model
COMPETING COMPANIES
COMPETING PRODUCTS
PARENT AGENCY
SCHOOL MEDIA CENTERS MARKET
SUPPLIERS
CUSTOMERS
14
Competitive Forces Model

• What will happen to libraries shares of the
  educational, informational, and recreational
  reading markets?
• Public libraries have prospered with patron
  visits steadily increasing, even in the face of
  budget cuts that have reduced the staff and
  hours of operation
• School libraries have a mixed record that seems
  to be VERY dependent on the individual library
  media specialist

15
Competitive Strategies

• Develop and promote unique products and services
• Develop products and services to serve niche
  markets
• Develop linkages to customers that promote
  loyalty
• Control cost and quality of products andservices
• Respond to customer interests and preferences
• Market, advertise, and sell!