Creating a Library Promotional Campaign

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Creating a Library Promotional Campaign
Presented by Justine Martini, Marketing
Communications State Library of Queensland 22
June 2006
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Overview

• Campaign Objective
• Audience
• Resources/Budget
• Tools
• Implement
• Evaluate Effectiveness

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Campaign Objectives

• What do we need to achieve?
• To raise awareness of a particular
  resource/service
• To increase usage of a particular
  resource/service

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Audience

• Who do we want to communicate with?
• Students
• Academic staff
• External parties
• -local community ( families, young ppl)
• -local council
• -local business community/small businesses

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Resources/Budget

• What staff or do we have?
• Resources
• Dedicated Library Marketing/Comms staff member
• University Marketing/Comms Unit
• Library staff
• Budget
• Dedicated funds
• of Unit Funds
• No funds

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Marketing Tools
Step into the of your
audience Who are they and where do they go on
campus? Tools Posters Flyers Screen
wobblers Mouse pads Places Lifts, Bike racks,
Café, Comp. labs Library website E-news /
bulletins / alerts / txt msg
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Marketing Tools
Tools Incentive offers Faculty / school
opportunities Promote use of meeting rooms/
spaces Workshops / Training / Tours Welcoming
relaxed library staff Orientation Week
opportunities Ads or articles uni publications /
newsletters / enews Local media
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Marketing Tools
Posters

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Marketing Tools
Wobbler
Advertisement

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Marketing Tools
Kids Promotion
Incentive Promotion

                 QUT Coffee Mug available for
5.95
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Marketing Tools

Events
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Marketing Tools
E-news

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Marketing Tools
Website


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Evaluate
Monitor enquiry numbers Track usage
rates Awareness surveys Ask your clients are
you finding what you need?
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Quotes

• A university is just a group of buildings
  gathered around a library
• Shelby Foote
• My guess is (it will be) about 300 years
  until computers are as good as, say, your local
  reference library in search. 
• Craig Silverstein, director of technology,
  Google.com

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Questions
Any questions??