Effort put into developing marketing plans and advertising information resources and services can pay off in greater visibility for the library and increased demand for library services.
If resources are available, developing a formal marketing plan can help a library or information center more effectively and systematically engage with users across all levels of the agency.
Noteworthy Project
MnDOT Library is working on a marketing plan, first described in the library’s June 2017 strategic plan, that will raise awareness of library services and resources. The plan will “develop marketing strategies that will define and prioritize key stakeholders, clarify customer needs, identify opportunities and develop tactical plans that target specific audiences (e.g., outstate districts, generational users, technical groups, etc.).”
Logos or other graphic illustrations of branding can help communicate the value of the information services provided. Visual identifiers could be attached to all outgoing communications, products and resources.
Oregon DOT Library’s LibGuides are just one example of libraries highlighting the customized, visually engaging online literature searches they develop. Display posters, flyers or fact sheets are simple ways to advertise information services. Library newsletters or input provided to other agency newsletters may be a quick way to let agency staff know of new or changed information services.
Alerts highlighting new library materials are also an effective way to reach library users and nonusers. These alerts can be sent globally within an agency or to a targeted list of users, divisions or other segment of the agency population. Some libraries use subject-based email mailing lists to target content to the most appropriate users. Other libraries, including MnDOT Library, post web-based monthly alerts.
A strong web presence is necessary to reach and engage agency staff. To keep agency staff and leaders informed about library and information services:
Refer to the Accessibility and Section 508 Quick Guide for more information.
Using social media to broadcast new resources, services or research can be an effective way to reach those staff members who are active social media users and prefer to engage in that way. Blogs are another option, such as those supported by the Utah State Library, the State Library of Massachusetts and New Jersey State Library. Many state DOT research programs maintain a research listserv that distributes quarterly updates to anyone who has subscribed. Participating in an established listserv or developing one specific to library and information services can provide a valuable resource to users.
Other creative marketing tools include MnDOT Library’s video describing its services. Contributing training modules for required agency training or including information in new employee orientations is another way to have a broad reach. Participating in or presenting at agencywide meetings or developing stock PowerPoint slides describing information resources and services for other agency staff to use in their own presentations can extend the support network.
Source: Texas DOT Research Library