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Taking the “Non” Out of Non-User:Taking the “Non” Out of Non-User: Increase Your Library's Reach with
Creative Marketing Strategies
Wisconsin Library AssociationOctober 18, 2007
Jill S. StoverUndergraduate Services CoordinatorVirginia Commonwealth University
Presentation URL: http://www.people.vcu.edu/~jsstover/wla07.ppt
What’s the Use?
Behaviors
Goals
Strategic Plan
MVV / Objectives
S . W. O. T.
See QuickMBA: SWOT Analysis
Example: Hennepin County Library• “Overarching Goal”:
– Lifelong Learners: People of all ages are engaged learners supported by knowledgeable staff, a dynamic and broad collection of books, magazines and audio-visuals, with access to state of the art electronic resources. Learners' experiences are expanded through intellectually stimulating programs and classes.
• From “Principle 4”:– HCL will network with agencies and other governmental units
serving seniors to develop collaborative initiatives and programs designed for seniors.
• Possible Desired Behaviors:– Attendance at programs– Satisfaction with programs– Long-term use post-attendance
[See HPL’s Framework for the Future (PDF)]
Ansoff Matrix
Current Patrons
New Patrons
Current Services New Services
Market Penetration
Market Development
Service Development
Something Totally Different (a.k.a. Diversification)
See: Ansoff Growth Matrix
Who?
See KnowThis.com tutorial: Targeting Markets
INTEREST
Benefits Matter (Benefits Matter (Stuff Doesn’tStuff Doesn’t))
People MatterPeople Matter
Connections MatterConnections Matter
Interest in Preventing Plagiarism
Joined Honor Council
“Defensive Writing” Idea
Associate Vice Provost / Dean of Student Affairs
ID unmet needs, people
Director of Judicial Affairs
“Writing with Integrity” Workshop
Director,Writing Center
Attendees – Feedback Graduate Program Director
in the Department of PharmacyUniversity College Coordinator
New Honor System Fall 07
CuriosityJMU tutorial
DESIRE
ACTION
Some Tips• “Proof is in the pudding”
• Give out gold stars
• Think two steps ahead
• Make risk your friend
• 2 questions:
•How did you find out about us?
•Would you recommend us to a friend?
• Keep the door open (ABC’s)
Good Reads & Resources
• TrendWatching.com• Marketing Genius: Finding the Big Idea that Defi
nes You – by Peter Fisk
• Zag – by Marty Neumeier• Checking out the library's new role in the
community – Minnesota Public Radio• The Wisconsin Library User• Library Marketing – Thinking Outside the Book –
blog by Jill S. Stover• Designing Better Libraries (blog)
Questions, Comments, and Ideas
Jill S. Stover
E-mail: [email protected]
Work Phone: (804) 828-8964
AIM: JillatCabell | Meebo: jsstover
Blog: Library Marketing
Thank you!