your promise to your customers. expectations of the academic library (resources and services)
TRANSCRIPT
Using Branding to Advocate for the Academic Library
Dr. Camila A. AlireImmediate ALA Past President
Dean EmeritaUniversity of New Mexico & Colorado State University
ALA Midwinter 2011 – San Diego
Branding Concepts
Your promise to your customers.
Expectations of the academic library (Resources and services)
Branding Concepts (cont.)
Need to know. Do it! Apply results. Deliver through effective branding &
marketing.
Link to Advocacy
UNM Libraries’ experience…
Steps
› STP process Tell the library’s story.
› Find out what your users want
Steps (cont.)
Outreach & Data-collecting1. Surveys2. Focus groups Users Non-users Frontline librarians/staff
3. LIBQUAL
Steps (Data collecting cont.)
One reason for outreach and data collection: Provided validation
Steps (cont.)
› Brand strategy – Communication1. TO WHOM? 2.WHAT? 3.WHERE?
Steps (cont.)
No logo
Tagline - “Connecting you to worlds of knowledge”
Connecting the Pieces?….
The “Connection”
Branding > Frontline Library Staff > Advocacy
The Connection
Getting to Our Grassroots/Users Frontline librarians & library support staff
Library Staff Serve as Connectors…
Frontline Advocacy (cont.)
Frontline Staff
Users - Faculty & Students
Grassroots
Connecting the Pieces…
Relationship
Frontline Advoc.
Frontline Staff
Branding & Marketing
In Branding & Advocacy…..
Every Voice Makes a Difference.
Thank you!