more cooks in the kitchen - dartmouth · pdf filemore cooks in the kitchen: creative marketing...

52
More Cooks in the Kitchen: Creative Marketing Campaigns Christina Dent & Erica Schattle Emerson College

Upload: phungnhan

Post on 19-Mar-2018

222 views

Category:

Documents


1 download

TRANSCRIPT

More

Cooks

in the

Kitchen: Creative

Marketing

Campaigns

Christina Dent & Erica Schattle

Emerson College

“Marketing is about spreading ideas,

and spreading ideas is the single most

important output of our civilization.” -Seth Godin

L I B R A R Y.”

Adapted from:

L I B R A R Y.”

L I B R A R Y.”

Adapted from:

L I B R A R Y.”

L I B R A R Y.”

Adapted from:

L I B R A R Y.”

Adapted from:

Adapted from:

L I B R A R Y.”

Adapted from:

Ripple effect photo

See the video on YouTube at:

http://tinyurl.com/eclibrarytour

Measure

what

matters

Constituent

Values What matters

to our users?

Outcomes

What do we want to achieve from this

campaign?

Criteria

What standards of success will we use?

Assessment

What data/information do we need to gather?

Analysis

What can we learn from the data?

Change

What changes are necessary as a result of

what we learned?

Adapted from Gilchrist, Debra and Anne Zald. “Instruction & Program Design through

Assessment.” Information Literacy Instruction Handbook. Christopher N. Cox and Elizabeth

Blakesley Lindsay. Chicago: Association of College and Research Libraries, 2008.

Moving Forward

Personas

University of Washington

Libraries:

Personas Development

Project http://kwhitenton.com/libraries_personas

Editorial Calendar

Questions?

Further Reading Gilchrist, Debra and Anne Zald. “Instruction & Program Design through Assessment.”

Information Literacy Instruction Handbook. Christopher N. Cox and Elizabeth Blakesley Lindsay.

Chicago: Association of College and Research Libraries, 2008.

Godin, Seth. All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World.

New York: Portfolio, 2005.

Godin, Seth. Meatball Sundae: Is Your Marketing Out of Sync? New York: Portfolio, 2005.

Leboff, Grant. Sticky Marketing. Philadelphia: Kogan Page, 2011.

Neumeier, Marty. Zag: The Number-One Strategy of High-Performance Brands. Berkeley: AIGA

New Riders, 2007.

University of Washington Libraries. Personas Development. UW Libraries.

http://kwhitenton.com/libraries_personas/

Image Credits Qu, Jing. “Chefs at Work.” http://www.flickr.com/photos/jingqu/4762636083/

Rimsa, Aurimas. “Romance.” http://www.flickr.com/photos/rimsa/1195510286/

Neumeier, Marty. “Brand Illustrated.” http://www.liquidagency.com/blog/brand-illustrated/

Brine, Bill. “Water drop fun.” http://www.flickr.com/photos/8099556@N08/3576637694/

Joelk75. “binocular view.” http://www.flickr.com/photos/75001512@N00/3611040776/

Spaceist. “contract round tables.” http://www.spaceist.co.uk/office-news/index.php/large-round-meeting-tables/

Nerissa’s ring. “Reuben + caramel apples 040.” http://www.flickr.com/photos/21524179@N08/2874065048

HeavyWeightGeek. “Number wheel.” http://www.flickr.com/photos/heavyweightgeek/2334939683/

Cleaver, Alan. “Time.” http://www.flickr.com/photos/alancleaver/2661425133/

Saber, Hamed. “Let’s Fly!” http://www.flickr.com/photos/hamed/2302808818/

University of Washington Libraries Persona Development. “Brooke the Beginner.” http://kwhitenton.com/libraries_personas/brooke.pdf

GabrielaP93. “69/365 – 12/16/2010.” http://www.flickr.com/photos/gabrielap93/5267188441/

Dan4th. “070907 cats cooking.” http://www.flickr.com/photos/dan4th/2839915202/

Additional images © Emerson College.