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Archive for the ‘Marketing Surveys’ Category

The New Jersey State Library is pleased to bring an innovative marketing webcast series to our library community. We are partnering with OrangeBoy, Inc. to offer a four-part marketing series to provide hands-on guidance to acquire new cardholders, meet cardholder and community needs, and align services and programs with mission-critical goals. In this era of belt-tightening and decreased resources, the workshops will identify ways we can use marketing techniques to strengthen our value to the communities we serve.

Effective Market Research Techniques
February 24, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/972601954

Behind every great marketing effort lies a robust research component that allows organizations to make decisions based on data instead of instinct. This session will cover the following topics:

-Defining research goals

-Primary research vs. secondary research techniques

-Qualitative vs. quantitative techniques

-Survey design and analysis

-Sharing research results across the organization and your community

-How to apply research efforts to organizational goals and initiatives

Session 2: Customer Segmentation
March 24, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/355902995
Session Two builds upon the first session by provided a detailed way to assess and size your library service area, with a particular focus of community members who are existing library users. If you know who is using the library and how they are using it, you can tailor facilities, collections and programs to their needs and prioritize the audiences that directly align with mission-critical goals. The webcast covers the following topics:

-Defining customer segmentation

-Sizing and assessing your library service area

-Segmentation tools and techniques

-Examples of how libraries are using this information to manage collections, design facilities, align programs and services, and target marketing and communication efforts

Session 3:Product and Service Development
April 14, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/151054891

Financial and human resources are limited, and in some cases, shrinking for many libraries. This session provides a framework to assess, manage, enhance and add programs and services to serve targeted audiences most effectively. This approach provides libraries the ability to dedicate resources toward efforts that align with mission-critical goals and deliver community impact. Session topics include:

-Benefits of building a structured product and service development process

-Tips for evaluating existing programs and services

-How to “sunset” or end programs and services that no longer align with library priorities

-New product development tips and techniques

Session 4: Case Study – Bringing it All Together
May 26, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/756935931

The final session ties the three previous sessions together with a case study that centers on the question “What type of job help services would best serve my library to its full advantage?” The session will cover:

-Primary and secondary market research techniques used to size the potential market of job seekers

-Segment and prioritize the market to determine different needs of job seekers

-Assess current offerings and determine gaps based on needs

-Define new offerings and build roll out plan

Presenter: Sandra Swanson
Sandra Swanson is principal and chief operating officer of OrangeBoy, Inc., a research and analytics firm headquartered in Columbus, with offices in Portland. One of OrangeBoy’s key library clients includes the Columbus Metropolitan Library (CML), Library Journal’s 2010 Library of the Year. Sandra works closely with Alison Circle, CML marketing director and author of The Bubble Room, a library marketing blog on Library Journal. OrangeBoy played an instrumental role in helping CML identify and prioritize customer segments based on library behaviors and uses. CML used this information to formulate its strategic plan and guide the organization for the past five years.

In addition to its work with CML, OrangeBoy’s partial library client list includes Santa Clara County Library, the Public Library of Cincinnati and Hamilton County, Multhomah County Library, and Cuyahoga County Library. OrangeBoy has presented at the Public Library Association, California Library Association, Ohio Library Council, The Library Journal Director’s Summit, and numerous library boards, management teams and staff training sessions.

Prior to joining the firm in 2001, Sandra worked as a product manager for LEXIS-NEXIS, where she developed one of the company’s first Windows-based search products for end users. Sandra received her MBA from Capital University and a B.A. in Communications from The Ohio State University.

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From Awareness to Funding: A study of library support in America

OCLC was awarded a grant from the Bill & Melinda Gates Foundation to explore attitudes and perceptions about library funding and to evaluate the potential of a large-scale marketing and advocacy campaign to increase public library funding in the U.S. The findings of this research are now available in the latest OCLC report, From Awareness to Funding: A study of library support in America.

Among the findings from the report:

-Library funding support is only marginally related to library visitation.
-Perceptions of librarians are an important predictor of library funding support.
-Voters who see the library as a “transformational” force as opposed to an “information” source are more likely to increase taxes in its support.

The report suggests that targeting marketing messages to the right segments of the voting public is key to driving increased support for U.S. public libraries. Order or download the report here.

We are incorporating these findings in the Solving Life’s Problems campaign. More on that very soon!

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August 1 UPDATE
Thanks for your input. We had 341 votes plus a great conversation! Looks like we’ll be going with treatment one! If you want to keep up with ongoing news about this campaign make sure you sign up for our listserv. If you’d like to get involved there are lots of ways.

Again, thanks for participating! This is only the beginning … 🙂 -Nancy

NJLA and the State Library are partnering to create a new marketing campaign. We wanted to share the two designs that we are considering for the first stage of the campaign to get an idea of which you think would be most effective to get our message out to the public. After you’ve read an overview of the campaign, take a look at the two treatments and vote for your favorite. If you’d like to add your thoughts please feel free to either add it as a comment or email it directly to me at ndowd@njstatelib.org. Thanks!

OVERVIEW
The two year campaign, Solving Life’s Little Problems, will use authentic and compelling stories characterizing the full spectrum of the NJ library experience that will be used in a statewide campaign to promote libraries. During the first segment our libraries will engage their community customers, businesses and students in telling authentic stories of their library experiences. Then libraries will turn the experiences into moving stories that we can share through traditional and new media outlets to create powerful word of mouth marketing.

CREATING THE STORIES
This segment of the campaign which will be launched in October, will be directed at library customers to encourage them to share a story about their library experience with you. You’ll then be able to take one or a combination of the stories to create a digital story or video that your library can enter in the statewide contest. (NJLA’s IT Section will be providing lots of training opportunities during the year to help you learn how to make both video and digital stories- more about that and the specific instruction about the contest later!) After the contest, we’ll show you how you can use these stories to advocate for your library and will use them ourselves to promote all NJ libraries.

TARGET AUDIENCES
We’ve designated three audiences to target: families, seniors, and YA’s. Libraries will receive promotional materials designed specifically for each target audience that centers around a general story meant to start people thinking about how they use the library and then encourage them to share that story with you.

DESIGNS
The two designs that follow utilize two different approaches to get that message across. Remember, each treatment will be used to create three different posters, each with their own story. So you are choosing the best DESIGN, not the best story.

TREATMENT ONE
The first presents a visual experience centering on an object with a large headline that grabs the reader’s attention. It also includes text outlining some ways the specific target audience uses the library then asks them to share how they use their library.

SAMPLE TEXT: Seniors in some libraries are experiencing the enjoyment of real bowling without having to worry about throwing out their backs by using Nintendo’s Wii to compete in virtual bowling tournaments. It’s just one of the many ways those looking for personal fulfillment and a long life have turned to their local library to develop healthy lifestyle habit of exercise, activities and strong social support. They are participating in free library sponsored programs like tai chi, yoga and Qi Gong. Instead of paying for expensive health club memberships they are heading out to their local library where they meet up with friends for a brisk walk before relaxing inside with the morning newspaper and newest novel. How do you use your library> Help us tell out stories by sharing the way your library is helping you lead a fulfilling life.

Tell us your story! Visit njstatelib.org for more details.

TREATMENT 2
The second design is a minimalist approach that uses symbolism to draw attention then pushes the reader directly to the website for further information. We would also provide a post card that will give more details about the contest so people get the details without having to go to the web site.

Treatment 2

VOTE!

Be the first to get marketing news from the State Library- register for the Marketing Listerv Select NJSL Marketing and enter your email address!

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Thanks for taking the time to help us out with the NJSL marketing survey. What a great turnout- we had nearly 400 people respond. Wow!

We had an idea that there were some communication problems on our end, but boy did that survey say it LOUD AND CLEAR. So in answer to the question of how the marketing department did in our communication to the field about our campaigns … Not so good.

The good news is we are setting up a few communication tools that should start to solve the problem. This web page is one of those tools. We’ll be posting marketing news here on a continual basis. Don’t worry, we did listen to you when you said you wanted us to communicate via email and listservs. We are in the process of creating a marketing listserv that will allow us to email you directly when we post something here. We will also be posting a notice on the library listservs.

Oh and this is the Three Reasons PSA. Information Today awarded the full version the InfoTubey Award- we were one of five in the nation! We also adapted it into a 60 second video that is being shown on Public Access TV stations throughout NJ. (Thanks Michelle Reutty for putting us in touch with them.)

To post to your website go to: http://www.youtube.com/watch?v=XUBZdlj4Ulo and
copy the “embed code” then paste to web site or blog. Easy, yes?

FREE OFFER TO PERSONALIZE THE VIDEO FOR YOUR LIBRARY
If you would like me to personalize the 60 second version with your library’s name and web site let me know. I will personalize videos for the first 50 people who email with a request. Email me at ndowd@njstatelib.org and put “Personalize a video for my library” in the subject line. I’ll post on YouTube and send you a Quicktime file!

Again- thanks for your input! -Nancy

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For the past two years the State Library has been working with different marketing strategies to help libraries promote statewide services. While each campaign had its own successes, the 10 questions in this survey are designed to help us evaluate how we did in terms of reaching libraries. We are also looking for feedback about your experiences and thoughts about the campaigns. We thank you in advance for taking the time to fill out this survey. If you have any questions or would like to discuss something with me directly, please feel free to email me at ndowd@njstatelib.org

Click Here to take survey

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