MBA 565: Marketing (Jones): Libraries as Place

Academic Libraries

• There is a profound difference between a space in which library users are engaged in social activity and a space in which they are engaged in communal activity. Social activity in a library involves conversation and discussion among people, about either the work at hand or more trivial matters. Communal activity in a library involves seeing and being seen quietly engaged in study
• Learning spaces should be functional, adaptable, accessible, varied, interactive, conductive, environmentally suitable, safe and secure, efficient and suitable for information technology.

User Expectations

• Collections
• Resources
• Friendly employees; diversity of collections and staff (including student workers)
• Individual and group study Spaces
• Presentation space/class areas
• Communal space for social and recreational activities
• Ability to make learning "visible"
• Natural Light and feeling of safety

Goals

• Increase Brand Identity with Students and Faculty
• Increase foot traffic to library
• Identify best practices for this library's social media presence

Objectives

• Examine current marketing
• Identify Target audiences, and best choice apps for social media marketing
• Develop a Marketing SWOT analysis
• Work with library employees to create better/stronger social media marketing messages for all target populations
• Create 1-2 targeted campaigns, launch campaigns
• Evaluate campaigns