"Bringing Users Into Focus: Utilizing Target Audiences to Transform Library Outreach." A presentation developed for the 2015 Memorial Library Outreach Retreat.

1. Bringing Users Into Focus
Utilizing Target Audiences to Transform Library Outreach
Image inspiration from https://creativemarket.com/karnoff/154726-Flat-Camera-Icons-Bundle

2. Welcome
Why are you here?

3. Today:
• 9-10 What do YOU hear from users?
• 10-10:30 Why marketing matters
• 10:30-10:45 Break
• 10:45-11:15 Resource brainstorm
• 11:15-11:45 Communicating our value
• 11:45-12 Target Audience Working Groups overview

4. RSVP
Bibliographers
Central Technical
Services
Circulation/
Access Services/
Stacks
GLS Administration
ILL
LTG
Mail Room
Mills Music Library
Preservation
Public Services
Grants Information
Collection
Reference
Research Data
Services
Silver Buckle Press
Teaching &
Learning Office
UWDC
Women’s Studies
Storage & Shelving

5. What do Memorial
patrons frequently ask for?
study spaces/
quiet spaces/
best place to
study
where is this call
number?
Grants
Copyright info
off-campus database
access
alumni privileges office delivery
for ILL
laptops
how/where do I
print?
primary source
materials
database help
comfortable spaces
digitized LPs,
cassettes, VHS tapeswhere is…?
can I get this
today?

6. What do Memorial
patrons frequently ask for?
resources services
expertise spaces

7. Appreciative Inquiry
The study of what works well
Cooperrider, D. L., Whitney, D. & Stavros, J. M. (2008). Appreciative inquiry handbook:
For leaders of change. (2nd ed.). Brunswick, OH: Crown Custom Publishing.

8. Appreciative Inquiry
• Collaborative storytelling
• Focuses on positive qualities
• Leverages those qualities to enhance
organization, environment, etc.
Cooperrider, D. L., Whitney, D. & Stavros, J. M. (2008). Appreciative inquiry handbook:
For leaders of change. (2nd ed.). Brunswick, OH: Crown Custom Publishing.

9. Appreciative Inquiry
From Cottrell, J. R. & Godwin, L. A practical approach to appreciative inquiry in action:
Be the change you want to see in your library. Presented at ACRL 2015.
Traditional Problem Solving Appreciative Inquiry
• Something is broken
• Something needs to
be done better
• Something needs to
be fixed
• Appreciate what IS
• Imagine what might be
• Determine what
SHOULD be
• Create what WILL be
CHANGE IS TO BE AVOIDED CHANGE IS VALUED

10. Pressing Issues to
Positive Questions
>>Think about a pressing issue for users
From Cottrell, J. R. & Godwin, L. A practical approach to appreciative inquiry in action:
Be the change you want to see in your library. Presented at ACRL 2015.

11. Pressing Issues to
Positive Questions
Think about a pressing issue for users
From Cottrell, J. R. & Godwin, L. A practical approach to appreciative inquiry in action:
Be the change you want to see in your library. Presented at ACRL 2015.
>>What do you want MORE of (not less)?
What do you want to CREATE (not remove)?

12. Pressing Issues to
Positive Questions
Think about a pressing issue for users
What do you want MORE of (not less)?
What do you want to CREATE (not remove)?
From Cottrell, J. R. & Godwin, L. A practical approach to appreciative inquiry in action:
Be the change you want to see in your library. Presented at ACRL 2015.
>>Possible positive questions for further dialogue

13. The Power of Positive
Questioning
Now what do we do with these unicorn dreams?

14. Why Outreach Matters
Embracing the M Word
Kathy Dempsey & Nancy Dowd: http://themwordblog.blogspot.com/

15. –Michael Enzi
“If you’re not at the table,
you’re on the menu.”

16. They’re asking for it
• CUWL 2008 LibQual Survey
• LibGuides graduate student focus groups
• 2006 UWDC survey
• Graduate students 2010 survey

17. There’s a need
When you tell someone that you’re a librarian,
what do they say?

18. So what is marketing?
Process of determining what people want,
creating and delivering it,
asking for feedback,
and then making changes.
Dempsey, K. (2009). The accidental library marketer.New Jersey: Information Today.

19. Do in-depth
market research
Segment into
target markets
Set goals
Ask targets what
they want
ID or create
resources/
services
ID competition
Plan evaluation
Promote
resources/services
Deliver resources/
services
Get feedback
Analyze
feedback
Review process/
make changes
Dempsey, K. (2009). The accidental library marketer.New Jersey: Information Today.
Marketing
Plan
True Marketing Cycle

20. Snapshot of
Memorial Users

21. (Additional patron data
slides removed for privacy)

23. Benefits NOT Features
Why would I want to talk to a librarian?

24. –Jesse Desjardins
Dean of Libraries, Purdue University
“It’s not just about telling stories;
it’s about giving your audiences
a story to tell.”

25. Let’s eat scones.
(break time)

26. Bringing Users Into Focus
Utilizing Target Audiences to Transform Library Outreach
Image inspiration from https://creativemarket.com/karnoff/154726-Flat-Camera-Icons-Bundle

27. We have lots of stuff
Column 1 Column 2 Column 3
5 key things your
department provides:
• Resources
• Services
• Expertise
• Spaces
Primary Audience for
each thing
• Administrators
• Community
• Faculty
• Graduate Students
• Staff
• Undergraduates
Benefits / WIIFM?

28. –James L. Mullins
Dean of Libraries, Purdue University
“It takes and is the responsibility of
the village to communicate the value
of the libraries.”

29. –Shana Kimball
Manager of Public Programs & Outreach, NYPL
“Why do this? Community bar-raising.
We can accomplish more together.”

30. Telling Our Own Stories
(quickly)

31. Co-Creation
http://www.theguardian.com/media-network/2014/nov/03/marketing-millennials-content-creation
https://www.youtube.com/user/UMDLibraries1/videos