11/24/2015 11:15:40 AM
Marketing Your Library: Thinking Outside the Box
“Marketing” is a ubiquitous term applied to almost anything. Market your brand. Market your name. Market your product. Market your library. “Market your library” sounds a bit odd – maybe because in academia we don’t think we need to market our library. We’re a firmly established part of the institution. We may change over time, but it’s unlikely we’ll disappear, and any “marketing” we do probably will not result in more funding from our parent institution. But marketing, even in academia, is important because it helps advertise the value we bring to our institutions. We’ve been talking about Marketing a lot over the past few years in presentations (e.g., “Twenty Dollars a Day: Marketing Your Library in Challenging Economic Times”, Marcia Dority Baker and Stefanie Pearlman, MAALL Annual Meeting, 2009) and in articles (e.g., “Tweet Treats”, 14 AALL Spectrum 18, 2009) and would like to revisit the topic and offer new suggestions.
Marketing is frequently associated with large outputs of money and long, highly strategized advertising campaigns. Are there ways to market without investing large sums of cash and placing high demands on your library’s time or space? Sure. At the Schmid Law Library we market our library in a number of relatively inexpensive – money, time and space – ways. Our marketing has helped us establish ourselves as an important part of our law school community.
We’d like to share some of our strategies. Borrowing from review services like Yelp and TripAdvisor, we’ll briefly outline what we do, then provide codes indicating how much money ($), library space (⌂), and staff time (·) was involved to help you decide if any of these activities could help you market your library. The codes relate as follows:
$0-25 ($) Very little space (⌂) Less than 1 hour (·)
$26-50 ($$) Foyer or room (⌂⌂) 1-3 hours (··)
$51-100 ($$$) More than a room, less than a floor (⌂⌂⌂) Half a day (···)
$101-300 ($$$$) A floor (⌂⌂⌂⌂) One day (····)
$301-??? ($$$$$) The entire library (⌂⌂⌂⌂⌂) More than 1 day (·····)
This year we used some blank wall space to host two art exhibits. The first show displayed faculty and staff work; the second the work of our law students. The initial cost was high since we invested in a good art hanging system. After that initial expense, the ongoing costs are relatively small and amount to staff time organizing each show and minimal printing costs. Specifically: email requests for art; collecting and hanging the art; printing labels and gallery guides; and advertising the show through emails and social media. We also spent more money with the first show by hosting an opening reception. We’ve given high money costs only because of the initial investment in the hanging system and the reception. A less expensive show could be hosted by using easels, display cases or other display options. CAVEAT: we have a relatively secure environment. If you are concerned about art theft or damage, you may want to display the works in secure areas or locked cabinets.
We’re sure you’re wondering how Roscoe Pound and library marketing connect. Six degrees of Kevin Bacon anyone?? There are three fabulous busts of Nebraska alum Roscoe Pound: one at the Nebraska State Capital, one at Harvard Law School Library (Dean from 1916-1936), and one in the Schmid Law Library (Dean from 1903-1907). We have two traditions revolving around our bust of Dean Pound: (1) law students rub his nose for good luck, and (2) graduating classes, with varying degrees of participation, make “offerings” to him before finals. We’ve build upon both of those student oriented traditions by decorating the bust throughout the year to showcase events happening at the law school, at the university, or for holidays. The law school community enjoys seeing Roscoe decked out - in a mortar board and gown for example – and he is frequently photographed with students, especially when “dressed” for a specific occasion.
We have a nice, large space in our basement occupied by three study tables. Because the space is open, relatively private and easily accessible, a group of students asked if they use it for a weekly yoga class during the academic year. The students explored other spaces in the law college and found the library basement to be the largest, quietest and perhaps most convenient for their purpose. With some trepidation about the impact the classes would have on studying, we gave the okay. It has been a positive experiment with no complaints. Each class runs approximately 90 minutes, and the students are great about returning the tables and chairs to the appropriate places after each class. This is “free” in the sense that our only output is space - no cost, no staff time, no advertising.
We like to host community coffees once a semester. We purchase fruit, breakfast treats, coffee and tea. We set up a table in our foyer and “meet, greet and serve” students, faculty and staff until the food runs out – usually from around 8 a.m. to 11:30 a.m. Our community truly enjoys the coffees, and we get many heartfelt “thank yous” – especially from those students who didn’t have time for breakfast. The cost of the food, the time getting the food, setting and cleaning up are the biggest “expenses” we incur.
During finals in the fall and spring, two of our librarians do “tweet treats” in the library. They promote library services via clues, hide a treat (usually a theater box of candy), and tweet the clue. The first student reading the tweet and figuring out the clue finds the treat. It’s a nice, inexpensive way to provide a study break for students during finals. It’s also had the added benefit of increasing the number of students following the law library on Twitter.
$ ⌂ .
At the University of Nebraska College of Law we celebrate Mel Shinn Day every fall. A 5k “Race Judicata” memorializing Mel Shinn, a member of the class of 1966 who enjoyed athletics while in law school, is run annually. In addition to the race, we have an all school picnic and students can participate in a number of athletic events – the 5k, bowling, bocce ball, basketball. Approximately 10 years ago we decided to contribution to the festivities by hosting a 9-hole golf course in the library. Using packing materials accumulated during the year, old computer equipment, discarded books and a variety of other materials gathered from the library (or home), we set up nine uniquely themed holes. Initially we borrowed putters and balls from a local miniature golf course. Now, through the efforts of one of our librarians (who scoured local thrift stores), we have our own putters and golf balls. Although we did purchase golf pencils for scoring, all signage and score cards are created in house with supplies we have on hand. The course is set up the day before Mel Shinn, and we run “tee times” from approximately 7:30 a.m. to 3 p.m. The course is a success each fall, and we frequently get requests to set it up at least once more during the year. The most “expensive” part of the event is the time involved setting up the course and taking it down.
Like almost every other academic law library, we struggle to send our students out into the work world confident with their research skills. To help hone their skills, we host an all-day research review the Thursday or Friday after the last final in the spring, offering 45 or 60 minute legal research sessions. We advertise via email, create a LibGuide, and provide donuts and lunch (pizza for example) for participants. The feedback from the event is positive, and we like offering our students a research refresher before they begin work. The biggest costs are our time preparing the sessions, advertising the event, and the food.
One of the events we’ve experimented with in the past and hope to reintroduce is Orientation Bingo. Our Director learned of a version of this while visiting at Harvard Law School, and we’ve adapted for 1L orientation. We created Bingo cards using different library departments as the squares on the grid. Working from a picture of the bust of Roscoe Pound, our IT department printed nine differently colored stickers. Students fill their cards with a different colored sticker from each law library department. We solicit gift card donations from local businesses, and use those as prizes for the students; full bingo cards are deposited in a drawing to win those prizes. It’s a nice way to introduce ourselves to the students and promote local businesses.
The Great Pumpkin
The Great Pumpkin is legendary with our alums. It started with a simple orange, plastic Halloween pumpkin full of candy at the reference desk. It evolved into a tradition of a candy at the reference desk during various times throughout the year. Students get a sugar infusion and an opportunity to visit with the librarians. When the pumpkin is out, it’s decorated in a way befitting the time of the year: a bunny in spring; an “election hat” and “vote” sign during elections; earmuffs in January; a turkey close to Thanksgiving. It’s relatively inexpensive and a great way to encourage interaction between students and the librarians.
Marketing your library and promoting your services can be done creatively on a budget. Each of these ideas came about because we wanted to try something new (art show) or be more involved in law school events (Mel Shinn; orientation). We hope our ideas inspire you to “market” your library in a different way. Let your creativity out. Get rid of those stale marking plans. Demonstrate the value your library provides to your institution.
Sandy Placzek (email@example.com) is a Professor of Law Library and the Associate Director at the Schmid Law Library, University of Nebraska College of Law, Lincoln, Nebraska.
Marcia L. Dority Baker (firstname.lastname@example.org) is an Associate Professor of Law Library and Access Services Librarian at the Schmid Law Library, University of Nebraska College of Law, Lincoln, Nebraska.
Posted By 11/24/2015 11:15:40 AM
5/15/2015 10:20:07 AM
Library Outreach Inside the Building
Outreach. Does this phrase strike fear in your core? What does it mean? How
does a library “outreach” and to whom? Like many academic law libraries, Schmid
Law Library (University of Nebraska College of Law) strives to connect with our
law students by building good relationships and providing a positive
environment for the students during law school and beyond. This semester we’ve
informally outreached to our law students via March Madness, National Library Week
and research review for student’s working as summer clerks and associates. I’d
like to share these programs as examples of successful library outreach
opportunities inside the building.
Law Review March Madness
This is a new
program for Schmid Law Library; we borrowed the idea from Klutznik Law Library
(Creighton Law School). On the library’s first floor is an under-used bulletin
board. It’s been a personal goal to put up a display to improve the space – the
“Law Review Madness” event was a perfect fit (and took up almost a month of
display needs). Our promotion to the law school included:
Which Law Review will win?! Schmid Law Library is offering Law Review Madness 2015
during this season’s March Madness tournament. We’ll have brackets available on
Monday afternoon at the circulation desk for those who want to play along.
Completed brackets are due by noon on Wednesday, March 18th to the
law library circulation desk. The grand prize is a Golden Ticket for all-day
use of a study room of your choice AND bragging rights for winning the first
Law Review Madness tourney hosted by Schmid Law Library.
We wanted the
entire law school to participate even though students benefitted from winning
an all-day use of a study-room. There were 15 total participants, including
three faculty and staff. The bulletin board was a hit; many people were
impressed with the large bracket and clever law review modification. For
example, the Villanova team became the Villanova Law Review, as did Arkansas
(Arkansas Law Review). If a March Madness team had a law review associated with
the school, we modified the team name only.
National Library Week Celebration
Library hosts a community coffee for the law school each semester, usually on
Halloween and Valentine’s Day. This year we decided to host the spring semester
community coffee during National Library Week (April 13-17, 2015) to celebrate
libraries and connect with our students, faculty and staff. The community
coffee involves fruit, breakfast goodies and coffee or tea set up in the
library foyer for a meet and greet event. To promote library services, we
created a daily quiz highlighting a particular department; Monday was technical
services, Tuesday was circulation, Wednesday was Inter-Library Loan (ILL) - even
the IT department created a quiz! We gave away a prize box each day including;
gift cards to local bookstore, giveaways from our vendors, and office supplies
like highlighters. The prize box was a hit, especially with finals around the
corner; food is always appreciated and we promoted library services in a
creative format. The feedback we’ve received from students has been positive
and the quiz winners were excited about the great prize box.
a daylong research event to our students the past four years. This is a
refresher on basic legal research skills necessary for their summer jobs as
clerks and associates. The training involves several sessions including:
starting research tips, administrative law, Nebraska and Federal legislative
history research, free and low-cost alternative legal research on the web, and
practical tools and tips. The library provides donuts and coffee during the
morning and a pizza lunch for students who pre-register. We use a LibGuide for
each ResearchPalooza event; it includes the day’s agenda, links to relevant
resources, the registration form to RSVP for the event (and lunch) and contact
information for the librarians.
programming can be successful in the building! Fortunately we have a captured audience as
our law students spend hours each day in the library. These events are valuable
opportunities to continue building good relationships with our law school
community by tweaking established programs (the community coffee), trying
timely programming (Law Review Madness) and continuing to support our student’s
professional careers (ResearchPalooza).
Marcia L. Dority Baker is the Access Services Librarian at
the University of Nebraska College of Law, Schmid Law Library in Lincoln,
Nebraska. She can be reached via email; email@example.com
Posted By 5/15/2015 10:20:07 AM
7/28/2014 2:30:32 PM
AALL Session Review: H-5: Law Librarianship in the Digital Age
Jennifer Alexander: McKenna Long & Aldridge
Scott D. Bailey, Squire Sanders
Valeri Craigle, University of Utah
William R. Mills, New York Law School
Ralph A. Monaco, New York Law Institute
Carol Ottolenghi, Ohio Attorney General
C. Andrew Plumb-Larrick, Case Western Reserve University
Thomas Striepe, University of Georgia
This unique session managed to keep my attention for the entire hour even though it was in the last time slot of the conference. The eight speakers listed above all wrote chapters in the recently published monograph Law Librarianship in the Digital Age edited by the program’s moderator, Ellysa Kroski of the New York Law Institute and published by Scarecrow Press. What made this session different from many others I’ve attended is that each speaker on the panel presented using PechaKucha 20X20 style. This is a Japanese presentation style in which each talk consists of 20 images (or slides) each shown for just 20 seconds before automatically moving to the next slide. Each talk was about 7 minutes in length – and featured interesting photos or slides, and was thus concise and memorable. Many presenters added humorous photos/slides which were a welcome addition and an aid in remembering content.
This program was a glimpse into the content of the book, Law Librarianship in the Digital Age which is a guidebook for law librarians who want to become digitally literate as well as gain an understanding of recent advancements and trends in information technology. I learned so much during this program that I can’t possibly share all of it, but here are my main takeaways.
From Bill Mills on Tablets and Mobile Device Management:
- Librarians need to be seen as trending and trend setters
- Librarians as managers of digital resources and devices is one way to be trend setters.
From T.J. Striepe on Embedded Librarianship
- Embedded librarianship is on a sliding scale that goes from visiting patrons where they are to actually living there with them.
- Form a relationship with your patrons
- Librarians at the University of Georgia roam the faculty hallways with iPads to demonstrate legal research apps, but also to talk about non library topics so that they can build relationships.
From Carol Ottolenghi on Digital Age Marketing
- It’s not enough to do good. We need to be caught being good.
- We need to sell the librarian skill set to our users, our potential users and to the people who control the budget.
- Tell them in ways that they can hear you.
From Scott Bailey on the Future of Law Librarianship
- Librarians are the product. Don’t let the tools (or the vendor) get in front of you.
- Monetize your services and show how you add value.
- Go to your patrons and communicate in the language of your business – be relevant!
- Don’t be afraid to experiment
I just ordered the book and am looking forward to reading and learning even more. Thanks to Ellyssa for moderating this program and to all of the speakers. For more information on the book see the AALL Spectrum Blog review here.
Posted By 7/28/2014 2:30:32 PM