President's Program:
Marketing Reference on a Dime
Saturday, June 25, 2011
1:30pm - 3:30pm
A panel discussion brought to you by RUSA
Amy Mather
Omaha Public Library
Sacramento Public Library
Manya Shorr
&
Kathy Dempsey
Libraries  Are  Essential
Promoting Academic
Library Services
for Free
via Partnerships
Promoting Library Search Tools
Listening is Free
Students wanted an easier way to access 
       electronic resources. 
Admin wanted to integrate library resources 
       into university systems & portals. 
Partnerships with vendor, students, and 
       administratorsmade it possible.
Arizona State University:
Reducing Barriers
to Electronic Resources
• Wanted to make databases easier to search
with a one-step solution.
• Choose the “discovery layer” tool Summon,
from Serials Solutions
• Jennifer Duvernay, ASU Libraries' Marketing
and Outreach Officer, planning/implementing.
Arizona State University: 
Choosing the Tool
• Choose a student-centric name for the tool. 
• Develop visual identity. 
• Integrate the service into university systems. 
• Develop promotional messages. 
• Deliver the promo messages.
Arizona State University: 
Stages of the Project
• Student Advisory Committee gave feedback on
proposed names.
• In-house digital production staff developed
simple sample icons that were so good, ASU
didn’t hire a professional designer.
• Relationships with IT and Provost’s office made
for quick integration into Blackboard, etc.
• Faculty & admin gave feedback on drafts of
promotional messages.
• Got free promotion on non-library parts of the
university's website.
Arizona State University: 
Partners Help for Free
Library Search Tool Login Box
• Put the search box in strategic spots, at the 
   point of need: 
          –Student / Faculty portal 
          –Universitywide web authentication screens 
• Digital signage in the libraries 
• Libraries’ website 
• ASU newspaper article 
• 9-foot tall vinyl banners in library lobbies ($)
Arizona State University: 
Promoting the Reference Tool
1.Listening is free. 
2.You can accomplish more with 
partnerships/relationships. 
3.Place your promotions and your 
tools at the users’ points of need.
Important Takeaways
Reaching
On-Campus
Students
• Over 25% of students lived on campus. 
• More dorms were being constructed. 
• Dorm buildings have “themes” related to 
   majors, so ready-made target markets. 
• Residential life coordinators (RLCs) get to 
   know students; students trust them. 
• Partnerships with RLCs helped outreach.
Sonoma State University: 
Residential Life Partnerships
• Develop relationships with RLCs. 
• Brainstorm strategies that will benefit both 
   RLCs and librarians. 
• Distribute promotional materials to on- 
   campus students in dorms via RLCs. 
• RLCs begin to invite librarians to their 
   meetings and events and become advocates.
Sonoma State University: 
Stages of the Project
1.Look for ready-made target groups.
2.Rather than building your own
relationships with every student  group,
take advantage of others’  positions of trust.
3.You can accomplish more with
partnerships/relationships.
Important Takeaways
Poster for Extended Hours 
During Finals Week
Nancy Dowd
New Jersey State Library
Free
Little More $
Jamie Hollier
Colorado State Library
Commerce Kitchen
&
The best and the most
affordable marketing
is a good message.
The words we use matter
Market the whole package	
Target Specific Audiences
Tips for design
and spreading
the word
Answers
Assistance
Knowledge
The words we use matter
target specific audiences
make
connections
&
build
partnerships
be active
in your community
coloradovirtuallibrary.org/btop/
@valentinelulu
jamie@coloradovirtuallibrary.org
jamiehollier.com
Resources
Connect
ALA 2011: New Orleans
Moderated by Ed Garcia
Selene Colburn
University of Vermont
Market the whole package
"When you are growing up there are two institutional places that affect you most powerfully: the church, which belongs to God, and the public library, which belongs to you."
One Concept, Two Opinions, and
Three Cheap Ideas You Can Steal
The user collaborates in
designing
articulating
conveying the message
Participatory &
Connected Marketing
Viral Marketing
Give them a message and a
product they want and the
means to disseminate it.
@valentinelulu
#refmarket
For more information and to join the conversation, check out ALA RUSA Marketing Reference Services on facebook. https://www.facebook.com/pages/ALA-RUSA-Marketing-Reference-Services/102478949847121?sk=wall