Getting the News Out: Promoting the Library with an Email Alert Service Sharon Giles and Gary Clopton UT Southwestern Library October, 1999.
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Getting the News Out:Promoting the Library
with an Email Alert Service
Sharon Giles and
Gary Clopton
UT Southwestern LibraryOctober, 1999
Getting the News Out:Promoting the Library with an
Email Alert Service
Developing the idea: Email issues, research, basic concepts, content,
means of distribution, format, and staff involvement
The alert service: Email and web versions
Promoting it: Launching it; methods of publicity
Evaluating it: Success measures; survey results
Developing the Idea:Why email?
Email Advantages: Easy distribution No materials cost Timeliness Ability to use URL
links to library’s home pages
Way to obtain feedback from the client
Disadvantages: Impersonality Perception of
unsolicited email as spam
Not always read Lack of universal
access to email Requirement of a
distribution list
Developing the Idea: A Marketing Team Initiative
Survey of what other libraries do: Web newsletters
•Format: HTML or PDF•Content
Listservs Means of soliciting subscribers One email newsletter:
• UTHSC San Antonio
Developing the Idea: The Library’s Strategic Plan
Develop a product compatible with objectives:
Develop information products... Create easily accessible mechanisms for client
input Develop a staff of campus-recognized experts... Develop a virtual library... Offer educational experiences… Increase primary clients' usage...
Developing the Idea: Basic Concepts
Library-wide brainstorming session: A timely, proactive form of marketing Use of permission marketing Venue for responses to client
suggestions Not just an email form of Information
Times, the Library’s print newsletter
Developing the Idea:Determining the Content
Already created news items:
Class announcements Articles from
Information Times Answers to client
suggestions Web features
Items created for the alert service:
Timely events announcements
New product/service announcements
Tips on existing products and services
Developing the Idea: Means of Distribution
Electronic distribution lists: Mass broadcast Email address books Client databases, such as circulation
systems Contact databases Listservs
• Moderated, with no automatic bounceback
Developing the Idea:Format
Frequency: weekly or monthly, etc. Viewer limitations: plain text, enhanced, or
Web-enabled Listserv limitations Style: Text, links to Web pages or a
combination Length: Brief or lengthy, no. of items Name: same as the Listserv? Simultaneous Web version?
Developing the Idea:Staff Involvement
Editors: Sharon Giles & Jon Crossno Marketing subteam Listserv moderators: Jeff Perkins and
outside IR staff Contributors: various Registrars: Richard Boriack Web form/Cold Fusion programmers:
Karen Harker and Gary Clopton
Info-Library:Email Version
Presenting the email version:
Info-Library:Web Version
Presenting the Web Version:
Promoting Info-Library:Launching It
Publicity at the Library Showcase: • In conjunction with National Medical
Librarian’s Week, Oct. 1998
Initial subscriber base:• Names from signup forms at the
Library Showcase• Names from Internet Users Survey• Library staff
Promoting Info-Library:All Means Possible!
Word of mouth Postcard mailing Bookmark Signs Checkbox on
registration form Library Showcase
Article in Information Times
Email campaign Web form for
subscribing Link to What’s
New on home page
Evaluating Info-Library:Basic Questions
Factors determining success or failure:
Number of subscribers Feedback from staff & clients Facilitating the strategic plan Responses to an email survey
Evaluating Info-Library:The Survey
Do you find Info-Library valuable to you?
Yes 74% Sometimes 24% No 2%
Results: 54 responses
tabulated Base of 860+
subscribers at the time of the survey
Response rate: 6.3%
Evaluating Info-Library:The Survey
Features found valuable: New Library resources and services
announcements 91% Tips on using library systems and resources
61% Special events announcements 59% Library and Internet class announcements 59% Tips on Internet sites of medical interest 52%
Evaluating Info-Library:The Survey
Desired frequency:
Weekly 45% Every two weeks
35% Monthly 20% Quarterly 0%
Preferred format: Email version
92% Web version 8%
Evaluating Info-Library:The Survey
How did you find out about Info-Library:
Home page 17% By email 50% Word of mouth
20%
Suggested features:
Book list
Evaluating Info-Library:Conclusions
Survey conclusions: Perception of the service as
valuable by clients Items valued most by clients
consistent with strategic plan Option to go biweekly? Option to alternate with book list?
Evaluating Info-Library:Conclusions
Personal observations: More time-consuming than first
estimated Great practice for your writing skills A vehicle for staff development and
communication Personally recommend considering
such a service for your library
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