More Cooks in the Kitchen: Creative Marketing Campaigns Christina Dent & Erica Schattle Emerson College
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More
Cooks
in the
Kitchen: Creative
Marketing
Campaigns
Christina Dent & Erica Schattle
Emerson College
“Marketing is about spreading ideas,
and spreading ideas is the single most
important output of our civilization.” -Seth Godin
L I B R A R Y.”
Adapted from:
L I B R A R Y.”
L I B R A R Y.”
Adapted from:
L I B R A R Y.”
L I B R A R Y.”
Adapted from:
L I B R A R Y.”
Adapted from:
Adapted from:
L I B R A R Y.”
Adapted from:
Ripple effect photo
See the video on YouTube at:
http://tinyurl.com/eclibrarytour
Measure
what
matters
Constituent
Values What matters
to our users?
Outcomes
What do we want to achieve from this
campaign?
Criteria
What standards of success will we use?
Assessment
What data/information do we need to gather?
Analysis
What can we learn from the data?
Change
What changes are necessary as a result of
what we learned?
Adapted from Gilchrist, Debra and Anne Zald. “Instruction & Program Design through
Assessment.” Information Literacy Instruction Handbook. Christopher N. Cox and Elizabeth
Blakesley Lindsay. Chicago: Association of College and Research Libraries, 2008.
Moving Forward
Personas
University of Washington
Libraries:
Personas Development
Project http://kwhitenton.com/libraries_personas
Editorial Calendar
Questions?
Further Reading Gilchrist, Debra and Anne Zald. “Instruction & Program Design through Assessment.”
Information Literacy Instruction Handbook. Christopher N. Cox and Elizabeth Blakesley Lindsay.
Chicago: Association of College and Research Libraries, 2008.
Godin, Seth. All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World.
New York: Portfolio, 2005.
Godin, Seth. Meatball Sundae: Is Your Marketing Out of Sync? New York: Portfolio, 2005.
Leboff, Grant. Sticky Marketing. Philadelphia: Kogan Page, 2011.
Neumeier, Marty. Zag: The Number-One Strategy of High-Performance Brands. Berkeley: AIGA
New Riders, 2007.
University of Washington Libraries. Personas Development. UW Libraries.
http://kwhitenton.com/libraries_personas/
Image Credits Qu, Jing. “Chefs at Work.” http://www.flickr.com/photos/jingqu/4762636083/
Rimsa, Aurimas. “Romance.” http://www.flickr.com/photos/rimsa/1195510286/
Neumeier, Marty. “Brand Illustrated.” http://www.liquidagency.com/blog/brand-illustrated/
Brine, Bill. “Water drop fun.” http://www.flickr.com/photos/8099556@N08/3576637694/
Joelk75. “binocular view.” http://www.flickr.com/photos/75001512@N00/3611040776/
Spaceist. “contract round tables.” http://www.spaceist.co.uk/office-news/index.php/large-round-meeting-tables/
Nerissa’s ring. “Reuben + caramel apples 040.” http://www.flickr.com/photos/21524179@N08/2874065048
HeavyWeightGeek. “Number wheel.” http://www.flickr.com/photos/heavyweightgeek/2334939683/
Cleaver, Alan. “Time.” http://www.flickr.com/photos/alancleaver/2661425133/
Saber, Hamed. “Let’s Fly!” http://www.flickr.com/photos/hamed/2302808818/
University of Washington Libraries Persona Development. “Brooke the Beginner.” http://kwhitenton.com/libraries_personas/brooke.pdf
GabrielaP93. “69/365 – 12/16/2010.” http://www.flickr.com/photos/gabrielap93/5267188441/
Dan4th. “070907 cats cooking.” http://www.flickr.com/photos/dan4th/2839915202/
Additional images © Emerson College.
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