Pineda marketing library products and services to high school

Marketing Library Products and Services

to High School Teachers

Ryan PinedaMay 1, 2010

Project Background and Justification

(Major Elements of the Project)

Host Information

Elizabeth Seton High School Library5750 Emerson StBladensburg, MD 20710

Librarian: Kimberly [email protected]

Why market the library to teachers?

o Teachers have preconceived ideas of what the library can do for them

o Teachers claim that they have no time

o A strong collaboration between librarians and teachers is needed to create a solid learning environment

Goals of the project

o Identify the strengths and weaknesses of the school library

o Determine if the teachers are satisfied with the resources that the library offer them

o Find out if the library resources support the curriculum

o Develop materials that will market the library products and services to teachers

Project Process

o Review of Related Literature

o Seek approval from the principal to conduct a survey to teachers

o SWOT Analysis

o Drafting, administering and analysis of survey

o Recommendation to the librarian and school administration

o Creating a virtual library for teachers

Project Accomplishments

Review of Related Literature

American Association of School Librarians (2003). Toolkit for School Library Media Programs. Chicago: American Library Association

Burkman, A. (2004). “A Practical Approach to Marketing the School Library.” Library Media Connection

SWOT Analysis

oenabled me and the librarian to analyze what the library offers to teachers and what the library can do to improve its services to teachers

othe weaknesses of the library served as opportunities to think how these could be improved

othe opportunities can be capitalized and can be used as marketing tool

Survey

o used the free account from www.surveymonkey.com

o sent on March 3, 2010

o 2nd invite was sent after a week

o Final invite was sent on March 17

o Total respondents: 39 out of 51 teachers (76%)

What the Survey Says…

Within the last 6 months, how often have you visited or used the library?

Everyday (15.4%)

More than once a week (12.8%)

Less than once a week but more than once a month (38.5%)

Once a month or less (30.8%)

Not sure (2.6%)

Cont. of Survey

Prof

essio

nal L

ibra

ry

Phot

ocop

ying

mac

hine

Prin

ter

Prin

t res

ourc

es

Onlin

e da

taba

se

Compu

ter b

ut n

ot th

e on

line

data

base

Consu

ltatio

n with

the

libra

rian

Broug

ht a

clas

s

Hang

out a

nd re

lax

0

20

40

60

If you have used the library within the last 6 months, please select the services or resources that you used (Please select

all that apply).

Cont. of Survey

I can do all my research (if needed) from home or from my classroom

I have no time to use the school library

0

10

20

30

40

50

60

70

80

If you do not use the library frequently, please tell us why.

One more highlight from the survey

Within the last 6 months, how often have you brought your class to the

library?

Quarterly

Monthly

Rarely

Never

Recommendations to the Librarian

o putting the @ your library brand

o reaching out

o speaking out

o taking advantage of social media in promoting the library

Virtual Library ohttp://sites.google.com/a/setonhs.org/virtual_libra

ry/

Lessons Learned

o “Every act is a marketing act.” (Beckwith, 1997, 38)

o Creating a marketing plan is a challenging task

o Understanding the audience is important

o A good marketing campaign does not have to involve the 6 P’s

o Bite-sized marketing is effective