University of Illinois Library Strategic Communications and Marketing for Today’s Library Guiding Values Accept nothing less than excellence as our standard.

University of Illinois University of Illinois LibraryLibrary

Strategic Communications Strategic Communications and Marketing for and Marketing for

Today’s LibraryToday’s LibraryGuiding ValuesGuiding Values

• Accept nothing less than excellence as our standard. Accept nothing less than excellence as our standard. • Provide services and content that advance the endeavors of faculty, Provide services and content that advance the endeavors of faculty, students, and primary external constituencies both in traditional ways students, and primary external constituencies both in traditional ways and through new collaborative partnerships.and through new collaborative partnerships.• Address the needs and opportunities of diverse and increasingly Address the needs and opportunities of diverse and increasingly global, interconnected, constituencies through the services we offer, the global, interconnected, constituencies through the services we offer, the scholarly content we make available, the instruction we provide, and our scholarly content we make available, the instruction we provide, and our engagement with external communities.engagement with external communities.• Speed the transformation of the current system of scholarly Speed the transformation of the current system of scholarly communication to one that advances the distribution of knowledge communication to one that advances the distribution of knowledge through more affordable and accessible methods.through more affordable and accessible methods.• Protect our users’ rights to privacy and freedom of thought and Protect our users’ rights to privacy and freedom of thought and expression in a free and open society.expression in a free and open society.• Create a nimble and adaptive institution.Create a nimble and adaptive institution.

Strategic Communications and Strategic Communications and Marketing CommitteeMarketing Committee

Our purpose is to promote awareness of the Our purpose is to promote awareness of the Library among users within the University’s Library among users within the University’s academic community and advocate greater academic community and advocate greater recognition for the Library's services, recognition for the Library's services, initiatives, and innovations among broader initiatives, and innovations among broader audiences outside of the campus. The audiences outside of the campus. The Committee develops expertise and assists Committee develops expertise and assists the various Library units in the marketing of the various Library units in the marketing of products and services, collaborating with products and services, collaborating with Library faculty and staff to identify relevant Library faculty and staff to identify relevant marketing messages and strategies.marketing messages and strategies.

Strategic Communications and Strategic Communications and Marketing CommitteeMarketing Committee

Current MembersCurrent Members

Scott Schwartz, chair, Scott Schwartz, chair, [email protected]@illinois.edu

Becky Smith, [email protected] Smith, [email protected]

David Griffiths, [email protected] Griffiths, [email protected]

JoAnn Jacoby, [email protected] Jacoby, [email protected]

Lisa Hinchliffe, [email protected] Hinchliffe, [email protected]

Heather Murphy Heather Murphy (e(ex officiox officio) )

ObjectivesObjectives• Provide greater awareness of and Provide greater awareness of and

understanding about the Library’s understanding about the Library’s collections, programs, services, and collections, programs, services, and initiatives.initiatives.

• Develop resources, guidelines, and tools Develop resources, guidelines, and tools for promoting resources and services for promoting resources and services offered by Library.offered by Library.

• Foster a Library-wide team approach Foster a Library-wide team approach (i.e., internal marketing culture) to (i.e., internal marketing culture) to advance marketing and communications advance marketing and communications efforts.efforts.

StrategiesStrategies

1.1. Promote a broad, three-year “discovery” Promote a broad, three-year “discovery” themetheme

To foster greater awareness among target To foster greater awareness among target audiences, the first three years of the audiences, the first three years of the marketing campaign will promote the Library marketing campaign will promote the Library as a place of discovery. The theme for year one as a place of discovery. The theme for year one will be “Uncover and Discover.” For years two will be “Uncover and Discover.” For years two and three, themes will focus on “Your Bridge to and three, themes will focus on “Your Bridge to Discovery” and “Discover: Here, Now, and Discovery” and “Discover: Here, Now, and Tomorrow.” The Library-wide campaign theme Tomorrow.” The Library-wide campaign theme will provide a unified message for will provide a unified message for communications and marketing activities. communications and marketing activities.


2.2. Create and make available a “Library-in-a-Create and make available a “Library-in-a-Box”Box”

To enhance Library-wide marketing activities, To enhance Library-wide marketing activities, the committee will develop “Library-in-a-Box” the committee will develop “Library-in-a-Box” to connect Library units and staff with display to connect Library units and staff with display items and other resources needed to showcase items and other resources needed to showcase the Library at various campus, community, and the Library at various campus, community, and national events. These resources and tools will national events. These resources and tools will promote professionalism and consistency in promote professionalism and consistency in marketing the Library (a feedback form marketing the Library (a feedback form regarding effectiveness will be included). regarding effectiveness will be included).


3.3. Develop promotional literature / Develop promotional literature / materials and purchase giveawaysmaterials and purchase giveaways

To elevate awareness of the Library at To elevate awareness of the Library at various events and service points, the various events and service points, the committee will develop promotional committee will develop promotional literature and purchase giveaways to literature and purchase giveaways to consistently promote the “discovery” consistently promote the “discovery” theme both on and off campus in theme both on and off campus in accordance with campus guidelines.accordance with campus guidelines.


4.4. Increase advertising in target media Increase advertising in target media outletsoutlets

To effectively promote the Library, strategic To effectively promote the Library, strategic advertising in the following target media advertising in the following target media outlets will be purchased. This strategy will outlets will be purchased. This strategy will ensure publicity that promotes the ensure publicity that promotes the “discovery” theme, properly educates “discovery” theme, properly educates internal and external target audiences, and internal and external target audiences, and conveys a clear and positive image of the conveys a clear and positive image of the Library and academic libraries.Library and academic libraries.


5.5. Award annual, competitive marketing Award annual, competitive marketing grants to Library unitsgrants to Library units

To foster an internal marketing culture, To foster an internal marketing culture, the committee will award grants to the committee will award grants to Library units for proposed marketing Library units for proposed marketing activities that incorporate the “discovery” activities that incorporate the “discovery” theme. Funds will be awarded based on theme. Funds will be awarded based on the results of an bi-annual competition, for the results of an bi-annual competition, for which formal award criteria will be which formal award criteria will be identified. identified.


6.6. Create an annual recognition award for Create an annual recognition award for Library staff and/or unitsLibrary staff and/or units

This strategy will recognize through This strategy will recognize through monetary or non-monetary means those monetary or non-monetary means those Library units and/or individuals who have Library units and/or individuals who have demonstrated creativity and efficacy in demonstrated creativity and efficacy in marketing activities that incorporate the marketing activities that incorporate the “discovery” theme. Funds will be awarded “discovery” theme. Funds will be awarded regardless of the receipt of annual regardless of the receipt of annual marketing grants (identified in Strategy marketing grants (identified in Strategy Five); rather, the SCMC will select Five); rather, the SCMC will select awardees based on guidelines and/or awardees based on guidelines and/or criteria yet to be established.criteria yet to be established.

Explanation of Strategic Explanation of Strategic Communications and Marketing Communications and Marketing Committee Grant Request FormCommittee Grant Request Form

David GriffithsDavid Griffiths

Examples of Examples of Possible Possible Giveaways with Giveaways with thethemessage:message:

University of University of Illinois LibraryIllinois LibraryUncover and Uncover and DiscoverDiscover

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Strategic Communications and Strategic Communications and Marketing Committee websiteMarketing Committee website

http://www.library.uiuc.edu/http://www.library.uiuc.edu/committee/strategic/committee/strategic/

University of Illinois Library Strategic Communications and Marketing for Today’s Library Guiding Values Accept nothing less than excellence as our standard.

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