Mark Aaron Polger, Assistant Professor & First Year Experience Librarian College of Staten Island, City University of New York [email protected]Using Relationship Marketing to Develop a Successful First Year Library Workshop Program Tuesday November 3, 2015
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Using Relationship Marketing to Develop a Successful First Year Library Workshop Program
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Transcript
Mark Aaron Polger, Assistant Professor & First Year Experience Librarian
Today’s talk1. Relationship marketing?2. Relationship Marketing and the Library3. Our College4. Our Instruction Program5. Challenges6. Marketing steps
a) Market researchb) Identifying target audiencec) Promotiond) Assessment (measuring success)
7. Themes of Relationship Marketing8. Relationship Marketing and Other Library Services9. Lessons Learned
Relationship Marketing?
“Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.”
(Steve Olenski, Forbes Magazine, May 9, 2013)
Relationship Marketing?
Relationship Marketing?
Relationship Marketing?
Relationship Marketing?
Relationship Marketing Themes
• Retention
• Partnerships
• Long term relationships
• Loyalty
• Advocacy
Relationship Marketing and the Library
•Relationship marketing is about retention, not sales
•Library services as memorable
•We hope they refer our services to colleagues
•We hope they become advocates
•Investment in long term, meaningful partnerships
Our CollegeCSI is part of the City University of New York (CUNY)
• 24 campuses in the New York City
• Our College has 14,000 students
• Our University system has 500,000 students
• Our library has 14 full time librarians, 14 part-time librarians
• Teach 300 classes per academic year
Our Instruction Program
• Credit class (LIB 501- Beyond Google: Research for College Success)
• First Year Library Workshops for Introduction to College Composition (ENG 111)
• Credit-bearing “topic” workshops for First Year students (CLUE classes)
• Faculty Workshops
Challenges
•Too many requests
•Not enough librarians to provide support to English 111
•Inconsistency in how we provide instruction to English 111
•Streamlining the process was a priority
Marketing Steps
-Met with English department and Director of the Writing Program-Asked questions
- What are students learning?- Are they writing a paper?- What 4 things can we teach them?- What can they learn in 45 minutes?- How will they be assessed?
-Evaluated the curriculum of the Introduction to College Composition Course-Addressed how we can develop a workshop to address learning outcomes-Collaboratively developed learning outcomes of 4 items
1. Market Research
Marketing Steps
•Targeting First Year Students
•Trying to obtain buy-in with them through English faculty and other academic departments
Kumar, V., & Reinartz, Werner J. (2012). Customer relationship managementconcept, strategy, and tools (Springer texts in business andeconomics). Berlin: Springer.
Olenski, S. (2013). This is the most important word when it comes torelationship marketing. Forbes Magazine, May 9, 2013.
Contact [email protected] Professor & First Year Experience Librarian
Co-convener for 2015-2016ACRL National Library Marketing & Outreach Interest Grouphttps://www.facebook.com/groups/acrl.lmao/