Here is the article's abstract:
Recommended Reading: Considering Outreach Assessment: Strategies, Sample Scenarios, and a Call to Action by Farrell and Mastel
A new article was released today on "In the Library with the Lead Pipe" by Shannon Farrell and Kristen Mastel. The article is entitled, Considering Outreach Assessment: Strategies, Sample Scenarios, and a Call to Action." I enjoyed this article and it's case study-like presentation of different assessment methodologies.
Here is the article's abstract:
How do we measure the impact of our outreach programming? While there is a lot of information about successful outreach activities in the library literature, there is far less documentation of assessment strategies. There may be numerous barriers to conducting assessment, including a lack of time, money, staff, knowledge, and administrative support. Further, many outreach activities are not tied back to institutional missions and event goals, meaning they are disjointed activities that do not reflect particular outcomes. High attendance numbers may show that there was excellent swag and food at an event, but did the event relate back to your missions and goals? In this article, we examine the various kinds of outreach that libraries are doing, sort these activities into six broad categories, explore assorted assessment techniques, and include a small survey about people’s experience and comfort with suggested assessments. Using hypothetical outreach scenarios, we will illustrate how to identify appropriate assessment strategies to evaluate an event’s goals and measure impact. Recognizing there are numerous constraints, we suggest that all library workers engaging in outreach activities should strongly consider incorporating goals-driven assessment in their work.
This post was published by Gabrielle (Abby) Annala, MBA, MLIS of Loyola University Chicago.
Okay - so maybe I'm way behind - but I was shown this IMLS Engaging Communities document for the first time last week. While it may not specifically relate to your library - I think it's a great read for all of us with an interest in marketing. I think we get caught up worrying about graphic design, stress relief activities and other day-to-day operations that it's easy to lose sight of some of the strategic decision making and true "marketing" behind all of our PR and advertising initiatives. I urge you to take a few minutes and reflect on some of the great work and insightful reflections by our colleagues around the country.
This post was written by Gabrielle Annala, MLIS of Loyola University Chicago. For more information about Gabrielle, please click the "Contact" page.
It's no secret that one of my favorite database companies and market research firms is Mintel. There are many of reasons why they've made it to the top of the list. They have an office here in Chicago and have gone above and beyond for my students, faculty, and myself. They also put out phenomenal content including trend analyses and market reports.
I encourage all of you to download the North America Consumer Trends 2016 Report for some light reading. While there is nothing included that explicitly shouts, "Libraries, I'm talking to you!" there are many interesting trends that will definitely shape the way consumers expect to interact with services and digital technology.
Some interesting thoughts to consider:
Levitt, T. (1960). MARKETING MYOPIA. Harvard Business Review, 38(4), 45-56.
Marketing Myopia is one of my favorite marketing articles of all times. It "gets to the point" of marketing much better than a one thousand page textbook ever could, and I think it is necessary reading for anyone that considers themselves to be a marketer, especially in libraries.
The debate on what to call people that walk into the library and use the space or service is not a new discussion. Recently, a great article summing up the pros and cons of different terminology was published in Public Libraries. Pundsack, K. (2015). Customers or Patrons?. , (1), 41-44.
This discussion is very well-laid out and thoughtful, and it got me thinking about terminology. I think every library will have a different priority for naming their constituents - but the decision should be deliberate and thoughtful.
If you are an educator you have likely heard talk of “digital badges” (perhaps in association with competency-based learning or micro-credentialing). While digital badges are becoming more established as training models in many businesses, there are mixed feelings about their place in higher ed, opponents often dismissing them as juvenile or as a threat to traditional assessment methods. At the University at Albany Libraries, however, we have discovered the many benefits of digital badges through our development and implementation of the Metaliteracy Badging System.
For those who are unfamiliar with this emerging trend, a digital badge is a hyperlinked icon that signifies an accomplishment or an achievement. Like a traditional badge you might be picturing from your days as a Boy or Girl Scout, a digital badge recognizes and rewards a job well done. Unlike traditional badges, however, digital badges are hyperlinked with data, which can include evidence of the learning that took place and verification of the achievement from the issuing individual or organization. Once earned, a digital badge can easily be shared with admissions committees or potential employers, on professional networks and digital portfolios, with a simple click of the mouse.
McClelland, T. (July 01, 2014). What Exactly Do You Do Here? Marketing-Related Jobs in Public and Academic Libraries. Journal of Library Administration, 54, 5, 347-367.
I've had this article sitting on my desk for a while now and was finally able to carve out time in my day to read through it. I would highly recommend exploring this article, as it is both succinct and insightful. McClelland explores existing literature in library marketing and analyzes job postings on ALA JobList for an mentions of marketing activity in job description. The results were not what I would have expected.
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