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Khyle Hannan Georgia State University Library Improve Library Engagement With Faculty And Graduate Students

2 Introduction Georgia State University Library is an academic library at a large urban research university. The library completed a renovation in 2007 that transformed the old physical space into an environment conducive to learning. The renovation added additional computers, group study rooms and learning commons. The student body welcomed the transformation, but it had the inadvertent effect of transforming the physical space into an undergraduate library. The crowded and noisy facility is not particularly conducive to the demanding needs of graduate students and faculty. The administration determined to make a conscious effort to improve engagement with graduate students and faculty. In this regard, the library designed a marketing campaign to strengthen the relationship with these two groups.

Market Research I conducted market research by interviewing Christian Steinmetz, the librarys Creative Manager. Mr. Steinmetz is responsible for library marketing. My interview focused on understanding the target market including segmentation, demands, and decision-making processes. I also discussed tangible and intangible competition and how they impact the librarys marketing strategy. I conducted secondary research by reviewing data from the LibQUAL lite survey as well as a custom survey administered to faculty and graduate students. The survey data provides behavioral information regarding faculty and graduate students which allows the library to evaluate users needs.

Mission Statement In preparation for the new marketing campaign, the library wrote a new mission statement:

The mission of the Georgia State Library is to serve the academic and research needs of the university and ensure the community has access to the information, resources and services they require.

SWOT Analysis The library conducted a SWOT analysis to determine the strengths, weaknesses, opportunities and threats affecting the librarys marketing plan:

Our most important strengths and best opportunities are: 1. We have a large patron population.

3 2. Patrons frequently use library physical space for research and studying. 3. We have a solid financial foundation from campus funding. 4. The library archives collection is extensive and includes a number of unique collections. 5. We have a large amount of technology (desktops, laptops, ipads, projectors, wifi).

Our most dangerous weaknesses and threats are: 1. Faculty on campus do not conduct research in the library. 2. In person reference statistics are low. 3. We currently do not offer 24/7 or 24/5 operational hours. 4. Graduate students are not engaged with the librarys service offerings. 5. Library space is full - to expand we would need to acquire additional space or off site storage.

6 Ps 1. Product: My product will be library research services. The library will determine which services faculty and graduate students need and direct resources at improving those services. Assessment of these efforts will be critical to ensure we are meeting the constituents needs.

2. Promotion: Promotion efforts will initially be based on subject librarians acting as ambassadors to the various academic departments on campus. They will help us develop a word-of-mouth marketing campaign by appealing to faculty and graduate students directly. A more traditional marketing campaign will follow.

3. Positioning: The library will strive to position itself as a one-stop shop of research services and resources for the serious scholar on campus. We will provide all services that are essential to the research process.

4. Place: The library focused on two distinct areas of Place development; physical and virtual. The physical place development focused on creating a functional and inviting space. Possibilities include a quiet study hall with access to technology for graduate students and a cheerful lounge populated by subject librarians for faculty. The librarys primary virtual space, the website, will include customized areas for both groups. The customized areas will include a combination of resources designed to aid faculty and graduate students.

4 5. Price: The library administrations project budget and proceeds from a cause related marketing campaign funded the cost of redesigning the librarys physical space. The cost of redesigning the librarys website will be a component of the Digital Library Services departments year-end budget. Costs from either of these projects were not passed on to the parton.

6. Politics: A political strategy will not be needed as the project is widely popular with faculty, graduate students and their respective academic departments on campus.

Cause Related Marketing Project Georgia State University Library formed a partnership with Ebsco to provide funding to renovate the librarys physical space for graduate students. Ebsco will track usage statistics of three of their most popular databases among graduate students and contribute an equal dollar amount. The promotion will cover a week of usage. The library will post Ebsco promotional materials in the building as well as advertisements on the library website.

Press Release Georgia State University Library For Immediate Release (4/18/12) New faculty and graduate coffee hour at GSU Library

Beginning this fall semester Georgia State University library will be hosting a coffee hour for faculty and graduate students. The purpose of the event is to provide an opportunity for faculty and graduate students to meet and interact with subject librarians in a casual atmosphere. The coffee hour will be every Monday from 3PM to 4PM on the first floor of Library North.

Conclusion Georgia State University Library developed a comprehensive marketing strategy to improve engagement with faculty and graduate students. A combination of mission refinement, creation of customized library space and outreach through the coffee hour will hopefully improve engagement and create positive associations with the library.