Marketing the Academic Business Library: MBA Student Recommendations

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• Marketing the Academic Business Library MBA
  Student Recommendations
• Gary White
• Penn State University Libraries
• June 13, 2006

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Why Market Your Library?

• Increased competition
• Increase use by clientele
• Better knowledge of what to provide
• Better partnerships with faculty and
  administrators
• Relevancy of library remain central to
  organizations mission
• Retain and improve funding
• Source ACRL

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MBA Marketing Students Projects

• Spring 2005
• Brand Management (MRKT 532) Marketing Strategy
  (MRKT 571)
• Team competitions, 7 teams per course
• Surveyed over 1,000 students
• Librarians were judges
• Prizes awarded

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MBA Marketing Students Feedback

• Strengths
• Abundant Resources
• Knowledgeable Staff
• Internet Access
• Weaknesses
• Uninviting Atmosphere
• Services Not Widely Known
• Hours of Operation
• Student Perceptions

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MBA Marketing StudentsFeedback

• Opportunities
• Physical environment
• Promotional activities
• Special events, lectures
• Web
• Threats
• HUB
• Cafes
• Bookstores
• Google

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Characteristics of Target Customers
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(No Transcript)
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Schreyer Business Resource
Center
Recommendation
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Marketing MixSample Floor Plan
Individual Study Area

• Food Allowed
• Business Information
• Group Study Area

Stacks Area
Entrance
Lounge Entrance
Computers

• Entertainment
• Area
• TV
• Vending

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Student Perceptions

• Library as archive
• Role of librarians (not viewed as information
  professionals)
• Stereotypical views of libraries and librarians
  (overly restrictive, sterile, cloister-like)
• Size/resources are intimidating
• Librarians too passive

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MBA Recommendations

• Research Consultants rather than terms
  librarian or reference
• Consultation desks, not large reference desks
• Roving/active assistance
• Highlight current materials bookstore model
  storage for older collections
• Hours

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MBA Recommendations

• Strongest/most frequent recommendations
  Library as Place important
• Make library comfortable pleasant allow food
  and drink, make refuge for students create
  spaces where students can multitask

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Questions or Comments?

• Gary White
• gww2_at_psu.edu