文档介绍：Marketing & Public Relations in Academic Libraries 高校图书馆的营销与公共关系
Heidi Card
ULS Librarian,
Assistant to the Director on Research & Special Projects
University of Pittsburgh
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Outline 概要
History of libraries and marketing
图书馆和营销的历史
Why is Marketing Important in Libraries?
为什么营销对图书馆重要?
Features of a Marketing Plan
营销计划的特征
Example of ULS Marketing Plan
匹兹堡大学图书馆营销计划实例
How ULS has moved forward with Marketing
匹兹堡大学图书馆是如何通过营销方式推进工作的
History of Libraries & Marketing图书馆和营销的历史
Library-Centric view 图书馆中心论
Users were expected to be motivated enough to learn the “rules”
期望读者自己主动去学****图书馆“规则”
Libraries had little incentive to make changes 图书馆缺乏变革的动力
Expectation was that users could be taught to deal with barriers
期望读者被教会自己去处理问题
Libraries “know what their users need”图书馆“知道自己的用户需要什么”
A “Selling Orientation”: persuasion 销售导向:说服能力
Libraries would share the virtues of their products and services – without asking the user what they valued
图书馆愿意分享好的产品和优质服务,但却没有询问用户的价值取向
Libraries believed users could be taught to deal with barriers – instead of eliminating them
图书馆相信能够教会用户去解决困难,而不是致力于消除这些问题
Marketing Challenges for Today’s Academic Libraries 当今高校图书馆面临营销挑战
Coordinating efforts
协同努力
Consistent planning
petition 竞争性
Creativity munication 交流
How the ULS Marketed Services and Increased Use…美匹大图书馆如何应用营销服务增加图书馆的使用…
mitted to change
承诺改革
mitted to listening
努力倾听
Not defensively 不再保守
Thinking about what users want, not what you want them to want and creating services that meet their evolving needs
想用户之所想,而非你希望他们这样想。创建新的服务项目以满足用户不断发展的需求
Features of a Marketing Plan营销计划的特征
Situation Analysis
情境分析
Objectives of Plan
目标计划
Define Target Audience(s)
确定目标读者群
Strategies 战略
Tactics 战术
Evaluation 评价
ULS Situation Analysis 匹兹堡大学图书馆的情境分析
Mission of ULS is to “…provide and promote access to information resources necessary for the achievement of the University’s leadership objectives in teaching, learning, research, creativity munity service, and to coll