Professionalism & Leadership
Paper: Program Description Abstract
Collaborative Marketing in a Health Sciences Library: A First-Year Assessment
Tuesday, May 7
4:35 PM - 4:50 PM
Room: Columbus CD (East Tower, Ballroom/Gold Level)
Margaret Ansell, AHIP
Nursing & Consumer Health Liaison Librarian
Health Science Center Libraries, University of Florida
OPS Clerical Staff - Assoc. Dean/ Fackler Director's Office, Smather's Libraries in HSCL
University of Florida, Smather's Libraries
Bioinformatics Support Specialist
University of Florida Health Science Center Libraries
Library Associate 1/ Evening Circulation Supervisor
University of Florida, Health Science Center Library
Background : In August 2017, an interdepartmental marketing team at an academic health science library instituted a new method of managing marketing through a marketing calendar system. At their quarterly meeting, team members developed a three-month schedule of marketing messages to be distributed via the library’s print and digital dissemination mechanisms, including signage, email, and social media. Messages were related to timely topics (beginning of the school year, finals, or holidays/health commemorations), as well as library-related events or services (instructional workshops, circulated items, or study spaces). After one year of conducting marketing efforts using this system, the team is assessing their efforts.
Description : The assessment includes both qualitative and quantitative data, and seeks to answer two core questions: 1) Is this method of marketing library services and resources effective in consistently engaging with potential/current library users, both to share about health information resources and services, and to gain feedback about those services? 2) Is this method of marketing library services efficient in creating a feasible and sustainable workflow for library staff and faculty? Data sources include social media statistics from Facebook and Twitter, attendance at library-sponsored events, survey data on library users’ experiences with/opinions of social media, focus group data from current and former marketing team members on the marketing calendar system, and survey data from library staff and faculty on the marketing calendar system.
Conclusion : The new marketing system increased user engagement with library social media accounts significantly, in part due to the hire of a social media coordinator for the university libraries, creating opportunities for cross-library promotion and engagement with university-level social media. The content of marketing messages has broadened to include services previously under-promoted, thanks to circulation staff input, leading to the creation of new library signage. There were some challenges in recruiting, retaining, and training marketing team members; the team may need to formalize an orientation process for new members to learn the project management and design tools used by the team.