MARKETING COMMUNICATIONS

AND OUTREACH PLAN

2007/2008
University Libraries
Marketing Steering Team
UNIVERSITY LIBRARIES
MARKETING STEERING TEAM
Gary White, Chair
Ellysa Cahoy
Barbara Coopey
Catherine Grigor
Glenn McGuigan
Doris Malkmus
Rebecca Mugridge
Bonnie Osif
John Riddle
Loanne Snavely
The team thanks Sandy Ball and Lana Munip for their assistance on this project.
TABLE OF CONTENTS
Executive Summary 1
Introduction 2
University Libraries Mission 2
University Libraries Vision 2
Environmental Scan 3
Strategic Plan Goals 2005-2008 3
Marketing Steering Team Committee Charge 4
State of Academic Libraries 5
Penn State University Libraries:
User Data and Perceptions 9
LIBQUAL+ Survey 9
MBA Marketing Student Projects 10
Marketing Steering Teams Focus Groups 15
Pulse Survey 21
Open House Surveys 22
Summary 23
Marketing Communications and Outreach Strategy 24
Marketing Communications Plan 25
Strategies 1-11 (and the following as relevant)
Objective
Theme
Services/Collections Promoted
Promotion Vehicles
Public Relations
Costs
Evaluation
Summary of Marketing Communications Plan 30
Marketing Toolkit 31
Priority Recommendations 32
Future Marketing Recommendations 34
Appendix A 35
Marketing Suggestions Submitted
by Libraries Employees
Appendix B 38
Collegian Advertisements

EXECUTIVE SUMMARY
The University Libraries Marketing Communications and Outreach Plan (2007-2008) was developed
by the Marketing Steering Team during Fall 2005 and Spring 2006. In developing this plan, the Market-
ing Steering Team analyzed user data and perceptions from published national reports and from studies
that gathered data from Penn State students. Some of the key fndings of these studies are that students
underutilize the Libraries; Internet search engines are the frst choice for conducting research; students
are unaware of many library services and collections; students are intimidated by the Libraries and fnd
the physical facilities diffcult to navigate and use; students fnd the Libraries facilities to be unwelcom-
ing and uncomfortable; and the Libraries Web site is diffcult to use.
The Marketing Steering Team recommends that the University Libraries frst formal marketing
effort address these fndings by targeting Penn States undergraduate students. Undergraduate students
are our largest user segment; they are less aware and do not understand the value of our resources and
services; and they are more likely to use competitors for information needs and places to study. In order
to reach the undergraduate population, the Marketing Steering Team submits as part of this overall plan:
1. A Marketing Communication Plan designed to raise awareness of the Libraries services
and collections. This plan contains recommended promotional items and other resources
that emphasize customer service, promote ease and effciency in using resources and
fnding information, and emphasize student-centeredness and information literacy. This
plan also contains recommended assessments for each component.
2. A Web-based Marketing Toolkit to provide librarians and library staff with background
information and examples of effective marketing of specifc collections and services.
3. A list of priority recommendations for Library administrators addressing such items as
facilities, policy decisions, new products and services, Web design, and suggestions for
improving marketing activities throughout the University Libraries. Appendix A of the
plan contains a complete list of suggestions that the team has received from employees
throughout the Libraries during the past year.
Finally, the Marketing Steering Team recommends that it continue in its present form for
another year in order to implement the plan and to initiate work on marketing plans for graduate
students, faculty, and alumni. In following years, the team should continue to coordinate market-
ing activities and to make recommendations to the Libraries administration regarding marketing,
but new members will be brought onto the team each year to continue this work. It will also be
important to assess all our activities as we strive to improve marketing efforts within the
University Libraries.
1

INTRODUCTION
During the 2005-2008 strategic planning process, the Libraries faculty and staff consistently noted the
need to promote and market the Libraries services, collections, and staff more effectively. This is criti-
cal if we are to achieve the strategic planning goals that we have established. We must create messages
that resonate with our many types of users: frst year students, undergraduate students, graduate stu-
dents, faculty, honors students, alumni, and others. Nationwide, there are growing concerns that academ-
ic libraries will become marginalized unless they fnd more effective means of engaging their users.
UNIVERSITY LIBRARIES MISSION
The University Libraries are a leader in advancing intellectual discovery, information literacy,
and lifelong learning. The Libraries connect students and scholars to the world of information and ideas.
As an active participant in the worldwide community of scholars, the Libraries foster the teaching,
research, service, and outreach goals of Penn State. They select, create, organize, and facilitate access to
resources that are relevant to the Universitys programs and pursuits.
UNIVERSITY LIBRARIES VISION
The Libraries will be a national leader in the integration of intellectual content, services, and
technology within the larger world of ideas and knowledge.
Connecting students
to a world of information.
2
ENVIRONMENTAL SCAN
Major environmental forces are infuencing the services and resources of the University
Libraries. Infuences of most importance as we face the future include:
Shrinking public support for higher education.
Impact of technological change on the creation, storage, and access to information.
Information/publication as a commodity rather than a public good to disseminate knowledge.
Open access movement as a means to foster information as a public good.
Massive retirements in the library profession and competition for qualifed faculty and staff.
Cultural shifts among students, faculty, and employees in an increasingly pluralistic society.
Changing demographics of our users.
Stagnant budgets and reductions in allocations.
Changing role of the library in a technological environment and need to update our image.
Increasing emphasis on lifelong learning as people live and work longer.
STRATEGIC PLAN GOALS 2005-2008
GOAL ONE:
We will enhance the users experience with the Libraries by becoming a more
user-centered and responsive organization.
GOAL TWO:
We will advance information literacy and lifelong learning.
GOAL THREE:
We will enrich and advance Penn States contributions to the worldwide community
of scholars.
GOAL FOUR:
We will collaborate to create and manage a technological infrastructure that is responsive
to the changing needs of the Libraries users and of its employees.
GOAL FIVE:
We will foster diversity.

3
MARKETING STEERING TEAM COMMITTEE CHARGE
The Penn State University Libraries Marketing Steering Team is charged with developing a com-
prehensive marketing plan that enhances the visibility of the Libraries and promotes its contributions to
research, teaching and learning, and service at Penn State.
The marketing plan is designed to support the University Libraries Strategic Plan, 2005-2008.
The Libraries Strategic Plan is available at:

http://www.libraries.psu.edu/pubinfo/stratplan2005/
4
STATE OF ACADEMIC LIBRARIES
Academic libraries have historically been a cornerstone of post-secondary educational institu-
tions in the United States, supporting research, learning, and scholarship. Libraries on college campuses
serve a wide range of purposes including: providing faculty and students with information resources for
research; serving as a repository for research for advanced academic research; providing resources and
information to aid in the teaching and service missions of colleges and universities; encouraging intel-
lectual inquiry and discovery; providing areas for research and study; and serving broad educational
needs of various user communities.
In recent years, however, academic libraries have changed signifcantly. Technological advances,
changes in how people communicate and interact, and evolving pedagogical techniques, including the
use of course management software and distance education, are altering the ways that academic librar-
ies operate. Libraries are experiencing increasing competitiveness from the Internet and other informa-
tion resources. Our customers are also changing, and academic libraries are facing heightened demands
and expectations for resources and services. At the same time, academic libraries are fnding that user
perceptions of the academic library do not closely match perceptions of those who work in the library
profession.
During the past few years, several national studies have gathered data on library users and the
perceptions of libraries. Perhaps the most signifcant to date are two OCLC reports based on national
survey data: The 2003 OCLC Environmental Scan: Patter Recognition (OCLC Online Computer
Library Center, Inc., 2003) and Perceptions of Libraries and Information Resources: A Report to the
OCLC Membership (OCLC Online Computer Library Center, Inc., 2005).

The 2003 OCLC Environmental Scan reports issues and trends impacting todays libraries.
Some of the key fndings and discussion from this study:
Todays information consumer is self-suffcient. People have become effcient users of the
Internet and are comfortable with Web-based information and content. Therefore, people
today are exhibiting self-service information seeking behaviors as an alternative to
traditional library reference services.
Information consumers are satisfed with the results of their online activities. While
librarians worry about the quality and authority of information resources on the Internet,
the lack of information literacy skills, and the fact that users are not fnding valuable
information through library databases, the great majority of information seekers report that
they fnd most of what they need on the Internet. Users are satisfed with the ease and
speed of using the Internet.
5
The economic landscape for libraries is not good. Funding for libraries as a whole is
stagnant or has diminished. At the same time, costs for print and electronic resources are
rising. Libraries are facing increased budgetary scrutiny. The perception that the Web
provides enough quality information resources for research and the fact that libraries tend
not to document their economic good are both contributing to changing perceptions of
the library from both users and those who make budget allocation decisions.
The ways that faculty and students access, create, and use information resources are
changing and are creating new challenges for libraries. Some of the trends include a
proliferation of e-learning and an increased use of course management software packages.
The methods that faculty and students use to conduct research are also changing. Libraries
and librarians must devise methods for integrating resources and providing services in
these new learning environments, and to form new collaborative relationships with others
in the academic community.

After this report was published, OCLC embarked on a second project to gain a better understand-
ing of these trends as they relate to the information consumer and to libraries. Perceptions of Libraries
and Information Resources is the result of a survey of over 3,300 library users, including nearly 400 col-
lege students. Some of the fndings from the survey of college students include:
48% use their college/university library daily or weekly
In the use of various electronic resources, students report that they have used the following at
least once in the past year:

Email 83%
Search engine 82%
Instant Messaging 69%
Online News 64%
Online Bookstore 62%
Library Website 61%
Online Database 34%
Reference Service Online 8%
When asked where they begin their search for information electronically, students responded:
Web Search Engine 89%
Library Web Site 2%
Online Database 2%
Other categories 1% or less

6

The percentage of respondents that use the library at least monthly, by activity:
Use library Web site 56%
Use electronic journals 49%
Use online catalog 47%
Borrow print books 39%
Get assistance with research 33%
Get journal articles 32%
Use databases 44%
Do homework/study 48%
The percentage of respondents who are aware of the following library resources:

Library Web Site 87%
Online Catalog 86%
Online Databases 62%
Electronic Journals 62%
Online Reference Service 45%
When asked if they had ever sought help in using either electronic library resources or in using
the physical library:

Yes: 46%
No: 54%
When asked about their satisfaction with the information provided by either a librarian or a
search engine:
Very Satisfied or Satisfied:
Librarian: 88%
Search Engine: 90%
In summary, some of the key fndings:
Less than 1/2 of students use the library frequently
Students typically use a Web search engine to start their research
Less than 2/3 of students use the Libraries Web site, even though most are aware of it.
Only 1/3 of students seek research assistance at least monthly
Less than 1/2 of students ever ask for help in using the library
Less than 1/2 of students use the online catalog, borrow books, use online databases,
use electronic journals, use print journals, or study in the library
Satisfaction with librarians is equal to that of search engines

7
In almost every category, students seem to underutilize the library and prefer to use Web search
engines.
The survey also asked college students to compare their library to a local bookstore and to list
which location provides a more suitable environment for various activities and resources. The fndings:
Activity/Resources
Library
more suitable
Local Bookstore
more suitable
Free Internet access 94% 6%
Free materials 93% 7%
Special programs 78% 22%
Comfortable seating 65% 35%
Friendly environment 62% 38%
Access to music 56% 44%
Current materials 34% 66%
Where friends are 45% 55%
Coffee/Snack shop 14% 86%

While many of the fndings from this survey may be troubling to libraries and librarians, they also
serve to provide insight into opportunities to adapt to our changing user needs and to position ourselves
better in the academic environment. These fndings clearly indicate the need for improved marketing and
outreach activities in academic libraries.
Full copies of both reports are available at:
The 2003 OCLC Environmental Scan: Pattern Recognition
http://www.oclc.org/reports/escan/
Perceptions of Libraries and Information Resources: A Report to the OCLC Membership
http://www.oclc.org/reports/2005perceptions.htm

8
PENN STATE UNIVERSITY LIBRARIES
USER DATA AND PERCEPTIONS
Although there is signifcant national assessment data regarding the use and perceptions of
academic libraries, it is important for the University Libraries to gather and analyze data on its own
users and the perceptions of these users regarding the University Libraries resources and services.
This section will summarize fndings from several studies conducted by the University Libraries:
LibQUAL+ Survey (2004); MBA Marketing Students projects (Spring 2005); Marketing Steering
Teams focus groups (Fall 2005); Pulse Survey (November 2005) and survey data from the University
Libraries Annual Open House. The fndings from these studies, coupled with national trends and as-
sessment data, guide the marketing recommendations discussed later.
LIBQUAL+ Survey
Penn State University Libraries was one of 202 libraries participating in the 2004 LibQUAL+
survey project, sponsored by the Association of Research Libraries and Texas A&M University. The
Web-based survey measures user perceptions of library service quality and is designed to help libraries
collect and interpret user feedback systematically over time, and to provide libraries with comparable
assessment information from peer institutions. The survey was sent to approximately 3,400 persons at
University Park, approximately 3,200 persons at 20 other campuses, and to approximately 400 Librar-
ies faculty and staff. A total of 2,426 completed surveys were received. The LibQual+ Survey Execu-
tive Summary (November 2004) is available at:
http://www.libraries.psu.edu/publicservices/reports/LibQUAL%202004%20Executive%20Summary.pdf
Findings show (these are some key highlights):
Users of the Libraries are generally satisfed with services and resources. Over 80% report being
satisfed or very satisfed with library services.
An easy to navigate, resource-rich Web site is of prime importance to students,
who prefer to use non-library gateways such as Google and Yahoo.
9
Use of non-library gateways such as Google and Yahoo are higher than either the use of the
physical library or the use of a library Web page. Use of the Libraries Web pages is higher
than use of the facility.
The most highly desired categories in terms of information and information control indicate that
it is important for users to be able to access electronic resources from home, to have a library
Web site that enables users to locate information on their own, to have the desired electronic
resources, to have modern equipment to access information, and to have the print or electronic
journal collections necessary for work.
The Libraries Web site is confusing. Users were critical of the search mechanisms and lack of
a common search engine for all resources available through the Libraries.
Users expect high quality service from library employees. Users are generally satisfed with
service of library employees but are more critical of student staff who are perceived to lack
interest in providing quality customer service assistance and who lack depth of knowledge of
both library services and knowledge of academic disciplines.
Library as place is important. Users want library spaces that inspire study and learning, quiet
spaces for individual activities, areas for group study, and comfortable and inviting places.
Users indicate that furniture, lighting, and temperature are important in making the library a
comfortable place to work; facilities are overcrowded; quality and reliability of photocopiers
are an issue; and longer hours are needed, especially on weekends.
In summary, the LibQUAL+ survey suggests addressing the following issues:
Delivery of resources and services via the Web site
Maintaining and expanding physical facilities
Delivery of electronic and print materials
Training of part-time staff
MBA Marketing Student Projects
During the Spring 2005 semester, two second-year MBA marketing classes used the library as
their course projects. Because these students are marketing professionals with at least two years of cor-
porate marketing experience, these projects provided the Libraries with valuable market research data
that would have otherwise had to be commissioned. While the students focused on the Schreyer Busi-
ness Library, many of their fndings were applicable to the Libraries as a whole.
The frst class, Brand Management (Marketing 532), conducted a brand audit of the perception
of the Libraries and the Libraries brand among our users. A key element of this class was for the stu-
10
dents to conduct ethnographies of library users, and the students collected data from over 1,000 users of
the Libraries. The second class, Marketing Strategy (Marketing 571), prepared a comprehensive mar-
keting plan, based in part on the fndings from the Brand Management course. The Brand Management
class was held the frst seven weeks of the semester and the Marketing Strategy class was held the last
seven weeks. Each class had approximately 40 students divided into 7 teams, and the class was struc-
tured as a competition. At the end of each class, the teams made formal presentations to several librar-
ians, who served as judges, and cash prizes were awarded to the top three teams in each class.
In conducting the ethnographies of library users, the marketing students used this data to perform
SWOT (Strengths, Weaknesses, Opportunities, Threats) analyses of the Libraries. Common fndings
from the SWOT analyses indicate the following:
Strengths
Abundant Resources. The University Libraries have an impressive array of electronic and print
resources available to users.
Knowledgeable Staff. The employees of the University Libraries are knowledgeable in subject
areas and are helpful to users.
Internet Access. Users can access library materials via the Internet at any location.
Weaknesses
Uninviting Atmosphere. The University Libraries have an uninviting and negative atmosphere.
There are problems with the furniture, foor layouts, service desk arrangements, signage, and
lighting; collections are diffcult to fnd and use; there are negative impressions regarding the
food and drink policy. Students describe the environment as sterile and cloister-like. When
asked What is the Librarys slogan? the most frequent response is No food or drink. Having
a negative slogan is a primary problem to overcome.
Services Not Widely Known. The University Libraries need to do a better job of promoting and
marketing user services.
Hours of Operation. Students, especially international students, would like longer hours,
particularly on weekends.
Student Perceptions. Students have outdated perceptions of libraries and librarians. They
perceive libraries as being overly restrictive, unfriendly, cloister-like, sterile, and generally
negative. Collections are perceived as historical (i.e. an archive) rather than containing
current materials. The term librarian is perceived differently than the way that librarians
perceive themselves, as information professionals. Users come to the library for specifc
reasons, not because they want to come. Students also report that they are intimidated by
the size of the library, and its vast array of resources.
11
Web site. The Web site is too complex, too text heavy and too diffcult to use. Students
report diffculty navigating the Web pages and diffculty determining where to start
searching.
Opportunities
Physical Environment. The Libraries can create an atmosphere that is comfortable and
inviting. Comfortable furniture, improved lighting, improved foor layout and design,
improved signage, and improved physical access to collections will all make the library
more comfortable and inviting to students.
Food and Drink. The teams unanimously suggested having a more liberal food and drink
policy and more places for student lounges. This will combat the negative primary image
(No food or drink), will allow students to stay in the library instead of having to exit for
refreshments, and will make the library more user-friendly.
Promotional Activities. The teams suggested a number of promotional activities to
highlight certain collections and events. The use of takeaway items with the library slogan
or brand will improve visibility. Examples of items suggested include coffee mugs, key
chains, and post-it notes.
Special Events and Lectures. The teams suggested sponsoring special events and
lectures, or partnering with other campus units to sponsor events. These will serve to draw
students into the library and will generate interest in the Libraries collections and services.
Web. An improved Web design will make the Libraries Web page more user-friendly and
easier to navigate. The teams suggest incorporating a single search engine that students
can use to search across databases and platforms. Simplifying the use of the Libraries Web
pages is a key opportunity.
Threats
Google and the Internet. Most students turn to Google or other Internet search engines
rather than the library or the Libraries Web site as their frst choice for fnding
information. Data from other national studies supports this fnding.
Coffee Shops and Cafes. Students report that they prefer local coffee shops and cafes to
study and to meet friends. Coffee shops and cafes provide a more relaxed atmosphere and
allow students to work and to obtain refreshments in one location. Students also cite the
positive ambiance of coffee shops as opposed to the sterile environment that they perceive
in the library.
HUB. Students report that they prefer using the HUB as a gathering place between classes.
The HUB serves as a centralized meeting place where students can interact with friends,
12
study, and eat and drink. There are also a variety of other services available that students
can use in one location.
Bookstores. Students perceive bookstores as containing more current information than the
library. Students describe using the library for historical or archival research, and
going to bookstores to obtain new materials. Bookstores contain only brand new materials,
while libraries contain both older and new materials. When scanning the stacks, students
see a lot of old materials and not many newer materials.
Characteristics of Target Customers (Students)
Undergraduate students today are different from students of the past. The MBA teams describe
students of the past as having the following characteristics:

Have separate study and recreation times and activities.
Are patient and focused
Engage in individual study.
Use only books and other print materials.
Current students, however, have the following characteristics:
Want edutainment want to work, study, and engage in recreational and entertainment
activities simultaneously.
Are impatient and busy. They multitask.
Engage in group study more than individual study.
Use multimedia and Internet resources more than books and other print materials.
Summary Recommendations
The MBA students recommend that the Libraries seek ways to meet students demands for con-
venience, comfort, and ease of use. Students want information that is fast, easy to obtain, and reliable;
and they want an environment that is pleasant and comfortable.
The Libraries need to reconfgure facilities and services to meet the needs of todays students and
to address the competition from Google and the Internet, as well as other locations which are drawing
students away from the Libraries. The following are some of the key recommendations suggested by the
MBA marketing students:
Facilities

Reconfgure foor layouts to provide areas for group study, individual study, lounge and enter-
13
tainment areas, and places to relax/eat and drink. The MBA teams recommend that the Libraries reposi-
tion itself as a refuge for studentsa place where students will come between classes to meet friends,
study, relax and obtain food and beverages. The library should provide more vending machines through-
out the facility.
The Libraries should seek ways to move older collections out of the facility and to create more
group study areas, to obtain lower shelving to open spaces, and to improve lighting and aesthetics.
Students would like to see more color and art. Signage should point to services as well as locations
and should be more clearly visible throughout the facility. Improved lighting is needed throughout the
Libraries, especially in quiet study areas. The Libraries should seek ways to create an atmosphere of
warmth and personality.
Hours of operation are a problem. The Libraries should fnd ways to remain open longer, espe-
cially on weekends. International students especially fnd that our hours of operation are restrictive.
Collections

Highlight targeted collections to promote current materials. Create specialized areas for spe-
cifc collections. Create areas that highlight new materials, and obtain shelving that displays current
magazines and journals so that users can see the covers. Create signage in stacks areas that points users
to specifc materials by subject area. Provide current and popular reading materials and televisions in
student lounge areas.
Service Desks and Customer Service

Reconfgure existing large service desks into smaller consultation areas. Existing desks are too
large and intimidating for students. Move desks from the front of subject libraries to the middle (book-
store model). Librarians and staff need to be more proactive in providing services. Employees need to
rove and to ask students if they need assistance. Students feel that the burden of asking for help is placed
on them because they have to seek help in order to obtain it. The term librarian does not mean much to
students; consider calling ourselves research consultants instead.
MBA students suggest reconfguring the Libraries space.
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Web Site
The Libraries Web site is text heavy and diffcult to navigate. Students do not know where to
begin searching and often become confused using the multitude of library Web pages. The MBA teams
recommend a simpler, more user-friendly interface and a simple search mechanism, similar to Google, to
search for information.
Marketing Steering Teams Focus Groups
Karen Taylor, a dual marketing and advertising major, served as a Bednar Intern for the Market-
ing Steering Team during fall semester 2005. As part of her work, she conducted a series of focus groups
with undergraduate students to obtain perceptions about the University Libraries and suggestions for
improvements to the Libraries. A summary of her fndings and specifc statements from students:
Freshmen Perceptions
Only use the library if required for assignments; only 20% report going on their own
More likely to use during exams to study
Employees are helpful, it is more effcient to ask for help than to try to fnd materials on
their own.
It is easier to fnd information on the Internet than in the library.
Call number system is confusing, fnding books is diffcult
Like the cell phone lounges
Report that library is confusing and intimidating
Those who come to the library report that it makes them feel studious.
Once they are in the library, they are not sure where to go.
Maps are confusing, some rooms have strange names.
Unaware of library locations, hours, services, and MacKinnons caf
Ambiance is important, want library to be warm and inviting, they like windows
and open spaces.
Left: Comfortable armchairs in the News and Microforms Library; right: Libraries employees are helpful, say freshmen.
15
Student lounge (Central Pattee) is scary and outdated
Stacks (Central Pattee) are scary and uncomfortable
Librarys Web site is very complicated, not simple like Google
Are unaware of subject library Web sites
Do not know where to start research or which database(s) to use
Freshmen Suggestions
Need more group study areas
Printing needs to be easier, should be able to use Penn State allotment and Lion Cash
Caf needs to be better advertised and have longer hours.
Need more directional signs and more clearly named and labeled areas
Leisure reading books should be separated from academic materials and put into separate
area on 1st foor so they are readily available.
Make Web site like Google
Have interesting speakers come to the library, such as popular authors, artists, comedians,
etc.
Get more comfortable furniture, individual lamps, make it more comfortable and relaxed
and less structured
Renovate the student lounge in Central Pattee into a Leisure Library with comfortable
furniture, big screen television, and leisure reading materials. Make it like Starbucks.
Make desks at the entrances more welcoming
The Library needs to offer more than research. Needs to have speakers, coffee, warm/
welcoming environment, TV lounge

Sophomores Perceptions
Most use the library because they are required to, 30 percent report using because they want to
The library is huge, overwhelming, confusing.
The lines in the computer lab are too long.
Dont know where to go. Can fnd books on the CAT but cant fnd them physically
in the library
Like the ASK! service
Stacks are scary and there are no directions. Lights/lights on timer are bad.
Use the library to study as much or more than they do to conduct research
Hours are not long enough.
Students need to sneak food and drink into the library.
Students unaware of student lounge and caf
Good place to meet for group study, but not enough group study rooms
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Web site is confusing, often end up going in circles.
Like that students can return books anywhere across campus
Databases are too vast, and students dont know where to start.
Too many clicks on the Web page send students to Google.
Some report that they avoid the library at all costs.
Sophomores Suggestions
Increase size of computer lab
Improve printing in library
Create exit door in Reserve Room so students can exit to bus stop
Have library open 24 hours
Create book pickup and drop off area in the HUB
Create better atmosphere, make the library like Starbucks
Expand the caf
Have better directions and signage
Create an interactive map for fnding books in the stacks
Get more comfortable chairs/furniture
Create more lounge areas with more comfortable furniture
Entrances should have exhibits showing Penn State pride, not just historical pictures
Upperclassmen (Juniors, Seniors, 5th+ Year) Perceptions
Use the library more frequently as a study area
Using and learning about the library should be mandatory and should learn about it while
freshmen
Librarians and other employees are helpful and nice.
Maps and room numbers are confusing.
Navigating the library is diffcult.
Call number system is diffcult to use to fnd books on the shelves.
Like Pollock library and free coffee
Student lounge is unattractive, dont like to use.
Materials in the library are outdated, need more current materials.
Have to sneak in food and drinks to have while working
Computer lab is too crowded.
Printing is diffcult and frustrating.
Unaware of caf
Chairs are uncomfortable.
Lighting is bad, especially in Pattee.
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Upperclassmen (Juniors, Seniors, 5th+ Year) Suggestions
Make learning about the library mandatory early freshmen year
Run advertisements in the Collegian
Have Events and Whats New sections on the Web site
Get more comfortable and updated furniture
Expand computer lab
Expand Caf
Have outside speakers like Distinguished Speaker series
Create TV lounge area with comfortable chairs
Allow food and drink in the library
Renovate student lounge
Create more and nicer student lounges so students can take breaks
Have better signage and maps
Have maps that show the location of books by call number
Make the library look and feel more like a bookstore
Bednar Interns Summary Recommendations
The Libraries should target marketing activities toward undergraduate students. These
students are the largest segment of the Penn State community and are the primary audience that
the Libraries should attempt to reach and to educate about library resources and services.
The primary goal for underclassmen should be to raise awareness and to educate them
about Libraries resources and services.
The primary goal for upperclassmen is to position the Libraries as more than a
research facility, and to provide additional services to students to meet their needs and interests.
Students fock to MacKinnons, the Libraries cafe. Circulating laptopsa popular service offered by the Libraries.
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Promotional strategies to target underclassmen:
Be a signifcant part of freshmen orientation
Give general introduction to the library
Learn about the Libraries organization
Introduction to Libraries Web site
Integrate library into all freshmen seminars
Teach broad and introductory research techniques
Introduce one relevant resource or topic per week
Partner with teaching faculty
Develop relationships with all academic colleges to direct students to use the Libraries
Work toward having all faculty require library use
Encourage faculty to use the Libraries reserves
Promotional strategies to target upperclassmen:
Renovate student lounge
Create Leisure Library with popular reading material
Have comfortable chairs and table lighting
Have televisions
Have caf and coffee
Expand MacKinnons Caf and advertise
Too small and crowded
Hours limited and irregular
Students are unaware of its existence
Speakers
Bring in outside speakers much like Distinguished Speaker series
Will be free, interesting and relevant to students
Will serve to draw students into the Libraries
ITS Printing
Make available from all computers
Make easy for students to Grab and Go between classes
Web Site Recommendations:
Create interactive maps that show book locations. Library should mimic course scheduling
Web site that allows students to see a map of the building where the class is being taught
Create clearer homepage that lists subject libraries and most popular databases
19
Minimize clicks to get to resources
Brand all Web resources. All databases and pages should be labeled as Penn State
University Libraries. Once students enter Proquest or other databases they do not realize
they are still using library resources.
Advertising and Promotional Recommendations
Have better signage and directions in the library. Call numbers and room numbers are too
diffcult to fnd.
Create word of mouth advertising through student testimonials and by making dramatic
changes to the physical library (renovate student lounge into Leisure Library or renovate
the stacks)
Have Give-Aways with library logo, information, and Web site. Students like pens,
post-it notes, and fip calculators
The Business Library loungea popular spot for study and group work.
Left: Natural light foods the caf at Penn State Harrisburg Library; and right: Recently-installed plasma screens in Pattee and Paterno keep
patrons up-to-date on events and classes.
20
Pulse Survey
How Do You Know: Finding Information is the title of the Penn State Pulse Survey conducted by a
collaboration of the University Libraries; ITS: Teaching and Learning with Technology; and Student
Affairs Research and Assessment (SARA). The survey focuses on Penn State students knowledge and
use of the University Libraries, and how they obtain academic information. Included in the survey are
questions concerning students abilities related to fnding information, the Libraries resources they
have used, and where they get instruction and assistance when searching for information. In total, 2,003
undergraduate students from across 20 Penn State campuses responded to the survey. Results were pub-
lished in November 2005, and the full report is available at:
http://www.libraries.psu.edu:8001/publicservices/statistics/pulsesurvey.html
Some fndings that are important for marketing purposes:
Students generally report that they are competent in fnding reliable information (88%);
most (73.1%) report familiarity with library guides/databases and the ability to fnd library
resources (81.9%).
Students report using the Web to fnd academic or course-related materials most frequently
Most students (76.7%) use print library resources at least once per semester
Some students (12.1%) never use online library resources to fnd academic or course-
related information.
Some students (23.3%) never use print library resources.
Many students (44.6%) never use print course reserves.
Most (61.7%) never use library resources in other formats, including microforms, videos,
DVDs, music, etc.
While 19.1% of students use The CAT often, 21.3% never use it.
About 40% never use full-text journals; 45% never use library materials via ANGEL; 51%
never use reserves through The CAT; and 87% have never used the ASK! service or email
reference services.
In seeking assistance, most students turn to friends, fellow students, or instructors rather
than librarians or library staff members. About 44% have never asked for assistance from a
librarian or library staff member and only 5% often ask for assistance.
About 69% report having had at least one librarian serve as a guest lecturer in class. About
57% have had a librarian serve as a guest lecturer in an introductory course (frst-year
seminar; English 15, or CAS 100).
About 45% had attended the Libraries Open House. About 76% report the event at least
moderately helped them to become acquainted with the library.
In general, these statistics agree with national data from the OCLC reports discussed earlier.
While a sizeable portion of the student population does use the library, there are still signifcant
numbers who never use the library, never seek assistance from librarians or library staff members, or
who never use email or other online reference services.
21
Open House Surveys
The Libraries Open House is the most visible and successful outreach program currently offered.
At the fall 2006 Open House, 5,000 students participated in the two-day event. During each Open
House, participants are asked to complete a survey about the Open House and about the Libraries in
general. Below are summary statements from two Open House surveys.
Spring 2005
1,616 students completed the survey
92% agreed that the Open House helped them learn about the basic services, collections,
and facilities of the University Libraries
90% agreed that as a result of the Open House, they feel more comfortable asking some
one for help in the library
89% agreed that as a result of the Open House, they feel more confdent using the library
for research and other coursework
94% would recommend the Open House as a useful activity for other students to attend
Fall 2005
2,919 students completed the survey
88% agreed that the Open House helped them learn about the basic services, collections,
and facilities of the University Libraries
94% would recommend the Open House as a useful activity for other students to attend
The annual Open House introduces thousands of new students to the Libraries services in a fun, informal way.
22
When asked What would bring you into the Libraries more often? students responded:
Comfortable areas to relax (66%)
Increased library hours (47%)
Others: Food, location close to dorms, more computer labs, free printing
The Open House is an example of a very successful marketing and outreach program that
simultaneously educates students about the Libraries locations, collections, and services; helps students
to navigate library facilities; and shows that librarians and library staff are friendly and helpful. Sugges-
tions from the Fall 2005 survey support information gathered by other studies in the Libraries.
Summary
The University Libraries has gathered a wide body of valuable information about our users; their
perceptions of the University Libraries; library-usage patterns; and suggestions for both improvements
to existing services, facilities, and collections as well as new initiatives to better serve our students and
to create a more welcoming, student-centered environment. Some common themes that have emerged
from these studies that impact our marketing planning activities:
The Libraries are underutilized by our students. A signifcant portion of our student body
rarely or never uses the Libraries
Google and other Internet search engines are the frst choice for conducting research
Students are unaware of the Libraries services and collections
Students are intimidated by the Libraries and fnd the physical facilities diffcult to
navigate and use
Students fnd the Libraries facilities to be unwelcoming and uncomfortable. The Library
as Place concept is important and students want comfortable areas to relax, eat and drink,
and take breaks from research and study. Poor lighting and uncomfortable furniture are
common complaints.
Students are not satisfed with the hours the Libraries are open
The Libraries Web site is diffcult to use and navigate
In general, students are asking that the Libraries be more user-friendly, convenient, easy to use, and
comfortable.
23
MARKETING COMMUNICATIONS AND OUTREACH STRATEGY
The Marketing Steering Team is addressing student feedback through a variety of strategies,
activities, and suggestions for administrators throughout the University Libraries.
Target Market
The Marketing Steering Team recognizes that the Libraries serve a broad range of users: under-
graduate students; graduate students; faculty; alumni; community users; and users at our multiple
locations throughout the state. This initial marketing plan specifcally targets our undergraduate students,
although we suggest future planning is necessary to target each of our specifc user populations. While
we recognize the importance of meeting all user needs, we are targeting undergraduate students for the
following reasons:
Undergraduate students are by far our largest user segment
Undergraduate students understand and use the library less than either graduate students or
faculty. Undergraduates are less likely to be aware of library resources and services and to
understand the value of these resources and services
Undergraduate students are more likely than other user groups to use competitors for
information needs and locations to study
Undergraduate students are a diverse user group with a wide variety of experiences and
needs
Creating a marketing plan that addresses effective ways to reach undergraduate students
will also serve to assist us in our efforts to reach our other audiences
Targeting one user group is necessary to implement marketing activities in a timely,
effcient manner
In order to reach the undergraduate population, we propose a three-pronged approach:
1. A Marketing Communication Plan designed to raise awareness of the Libraries
services and collections
2. Creation of a Web-based Marketing Toolkit to provide librarians and library staff
with background information and examples of effective marketing. Plus it provides
initial contact information to start a marketing job with Public Relations and
Marketing.
3. A list of recommendations and suggestions for Libraries administrators that will
address such items as facilities, policy decisions, new products and services, Web
design, and suggestions for improving marketing activities throughout the University
Libraries.
24
MARKETING COMMUNICATIONS PLAN
Strategy 1: Message and Visual Identity
The University Libraries general message to be used on all communications materials will
emphasize quality customer service; ease and effciency in using resources and fnding information; and
both student-centeredness and information literacy. Communications materials will use the visual
identity developed by the Universitys Department of Publications and approved by the University
Libraries administration. The University Libraries Offce of Public Relations and Marketing will also
develop a communications stylebook. While there will be these common elements in communication
materials, there will also be a great deal of fexibility for campuses, departments, subject libraries, and
individuals to create materials, in conjunction with the Offce of Public Relations and Marketing, to meet
their specifc marketing needs. A Web page is available for individuals to begin a marketing
project: http://www.libraries.psu.edu/pubinfo/startjob.html. When appropriate, the Libraries materials
may tie into the Universitys Its Your Time campaign.

Objective: To create communications materials that convey a general message that
emphasizes the Libraries core values and to provide tools to assist
Libraries employees in creating these materials.
Cost: Will vary by activity.
Strategy 2: Create a Welcome Kit for the Libraries Annual Open House

Objective: To create a welcome kit for all attendees to the Libraries Open House to help
raise awareness of resources and services, and to provide giveaways with
information about the Libraries.
Promotional items in the kit:
University Libraries approved mug
Another Libraries giveaway
Informational brochure
Promotion business-size card with Web addresses on both sides
ASK bookmark

Costs: Mugs (approximately $1.70 ea; 10,000/yr.) = $17,000
Brochure (2 color, 15 x 9 both sides, 20,000/2 years) = $2,500
Business cards (10,000) = $628
ASK bookmark (15,000) = $420 Total Cost: $20,548
(Note: Larger quantities for some items will allow the Libraries to purchase at bulk rates. Unused
quantities can be used for other functions.)
Evaluation: Use the Open House survey to gather feedback on usefulness of the
kit and its contents.
25
Strategy 3: Mugs for New Faculty

Each fall semester all new faculty will receive a library-approved mug that is flled with informa-
tion about the Libraries. Included will be general information as well as contact information for subject
libraries and librarians in their disciplines. Faculty are key intermediaries to reaching our target under-
graduate audience.
Objective: To provide all new faculty members with basic information
about the Libraries.
Cost: Approximately $500 per year
Evaluation: Subject librarians should monitor feedback from new faculty regarding
the mug giveaway and accompanying information.
Strategy 4: Giveaways
The Libraries will create a variety of giveaways that can be used for marketing and promotional
purposes throughout the Libraries and to include in the Open House Welcome Kit. The Libraries will
continue to emphasize the use of the approved mug, but will also create other branded items that are
popular with our students: keyholders/lanyards, pencils and pens, post-it notes, and post-it note hold-
ers. The Libraries will also create a series of buttons to distribute during football season, similar to those
offered by a local bank. The Libraries will also create a T-shirt to give to student employees who work a
certain number of hours for the Libraries.
Objective: To provide students with useful items that also promote the Libraries.
The Libraries name and Web address will appear on all items.
Cost: Key holders/lanyards (5000) = $5700
Post It Notes (2000) = $840
Pencils/Pens (5000) = $1200
Buttons (2500) = $740
T-shirts = $5.15 each, 500 = $2,575 Total Cost = $11,055
New faculty get a Libraries mug flled with
contact information.
26
Strategy 5: Print Advertisement Campaign

The Libraries will continue its program of placing print advertisements in the Collegian (see
Appendix B for copies of advertisements placed during Spring 2006). The Libraries will place 18
advertisements during each fall and spring semester. In addition, the Offce of Public Relations and
Marketing will use three existing sandwich boards to advertise the Libraries in other locations and to
promote special events.
Objective: To advertise various subject libraries and other library resources. Ads will
raise awareness and stimulate interest from students. The Collegian is the
most popular media venue for current undergraduate students.
Theme: Advertisements will be eye-catching and visual, rather than text heavy.
Advertisements will be created by the Offce of Public Relations and
Marketing in conjunction with individual units and librarians.
Services and collections to be promoted:
Will rotate to ensure that there will be at least one advertisement for each
subject library each semester.
Costs: $2500/semester, $5000 annually
Evaluation: Librarians will be encouraged to conceive of advertisements in such a way
that data on their effectiveness can be gathered. For instance, if the
advertisement is for a specifc program, the Libraries will measure how many
students attended that program. The Libraries will also use student focus
groups to gather student feedback and to provide input into future advertisements.
Librarians will also be encouraged to place printed copies of advertisements in areas that do not
incur additional costs. Suggestions include bulletin boards and in student lounge areas both in the
Libraries and in other buildings across campus.
Strategy 6: Guide to the Libraries Brochure
This is a continuation of the Libraries brochure that has been in print for several years.
Objective: To provide students with a single publication that contains all of the relevant
information about the Libraries, including contact information and Web site
addresses.
Cost: 10,000 copies = $12,000
Evaluation: Ask students on the Open House survey if this
publication is useful.
27
Strategy 7: Brochures for Broad Subject Areas and Faculty Guide

Objective: These will serve as a condensed version of the Guide to Libraries brochure to
promote the subject libraries to specifc audiences.
Services and collections promoted:
Six separate brochures (5x9, color, both sides) under the
following categories:
Science and Technology (EMS, PAMS, Life Sciences, Engineering)
Business
Social Sciences (EBSL, Social Sciences, News and Microforms)
Arts and Humanities (Arts & Humanities, Architecture)
Special Collections
Faculty Guide
Cost: 5,000 of each brochure = $4,500
Evaluation: Will depend on distribution venue. Librarians will explore methods of
gathering feedback on the use of the brochure.
Strategy 8: Screensavers and Mousepads

The Libraries will create screensavers and have mousepads at every computer that advertise and
market the Libraries. Screensavers are an especially low-cost method of promoting various Libraries
resources and services. Subject libraries will be encouraged to create screensavers and mousepad
advertisements that resonate with their particular users.
Cost: Screensavers = staff time; mousepads (bulk purchase of 2,500 = $3,500).
Can also be used for giveaways.
Guide to the Libraries...Contains contact
information, description of collections and
services, and Web addresses.
28
Strategy 9: Activities to Emphasize Library as Place
Objective: The promotion of Library as Place is an important marketing initiative. In
addition to recommendations to improve facilities, the Libraries will engage
in a series of activities to promote the Libraries physical spaces. See Priority
Recommendations and Appendix A for the complete list.
Examples:
More exhibits and promotions of exhibits
Increased promotion of presentations and other events
Continued improvements to student lounges
Exterior sandwich boards, posters, releases, ads
Continue sales of mugs at Mackinnons and other outlets on all campuses
Continue Read poster initiative, hang in student lounges and other areas
Create a new books area
Theme: Libraries are comfortable and relaxing places to study, work, or
hang out.
Vehicles: Varies
Cost: Will vary by activity. Much can be accomplished by using low cost,
in-house resources
Evaluation: Methods will vary depending on activities. Librarians should be
encouraged to consider evaluation techniques in the design of any of
these promotional items or activities.
@2006 The Pennsylvania State University. Penn State is committed to afrmative action, equal opportunity, and the diversity of its workforce. Produced by Public Relations and Marketing, University Libraries. U.Ed. LIB 07-79
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An exhibition drawn
from the collections
of Penn States
Special Collections
Library,
principally from
the collection of
Albert A. Anderson,
Jr., and Evelynn
M. Ellis
On display in the
Eberly Family
Special Collections
Library, 104
Paterno Library,
University Park
through Jan. 7, 2007
Illustrations from John Dickson, Jr.:
How to Draw and Paint (New York:
Excelsior Pub. Co, 1880)
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Thursday, February 22 4:00 p.m.
Foster Auditorium, 101 Pattee Library, Penn State University Park
Reception will follow in Mann Assembly Room, 103 Paterno Library
held in conjunction with an exhibit,
Graphic Novels: Comics as Art, History, and Literature,
selections from the University Libraries collection,
on view in the Diversity Reading Room,
109 Pattee Library, through March 2.
The Uni versi ty Li braries Present
i n a panel di scussi on:
&
funded by The Charles W. Mann, Jr. Lecture in the Book Arts
through the Mary Louise Krumrine Endowment,
the Pennsylvania Center for the History of the Book,
and the Pennsylvania Center for the Book.
For more information, contact The Eberly Family
Special Collections Library, 814-865-1793.
Available in alternative media on request. 2007 The Pennsylvania State University. Produced by Public Relations and Marketing, University Libraries. U.Ed. LIB 07-134
Read aloud from your favorite Banned Book and celebrate your First Amendment rights!
Support libraries in their ongoing ght against censorship!
During the 25th anniversary of
BANNED BOOK5 WEEK
September 2329
the Pennsylvania Center for the Book and the University Libraries are staging a READ-A-THON for 101
hours, to accompany the exhibit Banned Books 101, on display through Sepember 30 in the Diversity
Reading Room, 109 Pattee Library.
Readers are needed to read aloud for one hour from any banned or challenged book on the list compiled by the
American Library Association, many of which are included in the display. The list is available in the exhibit
area or by contacting Caroline Wermuth (see below).
Choose hour(s) from these days/times:
Saturday, September 23 .........9 a.m.9 p.m.
Sunday, September 24............noonmidnight
Monday, September 25 ..........8 a.m. midnight
Please e-mail cvw1@psu.edu or call Caroline Wermuth at 814-863-5521 to indicate your interest and avail-
ability. Include your name, e-mail address, phone number, book selection(s), and the date(s)/hour(s) you wish to
read. (You may choose to read for more than one hour if you wish and from more than one book.) Children and
teenagers in your families are welcome to read as well.
3&"%&34
8"/5&%
Tuesday, September 26 ......... 8 a.m. midnight
Wednesday, September 27 .... 8 a.m. midnight
Thursday, September 28........ 8 a.m. midnight
Friday, September 29 ............ 8 a.m.9 p.m.
This publication is available in alternative media upon request.
@2006 The Pennsylvania State University. Penn State is committed to afrmative action, equal opportunity, and the diversity of its workforce.
Produced by Public Relations and Marketing, University Libraries. U.Ed. LIB 07-32
Promoting Library
as Place...posters
designed for recent
events in the Libraries.
29
Strategy 10: Press Releases
Objective: The Offce of Public Relations and Marketing will continue to produce press
releases to promote various activities and services. Press releases will convey
underlying marketing messages that the Libraries wish to convey.

Cost: No charge for materials. Personnel time.
Evaluation: Measurement of responses or additional questions from the public. Will
depend on the specifc nature of the press release.
Strategy 11: Internal Sell of Message, Identity, and Purpose
Objective: All Libraries employees will be aware of marketing goals, identity, and
messages. Libraries employees should have a mechanism to offer input,
suggestions, and sharing of best practices. This strategy will also keep
employees thinking about marketing throughout the year.
Vehicle: Presentation to Libraries at least once per year to keep staff informed
of marketing activities, share promotional items, discuss successes in
the area of marketing, and to discuss best practices.
Web-based suggestion form so that employees can submit ideas, with an
option of doing so anonymously. Monthly prize of $25 for best idea.
Web-based and public suggestion boxes so that students can offer
suggestions. Monthly prize of $25 for best idea.
Cost: $500 per year (September through May)
Evaluation: The number of submissions will provide feedback on the usefulness of this
initiative.
Summary of Marketing Communications Plan
The total cost for all items is $57,103. However, many of these items (mugs,
Guide to the Libraries) are already being regularly purchased, with the Libraries currently
spending much of this amount annually. In reviewing marketing plans at other academic
libraries, this budget is in alignment with the amounts being spent on marketing activities at peer
institutions. Bulk purchase of items may save additional money, and many can be used for a
variety of marketing activities.
30
MARKETING TOOLKIT
The Marketing Steering Team acknowledges that marketing is an organization- wide effort. Suc-
cessful marketing requires contributions from all University Libraries employees. While there are many
examples of successful marketing activities created and used by individuals, departments, and libraries
throughout the University Libraries, there has not been a good mechanism for broadly sharing successes
and best practices. In an effort to educate Libraries employees about marketing principles and proce-
dures for developing marketing materials and activities, and to provide examples of successful market-
ing materials and activities, the Marketing Steering Team has created a Web-based Marketing Toolkit
as a resource for Libraries employees.
The Marketing Toolkit is available on the Libraries Intranet at:
http://www.libraries.psu.edu:8001/resources/toolkit/
The Toolkit is divided into four broad areas:
Getting Started: Basic information on marketing and steps for planning a marketing
effort, including an initial contact with the Libraries Offce of Public Relations and
Marketing.
Resources: Design templates, appropriate Libraries and University policies related to
marketing, and information about Penn States visual and editorial standards.
Examples of Best Practices: Marketing materials that have been successfully used by a
librarian or library within the University Libraries and in other libraries outside of
Penn State. This section contains examples of marketing collections, products, services,
special events, instruction, and spaces or buildings.
Contact Information: Links to the Marketing Steering Team; the Offce of Public
Relations and Marketing; the Department of Information Technologies; and marketing
volunteers throughout the Libraries.
The Marketing Toolkit will be updated by the Marketing Steering Team on a regular basis.

31
PRIORITY RECOMMENDATIONS
During the past year, employees from throughout the University Libraries have submitted ideas and
suggestions to the Marketing Steering Team for improvements to the Libraries. A complete list of these
suggestions is in Appendix A. In addition to the Marketing Communications Plan (p. 25), the Marketing
Steering Team has also identifed the following items as priorities from the list of submitted suggestions.
The Steering Team recommends that the Libraries implement these suggestions as soon as it is feasible
and to incorporate these items into current budgeting and strategic planning activities.
1. Create a more welcoming environment throughout the Libraries. The Library as
Place concept is important, and students have consistently voiced the need for
more comfortable furniture, improved lighting (especially in the Pattee stacks),
individual table and carrel lamps, more plants or fowers, better signage and
improved aesthetics throughout the Libraries. Special attention should be made to
the Pattee and Paterno entrances, which should also include resources to help
students locate specifc employees and locations, including call numbers. These
initiatives will greatly aid the Libraries strategic plan goal of being a more user-
centered and responsive organization.
2. Create a centralized new book display area in the Central Pattee lobby area with
comfortable furniture and with coffee and tea available. This area will serve
several purposes: it will create a more welcoming environment; it will showcase
new materials; it will allow users and those passing through the building to see
materials; and it will stimulate interest in library resources. Where appropriate,
this could also be done in the branch and campus libraries. This initiative will
aid the Libraries strategic plan goal of being a more user-centered and responsive
organization.
3. Create a faculty liaison training program. Marketing the Libraries resources and
services to our students can be done most effectively through partnerships with
teaching faculty. This training program, led by experienced librarians, will
provide tools and resources for all librarians with faculty liaison responsibilities.
Having an effective faculty liaison training program will aid the Libraries in many
other ways by keeping the Libraries vibrant and central to the teaching and
research needs of faculty. It will assist the Libraries instruction goals, including
the goal of reaching all freshman students. It will also assist with the Libraries
efforts related to scholarly communication. This initiative will aid the Libraries
strategic plan goals of being a more user-centered and responsive organization; of
advancing information literacy and lifelong learning; and in enriching and
advancing Penn States contributions to the worldwide community of scholars.
32
4. Create a customer service training program and emphasize customer service in all
areas and with all employees. Having consistent quality customer service at all
customer service contact points is paramount to successful marketing. All current
and new employees should be trained and assessed on the use of effective
customer service techniques. Employees working near entrances should be trained
in behaviors to promote a welcoming environment for those entering the
Libraries. The Libraries should offer regular customer service training activities
and should consider bringing in professionals to provide service training. The
Libraries should institute a Library Code of Ethics similar to the ALA Code of
Ethics that each employee must agree to. This initiative will aid the Libraries
strategic plan goal of being a more user-centered and responsive organization.
5. Continue to improve the Libraries Web presence. The Web is one of our most
important marketing tools and should be designed in ways to promote ease of
access and use of Libraries resources. All databases will be branded with the
Penn State University Libraries word mark so users are aware that they are using
Libraries resources. The ASK! button will be consistent on all pages. Create an
undergraduate student portal based on successful models at other universities.
This initiative will aid the Libraries strategic plan goals of enhancing the users
experience with the Libraries by being a more user-centered and responsive
organization and of creating and managing a technological infrastructure that is
responsive to the changing needs of the Libraries users and of its employees.
6. Create a general Libraries newsletter that is derived from individual subject and
campus libraries newsletters. The Offce of Public Relations and Marketing and
the Department for Information Technologies are creating a newsletter template
that will assist subject libraries in the creation of their newsletters, which are
envisioned as either print or Web-based, depending on individual needs.
Newsletters are a popular and effective method for marketing the activities and
resources of the Libraries. This initiative will aid the Libraries strategic plan goal
of being a more user-centered and responsive organization.
7. Create a script of factual statements for the Lion Ambassadors to use when they
are conducting tours and providing information about the Libraries. A lot of
misinformation is being distributed to prospective students and parents.
Standardizing the information will ensure that persons touring the facilities are
being given accurate information regarding the Libraries, which will also assist
those who enroll at the University. This initiative will aid the Libraries strategic
plan goals of enhancing the users experience with the Libraries by being a more
user-centered and responsive organization.
33
FUTURE MARKETING RECOMMENDATIONS
The Marketing Steering Team should continue to plan future marketing activities and to make
recommendations about marketing in the University Libraries. The existing team recommends that it
continue its work in the coming year (2007-2008) in order to begin work on the new initiatives. In the
following year, and years thereafter, one-half of the committee should rotate off, which will allow new
members to participate while also maintaining continuity from members with experience. The commit-
tee also expects to lose and add new members periodically through attrition and other reasons. Some
suggested duties for the Marketing Steering Team in the future:
Maintain and update the Marketing Toolkit on a regular basis
Begin work on developing marketing plans for other targeted groups: faculty,
graduate students, and alumni. A great deal of information can be derived from this initial
plan
Periodically plan open sessions on marketing for the employees of the Libraries. These
sessions will provide employees with opportunities to brainstorm and to share marketing
ideas
Track progress on the current plan
Assess the effectiveness of the current plan
Monitor marketing activities at other academic and public libraries and incorporate
successful activities and resources into our own organization
The Marketing Steering Team also suggests that the Libraries administration create an annual
budget devoted to marketing activities. Many of the suggestions are geared towards activities that take
place at the beginning of the academic year, so it is necessary to have a budget in place that could be
used to acquire materials in anticipation of the upcoming year.

34
APPENDIX A
Marketing Suggestions Submitted by Libraries Employees
During the past year, the Marketing Steering Team has received numerous suggestions for
improvements to the Libraries. Some of these have been included in the Marketing Communications
Plan and Priority Recommendations sections of this document. These are grouped into categories and
in no particular order. Along with each item is an indication of whether these require funding and staff
time to implement.
Items Related to Customer Service
Create a personnel directory with photos for the welcome desks and have a browseable
version for the public (some funding, staff time)
Create a call number location guide for the public (funding, staff time)
Staff at Welcome desks should greet people entering and should stand in front of desk.
People at the Welcome desks should not stare at computer, and they should only use the
computer if they have to assist someone. (staff time)
Market customer service as the Libraries strength (staff time)
Create marketing and customer service training program for staff, have 1-2 programs per
year devoted to marketing.
Create orientation program for all new hires. (some funding, staff time)
Hire pages that can walk with people to fnd books and navigate the building (funding,
staff time)
Have rovers go throughout the facility with some identifable name tag, shirt, or jacket
(funding, staff time)
Create centralized computer help desk available all hours (funding, staff time)
Create some kind of name tag or other identifcation for all people working in the public
(funding, staff time)
Create a book delivery service to faculty offces and other buildings (funding, staff time)
Have book return in HUB and west campus (funding, staff time)
Unlock areas in subject libraries where books are waiting to be shelved and allow patrons
to browse on their ownwill save staff time (staff time)
Have library open 24 hours (funding, staff time)
Instruction/Outreach
Integrate library component into all frst-year seminars (staff time)
35
Have a faculty liaison training program, help to have faculty market the library (staff time)
Contact lion ambassadors to ensure they are giving out correct info, need list of top 5 positive
things about the library that they can tell touring students/parents (staff time)
Facilities/Student Lounges/Food and Drink
Have games available in lounge areas (funding)
Signage (funding):
Change from Ask! or Reference to Research Consultations
or Customer Service
Make map for call number locations and room numbers
Make signs to distinguish reference collections from circulating materials
Create a centralized new book display area in the lending services/gateway area (funding,
staff time)
Add free coffee service to the Gateway (funding, staff time)
Buy better and more comfortable furniture (funding)
Improve lighting throughout the library, buy individual lamps for each study carrel
(funding)
Better signage in the stacks/create signs for individual subject areas within subject
Libraries (funding)
Create specialized subject niches like bookstores do (staff time)
Have more exhibits and displays throughout the library (staff time)
More plants (funding)
Lobby areas are too bland and coldmake more comfortable, fowers on all desks
(funding, staff time)
Make elevator lobbies in Paterno more appealing, too stark and cold (funding, staff time)
Add TV sets to all student lounges (funding)
Expand MacKinnons and extend the hours it is open. Need to improve advertising.
(funding, staff time)
Create interactive map that shows call number locations in the building and have at each
entrance (funding)
Add coffee shop or coffee cart to Paterno (funding, staff time)
Have more public vending machines available (funding)
More new book displays and promotional items to highlight new materials (funding, staff
time)
Renovate Central Pattee student lounge (funding)
Create direct exit to the bus stop (out of Reserve room) (funding)
Get ATM and US Mailbox for the public (funding)
36
Web/Computers
Make ASK! logo consistent across all Web pages (staff time)
Make ITS printing available everywhere (staff time)
Have pencils and paper at all of the computers (some funding, staff time)
Create undergraduate student portal such as that at the Univ. of Minnesota (staff time)
Create computer screensavers to promote library services and events (staff time)
Brand all of the librarys databases with University Libraries logo so that users know it is a
library resource (staff time)
Create a centralized knowledge base of frequently asked questions (staff time)
Create library blog (staff time)
Investigate podcasting (staff time)
Mousepads at each computer that advertise library resources/services (funding, staff time)
Marketing Ideas
Create Web submission form for marketing ideas (staff time)
Have a best idea contest monthly prize for staff and one for the public (funding,
staff time)
Use Facebook and Angel to market the library (staff time)
Create a library awareness game with prizes (funding, staff time)
Use Its Your Time theme (funding, staff time)
Market library as refuge from the rest of the university (funding, staff time)
Create products from special collections to sell to the public (funding, staff time)
Create library mascotreal person (entertainer or comedian) who plays off of the idea
of the stereotypical librarian, but in a cool and fashionable way (funding, staff time)
Create a CD for all new students about the library that is entertaining (funding, staff time)
Create general library newsletter and have each subject library write a newsletter (staff
time)
Have Penn States hip hop team create and perform a rap about the library (funding?)
Create series of buttons during football season (like Mellon bank) (funding, staff time)
Create Libraries of University Park posterlike Doors of State Collegeall subject
libraries on one poster (funding, staff time)
Have posters with student testimonials and pictures with information about how the library
helped them (funding, staff time)
Make READ posters with student athletes and student leaders (funding, staff time)
Bring in more special speakers, comedians, and entertainers (funding, staff time)
Buy promotional items to give out with information about the Libraries and its Web site:
bookmarks, business cards, mugs, keychains, post-it notes, pens (funding)
Make posters for CATA buses and dorms advertising the library (funding, staff time)

37
APPENDIX B
Collegian Advertisements
The following pages are copies of advertisements placed in the Daily Collegian this past year.
38
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Iet. 5-0tt. 31, 2006
attee l|brary, ma|o exh|b|t ha||
<M<EKJ
Foster Auditorium,
101 Pattee Library
Iet. 15 1.00 .m.. kHN klNC
0tt. 20 1.00 .m.. kANA AkN0lD
aod NANII ANIllNCk
Presentations followed by Q&A
sessions and receptions
Questions: 814-865-0284
Speaking on the organization Art
Beyond Sight, and how its series,
Art History Through Touch
and Sound, was developed.
Speaking on how tactile art
is created and how art is
experienced by visually
impaired individuals.
OPEN
ALL
NIGHT
24-Hour Service
@Pattee Library, West,
ground and frst foors
During the semester:
Sunday noonFriday midnight
(Saturday 9:00midnight)
except during Spring Break
2007 The Pennsylvania State University. U.Ed. LIB 07-156
.>DA!81A0AH .>DA!81A0AH
*UT&BTZ
#FJOH
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24/7 ook Return
@ Pattee Library
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39
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&OPVHI
Just the
Right
Stuf
2007 The Pennsylvania State University. U.Ed. LIB 07-153
Discover resources
better than Google
@ the Engineering
Library
325 Hammond Building
814-865-3451
www.libraries.psu.edu/eng
.>DA!81A0AH .>DA!81A0AH
.>DA!81A0AH
EXPRESS
CHECKOUT
QuickConvenientConfdential
Locations: Pattee Circulation (Lending Services) Paterno foors 2, 3, and 4
a service of the University Libraries www.libraries.psu.edu
2007 The Pennsylvania State University. U.Ed. LIB 07-146
/FFE.PSF
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40
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Poetry
Love it? Hate it?
2007 The Pennsylvania State University. U.Ed. LIB 07-166
Discover the
Joy of Words
@Readings in Celebration of
the Public Poetry Project
Thursday, March 29 7:00 p.m.
Foster Auditorium, 101 Pattee Library
reception follows free posters
for more information:
jla2@psu.edu 814-863-5472
www.pabook.libraries.psu.edu/activities/ppp/
0PN
ALL
Nl0H7
24-Hour Service
@ Pattee Library, West,
ground and rst oors
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