Mississippi Valley State University James H. White Library Marketing and Branding “The Pathway to Endless Opportunities” Presented by: Dr. Annie Payton,

Mississippi Valley State Mississippi Valley State

UniversityUniversity James H. White LibraryJames H. White Library

Marketing and BrandingMarketing and Branding

““The Pathway to Endless The Pathway to Endless Opportunities”Opportunities”

Presented by:Presented by:

Dr. Annie Payton, DirectorDr. Annie Payton, Director

Mantra Henderson, Assistant DirectorMantra Henderson, Assistant Director

Outline/AgendaOutline/Agenda

Project ReviewProject Review Breakthroughs and InnovationsBreakthroughs and Innovations Application of LearningsApplication of Learnings SummarySummary Q & AQ & A

Project ReviewProject Review

MVSU and the James H. White Library MVSU and the James H. White Library are pleased to welcome members of are pleased to welcome members of the HBCU Alliance to campus. We are the HBCU Alliance to campus. We are delighted that we were chosen in delighted that we were chosen in 2007 to participate in the HBCU 2007 to participate in the HBCU Library Alliance Leadership Institute. Library Alliance Leadership Institute.


Through this participation Ms. Through this participation Ms. Henderson and I solidified a dream Henderson and I solidified a dream and a long range goal we had to and a long range goal we had to market and brand the library and its market and brand the library and its services. services.


HBCU Library Leadership Site Visit

February 29, 2008


What follows is a brief status report of:What follows is a brief status report of: What we have doneWhat we have done How we did itHow we did it Where we are goingWhere we are going

Project Review/StakeholdersProject Review/Stakeholders

Students and faculty are the primary Students and faculty are the primary stakeholders for this initiative. stakeholders for this initiative. However, as with any library, we are However, as with any library, we are eager to serve any and all users that eager to serve any and all users that desire to use the James Herbert White desire to use the James Herbert White Library. Library.

Project Review/StakeholdersProject Review/Stakeholders

Our campus is located in a small Our campus is located in a small remote area in the center of the remote area in the center of the Mississippi Delta that is virtually non-Mississippi Delta that is virtually non-accessible without a car or internet. accessible without a car or internet. There is no local community library There is no local community library for the residents of Itta Bena, nor for for the residents of Itta Bena, nor for the local elementary, middle, and the local elementary, middle, and senior high school students.senior high school students.

Project Review/Stakeholder Project Review/Stakeholder ActivitiesActivities

Focus groupFocus group Lunch and LearnLunch and Learn SurveysSurveys

Stakeholder ActivitiesStakeholder Activities(Focus Groups)(Focus Groups)

A 1A 1stst year focus group of MVSU year focus group of MVSU students was constructed to discover:students was constructed to discover:

Why do you use the library?Why do you use the library? What does the slogan “New What does the slogan “New

Beginnings…Endless Opportunities” Beginnings…Endless Opportunities” mean to you?mean to you?

Focus GroupFocus GroupWhy do you use the library?Why do you use the library?

The primary reasons given for using The primary reasons given for using the library by the focus group the library by the focus group participants:participants:

Access to internetAccess to internet SocializingSocializing To studyTo study Casual ReadingCasual Reading Open spaces for studyingOpen spaces for studying

Focus GroupFocus Group“New Beginnings…Endless Opportunities”“New Beginnings…Endless Opportunities”

When asked what did the slogan “New When asked what did the slogan “New Beginnings…Endless Opportunities” Beginnings…Endless Opportunities” mean to them, the participants mean to them, the participants responded”responded”

““doing something you have never done doing something you have never done before, no limits”before, no limits”

““anything is possible”anything is possible” ““put away the old, start anew”put away the old, start anew” ““there is hope”there is hope”

Focus GroupFocus Group

Dr. Annie M. Payton, Agnes Muriuki, Latonya Morgan, Jean Pierre Marshall, Amarjot Purewal and Mantra Henderson

Bridgette Brown, Dr. Annie Payton and Mantra Henderson

Focus GroupFocus Group

Dr. Annie M. Payton, Agnes Muriuki, Latonya Morgan, Jean Pierre Marshall, Amarjot Purewal and Mantra Henderson

Bridgette Brown, Dr. Annie Payton and Mantra Henderson

Stakeholder ActivitiesStakeholder ActivitiesLunch & LearnLunch & Learn

Lunch and Learn@

James H. White LibraryDear Deans, Department Chairs and Faculty,The James H. White Library staff invites you to Lunch and Learn with us! Short informative sessions about library services will be offered on January 29, 2008 from 11:00am until 12 noon and from 12:00noon until 1:00pm. Come for a 45 - 50 minute presentation where lunch will be provided. For your convenience, please complete the form below indicating the time for your session.Session Topics:SPSSFacts on FileCredo ReferenceBlogs & Wikis------------------------------------------------------------------------------Please return this form as soon as possible. (Drop off at the library or fax to 254-3499 failure to return of this form will not hinder/prohibit your attendance to any of the sessions)Name________________________________________________________January 29, 2008____11:00a.m. – 12:00p.m. (lunch provided)____12:00p.m. - 1:00p.m. (lunch provided)For more information contact:James H. White Library 14000 Highway 82 W. Itta Bena, MS38941(662)254-3494

Stakeholder Activities Stakeholder Activities SurveysSurveys

User Survey

James Herbert White LibraryDate_____________

How Are We Doing?

Reference ServicesSo that we can improve our services and programs for you, tell us what you think.Did you find what you were looking for? Yes No Why? Reference resource outdated

Reference resource not owned by the library Reference resource pages tornReference resource missingReference resource limited to 1-3 titlesOther_______________________________

Tell us about the staff: Very helpfulSomewhat helpful

Not helpfulDid not need help

Suggestions_______________________________________________________________________________________________________________________________________________________________________

Return this card to the suggestion box located in the front foyer or to the Director’s office first floor.©2002, revised 2004, 2008

Breakthroughs/InnovationsBreakthroughs/Innovations

The key issues identified by our The key issues identified by our stakeholder activities included but are stakeholder activities included but are not limited to:not limited to:

Lack of accessibilityLack of accessibility Lack of visibilityLack of visibility Lack of knowledge of servicesLack of knowledge of services


The University underwent a major The University underwent a major strategic change when our previous strategic change when our previous president resigned and was replaced president resigned and was replaced with our present interim president. with our present interim president. This meant a change in direction for This meant a change in direction for the entire university. We learned what the entire university. We learned what that direction was at our annual that direction was at our annual faculty/staff meeting in August 2007.faculty/staff meeting in August 2007.


The interim president, Dr. Roy C. The interim president, Dr. Roy C. Hudson, announced a new strategic Hudson, announced a new strategic concept at this meeting:concept at this meeting:

““NEW BEGINNINGS…ENDLESS NEW BEGINNINGS…ENDLESS OPPORTUNITIES”OPPORTUNITIES”

This new direction gave the library This new direction gave the library the opportunity it needed, to the opportunity it needed, to restructure our own image.restructure our own image.

Application of LearningsApplication of LearningsThe knowledge that we gained from The knowledge that we gained from the stakeholder activities (focus group, the stakeholder activities (focus group, lunch & learn and surveys) allowed us lunch & learn and surveys) allowed us to restructure the library’s image by to restructure the library’s image by focusing on a marketing/branding focusing on a marketing/branding concept campaign theme center concept campaign theme center around the library’s mission in around the library’s mission in conjunction with the university’s conjunction with the university’s strategic plan.strategic plan.

James H. White LibraryJames H. White Library““THE PATHWAY TO ENDLESS THE PATHWAY TO ENDLESS

OPPORTUNITIES”OPPORTUNITIES”

Application of LearningsApplication of Learnings

This knowledge was put to practical use by This knowledge was put to practical use by creating:creating:

Brochure coversBrochure covers BookmarksBookmarks CD/DVD coversCD/DVD coversMarketing/Branding design renderingsMarketing/Branding design renderings Restructure of library marketing/branding Restructure of library marketing/branding

imageimage MugsMugs Pens/PencilsPens/Pencils Notebooks/NotepadsNotebooks/Notepads

Application of LearningsApplication of Learnings

Marketing ConceptsMarketing Concepts

James H. White Library

This inside panel is a good place to provide additional information.

If it’s a musical CD, you may want to list credits or give special thanks. You may also want to provide the date and location of the recording or copyright information.

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product support information.

Mississippi Valley State UniversityJames H. White Library

14000 Highway 82 West Box 5232Itta Bena, MS 38941

Phone: 662-254-3494http://www.mvsu.edu

MVSU

J.H.W.

CD Title

The Pathway to

Endless Opportunities

Application of LearningsApplication of LearningsBookmark Design RenderingBookmark Design Rendering

James Herbert

White Library

The Pathway

To

Endless Opportunities

Potential Setbacks?Potential Setbacks?

After our site visit by Lillian Lewis and After our site visit by Lillian Lewis and Marilyn Gibbs, questions were raised Marilyn Gibbs, questions were raised that we had not considered:that we had not considered:

Did we ask what our stakeholders Did we ask what our stakeholders thought of the design renderings?thought of the design renderings?

How were we going to produce the How were we going to produce the final product?final product?

Did we have funding for start-up Did we have funding for start-up costs?costs?

Solutions to SetbacksSolutions to Setbacks

After the site visit and the questions After the site visit and the questions posed by our mentor and Lillian:posed by our mentor and Lillian:

A second focus group was conducted A second focus group was conducted to garner thoughts about the new to garner thoughts about the new design renderings.design renderings.

A company was identified to produce A company was identified to produce final renderings from mock up final renderings from mock up designs.designs.

Start up costs considered.Start up costs considered.

SummarySummary

The James Herbert White Library has The James Herbert White Library has desired a marketing and branding desired a marketing and branding plan of the library for a long time. The plan of the library for a long time. The exit of one president opened the door exit of one president opened the door for another with a University theme for another with a University theme that the library felt comfortable that the library felt comfortable building a marketing strategy building a marketing strategy around-“New Beginning, Endless around-“New Beginning, Endless Opportunities”.Opportunities”.

SummarySummaryThe knowledge that we gained from The knowledge that we gained from participation in the HBCU Library Leadership participation in the HBCU Library Leadership Institute and the stakeholder activities Institute and the stakeholder activities allowed us to restructure the library’s image allowed us to restructure the library’s image by focusing on a marketing/branding by focusing on a marketing/branding concept campaign theme centered around concept campaign theme centered around the library’s mission in conjunction with the the library’s mission in conjunction with the university’s strategic plan.university’s strategic plan.

James H. White LibraryJames H. White Library

““THE PATHWAY TO ENDLESS OPPORTUNITIES”THE PATHWAY TO ENDLESS OPPORTUNITIES”

What’s Next ??What’s Next ??

Evaluation of comments from second Evaluation of comments from second focus group.focus group.

Financial funding for projectFinancial funding for project Presentation to VPAA/ProvostPresentation to VPAA/Provost ImplementationImplementation

Q and AQ and A

James H. White LibraryJames H. White Library

““The Pathway to Endless Opportunities”The Pathway to Endless Opportunities”

Dr. Annie PaytonDr. Annie Payton

Mantra HendersonMantra Henderson

Documents

Mississippi Valley State University James H. White Library Marketing and Branding “The Pathway to Endless Opportunities” Presented by: Dr. Annie Payton,