Taking the “Non” Out of Non-User:Taking the “Non” Out of Non-User: Increase Your Library's Reach with

Creative Marketing Strategies

Wisconsin Library AssociationOctober 18, 2007

Jill S. StoverUndergraduate Services CoordinatorVirginia Commonwealth University

Presentation URL: http://www.people.vcu.edu/~jsstover/wla07.ppt

What’s the Use?

Behaviors

Goals

Strategic Plan

MVV / Objectives

S . W. O. T.

See QuickMBA: SWOT Analysis

Example: Hennepin County Library• “Overarching Goal”:

– Lifelong Learners: People of all ages are engaged learners supported by knowledgeable staff, a dynamic and broad collection of books, magazines and audio-visuals, with access to state of the art electronic resources. Learners' experiences are expanded through intellectually stimulating programs and classes.

• From “Principle 4”:– HCL will network with agencies and other governmental units

serving seniors to develop collaborative initiatives and programs designed for seniors.

• Possible Desired Behaviors:– Attendance at programs– Satisfaction with programs– Long-term use post-attendance

[See HPL’s Framework for the Future (PDF)]

Ansoff Matrix

Current Patrons

New Patrons

Current Services New Services

Market Penetration

Market Development

Service Development

Something Totally Different (a.k.a. Diversification)

See: Ansoff Growth Matrix

Who?

See KnowThis.com tutorial: Targeting Markets

“Use”

Non-User

Non-User

User

User

= Characteristic / Behavior / Unmet Need

AAT

T

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N

T

I

O

N

IIN

T

E

R

E

S

T

DDE

S

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AAC

T

I

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ATTENTION

Be PassionateBe Passionate

Be Be DifferentDifferent

Be RelevantBe Relevant

Make Technology Work for YouMake Technology Work for You

INTEREST

Benefits Matter (Benefits Matter (Stuff Doesn’tStuff Doesn’t))

People MatterPeople Matter

Connections MatterConnections Matter

Interest in Preventing Plagiarism

Joined Honor Council

“Defensive Writing” Idea

Associate Vice Provost / Dean of Student Affairs

ID unmet needs, people

Director of Judicial Affairs

“Writing with Integrity” Workshop

Director,Writing Center

Attendees – Feedback Graduate Program Director

in the Department of PharmacyUniversity College Coordinator

New Honor System Fall 07

CuriosityJMU tutorial

DESIRE

ACTION

Some Tips• “Proof is in the pudding”

• Give out gold stars

• Think two steps ahead

• Make risk your friend

• 2 questions:

•How did you find out about us?

•Would you recommend us to a friend?

• Keep the door open (ABC’s)

Good Reads & Resources

• TrendWatching.com• Marketing Genius: Finding the Big Idea that Defi

nes You – by Peter Fisk

• Zag – by Marty Neumeier• Checking out the library's new role in the

community – Minnesota Public Radio• The Wisconsin Library User• Library Marketing – Thinking Outside the Book –

blog by Jill S. Stover• Designing Better Libraries (blog)

Questions, Comments, and Ideas

Jill S. Stover

E-mail: jsstover@vcu.edu

Work Phone: (804) 828-8964

AIM: JillatCabell | Meebo: jsstover

Blog: Library Marketing

Thank you!