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Subject: IFLA pre-seminar
From: christina tovoté <[log in to unmask]>
Reply-To:BIBLIST - Topics in Nordic research library user services <[log in to unmask]>
Date:Mon, 5 Jul 1999 12:36:54 +0200
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Till BIBLIST

19 - 20 augusti har IFLA´s Section on Management and Marketing ett
förseminarium i Bangkok. Det har ett mycket praktiskt och
verklighetsnära program, som i första hand riktar sig till tahiländska
kollegor men även andra är välkomna i mån av plats. Har någon av
BIBLISTS läsare kontakter, som kan tänkas vara intresserade av detta
seminarium så skicka gärna informationen vidare. Här nedan program och
annan info. Jag svarar på frågor.

Christina Tovoté
Bibliotek och IT
Malmö högskola

MARKETING YOUR LIBRARY

Satellite Meeting
Sponsored by the Section on Management and Marketing
19-20 August, 1999
Bangkok, Thailand

The IFLA Section on Management and Marketing is organizing a satellite
meeting
on "Marketing Your Library" to be held at Srinakharinwirot University,
Department of Library and Information Science, Faculty of the
Humanities,
Bangkok on August 19-20, 1999.

The IFLA '99 Workshop, sponsored by the Section on Management and
Marketing, is designed to be an informal, lively interactive workshop on

marketing principles as applied to libraries. Course materials will
include reading lists, articles, glossary of terms, exercises and case
studies.  A marketing workbook is being donated to each particpant by
the Arthur Wilder Foundation, U.S. based, which works to strengthen the
capacity of individuals, organizations and other groups to improve their

communities. Participants will be divided into small work groups, with
leaders to assist in
exercises and discussions.  Each participant will develop a
comprehensive
marketing strategy for a library product or service, based upon
information
provided in a case study profiling a library. Time will be set aside
after each module for exercises and assignments. By the end of the two
days, participants will have completed, in class, the essential elements
of a library marketing plan.


The first day's session will cover:

DAY 1 - Thursday, August 19, 1999
9:00 a.m. - 10:00 a.m.
  *  Why Marketing for Libraries?
   Many interpretations are given to the word marketing.  There is also
some
resistance to it among librarians.  What Marketing IS and is NOT will be

addressed, as well as a brief history of marketing and why it is
beneficial to
libraries.

10:00 a.m. - 10:15 a.m.  Break
10:15 a.m. - 11:30 a.m.
  *  What do you need to practice Marketing?
    1.  A Mission Statement (What is our business, who do we serve and
why?)
   2.  Marketing Information about the Library
    Good marketing needs to be grounded on solid facts and figures.  An
overview
of different tools that can be used to gather market research
information
including: internal and external data sources, questionnaires, focus
groups, new
technologies available to assist, will be presented.
    3.  A list of the Strengths and Weaknesses, Opportunities for, and
Threats
to the library's operation, based upon a review of internal and external
forces
that affect the Library.
11:30 a.m. - 12:00       Exercise

12:00 p.m. - 1:00 p.m. Lunch
1:00 p.m. - 2:15 p.m.
   * Using Marketing Research to identify Library Users with Shared
Characteristics (segmenting) including:
   1.  Demographics (e.g., Age, Education, Occupation, Income)
   2.  Lifestyles (e.g., Social Class, Family Life Cycle, Attitudes and
Values)
   3.  Geographical Characteristics (Residence address or workplace )

2:00 p.m. - 2:15 p.m. Break

2:15 p.m. - 4:30 p.m.
   4.  Benefits sought by Users (Task completion, job promotion,
pleasure)
    5.  Uses made of Library Products (Pre-school education, Internet
access,
homework)
   6.  Volume of Materials and Services Used

4:30 p.m. - 5:00 p.m.  Exercise

The second day's session will cover:
DAY 2: A.M.:   AUGUST 20, 1999
9:00 a.m. - 10:15 a.m.

  *Developing the Library's Market Mix 4 P'S (Product, Price, Place,
Promotion)
  Based upon your market research, you can now better develop the
library's
offering (what your users want and need!)

  1.  Products: Services, Materials, Programs, Online Searches
  2.  Price: Cost of User's Time or related Charges
  3.  Place: Branches, Bookmobiles, Kiosks

10:15 a.m. -  10:30 a.m. Break

10:30 a.m. - 12:00 p.m.

   4.  Promotion Strategies: How do we communicate who we are?  Public
relations, publicity, displays, layout

 * Evaluation Methods

     1.  Performance Measures - Ratios based upon the statistics of
library
operation can aid evaluation of the library's productivity and impact on
the
community.

     2.  Evaluating your Marketing Efforts - What worked, what did not
work,
what should be changed, or what should be repeated?

12:00 p.m. - 12:30 p.m. Exercise


12:30 p.m. - 1 p.m.
Wrap Up/Summary:  Discussions of how best to integrate marketing
procedures into
library management in the future.

Registration fee: $25.00 (US); the workshop will be conducted in
English;
Registration fee includes: all materials, food and beverage (morning and

afternoon breaks, two lunches and the gala dinner); housing is available

at the nearby Jade Pavilion Hotel, Sukhumvit 22, Bangkok for $25.00 (US)

per night.

Registration is limited to fifty (50) persons.  For more information, a
complete brochure and to register contact: Alice Calabrese, The Chicago
Library System, 224 South Michigan Avenue, Suite 400, Chicago, IL, 60604

(United States)
(fax 01 312.341.1985; e-mail: [log in to unmask]

Organisers and Presenters include:
* Dr. Christie Koontz, Florida State University, U.S. (Course Moderator)

* Dean Jue, Florida State University, U.S.
* Dr. Rejean Savard, University of Montreal, Canada
* Thierry Giappiconi, Bibliotheque Municipale, Fresnes, France
* Marielle de Miribel, University of Paris
* Christina Tovote, Malmo University, Sweden
* Alice Calabrese, Chicago Library System, U.S.
* John W. Berry, NILRC: A Consortium of Community Colleges,
   Colleges and Universities, Oak Park, IL, U.S.

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