   
Newsletter of the IFLA Section on Management and Marketing
No. 5,
June 1999
Thank you for supporting the Section by renewing your membership for 1999, and a warm welcome to members who have joined the membership this year. The numbers are growing and we hope that this year the Section will move into the next bracket up for funding from IFLA HQ. In the meantime the decision of the Professional Board to provide an additional element of funding at the setting up of new Sections is very welcome, particularly since there has been a retrospective element. The Divisional Chair Ralph Manning, and the members of the Professional Board have been very supportive of the work of Management and Marketing.
No it is not a plea for money, but for a little of your time to tap into your networks. Members of the Section have been working on a satellite meeting to be held before the conference in Bangkok. But even working ahead and taking the right action, the publicity expected from IFLA Express has not yet materialised - and when it does could be too late. So we are asking if you could publicise this important workshop on marketing through your national professional newsletters, listservs, and any other ways that you can think of. It is an important CPD event, the fee is very low and the speakers are excellent.
The vital details are as follows:
Thursday-Friday 19-20th August
Marketing Your Library Workshop
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.
This workshop 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. The Arthur Wilder Foundation is donating a marketing workbook to each participant. By the end of the two days, participants will have completed, in class, the essential elements of a library marketing plan. Time will be set aside after each module for exercises and assignments.
Day 1 (August 19)
Why marketing for Libraries? What do you need to practice marketing? Writing a Mission Statement (What is our business, who do we serve and why?)
Introducing and Gathering Information about the Library's Operating Environment.
- Library Resources
- Library Policy
- Library Technology
- Library User Alternatives
- Characteristics of Library Users
Developing a SWOT List (Strengths, Weaknesses, Opportunities and Threats) based on a review of the Library's Environment
Using Marketing Research to Segment the Library Market (Identification of Library Users with Shared Characteristics including:
- Demographics (Age, Education, Occupation, Income, and Size of Household)
- Lifestyles (Social Class, Family Life, Attitudes and Values)
- Geographical Characteristics (Residence address or workplace by population)
- Benefits sought by Users (Task completion, job promotion, pleasure)
- Uses made of Library Products and Services (Pre-school education, online searches, library services for local businesses)
- Volume of Materials and Services Used
Day 1: Evening - Gala dinner for all participants, teachers and organizers
Day 2: (August 20)
Developing the Library's Market Mix: The "4 P's" (Product, Price, Place, & Promotion)
Based on your market research, how you can better develop the library's services to users (what your users want and need)
- Products (Services, Materials, Programs, Online Searches)
- Price (Cost of User's Time or related charges)
- Places or Channels of Distribution (Branch libraries, Bookmobiles, Kiosks)
- Promotion Strategies (How do we communicate who we are? Public relations, publicity, design and displays)
Evaluation of Marketing and Performance Measures
Presents marketing controls and evaluation and performance measures-methodologies and techniques.
Wrap Up/Summary: Discussions of how best to integrate marketing procedures into library management in the future. The workshop concludes at 1pm on Friday, August 20th
It will be conducted in English. Registration fee (US$ 25) 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: calabrese@chilibsys.org.
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.
- 21 August 12.00-14.50
- Management and Marketing: SC1 observers welcome
- 22 August 10.30-11.50
- Friends and Advocates of Libraries DG
- Svetlana Gorokova, Head of the International Department, All-Russia State Library for Foreign Literature (Russia) will talk about the Russian experience in raising support for libraries; Kay Raseroka, University Librarian, University of Botswana (Botswana) will discuss how to involve the community in the support of libraries; Rima Kupryte, Manager of the Open Society Institute Network Library Program (Hungary) will provide suggestions for grant writing; and David Warren, Director of the Richland County Public Library, Columbia, South Carolina(USA) will discuss Friends of Libraries in the U.S.
- 23 August 9.00-11.20
- Open Meeting joint with Library Services to Multicultural Populations
- Managing Diversities with Multicultural Users and Different Staff
- Maud Ekman (Sweden): To reach multicultural users in libraries
- Tasana Saladyanant (Thailand): Meeting the needs of multilingual and indigenous library users in Thailand
- Heather Edwards (South Africa): Managing multicultural staff in a South African University Library
- Claudia Lux (Germany): Managing library staff from a different cultural background - the east-west conflict in Berlin
- John Mohi (New Zealand): A New Zealand perspective on managing cultural diversity.
All speakers have provided papers which will be available on the IFLA website in June. The papers are with members of the SC for translation into the IFLA languages.
- Thursday 26 August 9.00-13.00
- Workshop on Strategic Management and Public Policy
- Speakers include Thierry Giappiconi, Claudia Lux, Kay Poustie, Anne Morris.
- 27th August 8.30-10.20
- Management and Marketing: SC11 observers welcome
- 13.00-17.00
- Workshop on Performance Measures and Marketing
- Speakers include Christie Koontz, Dean Jue, Patricia Layzell Ward.
One matter to be discussed in Bangkok will be forward planning. In the first two years:
Administrative
- Transition from a Round Table to a Section with 74 members
- Linkage with the Discussion Group on Friends and Advocates of Libraries
Project funding
Funding has been received from the Professional Board for:
- A series of workshops on marketing and a publication arising from the workshops.
Funding has been received from the Co-ordinating Board for projects on:
- Outsourcing library services (paper presented in Copenhagen)
- A report on the Ankara pre-conference and editing of papers (completed)
- Preparation of a management toolkit (published)
- A workshop on Strategic Planning and the Modernization of Services (held in Amsterdam).
- Evaluation and follow up to a mini course in marketing (paper presented in Amsterdam).
- The preparation of a draft glossary on marketing (completed)
- Preparation of 'Change management: a global perspective' giving examples of change.
- Translation of the glossary of marketing terms into the IFLA languages
- Keynote papers in marketing'
- Review of the general management literature 1998 (completed, on IFLA website)
Publications
- An annual review of the literature of general management 1994-1998 (published)
- Koenig, Michael. Information Driven Management Concepts and Themes: A Toolkit for Librarians. Munchen: K.G. Saur, 1998.
- Savard, Rejean. Proceedings of the Copenhagen Workshop on Adaptive Marketing to Library and Information Services in a Changing and Worldwide Environment. Munchen: K.G. Saur, in press.
Workshops
- Three workshops on marketing at IFLA Conferences 1996-8
- A workshop on Advancing the Librarian's Role in the New Information Economy held in Copenhagen in conjunction with the RTMLA.
- Two workshops in Amsterdam: Strategic Planning and and the Modernization of Services and Analyzing Our Marketing Efforts
- Workshops in Bangkok on Marketing Your Library in Bangkok, Performance Measures and Marketing, and Strategic Management and Public Policy.
- Workshops on Change Management and Building Skills for the Information Age (Joint with Section on IT) and New Technologies to Assist Marketing, for 2000.
Open Meetings
International seminar involvement
- Pre-conference held in Ankara in 1996 on Influencing the Decision-makers: Impact Strategies for Libraries in Developing Countries.
- Representation by Ian Johnson and Michael Koenig at a workshop on "The Management and Use of Human Resources in Latin America", Chile, April 1998.
- A bilingual colloquium "Management and Marketing of Information Systems and Services in Africa: Apply, Adapt or Reinvent" was organized by Yawo Assibley and Rejean Savard at Ouagadougou, Burkina Faso, 1999.
- election of officers: the Chair and Secretary are not standing for re-election
- the Section's strategic plan
- detailed Section programme for Israel
- theme for Boston and outline programme
- new projects - if members have proposals please get in touch with the Secretary before the Bangkok conference. Small amounts of money may be obtained from the PB or CB
Membership of the Standing Committee
The new SC: F. Akhigbe (Nigeria), S. Aslan (Turkey), J. Berry (USA), A. Calabrese (USA), T. Ershova (Russia), L. Feria (Mexico) T. (France), P. Hegedus (Hungary), L. Herrera (Argentina), M. Koenig (USA), C. Koontz (USA), P. Layzell Ward (UK), C. Lux (Germany), L. Marulli-Koenig (USA), A. Massisimo I Sanchez de Boado (Spain), M. de Miribel (France), S. Nilsen (Norway), E. Rossinskaya (Russia), N. Santucci (Italy), R. Savard (Canada), M. Takayawa (Japan), C. Tovote (Sweden), T. Wilding (USA).
Issued by the Secretary/Treasurer: Patricia Layzell Ward, Haulfryn, Cae Eithin, Minffordd, Penrhyndeudraeth, Gwynedd, Wales LL 48 6EL, UK. Phone/fax: + 1766 770434. E-mail: layzellward@celtic.co.uk
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