International Workshop-Training 'Marketing Your Library: A Customer-Centered Approach'

Venue: Moscow, Russian State Library
Date: February 28, 10:00–14:00 (Moscow time)
Live-stream on: http://www.aselibrary.ru

Organizers:

• IFLA Management and Marketing Section Standing Committee
• RLA Section on Library Management and Marketing
• Russian State Library

Marketing is a process you do over and over again — a tried and true systematic approach for matching services and products (offers) to a customer’s wants, needs, and desires. Marketing is one of the primary forces of any successful business. And it is the key ingredient in the success of any library or information agency — physical or virtual.

This workshop is designed to introduce the fundamental concepts of marketing, including marketing research; marketing segmentation; the marketing mix strategy and evaluation. Exercises will illuminate the concepts and participants will also develop an understanding of marketing terminology. Participants are encouraged to use illustrative examples from their work environments to enhance understanding

Workshop is presented by Dr. Christie Koontz.

Dr. Koontz is a faculty member at Florida State University since 1990, her Ph.D is from the School of Information Studies at FSU. In 2000s she led a project on identifying differences in use patterns amongst communities comprised of people with greater or lesser income, education, and racial diversity. This nationwide study identified 3500 lower income and majority minority library markets, describing how people within these markets use materials and services in the library. This type of library users is rarely collected by public libraries, and provides a picture of the critical and diverse information needs of people who have less discretionary time, and are less likely to have the library and reading habit. In 2004 Koontz’ research became the basis of the US Public Library Geographic Database, which includes relevant US census data and library use data from 16,000 communities.

Dr. Christie Koontz is the author and co-author of many publications on library marketing, co-editor of IFLA Public Library Service Guidelines, published in Russian in 2011: 

Руководство ИФЛА по работе публичных библиотек [Текст] / Международная Федерация библиотечных ассоц. и учреждений, Российская библиотечная ассоц. ; сост. изд. на англ. яз.: К. Кунц, Б. Габбин ; [подгот. к изд. в России, пер. с англ. яз. доп. и изм. И. А. Трушиной]. — 2-е, полностью пересмотренное изд. — Санкт-Петербург : Российская национальная б-ка, 2011. — 183 с. : табл.; 20 см. ISBN 978-5-8192-0398-9. Хранение: 3 11-21/24; Хранение: 02И Р 85; 118210;

Among the participants of the workshop are members of IFLA 11 International Marketing Award Jury, members of the Standing Committee of IFLA Management and Marketing Section (34), officers of RLA Section on Library Management and Marketing, representatives of the Russian State Library and other federal libraries in Moscow.

Media partners of the workshop:

• «Bibliotekovedenije» (Library and Information Science) journal
• «Меdioteka i Mir» (Mediatheque and the World) journal
• «Novosti Mezhdunarodnoj Associacii Bibliotechnih Associacij i Uchrezhenij» (The International Federation of Library Associations and Institutions (IFLA) Newsletter)
• «Vestnik Bibliotechnoj Assamblei Evrazii» (Library Assembly of Eurasia Newsletter)

Working languages of the training are English and Russian. 

For further information regarding participation in the workshop please contact Mrs. Liudmila Zaytseva (Lzai@rsl.ru), Member of IFLA Management & Marketing Section Standing Committee, Head, Department on master planning and reporting, Russian State Library.

The workshop will be live-streamed at the Russian Association of Electronic Libraries web-site on the 28th of February, 2013, from 10:00 till 14:00 (Moscow time).

Workshop proceedings and outcomes will be published on our web-site.