Marketing and Communications Strategy Working Group

Marketing and communications in relation to the University Library has multiple audiences and communications goals, each with unique communication needs and preferred channels. We seek to communicate available resources and services to faculty, staff and students on campus and to the local community. We seek to communicate the impact of librarians’ research on services and scholarship to campus and community as well as external funders. We seek to communicate needs and strengths to a broad donor prospect base. We seek to create understanding and recognition by campus and government leadership. Each unit within the Library has its own needs and many have their own communication efforts in place.

The need for an integrated communications and marketing effort has been discussed broadly and recognized across the Library. Most recently, the Framework for Strategic Action that came out of our strategic planning efforts stated “Develop a consistent and integrated library-wide outreach, engagement, and marketing strategy, including a designated unit and staff to support this work” as an action item.

Given the current fiscal realities, creating a unit with dedicated staff will require a phased approach that builds on existing activities and talents in the Library while intentionally pursuing a path for growth and development in this area. The Marketing and Communications Strategy Working Group is charged to assess the Library’s current capacities for marketing and communications and recommend a strategy for achieving the goals of the Framework for Strategic Action through a phased process and a possible timeline for doing so.

Specifically, the working group is charged to accomplish the following

1.  Review the current state of marketing and communications in the Library, identifying strengths and weaknesses.
2. Determine the gaps in the current capacities relative to the Library’s needs in these areas.
3. Identify needed structures, policies/procedures, and positions.
4. Submit a report recommending a strategy for achieving the end state described in the Framework for Strategic Action through a phased process with a recommended timeline for doing so.

In carrying out its charge, the Working Group should

1.  Consult with the following groups, as well as other groups and individuals deemed necessary by the Working Group

•  Services Advisory Committee
• Strategic Communications and Marketing Committee
• User Education Committee
• Public Engagement Working Group
• Office of User Services
• Office of Advancement
• International and Area Studies Teaching and Engagement Committee
• Reference Management Team

 2.  Consult with the campus groups, as well as other groups and individuals deemed necessary by the Working Group

•  Chief Communications Officers
• Campus Communicators Group
• CITL Marketing and Communications Unit
• LAS Office of Communications and Marketing
• Engineering Communications Office

Timeline

• April 2016:  Charge submitted to Library Executive Committee
• June 2016:  Executive Committee Charges Working Group
• December 2016 – Working Group Report Due