17 No. 5 — Sep/Oct 2003
The 2nd Annual IFLA/3M
International Marketing Award Winners Named
by Christie Koontz
To recognize libraries around the world that develop and implement effective
marketing programs, the Management & Marketing (M&M) Section of the
International Federation of Library Associations and Institutions (IFLA) joined
with 3M Library Systems last year to create the IFLA/3M International Marketing
Award. So in August 2003, for the second year in a row, first, second, and
third prizes were presented at IFLA's Annual Conference in Berlin. As a member
of the M&M committee, I'm very familiar with the awards. In this article
I'll profile the top three winners and give brief summaries of other applicants'
projects. The top three had been notified early this summer so that the first-place
winner could claim the big prize--airfare, lodging, and registration for the
2003 IFLA Annual Conference--and, at the show, a cash award of $1,000 (U.S.)
to further the library's marketing efforts.
Altogether there were 15 applicants from seven countries--four from Spain;
four from the U.S.; three from the U.K.; and one each from India, Tanzania,
Serbia, and Thailand.
This Year's Winners:
Examples of Their Ingenuity
This year's winners are varied, robust, and colorful.
First Place: "The Marketing Campaign: Literary Pathways" Consorci
de Biblioteques de Barcelona (CBB), Spain
Submitted by Mireia Sala, director, email@example.com
The public library system of the beautiful bustling seaport town of Barcelona,
Spain, is putting nonusers on paths that lead straight to the libraries! Literary
Pathways is a program featuring actors or guides who lead tour participants
into neighborhoods that famous authors lived in or wrote about, all while reading
selections of their works. The literary travelers are required to register
for library cards. (The nearest library is often a stop on the tour as well.)
Librarians encourage families and children to participate together, thereby
creating a basis for a whole new generation of customers.
Colorful examples of the tour subjects include George Orwell, author of 1984 and Animal
Farm, as well as famous poets, children's authors, and even a ghoulish
tour of a cemetery where authors lie in rest!
The programs are evaluated on a cyclical basis. The goals of the project
are to develop new customer groups and to illuminate the range of topics available
for study and access within the library. Participants can view the tour itineraries
ahead of time on the Web, which gives them more opportunities to learn about
library services. The campaign is supported by a variety of communication media,
from posters in bakeries to publicity articles in specialty magazines and local
newspapers. Brochures and buttons were developed, as were point-of-purchase
displays in the libraries. Felicitaciones Barcelona!
Second Place: "CU e-Intellectual Property" Center of Academic Resources
Chulalongkorn University, Bangkok, Thailand
Submitted by: Yupin Chancharoensin and Supaporn Chaithammapakorn, firstname.lastname@example.org
The second-place winner is from the hustle and bustle of Bangkok, and the
1999 site of an IFLA marketing workshop sponsored by the M&M Section. The
Center of Academic Resources within the university had offered a full-text,
in-house database of graduate theses that was well-accepted, but little-used.
To increase usage and to better serve the academic community, the library added
faculty research data. Yet use of the database still did not increase at the
rate planned. So during a time when they really needed to show the value and
impact of the library, staff members created a well-developed marketing plan
to increase usage of the database by 10 percent. A second objective was to
provide easier access to the database at anytime from anywhere; both objectives
were to be met within 18 months.
The campaign used all the tenets of marketing--customer identification and
segmentation, marketing strategy, and evaluation. The database was renamed "CU
e-Intellectual Property." The library staff organized an awareness campaign
through its Web site, the telephone, e-mail, and workshops. Articles were also
published in faculty publications. Banners, fliers, and radio spots are also
planned. Congratulations CU!
Third Place: "Have We Got News for You!" Newman College of Higher
Education Library and Learning Resource Centre, Birmingham, U.K.
Submitted by Janice Bell and Maureen Carter, email@example.com
Utilizing mince pies and punch to celebrate, Newman College Library designed
a campaign to communicate changes in the library's staff, programs, and services.
The library staff identified primary target markets as academic staff and students.
The goal was to make the markets more knowledgeable about the new, larger library,
and to increase usage of a growing array of virtual services.
The librarians created a newspaper, The Library Times, which is published
on campus and is also available on the college's intranet. The paper is packed
with library news and information--and students are encouraged to be columnists.
The library is also holding on-site quarterly showcases that illuminate new
services and products. The winning features of this application were the identification
of customer groups, the precise and systematic communication to those groups
through various and sundry media, and evaluation based upon measurable objectives.
Congratulations Newman College Library!
Marketing from Around the Globe
Here is a listing of other applicants' worthy ideas. If you'd like more information
from a particular library, please contact committee chair Daisy McAdam at Daisy.McAdam@ses.unige.ch.
University Library Campaigns: Ideas in this group included promoting
a positive image of the library and its services by developing a new online
catalog; a campaign to foster user interest in improving library skills via
a promotional toothbrush imprinted with the slogan, "Brush up on your Library
Research Skills"; promoting a historic collection (both physical and virtual)
to a wider audience; a strategy to develop classroom bibliographic instruction
to increase use by specific student populations; promoting the acquisition
of the 1.5 millionth volume to build relationships with key funders; and a
marketing plan to overcome customer dissatisfaction with the physical library
Special Library Campaigns: A unique array of campaigns were entered
by libraries representing governments, agencies, and special institutes: promoting
an information system to improve decision-making skills of students and management
practitioners; a campaign to promote the library as a meeting point for discourse
and information by a community recently experiencing civil war; and a new-employee
campaign to promote knowledge of the information center's resources and services
through tours, open houses, personal contacts, and a graduation card.
Criteria, '02 Winners, '04 Application
This annual international award was created to identify best marketing practices,
and it gives a chance for all types of libraries to showcase full marketing
campaigns and programs rather than simple publicity efforts. Any library, agency,
or association in the world that promotes library service is eligible. Applications
are available in the five official IFLA languages (English, Spanish, French,
Italian, and German). This year's applicants were judged on the creativity
and innovation demonstrated, effectiveness of marketing goals, and an ongoing
commitment to marketing. The M&M committee continues to revise the criteria
and simplify the application to facilitate participation by a broader range
of countries, and specifically to recognize marketing efforts in developing
countries that have fewer resources.
If you missed last year's winners, check the
MLS Web site. Applications for the 2004
award will be available in September at http://www.3M.com/us/library
Christie Koontz, Ph.D., is a research associate and director of the GeoLib
Program at Florida State University in Tallahassee. Koontz also teaches marketing
at the School of Information Studies at Florida State University, and conducts
marketing workshops for colleagues around the globe. Her e-mail address is