ACRL News Issue (B) of College & Research Libraries C&RL N ews ■ March 2003 / 759 C o l l e g e & R e s e a r c h L i b r a r i e s sw en It’s not just academic @ your library The Campaign for America’s Libraries Academic and Research Library Campaign by Helen H. Spalding “ I sn’t it true students don’t use college librar ies anymore?” “Why should I use the library when I can log on to the ’Net from my dorm room?” “Why do w e need librarians?” Chances are that if you haven’t been asked one of these questions lately, you may be some­ time soon. Will you be prepared to answer them? The reality is that in today’s complex infor­ mation environment we have a greater respon­ sibility to communicate the resources and ex­ pertise our libraries and librarians provide, both on our campuses and in society. The “if you build it, they will com e” mentality no longer applies to academic and research libraries, nor libraries in general for that matter. The advent of new technology, the increased use of Web-based technologies, and the success of bookstores such as Borders, Barnes and Noble, and Amazon.com are generating new perceptions about our role in the mind of the public and offering us new opportunities to improve and publicize our services. Libraries are reexamining how they do their business, how they serve their users, and how they can ensure their continued vitality in an ever-chang­ ing information age. In our case, students, faculty, researchers, and others are using our libraries in new and different ways. We need to see these changes as opportunities to re-educate our key constituencies of the value of our libraries and our -librarians to our campuses and our communities. A new strategy So h o w can academ ic an d research libraries break through the information clutter and get ou t the m essage about the unique story they have to tell? By embracing the concept of pub­ lic relations and marketing as an integral part o f the strategic planning process. As part o f @ your library, the Campaign for America’s Libraries, ACRL and the ALA have partnered to bring you a new, national market­ ing effort. Through this Academic and Research Library Campaign, we have a special opportu­ nity to heighten awareness and support of aca­ demic and research libraries and to attract more quality candidates to our profession. The cam­ p aig n will b e officially a n n o u n c e d during ACRL’s 11th National Conference in Charlotte, North Carolina, April 10-13, which is also Na­ tional Library Week. M embers o f an ACRL @ y o u r library task force helped to shape this effort, as did some 40 academic and research librarians w ho par­ ticipated in a strategic planning and marketing retreat this fall hosted by 3M Library Systems, a fo u n d in g p artn e r o f the Cam paign for America’s Libraries. Participants discussed key issues concerning library marketing and pu b ­ licity, including how to identify key users or “cus­ tomers,” how to develop appropriate messages, what vehicles of communication should be used to promote academic and research libraries, and how to prepare long-term marketing plans. The goals of the Academic and Research Li­ brary Campaign are to: • promote awareness of the unique role of your academic or research library and its contribu­ tions; A b o ut th e author Helen H. Spalding is president o f ACRL and associate director o f libraries a t the University o f Missouri-Kansas City, e-mail: spaldingh@umkc.edu mailto:spaldingh@umkc.edu 160 / C&RL News ■ March 2003 • increase visibility and support for your library and librarians; • better market your services on-site and online; • present academic and research librarianship as a desirable career choice, and • foster a greater connection with other types of libraries. The campaign will target undergraduate and graduate students, faculty, researchers, ad­ ministrators, and staff as primary audiences. Sec­ It's not just academic @your libraryondary audiences to be addressed include alumni, individual donors, institu­ tional funders, trustees, policymakers, parents, the general community, and media. As part of the campaign, a new toolkit has been developed that includes creative strategies, practi­ cal ideas, case studies and profiles, customizable press materials, resource lists, and more. The toolkit will be distributed to each attendee at the ACRL National Conference. I encourage you to review it, share it with your colleagues back home, and adapt the materials for your own library. There also will be a new Web site with a copy of the toolkit, addi­ tional resources, and downloadable graphics at http://www.ala.0rg/@y0urlibrary and at http:// www.ala.org/acrl. O f course, we hope you will share your best practices in marketing and public relations and your involvement with the @ your library campaign with ALA and ACRL. To facilitate the discussion, we have set up a new electronic list called ACADEMICPR to which we hope you will sub­ scribe. You also can send your good ideas directly to the campaign via e-mail to atyourlibrary@ala.org. How else can you get involved? On Thursday, April 10, the ACRL @ your library task force is sponsoring a full-day preconference entitled, “Strategic Marketing for Academic and Research Libraries: Train The Trainer.” The preconference is designed specifically to help aca­ demic and research librarians train their colleagues to develop effective marketing plans for their li­ braries using the tools developed for this new cam­ paign. Interested librarians can register on the ACRL Web site at http://www.ala.org/acrl/charlotte/ registratior/ registration.html. Attendance is on a first-come, first-served basis. There also will be a free mini-workshop in Toronto during the ALA Annual Conference, spon­ sored by ACRL and the ALA Public Awareness Committee, called “Survival in Academe: Market­ ing @ your library,” which will give a brief over­ view of the new campaign and showcase the tools and resources available to help you promote your library. Look for more details coming soon in C&RL News and American Librαries. Many of us in academic and research libraries thought we would never have to do it— “it” being marketing and public relations. But the time has come. The work we do is central not only to higher education and to research, but also to the collection and pres­ ervation of our nation’s liter­ ary, cultural, and historical heri­ tage. Increasing our visibility and better communicating the value of academic and research librarians and libraries will benefit all who depend upon these services. I also believe it will foster a sense of pride among our members and the greater academic and research library commu­ nity for the important work we do every day. This campaign is for you. Ultimately, you are the best advocates your users have for demonstrating and communicating the importance of the collec­ tions and services you deliver to support learning, teaching, research, and quality of life. So join us for the first-ever Academic and Re­ search Library Campaign and come see what’s new @ your library. ■ http://www.ala.0rg/@y0urlibrary http://www.ala.org/acrl mailto:atyourlibrary@ala.org http://www.ala.org/acrl/charlotte/ C&RL News ■ March 2003 / 161