Unlike many of the posts so far, I intend to work in the public libraries and therefore, I come at the idea of action research from a slightly different perspective. While all librarians fill the role of teacher in one capacity or another, the connection isn't always as obvious in the context of a public library. In thinking about my own role as a potential teacher within the library, I realized that it's important that I bring my own prior experience and training to my job as well as to this class and assignment.
I currently work as a paraprofessional in a public library that has a very large per capita circulation and that was recently ranked first in the state by the American Public Library Index compared to other county libraries in the state that serve between 100,00 and 250,000 people. Despite this distinction, I've often wondered where the library would stand if it actually put forth the effort to market itself and to make its presence known. While figures show that 75% of the residents of this county have a library card, how many of them actually use it regularly? And how many county residents actually know what the library has to offer? I make it a practice to talk to the librarians that I work with and to learn as much as I can about the job and about the system that I work in and in doing so, I've found that marketing just isn't something they've taken the time to concern themselves with. With over ten years of experience in the retail industry, five of those in management, it seems obvious to me that marketing would serve this community well. Knowing this is only half the battle, though. While I'm not sure specifically how I'd like to focus my research, I know that I'd like to investigate just how marketing is used in other public libraries and how it's reflected in the success of libraries that put it to use.
Action research seems like the perfect tool to get me to that understanding. As mentioned in the text, "investigation of specific problems often reveals the multiple dimensions of the situation requiring attention, and investigation of each of those dimensions further illuminates the situation, revealing further possibilities for action." My original assessment is that this library hasn't learned the ideas of visual marketing, techniques used in most retail establishments to get the customer's attention and to show them what they might be missing out on. But my guess would be that, in completing this research, I may be able to find even more ways that the situation could be improved. The idea of naturalistic inquiry seems like the best route for my research, since hard data isn't really what I'm after and since studying subjective experiences on this topic might be the best way to go.
The biggest question I have about this project and this class in general is whether the ideas and processes will be easily transferable into the public library setting. As a former teacher, I can see where so much of what we've already read applies directly to teaching and to working in a classroom. I'm looking forward to translating that into my public library experience.
Katherine (Kate) Whyte
Comments (6)
Kate,
I think that is a great idea for an action research project. I have often thought that public libraries really needed one person specifically for marketing their library. For those of you that don't know I am dual track. I teach at a school, but I work at the Haywood County Public library on thrusday nights. I love both aspects of the library. Anyway back to the point at hand. Kate as you and I know their is often not enough money for public libraries to have one person doing marketing. In libraries such as the New York Public library that is the expection not the rule. I am not sure if they have a marketing person, but it seems like they would. I know where I work the person that markets the program is the person that is in charge of that program. In addition to all the work they have to do, they have to market. You can understand why it is not the best situation. I think researching how other libraries use marketing would be an ideal research project. You could start with observing how many people actually come to the events that your library has planned. I always like to think that a public library is a university for everyone. You can be a teacher in another settings beside a school!
Posted by Elizabeth McMullan | January 18, 2009 9:41 AM
Posted on January 18, 2009 09:41
Kate,
I am also intrigued by the connections between public library teaching and school media library teaching. Marketing is certainly a much more important part of a public library...when you are in a school setting, the kids are usually brought to you for "business" whether they want to or not! :-)
I think it would be great for your library to have you focusing on ways to promote it and other special programs or exhibits. As far as my local library, I have seen advertising for special programs in the newspaper, on fliers at school and around downtown, and on our local cable channel. These all seem like the standard avenues to pursue, and I am sure there are many more creative and effective ways. Starting with library websites would probably be your first step; looking at large library systems like those in Charlotte or Raleigh would be interesting. You also might want to explore university libraries and see how they attempt to reach new patrons in the community beyond their campus.
Best of all, I think your project sounds FUN!Good luck on getting started!
Amy Galloway
Posted by Amy Galloway | January 18, 2009 8:13 PM
Posted on January 18, 2009 20:13
Kate,
I've thought about the lack of advertising in my public library too. The non-profit sector could always benefit from modeling certain plans and implementations of the business sector. I'm sure it's pretty painful for you (having managed a book store) to see a lot of things your library could do that they just are not doing (or even thinking about). It definitely seems that your library would benefit if they, at the very least, had a diversified approach to increasing patronage and patron usage. I feel your pain and have complete confidence in your ability to help them see the beauty of marketing!
Posted by Anonymous | January 18, 2009 11:20 PM
Posted on January 18, 2009 23:20
The about comment was sent by me, Lyme.
Posted by Lyme Kedic | January 18, 2009 11:21 PM
Posted on January 18, 2009 23:21
Interesting idea Kate, and one that should be of benefit to both the community and the library. During the course of our Admin of the Small Public Library class this past summer I was struck by difference in the importance that the text placed on marketing/community relations and the relatively small amount of active marketing that our region's libraries seem to engage in. Even the smallest branches have some unique programs/services to offer, but only when I was forced through class to work closely with the county librarians did I become aware of them. I see this project as something that not only fills in a necessary gap in your branch's community service but as an idea that could ultimately be presented to your local board. And, knowing what limited ad budgets many bookstores have, I'm sure your background will be very valuable given the library's current economic handcuffs.
I think your project also works well with Stringer's ideas of community change and personal enhancement. Learning how to better promote the library will not only increase patron use and awareness, but the process should also provide the librarians with an ooportunity to develop their skills and relationships with their service areas. This idea can strenghten the bond between patron/library by making them feel more included in the branch's policies, and can fill in the gaps left by moer impersonal community analyses.
Aside from a close look at other libraries and their marketing systems, will you focus more on the librarians, the patrons, or give them equal time?
Posted by John Harrington | January 19, 2009 12:59 PM
Posted on January 19, 2009 12:59
Fascinating, Kate. This is something that has received little attention, obviously, and that you want to take this on is super!
Because this may be a pervasive but rather "invisible" issues (not obvious, that is), you'll have to set up your research carefully. It might mean that a lot of your work up front will be to identify those libraries that you know have effective marketing systems. In other words, I don't want you to get frustrated if you assume that other libraries have such systems, and then you find out that they don't. Does that make sense?
Another angle would be to, say, come up with a specific marketing strategy, implement it, and see what happens over the course of the 4-week study. It could be a small implementation that you think might make a difference.
Anyway, VERY interesting topic and lots of angles to work with. Keep thinking about your approach!
Posted by Alecia Jackson | January 20, 2009 3:13 PM
Posted on January 20, 2009 15:13