1. VOLPE LIBRARY MARKETING PLAN
KNOWLEDGE  RESEARCH 
TECHNOLOGY
Submitted by:
Steven
Brockman, Ma
rk
Butler, Brooke
McCarter, and
Angeline Ross
Tennessee
Tech
Brockman, Butler, McCarter, University
12/04/2012 1

2. SITUATION ANALYSIS
• Current primary use • Underutilization of library media and
– Studying services
• Group – Eagle Search
• Individual – Interlibrary loan
– Printing – Physical research materials
– Presentation practice • Library staff having to do more with less
• Updated second floor layout popular • Databases
with students
– Underutilization
(see image below)
– Rising costs
2nd Floor Study Au Bon Pain Reference
Space Brockman, Butler, McCarter, Librarian Desk
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3. SITUATION ANALYSIS
1st Floor Layout
Underutilized
Space
Services/Material
s
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4. SITUATION ANALYSIS
2nd Floor Layout
Services
Materials
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5. SITUATION ANALYSIS
3rd Floor Layout
Services
Outdated
and/or
Underutilized
Materials Space
Underutilized
Faculty Study
Rooms
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6. SWOT ANALYSIS
STRENGTH WEAKNESS
S ES
• Second Floor • First Floor Layout
Layout • Third Floor Layout
• Updated • Commuter School
Technology • Underfunded
• Eagle Search • Short on Staff
• Staff • Underutilization of
• Central Location Eagle Search
• Support of TTU
OPPORTUNI
Central THREATS
TIES
Administration • New Dorms
• Marketability of • Departmental
Eagle Search Lounges
• Technology • Google
Updates
• Insufficient
• Advertising in Funding
Buildings on
Campus
12/04/2012 • Campus, Class, S Butler, McCarter,
Brockman,
6

7. KEY STRATEGIC ISSUES
LACK OF AWARENESS
• Embed incoming Freshmen and Sophomores
with knowledge about the library
• Cannot expect upperclassmen to change the way
they study or conduct research
UNDERUTILIZED SPACE AND
AMENITIES
• 1st and 3rd floors need to be renovated to provide
students with what they need
• Updated amenities lead to more users of the
library and its services
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8. ONLINE USAGE STATISTICS
Visits and Unique Visitors
14000
12000
10000
8000
6000
4000
2000
0
Unique Unique
Visits - Visits -
Visitors - Visitors -
September October
September October
2012 2012
2012 2012
Library Web Server 11548 13333 6352 6954
LibGuides 2741 2120 1883 1413
Library Catalog 6893 9118 4819 6183
Eagle Search 3623 5173 2185 2851
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9. ONLINE USAGE STATISTICS
Page Views
80,000.00
Number of Page
69,335
70,000.00
60,000.00 54,248.00
Views
50,000.00
38,046
40,000.00 34,249.00 31,325
30,000.00
21,482.00
20,000.00 13,504.00
9,840
10,000.00
-
September 2012 October 2012
Library Web Server LibGuides Library Catalog Eagle Search
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10. ONLINE USAGE STATISTICS
Top 5 Viewed Pages – September 2012
25,000
Number of Page Views
19,665
20,000
15,000
10,000
5,000 3,623
2,035 1,485 1,426
0
Total Page Views
Library Home Page Eagle Search
Alphabetical List of Databases Library Catalog Home Page
Library Hours
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11. ONLINE USAGE STATISTICS
Top 5 Viewed Pages – October 2012
25,000
21,914
Number of Page Views
20,000
15,000
10,000
5,173
5,000 2,207 1,808 1,741
0
Total Page Views
Library Home Page Eagle Search
Alphabetical List of Databases InterLibrary Loan
Library Catalog Home Page
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12. $100,000
$150,000
$200,000
$50,000
$0
ABI/Inform…
12/04/2012
ACM Digital…
Agronomy…
American…
ASCE Online…
Blackwell…
Books in Print…
Cambride…
Criminal…
EBSCOhost…
Emerald Full…
Environment…
IEEE Xplore…
Literature…
Mary Ann Liebert
Brockman, Butler, McCarter,
DATABASE COST
Cost of Each Database
Mergent Online
MLA…
Naxos Music…
Oxford…
ReferenceUSA
ScienceDirect…
Sociological…
University of…
12
WG&L Federal…
WoltersKlewer…

13. BUDGET HISTORY
Total Budget
$1,450,000
$1,400,000
$1,350,000
$1,300,000
$1,250,000
$1,200,000
$1,150,000
$1,100,000
2007-2008 2008-2009 2009-2010 2010-2011 2011-2012
Total Budget $1,306,774 $1,396,064 $1,313,574 $1,215,360 $1,215,360
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14. TITLE CUTS
Title Cuts
400
Number of Titles That
350
300
Were Cut
250
200
150
100
50
0
1992 1997 1999 2006 2009
Title Cuts 201 361 157 335 230
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15. DATABASE USAGE
Database Searches Overtime
400,000
Number of Searches
380,000
360,000
340,000
320,000
300,000
280,000
2006-2007 2007-2008 2008-2009 2009-2010 2010-2011
Total Searches 334,402 394,297 379,608 346,108 330,401
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16. BOOKS CHECKED OUT
Books Checked Out
14000
Number of Books
12000
Checked Out
10000
8000
6000
4000
2000
0
Fall 2009 Fall 2010 Fall 2011
Books Checked Out 12485 10370 8380
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17. OBJECTIVE
The main objective is to increase
awareness by students and faculty of
the services provided by the Volpe
Library.
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18. TARGET MARKET SELECTION
STUDENTS
Commuter Needs and Characteristics
•Age: 18-19
•group and single study space
Lower Division (General Education) •computers/printing
•socialization
•Age: 20-22
•group work space
•computers/printing
Upper Division •research material physical or online
•down time between classes
•Au Bon Pain
•Age: 23-26
Graduate •research material physical or online
•computers/printing
•Age: 26+
•group work space
Non-traditional •computers/printing
•research material physical or online
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19. TARGET MARKET SELECTION
STUDENTS
Non-Commuter Needs and Characteristics
•Age: 18-19
•group and single study space
Lower Division (General Education) •computers/printing
•socialization
•Age: 18-23
•group and single study space
•computers/printing
Foreign
•socialization
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20. TARGET MARKET SELECTION
FACULTY
Needs and Characteristics
•computers/printing
Adjunct •research material physical or online
•meeting facilities
•computers/printing
Tenure Tract •research material physical or online
•computers/printing
Tenure •research material physical or online
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21. POSITIONING STATEMENT
The Volpe Library is the prime source for
students and faculty to receive the
highest level of assistance efficiently and
courteously from experienced and
knowledgeable staff, soar through online
data bases and utilize technology to
attain knowledge that is indispensable to
the teaching and learning process.
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22. NEW PRODUCTS AND SERVICES
• Eagle Search Kiosk
• Mini Bookstore
– Pens and pencils
– Notebooks
– Paper
– Folders
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23. NEW PRODUCTS AND SERVICES
• Lounge Area
– TVs Recommended Area
– Couches Underutilized space on the
– Downtime and Relaxation 1st floor
for Commuters (see picture to the left)
Before After
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24. NEW PRODUCTS AND SERVICES
• Temporary Office Space for
Faculty
• Exclusive Library App
– Eagle Search
– Library Catalog
• Media Center Creative Hub
– Scanners
– Photoshop
– Media Creation
– Printing
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25. COMMUNICATIONS
Advertising
• Print Media
– Colleges
– Common Areas
• Roaden University
Center
• Perch
• Dorms
• Social Media and
Mobile
– Facebook
– Twitter
– Foursquare
– Flickr
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26. COMMUNICATIONS
Promotion
• SOAR • Usage Reward
– Library Segment Program
– T-Shirt: “SOAR into – Points for:
Research” • Computer log-ons
• Facebook Giveaways • Technology check-outs
• Study room rental
– Collection of clues • Book rental
using pulsing • Eagle Search
advertising • InterLibrary Loan
– Winner gets a Kindle – Rewards:
Fire or iPad
• Gift cards
• Virtual Tour Video • Kindle Fire or iPad
Contest • Coupons for Au Bon
– Top 5 qualifiers get Pain
voted on by students Butler, McCarter,
12/04/2012
Brockman,
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27. COMMUNICATIONS
Public Relations
• WCTE
• Book
Donation/Recycling
Program
• Oracle
• YouTube
• Social Media
• Greek Life
• WTTU
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28. BUDGET
Advertising
20%
45% Promotions
35% New
Products
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29. IMPLEMENTATION
• Short Term (0 – 6 months)
– Implement promotions
– Begin renovations of 1st and 3rd floors
• Medium Term (6 months – 18 months)
– Upgrade outdated resources, services, and
technologies
– Conduct marketing research to find out what
student and faculty needs and wants are
• Long Term (18 months +)
– Keep up-to-date on new technologies
– Increase push for funding
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30. QUESTIONS?
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