Marketing Plan: E-books in the Library

Genna Mickey
LIS 770: Professor Stewart
December 8, 2013

Service Introduction and Description
As more people purchase tablets and e-readers, the demographic of adult users who can
borrow e-books from the library increases. Especially at the end of each holiday season, there is
a spike in patrons who need assistance with these electronic devices, and the opportunity for
library staff to promote the e-book collection to these users. I have chosen to create a marketing
strategy to promote the existence and understanding of the e-book collection and process of the
River Forest Library.
According to the 2012 Pew Internet and American Life study, as detailed on the ALA
State of Libraries 2013 report, 58 percent of all library card holders said they did not know
whether their library provides ebook lending services. Something is wrong here, in my opinion,
if patrons do not know what their library has to offer. I have seen this first hand at my library,
where patrons frequently are surprised to learn we have e-book versions of the books they want.
I feel that a part of the problem is the librarys catalog system, which is not friendly towards the
status of e-books. The catalog is not linked to the mediaondemand.org website, therefore, though
an item will come up in the librarys card catalog online, it will not tell the user whether or not
that book is available. A physical book record states that the book is checked out or lists that it is
on the shelf. With an item that is an ebook, this piece of information is not listed. Instead, it
provides a link to the e-book website, where the user has to login to their home library, search for
the book again, and can then see whether or not the book is available to check out. Many users in
the library are put off by this complicated process and/or do not know how to check this. Users
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need instruction in order to figure out the ebook system, and therefore many do not ask for help
or know where to locate instructions in order to take advantage of checking out ebooks.
Current Market and Demographic
The specific demographic which this e-book marketing plan will target are adult tablet/e-
reader owners. The reason I am choosing not to focus on younger children is because they are
more comfortable with technology and find assistance with using it already in their school
systems. Specifically in River Forest, the Roosevelt Middle School, which is adjacent to the
River Forest library, provides iPads to every middle school student for the school year. At the
beginning of the school year, River Forest Public Teen librarian did multiple presentations to the
kids, and literature was sent home. The kids are active users of ebooks and therefore also show
their parents the benefits of the iPad as well. Many parents still havent downloaded ebooks
however these adults are more familiar with the fact that our library owns ebooks. This
demographic middle schoolers, was specifically marketed to and trained by our library staff to
use ebooks. I believe that adult patrons also need this kind of direct training.
As a Reference Associate for the adult department, I often witness patrons who express
anxiety and concern over ebooks through my reference interactions. If a book is checked out, but
the ebook is checked in, many users are not interested in the ebook version. They state that they
would rather wait for the physical book to come in. Some patrons do say that they prefer to hold
a real book instead of reading on a screen, while a larger majority are uncertain of how to use
e-books and therefore feel uncomfortable doing so. Some of the reasons that users do not want
an e-book have to do with the unknown. The product seems overwhelming and complicated to
use, and the initial set-up process can be tricky.
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The competition for e-books is different depending on the device purchased for Kindle
users, Amazon is the competition, for Nook users, Barnes and Noble is the competition, etc.
Users with tablets have familiarity with apps versus those who simply have a traditional e-
reader device, and may be more knowledgeable about how to download ebooks using the e-book
application called Overdrive. In any case, the competition costs money, so the librarys Media
On Demand e-book collection has a significant advantage.
SWOT Analysis
According to Moran, a SWOT analysis of a marketing plan should point out what
services and systems are already in place at the library in order to facilitate the marketing of the
product, and should include information analyzing how a library could afford to spend money if
needed to promote the service (111).

Strengths
-Large ebook collection available to download
for all kinds of devices
-Own multiple copies of popular titles
-Small handouts already created for how-to
depending on android, iphone, nook, kindle
-One on one appointments available during
Mon/Wed during the day
-Electronic items listed in searchable catalog
with link to mediaondemand.org website
Weaknesses
-Poor positioning of pre-made handouts not visible or promoted
by staff
-Staff often doesnt recommend ebooks as an alternate to physical
books
-Staff dont have time to assist with downloading e-books and
helping other patrons at the same time only 1 reference associate
is on desk at a time most hours of the week
-One on one appointment times only work for patrons that can
come in during the day and do not cater to patrons that need
evening assistance
Opportunities
-Schedule Open Houses and computer literacy classes
to stimulate understanding and exposure to librarys e-
books
-Promote ebook collection on website, Facebook, and
Bookplate newsletter in order to reach users who do
not see the reference desk (who only come to pick up
a book from circulation)
Threats
-Publishing companies continue to disallow certain titles from
being allowed in library e-book collection. This could frustrate
some patrons.
-Patrons could decide to purchase ebooks instead of borrowing
from library.
-If patron ebook usage increases, budget funds may need to be
allocated more towards increasing e-book collection holdings
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-Staff training on ebook downloading as well as
verbally promoting collection to patrons

Marketing Goals and Objectives

According to Dubicki, Goals are statements of purpose, such as increasing awareness
and usage, and objectives are the measurable means that are used to achieve those goals.
Goals:
- The River Forest Library will increase awareness of the ebook collection and facilitate in
assisting users with ebook downloading.
- The library goal is to have 100% of patrons know that the library offers an e-book
collection, and 85% of patrons be able to successfully get help from the library
downloading an ebook if they want to.
Objectives:
- Staff will be trained on ebook downloading for various devices. Staff will be encouraged
to provide ebook option as a alternative to a physical book when looking up a title for a
patron.
- The library will provide evening one-on-one appointments for ebook training.
- The library will set up an Open House bimonthly on a weekend date.
- The library will promote training and information on its website and Facebook pages, as
well as the newsletter.
- The library will improve in-library instructional materials to increase awareness.
Marketing Strategies

Dubicki relates that the strategies should support the goals and objectives of the librarys
marketing plan (9). Moran states that Two important components in total marketing strategy
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include internal marketing good internal communication and a unified concept of customer
consciousness among all staff. (109).
Flyer: A poster to promote e-book collection and also the information about ebook appointments
and open house sessions.
Handouts: to be given to each patron at the circulation desk, with information on the open house
and ebook appointments. Circulation and reference staff can also prompt the user to ask what
kind of device they have at home, and provide them with a handout on how to download e-books
for that device, even if they werent interested in checking out an ebook today.
Open House: One Saturday in January and February to accommodate those who have recently
acquired new devices over the holidays, as a way to promote the library by facilitating
conversations with staff and patrons in an informal training format. Additional open houses will
follow depending on the needs and demands of patrons throughout the year.
Appointments: will be expanded for evening appointments in addition to already existing
daytimes appointments.
Staff Training: During the January in-service, staff will be trained on how to talk to patrons
about the availability of e-books, how to assist with simple questions, and when to refer patrons
to an appointment with a specialist at the library. All staff will get hands-on experience
downloading and will be encouraged to download an ebook onto a device they are unfamiliar
with. Staff will be taught about the handouts currently available for patrons to take home with
them.
Creative Displays: A large shelving unit near the reference desk will house book-shaped
cardboard with pictures of book covers on displays like real books, with signage indicating that
patrons can find these books on the website for download. Instructions will be placed near the
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display. Ebooks shown on the cardboard cutouts will be of popular titles, to appeal to patrons
that this service is something in demand for them to use.
Action Plans

During December 9-14th week, reference associates will create flyer and handout
information. These will be distributed starting the week before Christmas so that patrons know to
anticipate for the Open House and evening appointments that will be upcoming. Adult services
managers will collaborate with reference associates to determine outline of training for staff day.
Staff training to occur on January 3
rd
. First Open House will be January 11
th
and second will be
Februray 8
th
. More staff will need to work this day than normal, so extra funding should be
budgeted.
Appointment schedule for evening hours will be Thursday nights open hours from 6-9
pm. These will be staffed by a reference associate. An additional person will need to work this
shift, which results in extra funding in the budget for a three hour shift.
Evaluation/Assessment Techniques

First of all, before the ebook campaign starts and once it ends, a survey should be
conducted in the library to get a better understanding of users specific knowledge and
understanding of the ebook system. Furthermore, staff should pay attention to what users know
about and say about the librarys ebook collection. This will determine if the signage and
messaging has been reached to those that come into the physical space. During training sessions
and open houses for ebook learning, patrons will be asked what they think about the ebook
lending service once they have finished with downloading an ebook. Furthermore, the library can
coordinate a small focus group in order to really evaluate how the ebook service is being
understood by the community. Dubicki states that Usage statistics can quantify actual changes
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in usage, but advisory or focus groups can provide better data on why a campaign was
successful(14). Essentially, the hard numbers of the ebook circulation may provide some
insight, but there may still be improvements to the marketing and services that can be gleaned
from a focus group.






































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References

Dubicki, E. (2007). Basic marketing and promotion concepts. Serials Librarian, 53(3), 5-15.
Ebooks and Copyright Issues. (n.d.). American Library Association. Retrieved December 2,
2013, from http://www.ala.org/news/state-americas-libraries-report-2013/ebooks-and-
copyright-issues
Moran, B. B., & Stueart, R. D. (2013). Library and information center management (8th ed.).
Santa Barbara, Calif: Libraries Unlimited.