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WLA 2007: Taking the "Non" Out of Non-User

Posted by Lisa Strand
Lisa Strand
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on Thursday, October 18, 2007 in WLA Blog Archive
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Presented by Jill S. Stover, Undergraduate Services Coordinator, Virginia Commonwealth University. Check out her blog at http://librarymarketing.blogspot.com/.The first step is to decide what it is you want people to do. Examine and/or develop your:mission and value statement and objectivesstrategic plangoalsbehaviors (what you want to see)Use SWOT analysis (strengths, weaknesses, opportunities, and threats).See Hennepin County Library's Framework for the Future [pdf].See Ansoff Growth Matrix. (She emphasized using this matrix, so be sure to take a look!)After deciding what behaviors you want to see, decide who you want to reach. Look for holes in services provided in your community and target that market to fill the need.Once you've decided who to target, watch people who are already doing the thing you want to promote. Talk to them to find out what their unmet needs are, so you can meet them and attract non-users. Have your users be ambassadors to your non-users to help...
Jill Stover