New Video Shares Student Testimony

This past summer, Alexander Newman, a graduate student in Ball State’s organizational communication program, told me he loved Bracken Library so much that if there were beds at the facility, he’d live here!

The timing of our conversation could not have been better because I was looking for a student to help with a promotional video for the Libraries. I asked Alexander to think about how he would sum up his view of the University Libraries in 30 seconds or so, and since he was captain of Ball State’s award-winning debate team, I knew he had excellent communication skills and could do this.

We asked Alex Amira, the University Libraries’ Part-time Temporary Desktop Computer Technician, to videotape the public service announcement. See this 50-second production at www.bsu.edu/library/librarynews/videos.

Alexander’s presentation engages the viewer and shares his enthusiasm for the University Libraries’ resources and services through his words and testimony.

Using Testimonials in Marketing

Letting satisfied library users share their stories helps the library to “tell the tale” and builds credibility and trust within a promotional message. A testimonial or endorsement consists of a written or spoken statement, sometimes from a public figure and sometimes from a private citizen.

The value of a testimonial is that it “grabs” the listener or encourages the person to listen. Adding a testimonial to your library’s Web site is an economical, powerful way to inform others about the value of the academic library’s services, programs, and collections.

While your library may already have developed a tagline or catchy slogan to promote services, it is worthwhile to think of creative ways to use a satisfied user’s personal recommendation. It is an excellent way to promote the library to that person’s peer group.

Some helpful tips for developing a testimonial video spot are the following:

Rehearse the comments several times and be sure the volunteer is relaxed in front of the camera. There can be several takes before you capture the essence of the message, so practice beforehand. (Of course, editing can be done afterward for a polished production).
The best comments are in the customer’s voice, so it is best to tweak their script instead of handing them your script.
Having your volunteer’s full name on the screen even momentarily adds credibility to the production.
Be sure to obtain a signed video or photograph release form for your files.

For more information, contact Susan G. Akers, Marketing Communications Manager, SAkers@bsu.edu, 765-285-5031.

Marketing Communications Manager Speaks about Marketing Libraries

Susan G. Akers, Ball State University Libraries’ Marketing Communications Manager, spoke at the May 30, 2008 Private Academic Library Network of Indiana (PALNI) Conference held in Indianapolis, an event attended by 130 people. The focus of her talk was how to apply the 4 P’s of marketing, created in the early 1960s for use in business models, to the library environment.

Susan explained the value and use of the 4 P’s — product (librarians, collections), price (time), place (library), and promotion (communication, outreach) when transferred to a non-business environment.

An important take-away from Susan’s talk was that marketing in a library refers to everything the librarians do to promote the library. This includes service delivery, how phones are answered, an inviting atmosphere, developing and improving consistent customer service, relationship building, and looking for creative ways to promote the librarians and resources to the user community.

Susan identified several important benefits and outcomes from raising awareness about library programs, services, and collections. These include:

Create and maintain a relationship between the library and its user community
Create and reinforce the library’s brand to students, faculty, and administrators through information dissemination about the library’s programs, services, and collections
Create demand among user community members for the library’s programs and services
Provide awareness about services accessible through the library that support the college’s or university’s core mission for teaching, learning, and research
Provide a consistent message to students, faculty, and administrators about the library to build behavior that results in increased library utilization


Part of Susan’s presentation focused on performing a SWOT analysis as a first step in formulating a communication/marketing plan. The concept of using a tagline to assist in branding the library was also discussed.

Ken Gibson, Director of Duggan Library at Hanover College, said he and a colleague jotted down several creative taglines that could be applied to Hanover’s library system and that he could see further application from the presentation in promoting the PALNI consortium.

Hand-outs included an article on how good signage contributes to a positive library experience and “40 Marketing Tips for Academic Libraries on a Shoestring Budget (aren’t we all!)” available at the May 28, 2008 blog entry on www.marketingyourlibrary.com.

For information, contact Susan G. Akers, Ball State University Libraries’ Marketing Communications Manager, SAkers@bsu.edu, 765-285-5031.