MARKETING PLAN
for
The Knowledge Commons
drafted by Matt Oshinsky and Kate Faller
Bednar Interns, Fall 2010
“The Knowledge Commons in Pattee Library … focuses on undergraduate students and is a collection of innovative and traditional services and repurposed physical spaces that facilitate information discovery, collaborative learning, and knowledge building.”
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Introduction
The purpose of this document is to detail the future marketing of the University Libraries Knowledge Commons (KC). The document will breakdown the potential user market through market segmentation. The market will consist of three different segments. User analysis goes over the segments, how they use the library, and how to market the KC to these segments. It also discusses the competition around campus that the KC will face. Next, a description of the benefits, features, and weaknesses of the KC are given. Possible methods of advertising and promoting the KC are detailed below including a rough timeline to launch each part of the marketing plan, with a focus on the strategic tools of social media and print publications.
1.) The Market
“Students tell us they want Pattee Library and Paterno Library to be more welcoming and comfortable and to have more technology-rich resources and that everything must be fast, easy, and convenient. They want to research their projects, digitize audio, videotape personal practice sessions, chat with friends, get help from a tutor, and have a snack—all in a 24-hour, "one-stop" destination.”
With Close to an undergraduate population close to of 40,000, over 6,000 graduate students, and combined with full- and part-time staff and faculty, Penn State has of thousands of potential library users. Different marketing techniques will need to be implemented depending on the library user. Overall the undergraduate population should be our the main target to which we plan on advertising and promoting the Knowledge Commons to. Our second marketing focus will be either a combined or separate effort/s toward the graduate and faculty/staff populations. In parallel with marketing to the public, it may be advisable to market the KC internally to educate Libraries faculty and staff about its features, purpose, and construction progress.
2.) Market Segmentation
The market is divided into three relatively distinct segments: the undergraduate students segment, the graduate students segment, and the faculty/staff segment. A possible breakdown of marketing efforts could go as follows: 70% focused toward the undergraduate segment, 20% toward graduate students, and 10% directed toward faculty and staff.
Undergraduate Segment: The undergraduate segment is the largest of the three segments with a potential target market of 40,000. They are also the most active users of the library, and therefore can be considered the most important segment to market the Knowledge Commons to.
Graduate Segment: This segment is comprised of roughly 6,000 graduate students. Their uses of the library are the same as undergraduates with a more research intensive aspect. Marketing to this segment may involve using some of the same techniques specified for marketing to undergraduates.
Faculty/Staff Segment: Made up of Penn State academic staff and employees, this segment numbers in the thousands and is second in concern for marketing the Knowledge Commons. The faculty segments use of the Knowledge Commons will most likely be little based on the primary uses of professors and staff around campus.based on indirect use by faculty and staff, e.g. faculty may direct their students to the KC, but may not use it themselves
3.) User Analysis
The major target group of users for the KC will be the undergraduate segment that uses the Library for more traditional uses including, computer-use, group work, studying, etc. Also, this segment uses the library for more technical uses including multimedia purposes. Our focus will be to show this segment, through promotion and advertisements, the future benefits and features that they will be able to use in the newly renovated KC. Undergraduate students are massive frequent users of the internet and social media; therefore these venuesy will be used as a major information source. The use of publications will also help to get the word out.
The second/third major groups for the KC are graduate students and the academic staff. For the most part these segments use the library differently than undergraduate students. Most graduate students and professors use the library for research purposes. This is a major reason why our marketing efforts will focus on the undergraduate segment.
4.) Competition for the KC
There is a great deal of competition for spaces at ?the Penn State University Libraries and therefore, there will be competition for the Knowledge Commons. Many students have indicated that they prefer to study in areas with a more comfortable feel. Students prefer to spend their time in coffee shops such as Starbucks, not only for the more comfortable seating but also because they can eat and drink while studying. Many dormitories have designated study rooms that are appealing to students because they never have to leave their building. The internet also has provided challenges for the Penn State University Libraries because students prefer to do research via the internet from their home computers or laptops in a variety of other locations. All of these factors have contributed to students choosing a variety of other locations for their work and studying needs as opposed to the library.
The Knowledge Commons does have several advantages over these competing areas. The library offers a centrally located area on campus that students can visit during breaks from classes. The Knowledge Commons includes a Leisure Reading Room that students can use recreationally if they have free time between classes. It also serves as an excellent meeting area to gather with friends. Group study areas will allow for students to work on team projects comfortably, with wide screen computers and more seating. Also, the library has an abundance of resources that can make the research process much easier. Students have access to knowledgeable librarians who can assist with research and finding sources. The Knowledge Commons also offers more convenient hours than many downtown coffee shops and will house more comfortable seating similar to coffee shops.
5.) Knowledge Commons: Features, Benefits and Weaknesses
“The final plan for the next phases of the Knowledge Commons in Pattee Library, designed by WTW Architects of Pittsburgh, is the result of months of discussions and incorporates needs outlined and ideas generated by a team of librarians and staff to include various video production areas, podcasting facilities, service kiosks, study spaces, and integrated help desk areas. Construction will begin in March 2011 and completion is planned for the end of 2011, with an anticipated cost of $8.5 million. With fall semester classes in full swing, early phase of the Knowledge Commons—the Foster Auditorium and Reading Room are complete.”
Features
Foster Auditorium: “The Foster Auditorium was designed foremost as a library instruction facility for large classes. Secondarily, it can be used to meet other Library needs that exceed the space in Library conference and seminar rooms or the Mann Assembly Room. Finally, it is available for other cosponsored university purposes as time is available. Requests to use Foster Auditorium will be approved based on the following criteria, in priority order below:
1. Library instruction sessions conducted by PSU librarians.
2. Library staff instruction and staff meetings too large to be accommodated in smaller seminar and conference rooms or the Mann Assembly Room.
3. Library events (speakers, donor events, etc.)
4. Academic events co-sponsored by the University Libraries and another academic unit of the university.
Requests by academic events that are not co-sponsored by the Libraries, as well as those from non-academic university units, such as student organizations and non-university organizations, should be referred to the Penn Stater, Nittany Lion Inn, or the HUB as more appropriate sites.”
Given that Foster Auditorium is primarily a venue for Libraries instruction and sponsored events, it will not be marketed to patrons in the same way as the more public spaces Leisure Reading Room and the Knowledge Commons proper.
Leisure Reading Room: The Leisure Reading Room is now open in its new location, in the Pattee Library lobby, across from the Nittany Lion Display.It is a great place to stop by, pick out a book, and relax in a big comfy chair. With a continually updates collection based on what’s new, popular or asked for, and the ability to check out and take it home with you, the new leisure reading room is a great place to unwind.
Knowledge Commons: Freshly renovated first floor Pattee and Paterno Libraries will feature a more open floor plan and serve as a technology-rich resource center for students. The renovation will give it a more modern feel as opposed to the student deemed museum feel. It will include many updates like a skylight, energy-efficient lighting, and additional plant life to create an atrium like atmosphere.
Benefits
Computer workstations/seating/study area: More spacious computer workstations will allow for more group work. The . The creation of more group-studywork rooms are a great place to meet with groups for projects, homework, or studying. With an increase of comfy seating students will be able to come to the KC in-between classes to relax. Creating more space will also allow more students to use the KC as another great place to study in the library.
Multimedia Labs: With various video production areas, podcasting facilities and digital editing studios, and multimedia specialists on staff, new multimedia labs will help to meet student demand for greater technological services at the library.
Service Kiosks/Help Desks: To make more easily available help from library staff for students, additional service kiosks as well as integrated help desks will be created.
Weaknesses: The main weakness of the Knowledge Commons right now is the minimal amount of marketing presence at this time. Currently the Knowledge Commons is known to some students, but completely off the radar of others. The purpose of this marketing plan will be to increase the amount of marketing presence for the KC.
6.) Marketing Plan (Advertising and Promotions)
a.) Steps to take now
It is crucial to generate awareness and excitement regarding the Knowledge Commons before construction begins. If students feel as though they are part of the process of creating the Knowledge Commons, there is a high likelihood they will be excited about the project, share this excitement with their friends, as well as utilize the area once it is open. The following are ways to introduce the idea of the opening of the Knowledge Commons to students.
- Create a video to be housed on the Libraries website as well as Facebook pages which shows the current state of the library as well as the conceptual drawings of what the Knowledge Commons will look like upon completion.
- Inform the students of when construction will begin and approximately how long it will last so they can plan accordingly; the new student Libraries advisory groups can be used as conduits for this information.
b.) Steps to take during construction
It is obvious that the construction of the Knowledge Commons is going to cause a lot of disruption in the library. Students may become agitated by these disruptions and may begin to have a negative connotation with the Knowledge Commons. It is important to remind students that the construction will benefit them in the end.
- Place trifold stands near the areas of construction with posters showing what that area will look like when the construction is completed.
- Create a countdown to be placed on the library website as well as Facebook page which counts the days until the completion of the construction.
- Place an ad in the Collegian or a small paragraph in the Student Newswire describing the project and all the benefits it will provide to students.
c.) Steps to take after opening
It is important to remember that the completion of the construction and the opening of the Knowledge Commons is not the end of this project. It is crucial to continue marketing the benefits of these areas and continue to survey students to see what their thoughts are on the area.
- Plan a “grand opening party” in the evening, which will serve as a type of unveiling of the Knowledge Commons. Consider having a band or some type of entertainment in the Foster Auditorium as well as free refreshments. Give the students an opportunity to walk around and be among the first to see the changes.
- Survey students about their thoughts on the Knowledge Commons. Be sure to include both students that have used the Knowledge Commons as well as students who have not. Include questions regarding why some students have not used the Knowledge Commons, what students like most about it, and any suggestions or improvements they can think of.
Strategic Tools for Advertising/Promotions
Social Media: We already have a Facebook group as well as a twitter account devoted to keeping students up to date on the “ongoings” of the KC renovation process. Both are in need of improvements and more effort, this will most likely come more into play when the major renovations start taking place this coming March. An additional idea is to create a Flickr account as another means to show images of the future look of the KC. The use of pictures and videos of the renovation process and the “possible” finished product will be a great tool in advertising as visuals are a great means of marketing. Along the lines of videos, we may wish to use YouTube for online video viewing.