Marketing the BIN

When thinking of ways to both market the new library tool the Business Information Network (BIN) and get further buy-in with my users, I decided to look more carefully at my user’s skills and abilities to help. Using student’s ideas and skills in its creation seemed to work when first creating the BIN.

The idea came about when I was conducting some initial usability tests with four students. I told them that I would appreciate any input and help they could give me as I create this resource for them. One student suggested I contact the president of the co-ed business fraternity Alpha Kappa Psi to talk to the group for a few minutes about what I was trying to create and to recruit help. A sign-up sheet went around as I showed a rough mock-up of the resource to the group and told them about the resource. Knowing business students are career-focused, I suggested that this would be a good activity to put on their resumes and a unique way to get practical experience using the skills they are developing in their majors. I left with 20 names of students who would either help me directly or be willing to volunteer for usability tests in the future. I worked closely with two marketing students that semester. They helped me create a marketing plan and gave me insight into how to be visible to this group of students as well as what to include on the site.

I also decided to “partner” with others trying to market to my user group. I had a celebration launch for the BIN when it was finished in the College of Management building. I and other librarians went to several small businesses in the area to collect prizes, coupons and food to attract students to come visit the booth we set up. This worked very successfully as students could not resist donuts and coupons for burritos.

My general suggestions when marketing to a specific population is to try to use the skills of your group to help in creating and marketing your library resources. It is amazing how much more buy-in there is when their names are mentioned in the acknowledgments. Also, try to find “partners” who are also trying to market to your user group. This can be mutually beneficial.

[by Bonnie Tijerina, NCSU Libraries]