Title:"Managing our Message: Branding the Rutgers U. Libraries"
Presenters: Harry Glazer, Communications Director, Rutgers University Libraries, and John Brennan, RUL Branding Subcommittee Chair.
Abstract: A communications audit of the Rutgers University Libraries in spring 2004, conducted by two nationally recognized libraries consultants, suggested that the RU Libraries work on "managing the message" of the Libraries to clarify their value to users. In response, the RU Libraries Marketing/PR team formed a branding subcommittee that spend two years researching to identify the Libraries best recognized strengths on campus. Focus groups with internal personnel (staff and librarians) from all campuses, followed by surveys of faculty and staff, identified four leading characteristics of the Libraries: * enriching knowledge * essential services * friendly service * higher education focus The Marketing/PR team has used the new brand identify to engage Libraries staff in developing a new slogan. Work is underway to integrate the brand into the regular activities of the Libraries.