Public Relations and Marketing Section ALA Annual 2008 (June 29, 2008)

1. June 29, 2008 Judith G. Robinson, Associate Dean for Libraries and Director of Educational Technology Edward. E. Brickell Medical Sciences Library Eastern Virginia Medical School Norfolk, Virginia Marketing @ the Library Making Yourself an Attractive Target

2. Eastern Virginia Medical School (EVMS) Established in 1973 by the community to improve the health of the community Private but receives core funding from the 7 regional cities and the Commonwealth of Virginia Fundraising can ONLY be done through the Office of Institutional Advancement In 1995, no interest in fundraising for the library

3. Alumni Patients Patients Patients and industry and politicians Education Clinical Research Service to the Community Undergraduate Medical Residents Continuing Education Outpatients In-patient Hospital Care Clinical Trials Laboratory Investigation Translational Research Patient Education Free Clinics/ Indigent Care Clinical Trails Academic Medical Fundraising Environment

4. The EVMS Library in 1995

5. 19,000 square feet Housed the only institutional computer lab comprised of 9 computers Friends of the Library group with 128 members Results of a 1994 survey revealed that 48% of reference questions answered were for non-EVMS clients Excellent staff worthy of the spotlight EVMS Library in 1995

6. Occupy a 46,000 square foot library opened in 2000 at a cost of $10 million 30 seat computer lab, 30 seat classroom, 420 hardwire connections and WiMAX throughout the library Friends of the Library group with 100 members Since establishing the outreach program in 2000 we have trained over 4,000 citizens throughout the region Excellent staff are in the spotlight EVMS Library in 2008

7. We developed library services specifically in support of the Office of Institutional Advancement The Library developed programs to support the 4 key areas of the academic medical environment We gathered data on these new programs and publicized our successes. What happened?

8. Office of Institutional Advancement Established a Virtual Clipping Service which now includes monitoring of Web 2.0 products, i.e. blogs, wikis, You Tube and social networking sites Developed 15 minute, 30 minute and 1 hour tours and training sessions for campus visitors, new members of the EVMS Foundation and Board of Visitors Created a faculty publications database that generated a monthly list of citations that was published in the institutional newsletter Researched prospective donors for Advancement staff Offered library space for a permanent phone bank for the Alumni Phonathon After asking permission from library patrons, provided contact information on “grateful patients” of the library’s patient education and consumer health information services

9. 4 Key Areas - Education Led the way in the use of educational technology Opened the computer lab 24x7x365 Integrated library skills training into all 4 years of the undergraduate medical curriculum Used the opportunity of a new library to increase computer learning spaces and small group teaching spaces

10. 4 Key Areas - Clinical Worked closely with Network Center staff to ensure access to library resources in clinical settings Established a Clinical Medical Librarian program Provided training in evidence based medicine and information management via Medical Grand Rounds for Continuing Medical Education credit

11. 4 Key Areas - Research Established an Institutional Review Board Librarian program Established an Institutional Animal Care and Use Committee Librarian program Created a Faculty Publication database that helps faculty and external researchers find collaboration possibilities

13. Partnered with institutional clinical outreach initiatives at regional health fairs, employee benefits fairs, etc.

15. We Gathered Data - The Science of Fundraising Analyzed all course evaluations Tracked costs for all new and existing services Gathered metrics on numbers of attendees, demographics of users, geographic affiliations, etc. Made changes as needed and recommended

16. We Publicized Our Successes –The Art of Fundraising Inspired by the “Coloring Book Theory” of perception versus reality we were aggressive in defining our message and sharing it with others Created a central file of individual accolades and testimonials and shared them administration and Institutional Advancement Created a list of “key cheerleaders” and asked them to be spokespersons Applied for awards when the opportunities arose and celebrated our success Identified staff already comfortable with public advocacy to serve in publicity roles, and created opportunities for all staff to practice these skills

17. New Building Proposal -1999 In 1999, accreditation visit cited the increased use of educational technology to deliver the curriculum and the need for expanded computing facilities Institutional Advancement had a list of donors only interested in bricks and mortar naming opportunities. Building a new library was a logical and necessary final step in closing the campaign Regional City Managers and Public Library Directors wrote letters of support for $2 million in state funding because of regional services provided by the EVMS library to area citizens Clinical Medical Librarian core physician practice group donated $250,000 Friends of the Library Members donated major gifts We designed, built and moved into the new building 18 months later, March 2000.

18. Development Office Create services to help them get their work done Institutional Priorities Make Yourself an Attractive Target Education, Clinical Care, Research, and Service Measure and Report Data BasedPublicity Identify Key Players and Institutional Priorities

19. EVMS Librarians Role

20. June 29, 2008 Judith G. Robinson, Associate Dean for Libraries and Director of Educational Technology Edward. E. Brickell Medical Sciences Library Eastern Virginia Medical School Norfolk, Virginia THANK YOU robinsjg@evms.edu