As part of ongoing efforts to support library workers in developing public programming, ALA, Knology, and Convergence Design Lab are collaborating on an IMLS-funded project to develop prototype learning materials focused around public programming competencies. Initial efforts are focused on program marketing, one of these core competencies. To inform the development of materials, ALA conducted a survey on library workers' involvement in program marketing-related tasks and confidence in their ability to perform these tasks.
A previous blog post gave an overview of survey responses. In this post, we look at how library workers' responsibilities and confidence with marketing tasks differ based on factors such as experience, education, and the presence of marketing departments/support staff.
A total of 401 individuals responded to the survey. Its results show that while levels of experience or education do not influence the kinds of marketing tasks library workers engage in, these tasks do vary based on the presence (or absence) of a marketing team. Furthermore, while confidence in carrying out marketing tasks does not vary by education level, those with less experience tend to feel more confident in their ability to complete these tasks. Similarly, library workers who lack marketing support staff are less confident in their ability to perform marketing-related tasks.
Marketing Tasks Do Not Vary by Experience, or by Level of Education
Library workers at each level of experience (0-4 years, 5-10 years, more than 10 years) were about equally likely to indicate that a given task was part of their job role. That is, more experienced library workers were no more likely to carry out specific marketing tasks than less experienced ones. Similarly, there were no tasks that MLIS degree holders reported carrying out more frequently than non-degree holders. This may be related to the fact that programming is not a major focus of MLIS coursework: while electives on programming are available in some MLIS programs, such courses are rarely required.
Confidence in Carrying out Marketing Tasks Varies by Experience, and (in Some Cases) by Level of Education
Across all 10 tasks, less experienced library workers tended to express higher levels of confidence in carrying out their marketing-related responsibilities. This was especially the case with:
- Using a variety of platforms / social media to reach different audiences; and
- Using content creation tools and technologies to design marketing materials.
This likely reflects’ respondents’ age, as younger people are on average more comfortable with technology and social media. The only task that more experienced library workers expressed higher confidence with was building partnerships to increase awareness of programs.
For some tasks, non-degree holders expressed higher degrees of confidence than those with MLIS degrees. This may be a product of age rather than degree status itself, as respondents with fewer years of experience were likely younger and thus less likely to have completed an MLIS.
Marketing Tasks Vary by Support
Those who indicated that their libraries lacked support for marketing public programs were responsible for a higher number of average tasks (6.6 out of 10) than those whose libraries did provide support (5.9 out of 10). Those lacking support were also more likely to indicate that the following tasks were part of their marketing responsibilities:
- Designing a range of approaches for program marketing;
- Using a variety of platforms / social media to reach target audiences; and
- Creating accessible programming materials
Confidence in Carrying out Marketing Tasks Varies by Support
Libraries without access to marketing support from other staff reported less overall confidence with the tasks they performed.
Moving Forward
ALA’s Public Programs Office, Convergence Design Lab, and Knology would like to thank all the library workers who took the time to respond to this survey. We feel that sharing the results of our research is integral to supporting the field as we strive together to improve libraries’ ability to reach public audiences with meaningful programming.
Based on these results, along with a series of design workshops where we had in-depth conversations to provide further insight, we will be creating free resources to help library workers further hone their program marketing skills. Stay tuned!
This project was made possible in part by the Institute of Museum and Library Services (Grant #RE-256725-OLS-24). The views, findings, conclusions or recommendations expressed in this article do not necessarily represent those of the Institute of Museum and Library Services.
