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Tuesday, October 10 • 2:00pm - 2:30pm
Breaking Up Is Sometimes Best: Reimaging the Annual Report to Maximize Its Marketing Impact

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OBJECTIVE

To transform the library’s annual report into an attractive marketing piece that showcases the value of the library in meeting the needs of the medical center community and fulfilling the missions of the medical school.

METHODS

We re-envisioned the library’s traditional annual report format and created a three-tiered approach that produced three versions of the report, which could each be used in different ways.

The main version became a slick 12-page booklet with article-form detail about how the library supported each of the missions of the medical school – research, education and patient care – during the fiscal year, plus infographic-style representations of impactful facts and figures. This was distributed to deans of the medical school and kept on hand to for meetings and presentations.
We then condensed that information into a flyer version which was placed at the library’s circulation desk for patrons to pick up as desired. We also placed this version on top of the main version when delivering the report to the deans in the hope that the quick highlights would draw them into reading the larger report.

The third version was a “supplement and appendices” piece which detailed library activities by department and listed financials, collection statistics, events, etc. This text-heavy matter was primarily produced as a historical record for the archive.

RESULTS AND CONCLUSIONS

All versions were well received, gaining significantly more attention from university leadership than the previous approach. Our goal is to fine-tune and continue with a similar approach next time.

 

Presenters
avatar for Bob Engeszer

Bob Engeszer

Associate Director, Translational Research Support, Bernard Becker Medical Library, Washington University
avatar for Paul Schoening

Paul Schoening

Associate Dean and Director, Bernard Becker Medical Library, Washington University
avatar for Laura Ragan Swofford

Laura Ragan Swofford

Marketing Manager, Bernard Becker Medical Library, Washington University
Laura Ragan Swofford joined Becker Medical Libary in 2016 to help the library improve its marketing and communications efforts and raise awareness of library services in the medical center community. Laura previously worked for social services nonprofits doing fundraising and event planning in addition to marketing and communications... Read More →
avatar for Debbie Thomas

Debbie Thomas

Associate Director, Health Information Services, Bernard Becker Medical Library, Washington University


Tuesday October 10, 2017 2:00pm - 2:30pm
Grand Ballroom Tiger Hotel

Attendees (8)