Stellenbosch University’s Theresa Schoeman shows us that the fundamentals of marketing are universal. From utilizing popular social media platforms to hosting groundbreaking historical exhibits, the principles are the same for libraries in New York City as they are in Stellenbosch, South Africa.
Theresa, tell us about your educational background.
Initially, I earned a Baccalaureus Technologiae degree in library and information studies. Building on that foundation, I pursued further education in personal selling and Introduction to Marketing Management. Additionally, I have completed certificate courses in photography, graphic design, strategic business management, online marketing, and social media management.
What is your marketing background? Do you have formal training, or are you an accidental marketer?
I have a formal background in marketing, complemented by extensive experience and additional qualifications. My professional journey in marketing began at the South African Bureau of Standards, where I worked as a principal marketing officer from 2007 to 2009. Following this, I transitioned to the academic library sector, where I have held various positions, including project support officer; postgraduate, research, and training librarian; marketing and project support librarian; communications and marketing specialist, and, currently, head of marketing and communication. These roles have allowed me to develop a deep understanding of marketing within different contexts and industries, particularly in the realm of academic libraries.
How large is your department?
I report to the director of scholarly communication and marketing, and we are 11 staff members in the department, including scholarly communication, special collections, and marketing and communication.
How many staffers are at your library?
In total, Stellenbosch University (SU) Library and Information Service has 102 staff members (98 full-time and four part-time permanent staff).
What was your most successful library campaign?
One of our most successful recent campaigns was the launch of the enlightening exhibit titled 1994–2024 – Democracy in South Africa: A History Told by Unique Library Collections, which reflects on 30 years of democracy. This exhibition, inaugurated at the SU Library and Information Service, sheds light on South Africa’s turbulent past and its journey toward democracy over the last 3 decades. It forms part of a broader commemoration of South Africa’s democratic evolution at SU. The exhibition showcases rare and historically significant items curated by the Special Collections division in the SU Library. These items chronicle the nation’s journey to democracy, offering a profound educational experience for visitors.
This initiative was a collaboration between the SU Library and Information Service and the SU Museum, both of which hosted events and exhibitions to celebrate this significant milestone in South Africa’s history. The launch event was well-attended by academic staff, students, and library personnel. Ellen Tise, senior director of the SU Library and Information Service, provided context for the exhibition, highlighting the library’s critical role in documenting and preserving South Africa’s rich history.
I particularly enjoyed working on this campaign, as it resembled a research project, allowing me to see how the end product unfolded. My responsibilities included participating in discussions about the exhibition content, liaising with the graphic designer, sending out invitations, and ensuring everything was set up for the launch of the exhibition, including arranging for media coverage, sound, a slideshow, and more.
This campaign was not only a professional triumph but also a meaningful contribution to the celebration and preservation of our nation’s democratic heritage. Here’s a link to an article on the launch of the exhibition: https://www.sun.ac.za/english/Lists/news/DispForm.aspx?ID=10631
What was your biggest challenge? What did you learn from it?
One of my biggest challenges in library marketing was effectively reaching and engaging our diverse user base. Each group we serve—students, faculty, researchers, and community members—has unique needs and preferences, making it difficult to design campaigns that resonate universally.
From this experience, I learned the importance of audience segmentation and tailored communication. By understanding the distinct needs of our various user groups, we were able to create more targeted and effective marketing strategies. Additionally, I discovered the value of leveraging both digital and traditional media to maximize our reach and engagement.
This challenge also highlighted the necessity of continuous assessment and adaptability. By regularly reviewing our campaigns’ effectiveness and gathering user feedback, we could refine our approach and improve our outreach efforts. Ultimately, this experience reinforced the importance of being both strategic and flexible in library marketing.
What technology has helped you reach new audiences?
The SU Library has leveraged various technologies:
Facebook, Twitter, and Instagram: These platforms are used to engage with our community by sharing events, new acquisitions, and interactive content. Social media advertising allows for targeted outreach based on demographics and interests.
TikTok: Recognising the concept of “library anxiety” among new students, we use TikTok to create informal and approachable communication avenues. This helps make the library a more welcoming environment.
YouTube: We upload recordings of guest lectures, conferences, and educational content to attract a broader audience.
Newsletters: Regular email newsletters keep patrons informed about library events, services, and news.
Event Calendars: These keep our community informed about upcoming events, workshops, and programs.
Online Registration for Events: Streamlining the registration process for events has increased participation and engagement.
Blogging Platforms: Blogs allow us to share in-depth content, reviews, and stories, fostering community engagement.
Microsoft Teams: This enables us to host virtual events and workshops, reaching individuals who cannot attend in person.
Analytics Tools: Tools like social media and website analytics provide insights into user behaviour, helping us tailor our services and marketing strategies effectively.
Digital Signage: Digital screens display upcoming events, new arrivals, library statistics, and library services, attracting and informing visitors.
Interactive Kiosks: These provide on-demand information and self-service options, enhancing the user experience with features like library maps, booking consultations, and the ability to reserve study rooms and check library hours.
By utilising these technologies, we have significantly expanded our reach and engagement, making the SU Library more accessible and user-friendly.
How do you think library marketing was affected long-term by COVID-19?
COVID-19 has fundamentally changed how libraries operate and interact with their patrons. Long-term, library marketing will need to focus on promoting digital and hybrid services, leveraging social media, emphasising community support, and using data-driven approaches to engage patrons. The ability to adapt and innovate will be key to maintaining and growing library patronage in the post-pandemic world.
Discuss some of your productive partnerships.
Fostering productive partnerships with various stakeholders has been instrumental in achieving our goals and enhancing our services. Here are some key partnerships:
Collaborating closely with the SU corporate marketing and communications department has been crucial in promoting library events and services. This partnership has enabled us to amplify our reach by utilising the university’s broader communication channels. It also helps to ensure brand alignment and messaging consistency with the university’s overall strategy, which enhances our professional image.
My collaboration with marketing staff at universities in South Africa, such as Durban University of Technology and the University of Pretoria, is characterised by a dynamic exchange of information and mutual support. We keep each other informed about relevant marketing workshops and seminars, ensuring our institutions benefit from the latest developments and opportunities. Additionally, we share best practices and innovations in library marketing, enhancing our strategies and effectiveness in engaging our communities.
Furthermore, maintaining relationships with library staff both nationally and internationally is vital to my professional growth. I actively follow their blogs and social media and attend seminars. I am also a member of the Library and Information Association of South Africa (LIASA).
What guidance would you give a fledgling marketer?
Understand your audience: Conduct thorough research, and segment your audience to tailor your strategies effectively. Knowing who you are trying to reach is fundamental to successful marketing.
Promote digital resources: Highlight the availability and benefits of ebooks, online databases, and virtual programs to attract tech-savvy patrons.
Leverage social media: Engage your audience with regular, interactive posts and diverse content across various social media platforms to build a vibrant community.
Develop a strong online presence: Ensure your website is optimized for usability and for search engines to provide easy access to information and resources.
Create compelling content: Use high-quality visuals, videos, and storytelling to maintain people’s interest.
Email marketing: Send personalised newsletters with tailored recommendations and updates to keep patrons informed and engaged.
Community engagement: Form local partnerships, and develop outreach programs to strengthen your connection with the community.
Measure and adapt: Utilise analytics tools to track the performance of your campaigns and make data-driven improvements.
Professional development: Stay informed about the latest marketing trends, and network with other professionals.
By focusing on these strategies, you can build an effective marketing plan that promotes your library and engages the community, driving both awareness and usage of library services. |
