OBJECTIVE:

To analyze current stereotypes of librarians, research options for re-brandingthe librarian profession, survey library professionals on the perceptions oflibrarians and what a better image may be, and propose solutions for re-branding the librarian profession.

Past Efforts:

Ms. Dewey: http://www.msdewey.com/Lipstick Librarian

http://www.lipsticklibrarian.com/You Don't Look Like a Librarian:

http://www.librarian-image.net/Read Posters

@ Your Library

Obstacles to Rebranding:

· Diversity of types of libraries and librarians makes it difficult to come upwith a single brand

· Librarians generally do not have marketingbackground

· Lack of funding for marketing campaigns

METHODOLOGY:

Created survey of 13 questions distributed throughlistserves, blogs, and AL Direct

· 4 demographic questions: age, selfdescription, education, employer

· 3 on library usage· 2 Perception questions· 1 Likert scale with 10 general statements· Asked to describe the “librarian of the digital age”· How to communicate the profession to the outside· Asked: Only a librarian can deliver ___ to ___.

T he Bureau of Labor Statistics’Occupational Outlook Hand-

book reports that though the “emp-loyment of librarians is expected togrow more slowly than the aver-age…over the 2004-2014 period” ahigh rate of retirement may stillcreate demand for l ibrarians.However, jobs “outside traditionalsettings” will grow the fastest.

Bureau of Labor Statistics (n.d.). Librarians. Occu-pational Outlook Handbook, 2006-07 EditionRetrieved May 31, 2007 from http://www.bls.gov/oco/ocos068.htm

A labour-intensive service brandcan be only as strong as the

people performing the service.…the most important marketersare the employees who perform theservice.”

Berry, L.L. & Lampo, S.S. (2004). BrandingLabour-intensive services. Business StrategyReview, 15, 18-25.

“

“…the values enacted by employ-ees notably determine the successof the service encounter in the eyesof the consumer.”

“…companies’ overtly communi-cated values often do not filterthrough into the day-to-day live ofthe organization…”

De Chernatony, L. & S. Drury (2004). Identifyingand sustaining services brands’ values. Journal ofMarketing Communications 10, 73-93.

SUGGESTIONS FOR REBRANDING:

· Emphasize expertise in informationnavigation

· Appeal to younger users with technology· ALA take leadership in sponsoring a wide

scale marketing campaign· Less emphasis on reading

Based on the survey results, we would suggestthat the librarian community believes the currentpublic perception of librarians is "Book Expert,"while we think of ourselves as "Research Experts."So, to reposition ourselves in the public eye as the "ultimate human searchengine" and escape the single-focused stereotype of "book worm," theprofession should:

1.Design a media marketing campaign fortelevision, radio, online outlets, and print thatshows realistic, modern librarians doing thediversity of work within the profession.Show librarians that are adaptable, cuttingedge, helpful, hip, innovative, professional,and tech-savvy. This will demystify theprofession and entice others to consider such a career. The librarian asan "Info-naut."

2.Rethink the library as a physical location.Bring the services librarians provide "out ofthe stacks" and into the community. Create a"third space" that showcases library servicesthat are integrated into the physical andvirtual community. Librarians "taking to thestreets" of communities and cyber-space.

3.Network beyond the librarian profession and"infiltrate" other professional associations and publications. Demonstratethe powerful skill set of librarians and the valuable contributions they canmake to the success of all professions. Librarians as keystoneprofessionals in society like doctors and lawyers.