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ERIC Number: ED478092
Record Type: RIE
Publication Date: 2002-Jun
Pages: 7
Abstractor: N/A
Homing in on Our Customers: How the Praxair Information Resource Center Reevaluated and Implemented a New Marketing Strategy.
Megaridis, Crystal S.
Work request statistics have been tracked at the Praxair Information Resource Center (IRC) for nearly a decade. After a gradual and steady increase of work requests over the years, the work requested of the IRC reached a plateau in 1999 that lasted approximately 1 year. Work request statistics during the winter of 2000, however, indicated a shift away from the utilization of the IRC. Concerned about this change, the IRC set out to evaluate the situation. Results from a survey of customer information habits, as well as focus group meetings, provided the IRC with important information that pointed to several possible reasons for the change in usage. The IRC chose to embrace these findings, and shifted gears slightly, in order to be in closer alignment with the true information needs of the patrons. The IRC began a long-term marketing campaign in July of 2001 that revolved around a combination of a significant increase in IRC departmental visibility and more individual, personalized communication. Monthly events sponsored by the department, new IRC "ads", and a more proactive approach were all part of the new marketing strategy. Statistics continue to be monitored and a follow-up survey will be administered during the first quarter of 2002. Results of the campaign will be evaluated in the spring of 2002. (Author/MES)
For full text: confpap2002/papers2002conf.cfm/.
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: In: SLA 2002: Putting Knowledge to Work. Papers Presented at the Special Libraries Association Conference (Los Angeles, California, June 9-12, 2002); see IR 058 674.