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Beverly Murphy, Head, Marketing and Publications; Julie VanDyke, Head, Learning Resources Services; Derrick Vines, Staff Specialist, Medical Center Library, Duke University, Durham, NC
Recently, the Library has seen the cost of paper and number of printed pages in our recycling bins rise to new levels. With the advent of electronic access to full text and graphics via Ovid and the Web, paper and printing costs were expected to further escalate. After investigating alternatives to our current printing practices, we decided to initiate charging for printing in certain areas of the Library. This decision resulted in the installation of the Lynx 5000 Network Printer Manager. A task force then brainstormed for ways to positively market this transition, focusing specifically on the benefits of the new service. Formulating a slogan that could be adopted to different formats, marketing the implementation as an event, and identifying channels of publicity, were the primary challenges that needed to be addressed. Superb planning allowed us to meet these challenges, and since this service has been implemented, the complaints have been few. This learning experience has further equipped us with the tools necessary to promote future projects, especially those which may be of an unpopular nature.

Problem
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Marketing
Marketing the implementation of the new system as an event was one of the many challenges...

Formulating a slogan that could be adapted to different media formats was one of the first steps in the plan. We felt that by taking a conservation angle, the concept would be well received, environmentally sound, and politically correct.

The banner was prominently displayed outside the front of the Library about one month prior to the final implementation. Because it was designed with a velcro flap of the word "COMING" (which could be removed to reveal the word "HERE"), it could be used after the implementation as well.
| The POSTER |
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To highlight the trial period, posters (and flyers of the posters) were displayed in key areas of the Library listing the advantages of the new system, soliciting for volunteers to test it, and generally emphasizing the positive nature of this period. After the trial period was over, the bottom of the posters were removed and they remained on display.
![]() During the testing period (June to July 1997), patrons were invited to print for free. |
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Library staff collected a month's worth of scrap/recycled paper from the public printers to create this visual display of the problem. It was displayed in the Lobby about 2 weeks before final implementation and was definitely the coup de grace. The display really did the job in terms of dramatizing the waste produced and the need for control!
Identified channels of publicity within and beyond the Library Medical Center boxes stuffed with flyers Announcement via the Website Cover story in Library Newsletter Featured article in Inside DUMC, the Medical Center's Newsletter

- Several patrons were "surprised" that a decision was made to charge for printing, but all understood the reasoning and the need
- Patrons were well aware as to the implementation date of the Lynx-5000 system
- Very few complaints received about paying for printing
- Number of patrons using the MLEC (Medical Library Education Center) dropped during the first few months of implementation
- Significant amount of time spent with installation of the new print server, print stations, and Lynx-5000 software (Initial installation took about 2 weeks)
- Lynx-5000 software was not compatable with existing printers
- New compatible printer was purchased costing the Library additional funds
- Initial technical support was slower than expected (This has improved since the installation of the system)
- Significant amount of time spent with installation of the new print server, print stations, and Lynx-5000 software
- 6-8 months of "de-bugging" the software
- Learning experience for Learning Resources Services (LRS), Systems, Circulation, Marketing and Publications, and other staff
- Reduced amount of paper in recycling bins
- Less wear and tear on the printers
- Decreased costs for printing supplies
- Increased Library exposure
- Staff equipped with tools to promote future projects
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Questions? murph005@mc.duke.edu
(919) 660-1127
vines004@mc.duke.edu (919) 660-1158
DUMC 3702 Durham, NC 27710 USA
http://www.mclibrary.duke.edu/about/dukemla98.html Last modified: 2-Feb-03 © 2004 Duke University Medical Center Library |
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