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2011 Emerging Leaders Project M (Branding LITA) [Community] Archived

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Online Doc Team M's Final Project Page

by Bohyun Kim on Wed, Jun 22, 2011 at 08:28 am

Team Name

2011 Emerging Leaders Team M

Project Title

Branding LITA: A Market Identity for the 21st Century

Description of the Project

The Library Information and Technology Association (LITA) has recently faced a number of challenges: difficulty retaining existing members; difficulty recruiting new members; and inability to articulate to the library community its mission and value, particularly in light of the increasing number of competing organizations.

Team Name

2011 Emerging Leaders Team M

Project Title

Branding LITA: A Market Identity for the 21st Century

Description of the Project

The Library Information and Technology Association (LITA) has recently faced a number of challenges: difficulty retaining existing members; difficulty recruiting new members; and inability to articulate to the library community its mission and value, particularly in light of the increasing number of competing organizations.

Project Team M of the 2011 Emerging Leaders Program was charged with developing a “market identity for the 21st century” for LITA, to provide marketing recommendations to help re-invigorate LITA.

As the project outcome, the Project Team M provides the marketing principles and strategies along with rough cost estimates and some branding suggestions for LITA based upon the survey and the SWOT analysis of LITA that the team conducted. Survey results, the survey result analysis, the SWOT analysis, the mood board, and other materials developed to help LITA's branding efforts are included in the final project documnet linked below.

Name of the Sponsoring Unit

The Library Information and Technology Association (LITA)

Team members, mentor and ALA staff liaison

Members

  • Lauren Comito
  • Emily Daly
  • Bohyun Kim
  • Pearl Ly
  • Andreas Orphanides

Members

  • Maurice York

ALA Staff liaison

  • Melissa Prentice

The Team M would like to thank both Nancy Dowd and Katherin Dempsey for their review of the project document and invaluable advice and suggestions.

Links to all final project content

The final documment "BRANDING LITA: A MARKET IDENTITY FOR THE 21ST CENTURY"
: http://connect.ala.org/files/68988/el2011_lita_pdf_30479.pdf

Poster for 2011 ALA Conference
: http://dl.dropbox.com/u/19247874/EL_Poster.pdf (See the original pdf file)
: http://dl.dropbox.com/u/19247874/EL_Poster.zip (Download as a zip file)

 

 

  1.  
    1. Team Name
      : 2011 Emerging Leaders Team M
    2. Project Title
      : Branding LITA: A Market Identity for the 21st Century
    3. Description of your Project
      : The Library Information and Technology Association (LITA) has recently faced a number of challenges: difficulty retaining existing members; difficulty recruiting new members; and inability to articulate to the library community its mission and value, particularly in light of the increasing number of competing organizations. Project Team M of the 2011 Emerging Leaders Program was charged with developing a “market identity for the 21st century” for LITA, to provide marketing recommendations to help re-invigorate LITA.
    4. Name of your sponsoring Unit
      : The Library Information and Technology Association (LITA)
    5. Names and contact for your team members, mentor and ALA staff liaison
      : Members - Lauren Comito, Emily Daly, Bohyun Kim, Pearl Ly, Andreas Orphanides
        Mentor – Maurice York
       ALA Staff liaison - Melissa Prentice
    6. Links to all final project content (this could be a single link or file, or multiple files and links)
      : Upload zip file to ALA Connect and get the link here.
More...

Branding LITA:  A Market Identity for the 21st Century

Project Description

At ALA Annual in June, the LITA Board approved a new LITA strategic plan which was created using feedback gathered by the R2 Market Survey, the joint LITA Board Meeting with the Committee and Interest Group chairs in 2008, the LITA Town Meeting in 2009 and 2010 and the LITA Board Meeting in 2010. In the spring of 2010, the LITA Executive Committee used the member feedback to create the plan.  Following up on the energy, creativity, and buy-in developed during the planning process, and particularly from the market survey, this project helps create a new visual brand and market identity for LITA that sets the organization apart in the library technology space and conveys at a glance what LITA is all about.  The visual brand and market identity will dovetail with the strategic initiative areas identified in the new strategic plan. 

Expected Outcomes

The purpose is to build on and create interest in and excitement for what LITA has to offer, both for existing and potential new members.  End products will include logos, badges, communications templates, etc.  The brand will be used as appropriate with LITA publications, the LITA website, and association communications.

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