Promotion Program Strategy and Library 101 ORM (Online

Research Management) as a Form of Recognition Activities:

Case Study in University Library Airlangga Surabaya

Mandy Yuni E. N., Rizza Amalia and Esti Putri Anugrah

Library Studies, Faculty of Vocational, Universitas Airlangga, Indonesia

Keywords: Promotional Strategies, Promotion Library, Library.

Abstract: Promotional activities by library is used as a communication activity between organisasi and consumers with

the main purpose of introducing the product or service provided. The purpose of this study was conducted to

determine promotional strategies undertaken by Airlangga University Library. This study uses a qualitative

method in the which to get the data the authors observe your and direct observation in the program of activities,

interviews to the parties concerned to the program of activities. This is done to get results that valid about

how promotional strategy at Airlangga University Library. This study examines how marketing information

services at Airlangga University Library. By examining four parts items, namely the planning is done,

implementation, promotional tools used, and the constraints that occur in the process of activities. This study

extends the knowledge in the promotion of the library with scientific Researchers collect views and

suggestions, Also Identifies the main implementation issues emanating from relevant literature or previous

research, and comparing whether there is common ground on the four sections researched or differences.

1 INTRODUCTION

Promotion is one form of an institution's efforts in

introducing the goods and services to the wider

community that aims to make its products and

services can be recognized and used by the public, as

well as in the library. Library is required to be able to

introduce information and services that they have so

that people can take advantage of library services

(Rahayu, 2016). Marketing helps organizations in the

process of developing quality products and services,

taking into account first of all the needs of customers,

which aims to increase awareness of products and

services and their use (Garoufallou et al., 2013).

Promotional activities at the library is very important

to be able to introduce the activities and facilities in

the library to library users.

Promotional activities by library is used as a

communication activity between organizations and

consumers with the main purpose of introducing the

product or service provided by the organization with

the distribution channel. According Triningsih

promotional activities have the purpose of inducing

the consumer to react to a product or service. The

promotional activities are very important so that

consumers know the services provided and the

benefits to be obtained (TRININGSIH, 2016).

As one of the activities program at the University

Library Airlangga mandatory for new students,

Library 101 and ORM (Online Research

Management) should be the needs of Airlangga

University students in preparation to take advantage

of all the facilities available in the library. Library

Event 101 is an activity that is intended for students

of diploma and bachelor to know more about the ins

and outs of the library. Starting from any collections

owned by the library, how processes at the

circulation, any existing facilities, to how to use

Reviews These facilities. The important point is the

students Began to force in 2017, the library can

borrow books when they are attending this event.

Whereas the Online Research Management is a

mandatory activity for the graduate program (Anna &

Harisanty, 2019; Harisanty et al., 2020).

So that users want to take advantage and get to

know the library it is Necessary to do the promotion.

Promotion at college libraries required careful

planning is therefore a need for a strategy to run a

promotion library. In the library of the University of

Airlangga. Promotion strategy that should be used is

N., M., Amalia, R. and Anugrah, E.

Promotion Program Strategy and Library 101 ORM (Online Research Management) as a Form of Recognition Activities: Case Study in University Library Airlangga Surabaya.

DOI: 10.5220/0008666600002300

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 3rd International Conference on Record and Library: Local Knowledge, Past, Present, and Future (ICRL 2018), pages 13-19

ISBN: 978-989-758-712-2

to communicate with the user directly, in cooperation

with other parties so that users' needs can be met and

create promotional programs to increase of interest in

the user visits. The concept of promotion is defined

as company-oriented approach that can help

organisation to convince customers to buy or use the

products or services offered without taking into

accounts Reviews their needs. Basically, promotion

orientation is described as the only approach that

focuses on customers who will depend on reciprocal

exchanges and interactions with the organization's

long-term customers. Therefore, the application of

the concept of effective promotion will Strengthen the

library to take over not only a reactive role responding

to the real needs of the community but Also on the

active role of studying and analysing the needs

(Yorke, 1984). In addition to the above, the use of the

information media also needs to be improved as a tool

to promote a program of activities in Airlangga

University Library.

With the sale, the activities the library will be

easily identifiable to the user of the library so that they

can get to know the library, knowing collections

owned, Determine the types of services available, as

well as the benefits to be gained users. It is expected

user interested to visit and take advantage of the

library to the fullest. Therefore, the authors take the

topic Promotion Strategy Library Program 101 and

ORM as a form of introduction activities at Airlangga

University Library. The purpose of the article are: 1)

Introducing the program of activities in the library of

the University of Airlangga; 2) Provide education

about the facilities and services available at Airlangga

University Library; 3) Increasing interest in visits to

Airlangga University Library.

2 LITERATURE REVIEW

2.1 Library Promotion

Library campaign needs to be done so that all

activities associated with the library services can be

known and understood by the user. Promotion is one

component of marketing, to promote institutional,

collections, system, and types of service, then there

was a process approach to the user. Users become

aware of what's collection, what services are

available, while not yet know or know about but

never take advantage of services will know then

attracted to come or take advantage of, so that visitors

increases, the use of library materials or services of

the higher library service (Bushing, 1995), As this is

the desired expectations library.

According Sudariyah Nasution in Darmono

promotional purposes is to introduce or raise the

image and popularity of the goods or services sold.

According to Asri in Darmono Essentially destination

promotion activities are as follows: (a) informing

items, namely to provide information to prospective

buyers full of goods on offer; (B) persuading, to

persuade potential buyers to purchase goods or

services offered; (C) reminding, remind consumers

about the presence of a particular item, that

consumers do not bother to look for items needed and

where to get it (Darmono, 2009).

The benefits of a promotion by Junaidi items,

namely: (a) provide information, promotional

activities can serve as a conduit of information to the

general’s public or the information seekers.

Promotions can provide more information; (B) and

Seduce persuade, persuade and Seduce seekers of

information and influence, serves as an information

tool can also serve as a tool to persuade and woo

prospective information seekers to the library; (C)

create the impression, with an update of information

seekers will have a Certain impression of the products

released. For that a library trying to create an

impression to Reviews those who seek information;

(D) as a communication tool, in carrying out

promotional activities indirectly communicating a

library with the wider community (Nabila & Erlianti,

2021).

2.2 Library Promotion Strategy

In carrying out the promotion strategy there are

essential elements that must be considered (Arga,

2015). That is:

1. Planning: Planning is needed as a strategy to

communicate or convey a message to the

community for the work program to be realized,

the following stages: a). Problem analysis: The

analysis was conducted to identify issues that will

be the basis of the sale; b). Identification of the

target audience and controlling variables for each:

Segmentation of the audience is used to recognize

the entire audience. In addition to recognizing the

entire audience, segmentation is also used for the

selection of media it is highly influenced by

branding and positive image on to the library; c).

Work analysis and Plan: Phase planning and

implementation of activities and involve many

planners, requires a system that allows us to

explain the campaign activity and its relation to

planning, delegating, and monitoring; d). Budget:

The budget is important in planning, because in

our planning must take into accounts the budget

ICRL 2018 - 3rd International Conference on Record and Library

that will be incurred in the preparation and

implementation of the campaign.

2. Implementation: Implementation is a process of

decision-making of a theory related to the design

and the selection of messages right channels to

achieve the goals set. In the library promotional

activities require a means of promotion.

Promotion is divided into several forms, among

others: a printed form, the form of the activities of

libraries and electronic form. Promotion of the

library in printed form, is brochures, posters,

leaflets, flayer, a special folder library, newsletter,

annual reports, bookmarks (bookmarks), and a

library’s guidebook. Promotion of the library in

the form of library activities is a library

exhibition, lectures, seminars, fairs, calendars

library, tour the library (library tour), meetings

with authors, book launching and discussion.

One important factor to the success of library

services marketing is promotion. As a rationale to

carry out promotional activities is communication,

because with the expected interaction communication

between producers and consumers. Communication

will go well if the received message together with the

message sent. Promotion as a form of business

communication that bridges the gap between

producers and consumers is the main route leading to

the mind of the consumer. Therefore, a manufacturer

of a product or service should be across the path to

communicate the product to the user or potential

consumers (Riah, 2009).

3 RESEARCH METHOD

This research uses case study method with descriptive

qualitative approach in which to get the data the

authors observe and direct observation in the program

of activities, interviews to the parties concerned to the

program of activities. This study used a descriptive

study i.e research that aims to describe and explains a

state in accordance with the actual reality or what it is

(Farihah, 2006). This study aimed to obtain

information, understand, and reveal the facts based on

the circumstances in the field related to the publishing

strategy 101 and ORM Library program as a form of

introduction activities at Airlangga University

Library.

The data source is used that is 1) Primary data, the

data collected by the author directly from the first

source or object where research is conducted. In this

study, the authors obtained the primary data directly

from the study site is librarian authorities in

implementing the program. 2) Secondary data’s, is

data obtained or collected from sources that already

exist. Secondary data are typically taken from

documents (reports, other people's papers,

newspapers, and magazines). Secondary data is data

that is obtained in the form of ready-made that can be

either published or in a digital file.

4 RESULT AND DISCUSSION

Airlangga University Library is a library that stands

above meet the objectives of their parent institutions

namely Airlangga University. Likewise, with the

strategy of the campaign carried out. Airlangga

University Library doing promotions that are part of

the field to invite and attract and meet the needs of

students in the field of information. Library resources

of the various types of library materials can be found

therein. Students can meet the information needs by

utilizing existing library materials in the library to suit

individual needs. Promotion strategy itself has a

purpose and function effectively greeting very help

libraries to be better known by students or users.

4.1 Planning

Emotional branding is a new paradigm in the world

of marketing means creating emotional nuances with

the aim of emotional closeness between the brand and

the consumer (Vredeveld, 2018), Library as an

institution, information service company can

implement the concept of emotional branding to

create emotional nuances that will foster closeness

emotionally between libraries with user in hopes will

feel satisfied with the services Provided and they will

be user faithful, so that the utilization rate of the

library will increase of Emotional branding in the

library can be created particularly subject through the

performance of librarians who are trying to build a

good relationship with user. Some of the strategies

that can be implemented a user that greets first, user

greeted by name, knowing the information that is

needed Often, notify the updated information,

creating the impression is ready to help, showing

happy dialogue, be a good listener, wear complete

uniforms with name tags and librarians Often around

greet user. Implementation of emotional branding in

the library requires a change of mindset and spirit to

keep the imagination of library management, for the

development of library service quality in accordance

with the demands of society (Komariah et al., 2016).

Promotion Program Strategy and Library 101 ORM (Online Research Management) as a Form of Recognition Activities: Case Study in

University Library Airlangga Surabaya

4.1.1 Analysis Problem

Promotion is introducing services across the existing

activities in library be known by the users.

Promotions library is basically a forum for the

exchange of information between organization and

consumers with the primary purpose of providing

information about the products or services provided

by the library, persuading the general public to be

creative in the products or services offered (Afriani &

Yunaldi, 2012), Library campaign needs to be done

so that all activities associated with the library

services can be known and understood by the user.

Promotion is one component of marketing to promote

institutional, collections, systems, and service type of

service, then there was a process approach to the user.

Unknown promotion 101 and ORM Library

program is important because the program will also

be useful in supporting the learning activities which

in the lecture course requires resources as well as

digital books and journals. Where to take advantage

of facilities such as borrowing books required to have

a certificate 101 and ORM Library. It requires

students to participate in activities so that the role of

the promotion strategy was successful.

4.1.2 Identification of Target Audience and

Controlling Variables for Each

In the face of the challenges in creating a positive

image, there are strategies that can be done in terms

of internal and external library. Thus, we can

conclude that, to foster a positive image of the library

is required strategies and synergies as well as the

responsibility of all aspects of the library.

Recommendations for librarians is very important to

develop personal branding. Furthermore, to the

library after successfully building a positive image

should be able to maintain and restore the current

image crisis (Restanti, 2015).

Library campaign is a series of activities designed

library so that people know the benefits of a library

through collections, facilities, and products or

services provided. It can be said that the library

campaign aims to propagate the library to the outside

world with the main goal is the specific users so that

through promotional activities are expected to know

and utilizing community services and facilities in the

library (Sudiar et al., 2017).

The target market of promotional activities and

ORM Library 101 program is an active student of

Airlangga University. Library 101 new students of its

targets is S1, D4 and D3. While the ORM itself new

targets are students of Airlangga University Graduate

Program. This campaign targets are very helpful for

the library. Goals are to be Achieved by individuals,

group, or the entire organization. Targets are Often

Referred to with the goal. Goal useful in guiding

management decision-making and establish criteria

for measuring job.

It can be concluded that the campaign targets the

new student and active student of Airlangga

University students, the which means that determines

whether or not the library forward. Due to student

suggestions that encourage libraries to provide

excellent service or the best service.

4.1.3 Work Analysis and Plan

The plan or plans are document used as a scheme to

achieve the goal. Planning is the process of defining

the organization's goals, create a strategy to achieve

these goals and develop a plan of work activities of

the organization. Planning is an important process of

all management functions because no other functions

of planning, organizing, directing would not be able

to walk (Pacios, 2017).

Based on the results of research conducted by

Wulandari and Nugraha (2012) Showed that one

important factor that Affects the interests of students

come to the library is a library as place items, namely

the usefulness of a library room where the comfort of

the room that inspire users to learn to be the highest

indicators. The results of this study further reinforced

by research conducted by the Widjaja & Halim

(2014) the which shows that the factor of library as

place is the highest factor that Affects the user to

come to library (Setiawan, 2015).

It can be concluded that the plan in conducting

promotional strategy has been implemented in

accordance with what has been the goal of the

strategy, the library planning promotion strategies to

realize the objectives of the library. Planning positive

activities that can foster students' curiosity towards

the library.

4.1.4 Budget

Preparation of the budget in promotional activities

101 and ORM Library activities are only provided on

the speaker alone, the budget for presenters who

delivered material it like to be expressed as a snack as

it is. There is no special project for allocation funds

for these activities is the responsibility of the library

that is realized by the library itself.

In this case, in fact the promotional aspects of

Airlangga University Library is less Likely there is a

concern Because The budget allocation for the

implementation of promotional activities of the

ICRL 2018 - 3rd International Conference on Record and Library

library is Also very limited. Besides, the ability of

librarians to manage the library is still very limited. It

takes determination of effective strategies for the

promotion of Airlangga University library.

To the authors hope that in terms of promotion

there someday budget in terms of promotion is

fulfilled again in terms of promoting the library to the

consumer, Also in order to librarians Involved in the

promotion of the library more creative and innovative

again later to find a gap in order to generate interest

in reading its (Pahlefi, 2013).

4.2 Implementation

One effective way to break through the barrier and the

barrier of communication between the library and its

users is by the way libraries conduct activities that

involve library staff nor the user so that

communication can run well and on target.

Back again to the campaign conducted by the

library, an activity that is important to help the library

itself to introduce anything that can be promoted by

the library. Facilities, types, and what kind of service

capable of attracting the attention and curiosity of the

public to come to the library. There are several forms

of promotional activities carried out in the form of

sale in the form of iklasn, promotion in the form of

online media, promotions in print, as well as

promotion in the form of activity.

From the interview Haril known that Airlangga

University Library in running promotions and

disseminating information via online media as well as

disseminating digital poster about 101 and ORM

Library activities on social media such as twitter,

facebook and instagram. On social media fairly rapid

dissemination of information leh because the library

utilizing social media in the promotion of the library.

Not only was the library also participated in the

Display SMEs be conducted to introduce students to

the SMEs in Airlangga University. At the time of the

activities of the SME Display the libraries set up a

leaflet which will be distributed to students. At the

time of this promotion held unfavorable conditions to

be explain clearly inform students about the program

and ORM Library 101 this to the students. However,

the fact that students who come to the library to

follow 101 and ORM Library program spelled out a

lot of it can be attributed to the habit of behaving

millenial generation and capture information. Where

at the beginning of the provision of such information

is less conveyed but in fact serve targeted students

understand and follow a series of activities.

Libraries in carrying out promotional activities

would certainly have a goal to the library. The

promotion aims to improve and develop science, a

place to learn and lekreasi. According to Andrew in

Pahwani sale has four objectives are: (a) to Attract

attention, (b) to create an impression, (c) to generate

interest, and (d) to Obtain feedback (Pahwani, 2015),

Meanwhile, According to Suherman purpose of

promotional activities is to sensitize the public on the

importance of libraries for life (Suherman, 2009),

Therefore in order to promote and encourage public

interest in the library needs to do promotion of

libraries objective being to inform products, facilities,

and services to potential users or the public.

Guided by the library that promotional purposes

promotional activities 101 and ORM Library program

at Airlangga University Library has been running

well and also from the information passed on by

informants that the growing number of user and also

the number of participants in the program. So the

purpose of the library itself in the promotion is not to

preach or give information to the user.

4.3 Promotion Facility

Promotion of libraries (Pahwani, 2015) is one activity

that is in library and become a very important part of

which has its own role to attract paara library users.

In the promotional activities of the library, the library

itself certainly also carry out promotional activities.

According Nyono (2010) who said that the sale of the

library is one of stu aspects of marketing, it is

important to reach good service. Library campaign is

a series of libraries designed to allow students to close

the library (Nyono, 2010).

Implementation of promotional activities

undertaken by Airlangga University Library in the

Library program 101 and ORM. According to Agung

Budi Kristiawan, Sos, SA which is one of the

librarians or the staff who work in the field of Library

Information Service or the Public Relations explained

that the implementation of promotional activities

undertaken by libraries, among others through social

media that with the spread of digital poster on a social

media held libraries such as Facebook, Twitter and

Instagram. This is done aims to attract students and

library users. Given that the millenial generation who

tend to be more interested in smelling with digital

content makes the promotional activities undertaken

by Airlangga University Library adjust to the

situation and the progress of time.

The promotion can be done through a variety of

activities in which these activities involve the whole

staff of libraries and library members. The

promotional activities can be either formal or

informal activities, can be done in the scope of library

Promotion Program Strategy and Library 101 ORM (Online Research Management) as a Form of Recognition Activities: Case Study in

University Library Airlangga Surabaya

existence library and outside the library environment

itself. We recommend that libraries have a written

policy regarding the promotion and detailing various

purposes and the strategies used.

From interviews with library staff in mind the

conditions that exist today are sufficient, although

there were no librarian or librarian. Librarians are

there already retired and one had to move the task to

Jepara. Actually there is a graduate of the Open

University library, but still honorary and is still

waiting for graduation. In addition to librarians, the

office also does not have expertise in the field of

archives or archivists. So that informants expect their

new experts and competent. The staff at the library is

now sufficient to serve the community, but there is no

librarian or library majors pure. There is only one and

was about to graduate from their study. On average

the existing staff of the library is not purely scientific

but from the other placed in the library. Even the

Public Library in Brebes not have librarians, because

there are librarians who retired in early July. Another

informant also explained that there is enough staff in

number when viewed from the ratio of the building

and the existing library visitors. Just not the experts

libraries or librarians who are in the Public Library of

Brebes. So that the performance of the existing staff

less than the maximum Just not the experts libraries

or librarians who are in the Public Library of Brebes.

So that the performance of the existing staff less than

the maximum Just not the experts libraries or

librarians who are in the Public Library of Brebes. So

that the performance of the existing staff less than the

maximum (Raharjo, 2016).

5 CONCLUSIONS

Promotion in libraries is critical to ongoing activities

in the library. As done by Airlangga University

Library in the Library program promoting 101 and

ORM has. Where this program is very useful for

students as the target library. Students will certainly

need a library when undergoing lectures, as well as a

source of reference which must be derived from a

valid source. This can be obtained at the library

through a collection of library books and journals

subscribed. Therefore, with the promotion of Libray

101 and ORM programs at the University of

Airlangga course can help students to get education

about Perpustakaaan user Airlangga University.

For further development, the authors provide

suggestions were to be useful and to help promote

programs that exist at Airlangga University Library,

especially the 101 program and Online Library

Research Management, for a better future. The need

for their Human Resources to promote program

activities at Airlangga University Library. It needs a

brand ambassador or ambassador read at Airlangga

University Library as one of the implementations and

the active role of academicians to help program

activities at Airlangga University Library.

Optimizing the use of social media and the madding

as media promotion activities. Cooperating with each

faculty in the University of Airlangga in terms of

providing material about program activities at

Airlangga University Library during the introduction

period of campus life, to create a more uniform

delivery of information.

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Promotion Program Strategy and Library 101 ORM (Online Research Management) as a Form of Recognition Activities: Case Study in

University Library Airlangga Surabaya