Interview with Sabine Dantus on Empathy-Driven Marketing for Libraries

Sabine Jean Dantus recently wrote the book Empathy by Design: Empathy-Driven Marketing for Libraries. I asked her to answer a few questions about the book and herself. Her response in blog post form is below. 

Hello, I am Sabine Jean Dantus, an outreach and reference librarian at Florida International University (FIU) Libraries in vibrant Miami, Florida. I take immense pride in my Haitian-American heritage, which profoundly influences my professional and personal pursuits. Growing up, I learned the importance of community, resilience, and mutual aid—values that guide my daily work and interactions. My journey in education began at Florida International University, where I earned a B.S. in communication. This foundation fueled my love for effective communication in all its forms. I then pursued further studies at Pennsylvania Western University Clarion, earning an M.S. in mass media and journalism and an M.S. in library science. Professionally, my passions lie in empathy-based marketing, outreach, user experience, instructional technology, and distance education. I strive to foster meaningful connections within the library, the classroom, and beyond. My work involves helping students succeed in their research and learning journeys, offering individualized assistance through reference sessions, workshops, and one-on-one consultations.

I am currently in the final stages of completing my doctoral degree in instructional technology and distance education. My research focuses on enhancing communication between librarians and first-generation college students across online, hybrid, and in-person learning settings. This journey fuels my commitment to bridging communication gaps and creating supportive educational environments for all students. My Haitian heritage has taught me the importance of working together and caring for each other. These principles of empathy and mutual aid are central to my work as a librarian. I believe in the potential of collaboration and empathy in outreach to enhance the educational experience and positively affect our campus community. Life as an academic librarian is enriching. It allows me to continuously learn, collaborate with diverse individuals, and contribute meaningfully to scholarship and education. I enjoy the dynamic nature of the work and the opportunity to support the academic growth of our campus community. As a mother of three and a wife, I juggle my professional responsibilities with my dedication to my family. Also, my experiences as a mother and wife enrich my understanding of empathy and community, further informing my approach to librarianship.

Summary of “Empathy by Design: Empathy-Driven Marketing for Libraries”

“Empathy by Design: Empathy-Driven Marketing for Libraries” delves into the principles and practices of empathic design and its application in library marketing. “Empathy by Design” emphasizes the importance of understanding and addressing users’ emotional and psychological needs to create more engaging, empathic, and meaningful marketing strategies. The book provides practical insights and actionable steps for librarians to implement empathy-driven approaches in their marketing efforts, ultimately enhancing the user experience and fostering stronger connections between libraries and their communities.

Why I Wrote This Book

I wrote this book to bridge the gap between traditional library marketing practices and the evolving needs of library users in a changing landscape after the COVID-19 pandemic. By incorporating empathic design principles, I aim to equip librarians, library professionals, and marketers with the tools and strategies to create more empathetic and user-centered marketing approaches that resonate with diverse audiences and address their unique needs and preferences.

Primary Audience

The primary audience for Empathy by Design includes librarians, library marketers, library administrators, and information professionals from all types of libraries looking to innovate and enhance their marketing strategies. It is also valuable for students and educators in library and information science programs interested in a starter-to-intermediate guide to library marketing practices, and more advanced guidance on incorporating empathy in library marketing.

Changes in Library Marketing in the Last 5–10 Years

Due to technological advancements and shifts in user behavior following the COVID-19 pandemic, library marketing has undergone significant changes over the past five to 10 years. Key changes include:

1. Digital and Social Media Integration: Libraries have adopted digital platforms, digital tools, and social media to reach and engage with users. This shift has enabled more dynamic and interactive marketing campaigns targeting specific audiences.
2. Virtual Programming and Services: The COVID-19 pandemic accelerated the rapid adoption and acceptance of virtual programming and services. Libraries quickly adapted to offer virtual storytimes, workshops, book clubs, and other events through platforms like Zoom and Microsoft Teams. This shift ensured continuity of services during lockdowns and expanded the reach of library programs to users who might not have been able to attend in-person events.
3. Enhanced Online or Web Presence: With the increase in remote users, libraries have focused on enhancing their online website and general web presence to engage with users online. Libraries have been revamping websites and guides to be more user-friendly and informative, optimizing for mobile access, etc. An online presence has become crucial for libraries to maintain engagement and provide seamless service access.
4. Data-Driven Strategies: Data analytics has become more prevalent, allowing libraries to tailor their marketing efforts based on user preferences, behavior, and feedback and helping to create more personalized and impactful marketing messages.
5. Innovative Use of Technology: Innovative technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are being used to enhance user experience and engagement. For example, some libraries use AR for interactive exhibits or VR for virtual tours and immersive learning experiences. AI is also being used for personalized recommendations and chatbots to assist users with inquiries of all types.

Two or Three Key Takeaways for Readers

1. Empathy is essential. Understanding and addressing library users’ emotional and psychological needs is crucial for creating meaningful and effective marketing strategies. Empathy should be at the core of all marketing efforts to build stronger connections and enhance user satisfaction.
2. Innovation and adaptability are key. Libraries must continuously innovate and adapt their marketing approaches to stay relevant. Embracing new technologies and trends while remaining user-centered is critical to successful library marketing. Staying adaptable and nimble allows libraries to respond effectively to changing user needs and preferences, ensuring they remain valuable and accessible resources for their communities.
3. Bonus takeaway: The emphasis on diversity, equity, and inclusion (DEI) is non-negotiable. Promoting diversity, equity, and inclusion is essential in modern library marketing. Libraries should strive to create campaigns and programs that reflect and celebrate the diversity of their communities. This involves actively understanding and addressing different user groups’ unique values and needs and ensuring that marketing materials and services are inclusive and accessible to all. Emphasizing DEI helps libraries build a more just and equitable environment, fostering a sense of belonging among users.

Additional Thoughts

In addition to the principles and practices discussed in Empathy by Design, I encourage readers to continually seek user feedback and involve them in co-creating marketing strategies. Co-creating marketing strategies involves collaborating with library users, staff, and other stakeholders to develop marketing plans and initiatives. Co-creation is a collaborative approach that enhances the effectiveness of marketing efforts and fosters a sense of ownership and community among library users and staff. Lastly, always remember that empathy-driven marketing is not just a strategy but also a mindset that can transform how your library connects with its community. I appreciate your interest in Empathy by Design. I hope my book inspires you to create more empathetic, inclusive, and impactful marketing strategies for your library. If you would like to learn more about my thoughts on empathy, marketing, outreach, books, instruction, and librarianship, you can visit my blog, Empathic Librarian.