Library Marketing Basics (eBook)

Mark Aaron Polger (Autor)

eBook Download: EPUB

2019
332 Seiten
Rowman & Littlefield Publishers (Verlag)
978-1-5381-2581-6 (ISBN)

Infos

Library Marketing Basics is an accessible, step-by-step, easy to understand, and “hands on” resource for any librarian who is interested in learning basic marketing tips to raise the profile of their library. It is designed for beginners who are new to library marketing.

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Here is an accessible, step-by-step, easy to understand, and hands-on resource for any librarian who is interested in learning basic marketing tips to raise the profile of their library. While other books on library marketing are dense and assume that the library has a full-time marketing staff person, a publicist, a graphic designer, and a big fat budget., this book offers tips and tricks (often free) that any librarian can do to market the library. It will focus on the small changes to the services a library provides to raise its profile.Library Marketing Basics is designed for beginners who are new to library marketing. Any librarian can market their library, but they must understand what true marketing is all about, and how to do it right.In this guide, youll:Learn what true library marketing is, and what it's not Plan a large scale marketing campaign / awareness campaign on a shoestring budget Learn how to market yourselves as librarians! Develop your own professional identity and brand Learn tips and tricks on obtaining buy-in from your colleagues and the entire organization, even if they are resistant! Learn how to develop relationships with stakeholders in order to raise the profile of your library Youll also find practical examples from the non-library /corporate sector on how to use currently existing marketing tools and apply them to your library. The book focuses on developing a ';library' brand, in addition to creating an effective marketing plan, social media guidelines, identifying assessment tools, and providing best practices when developing signage, writing website vocabulary, and designing promotional materials. Library Marketing Basics will show that you don't need a big budget to market the library. You just need a small team of like-minded colleagues to brainstorm creative ways to raise awareness with your audience. Marketing is all about the valuable intangible and tangible aspects (of your library) and how you connect them with your users.

Autor

Mark Aaron Polger is the First Year Outreach Librarian at the College of Staten Island, City University of New York (CUNY) and an Information Literacy instructor at ASA College. He has written and presented internationally on topics such as library marketing strategies, faculty outreach, information literacy campaigns, and library signage. He has been working as a professional librarian for the last 20 years. Originally from Montreal (Canada), Polger moved to New York City in 2008.

Inhalt

Chapter 1. What Marketing Really IsIdentifying the different branches of marketing Learning marketing-related terms used throughout the bookApplying the 4Ps of marketingIllustrating the 5 elements of the promotional mixUnderstanding the cycle of true marketingDiscovering why library employees confuse marketing terminologyChapter 2. Segmentation: Identifying Your Target Market Overview of market segmentation, targeting, and positioningDifferent ways of segmenting marketsDifferences between target market and target audiencePositioning statements, product differentiation, and perceptual mapsLibrary-specific differentiation techniquesChapter 3. Defining Market ResearchDistinguishing market research from marketing researchMarket Research StepsAssessing your current situationConducting a SWOT analysisConducting a community needs assessmentIdentifying your target marketDesigning your research approachUsing primary and second research methodsEvaluating data and making informed decisionsChapter 4. Creating Your Library Marketing Plan Why library marketing plans are usefulSelecting the key members who will develop the planKey elements of a library marketing plan Sample library marketing plansChapter 5. Campaigns: Developing Activities, Events, and Materials to Promote Your LibraryDefining a CampaignTypes of CampaignsComponents of a CampaignExamples of campaigns from libraries and the corporate sectorChapter 6.Creating Your Own Library Brand Defining “brand” and “branding”Identifying the key elements of a library brand Conducting a brand audit to learn your library’s storyCreating your library’s unique brandCreating your own personal brandChapter 7. Identifying Library Spaces as Marketing Opportunities Highlighting the library as the “third place”Examining merchandising techniques for the libraryIntroducing user experience (UX) design, as it applies to library spaceIdentifying library touchpoints Illustrating best practices for signageChapter 8.Using the Web to Market the LibraryUsing your library web site as a marketing toolUnderstanding mobile and responsive web sitesUnderstanding User Experience Design, as it relates to the webExamining web site usability testing methodsExploring search engine optimization (SEO) and Google analyticsChapter 9. Social Media MarketingIntroduction to social mediaExplanations of the major social networking sites and how to use themPosting strategicallyAutomating social media postingSocial media policy guidelines and sample policiesSocial media advertisementsSocial media analyticsChapter 10. Advocacy: An Integral Component of Marketing Your LibraryAnyone can be an advocateFriends of the Library and Library FoundationsTraining Staff as AdvocatesWord-of-Mouth Marketing (WOMM)Advocacy CampaignsSpeaking with the MediaSpeaking to Legislators

Produkt-Details

• Zusatzinfo: Text Boxes
• Sprache: englisch
• Themenwelt: Geisteswissenschaften ► Sprach- / Literaturwissenschaft
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Buchhandel / Bibliothekswesen
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Advocacy • communications • Library marketing • Marketing • Marketing campaigns • Outreach • Promotion • Public Relations
• ISBN-10: 1-5381-2581-1 / 1538125811
• ISBN-13: 978-1-5381-2581-6 / 9781538125816