Description
Book SynopsisHere 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, you''ll: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 a
Trade ReviewLibrary Marketing Basics is a good approach to step-by-step, true marketing, offering example marketing plans and insight into newer media tools. Polger’s enthusiasm for marketing is catching! -- Christie Koontz, School of Information, Florida State University
Polger has written a must-read primer for anyone who is new to library marketing. This will be your go-to guide to get you thinking like a professional marketer! -- Laura Solomon, author of The Librarian's Nitty-Gritty Guide to Content Marketing
This is a comprehensive introduction to library marketing, full of useful examples and great ideas. It guides you through the whole process and gives you tools you can use right away. -- Ned Potter, author of the Library Marketing Toolkit
Table of ContentsChapter 1. What Marketing Really Is Identifying the different branches of marketing Learning marketing-related terms used throughout the book Applying the 4Ps of marketing Illustrating the 5 elements of the promotional mix Understanding the cycle of true marketing Discovering why library employees confuse marketing terminology Chapter 2. Segmentation: Identifying Your Target Market Overview of market segmentation, targeting, and positioning Different ways of segmenting markets Differences between target market and target audience Positioning statements, product differentiation, and perceptual maps Library-specific differentiation techniques Chapter 3. Defining Market Research Distinguishing market research from marketing research Market Research Steps Assessing your current situation Conducting a SWOT analysis Conducting a community needs assessment Identifying your target market Designing your research approach Using primary and second research methods Evaluating data and making informed decisions Chapter 4. Creating Your Library Marketing Plan Why library marketing plans are useful Selecting the key members who will develop the plan Key elements of a library marketing plan Sample library marketing plans Chapter 5. Campaigns: Developing Activities, Events, and Materials to Promote Your Library Defining a Campaign Types of Campaigns Components of a Campaign Examples of campaigns from libraries and the corporate sector Chapter 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 story Creating your library’s unique brand Creating your own personal brand Chapter 7. Identifying Library Spaces as Marketing Opportunities Identifying library spaces as marketing opportunities Highlighting the library as the “third place” Examining merchandising techniques for the library Introducing user experience (UX) design, as it applies to library space Identifying library touchpoints Illustrating best practices for signage Chapter 8.Using the Web to Market the Library Using your library web site as a marketing tool Understanding mobile and responsive web sites Understanding User Experience Design, as it relates to the web Examining web site usability testing methods Exploring search engine optimization (SEO) and Google analytics Chapter 9. Social Media Marketing Introduction to social media Explanations of the major social networking sites and how to use them Posting strategically Automating social media posting Social media policy guidelines and sample policies Social media advertisements Social media analytics Chapter 10. Advocacy: An Integral Component of Marketing Your Library Anyone can be an advocate Friends of the Library and Library Foundations Training Staff as Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with the Media Speaking to Legislators
