upstairs downstairs
TRANSCRIPT
The Facts
A recent survey sponsored by
NoveList reveals that 77% of
participants agreed that library
marketing increases overall
community awareness of the
library, yet only 32% rated their
marketing as effective.
The Mission
“Our mission, if we choose to accept it, is to
reach out to our customers to help us promote
libraries to existing and potential customers
and to develop advocacy networks to ensure
future funding.”
- Bite-Sized Marketing
The Word
• Define what is meant by “Marketing” within the library
• Be familiar with different types
of marketing
• Develop a marketing strategy
and set realistic goals
• Focus on strengths and providing
training for weaknesses
Based on the concept that 10% of the
population influences the behavior of
the other 90%.
Word of Mouth Marketing
Step 1
Create a product that’ll get people excited
Step 2
Get the info into the hands of influencers
Step 3
Give influencers tools to share
Benefits of Marketing
• Shows customers what libraries have to offer
• Helps libraries to remain relevant in changing world
• Allows libraries to reach diverse audiences
• Helps project a positive and professional image
• Demonstrates value to customers
• Gains organizational support
• Enhances visibility
• Shapes perception of users
• Engenders accountability
1. Gather key information about an event
2. Add event immediately to Outlook Calendar
3. Create flyer and save as PDF & JPG on network
4. Write a press release and save on network
5. Insert links to flyer and press release location on network
6. “Invite Attendees” and share invitation with “PR Team”
7. Take it to the potty & beyond
8. Remove flyers immediately after event
PR Workflow
File Management
Save a copy in My Documents or somewhere only you have access and one copy on the Commons drive (N:/).
Save as PDF for printing and as JPG for social media. The JPG also streamlines making bookmarks/mini flyers.
Calendar Invitations
Share with others
Link directly to files on network
Stay organized with reminders and color-coding
Calendar Invitations
Accept will add the event to his/her Outlook Calendar
Find the event info again by clicking on calendar, choosing the month view, and double clicking to open event.
External Marketing
Local Partnerships
Social Media
Press Releases
Participating in Community EventsPosters/Flyers at local businesses
ReferencesBrewerton, A. (2008). Marketing marketing to
librarians. SCONUL Focus, 44, 39-41.
Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: Realistic solutions for the overworked librarian. Chicago: American Library Association.
Kohli, A. K. & Jaworski, B.J.. (1990). Marketing orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54.1, 1–18.
Meldrum, M. (1996). Critical issues in implementing marketing. Journal of Marketing Practice, 2.3, 29–43.
Seddon, T. & Waterhouse, J. (2009). Graphic design for non-designers. San Francisco: Chronicle Books.
Williams, R. (2008). The non-designer’s design book: Design and typographic principles for the visual novice, 3rd ed. Berkeley: Peachpit Press.