Marketing Your Library

A Michigan resident, Carol Smallwood has practiced in school, public and special libraries. Her primary interest is practical librarianship, and she is the author of journal articles and editor of numerous books. Vera Gubnitskaia has worked as a library manager, consultant, and reference librarian in public and academic libraries in Russia and the United States. She has contributed chapters to several professional publications, edited multiple anthologies, and published book reviews. She is currently an art fellow at Crealde School in Winter Park, Florida. Kerol Harrod, Denton, Texas, librarian, is the creator, writer and co-producer for the children’s television show Library Larry’s Big Day.

“valuable”—Australian Library Journal; “value”—ARBA; “invaluable...well organized...excellent”—Canadian Library Association; “Marketing Your Library provides the tools required to make your library’s message a front page story. Implementing these strategies, your news will dodge the recycle bin and make it to print!”—Flo Caddell, Arts Director, Frankfort Community Public Library, Frankfort, Indiana; “This crucial guide outlines the tools unique to libraries to market themselves and their services. Innovative and creative, these measures don’t cost a fortune and ensure that libraries can and will continue to grow, develop, and thrive.”—Mary Jo McKeon, Librarian, The Sage Colleges, Albany, New York; “Marketing Your Library is a must-have book for all types of libraries large or small, giving new ideas at little or no cost for obtaining community involvement and generating interest in your events from the press. A crucial tool for new or experienced library staff which includes step by step instructions for the newest PR person and provides fresh ideas for the library staff member who has done it all.”—Linda Burkey Wade, Digitization Unit Coordinator, Western Illinois University Library, Macomb, Illinois; “Provides insight into a variety of marketing strategies from the fundamentals of selling to strategy and partnerships.”—Heather Zabriskie, Orange County Library System, Orlando, Florida.

• Table of ContentsForeword      MICHAEL GERMANOPreface      CAROL SMALLWOOD, VERA GUBNITSKAIA and KEROL HARRODPart I. Fundamentals1. The Art of Personal Selling: Techniques for Library MarketingWAYNE E. FINLEY      2. Brand Management Strategies for Information ServicesCHRISTINE A. OLSON      3. Developing and Launching a Successful Library Messaging CampaignCHRISTINA STOLL      4. Marketing Principles: School Libraries and BeyondLESLEY S. J. FARMER      5. Marketing Public Libraries: An International PerspectiveDEBORAH LINES ANDERSEN and DAVID F. ANDERSEN      Part II. Strategy6. Growing a Culture of Marketing: The Smith Library ExperienceROSALIND M. RAM, BECKY LYNN DEMARTINI, and ZOIA ZERESAADAM-FALEVAI      7. Establishing the Library in the Cultural Fabric of the Community:Ten Tips for Linking the Library to the WorldBARRY K. MILLER      8. Community Outreach at the Goddard Space Flight Center LibraryKATHLEEN MONAGHAN, ANN MARLAND DASH, and BRIDGET BURNS      Part III. Finding Resources9. Low Cost/No Cost, High Reward: Successful Programming in a Difficult EconomyPAUL S. EDWARDS      10. Marketing Small and Rural Public LibrariesMICHELLE A. MCINTYRE and MELINDA TANNER      11. Marketing Our Library Through Charitable CausesANNA ERCOLI SCHNITZER      12. Local Heroes Storytime Generates “Marketing Gold” in Community PartnershipsELISABETH NEWBOLD and JUNE ENGEL      Part IV. Getting Recognized13. Flaunt It If You’ve GotKAREN J. WANAMAKER      14. Your Own Best Advocate: How to Justify a Media Specialist’s PositionMELISSA PURCELL      15. Successful Publicity for the 21st Century Library: Blending Traditional Library Marketing with Recruitment to the ProfessionSHEILA SMYTH      Part V. Media Matters16. Gaining Coverage: Connecting and Communicating with the MediaANNA CANGIALOSI and SARA WEDELL      17. Interacting with Other Entities Using Social MediaMICHAELA D. WILLI HOOPER and EMILY SCHARF      18. Blinding Glimpses of the Obvious: The Simple Things That Will Unleash Your Library’s Star PowerJOANNE KING      Part VI. Using Community Partnerships19. Community Outreach: Downtown Scavenger Hunt and Business Holiday DiscountsMARY LOU CAROLAN      20. The Why, What, Who, When, and How of Library Community PartnershipsJENNIFER L. HOPWOOD      21. Reaching Out to the Campus Community Through a Student Advocacy GroupCYNTHIA M. AKERS and TERRI PEDERSEN SUMMEY      Part VII. Event Planning and Implementation22. Library Services Fair: Putting Friendly Faces with Valuable ServicesKALEY DANIEL and KIMBERLY VARDEMAN      23. Selective (and Subtle) Marketing of Library InstructionMARK AARON POLGER and KAREN OKAMOTO      24. Lions and Tigers and Fairs, OhRAMONA LUCIUS      25. The Crabby Librarian: Community Icon and Social Media StarMELANIE A. LYTTLE and SHAWN D. WALSH      About the Contributors      Index