Intentional Marketing

A Practical Guide for Librarians

AvCarol Ottolenghi

Häftad, Engelska, 2018

Del 51 i serien Practical Guides for Librarians

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Beskrivning

User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. This book includes:Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensiveStep-by-step guides to help define what you are marketing, why you are marketing it, and to whomWays to identify everyone who affects funding, and how to turn them into stakeholdersWays to increase staff and stakeholder buy-inExamples of successful marketing efforts at other librariesDiscussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to useModel feedback and assessment formsThis book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness.

Produktinformation

Utgivningsdatum:2018-10-15
Mått:215 x 279 x 12 mm
Vikt:544 g
Format:Häftad
Språk:Engelska
Serie:Practical Guides for Librarians
Antal sidor:188
Förlag:Bloomsbury Publishing Plc
ISBN:9781538108482

Utforska kategorier

Referensverk och tvärvetenskap inom Samhälle och politik

Mer om författaren

Carol Ottolenghi is Director of Library Services for the Office of the Ohio Attorney General. Previously, she served as the public relations/marketing director of two different public library systems. She also ran the Ohio Humanities Council/American Library Association’s Let’s Talk About It series in which she shepherded 25 different under-funded libraries each year through every aspect of hosting and publicizing eight to twelve weeks of programming.

Recensioner i media

The public forms an impression of a library based on interactions with library staff, knowledge of collections, awareness of programs, and use of the physical spaces and virtual services. Ottolenghi (director of library svcs., the Office of the Ohio Attorney General), who has experience with public relations and marketing in public libraries, argues that since everything is marketing, the library needs to be intentional in its messaging and present a unified approach to communication. The author advocates being user-centric and addressing the needs and wants of current and potential clients. The goal is to show the library doing good work and to build and maintain a relationship with users. This book covers marketing theory but is more of a handbook on establishing a marketing program, with guidance and examples. Twenty-nine marketing snapshots offer tips from many types of libraries; for instance, the Contra Costa Library System teamed with their local transit authority to produce Snap & Go posters with QR codes to allow commuters smartphone access to ebooks, library staff, and more. VERDICT Library administrators and marketers will find here many useful strategies and ideas.—Judy Solberg, Sacramento, CA

Innehållsförteckning

List of SnapshotsPrefaceChapter One:Intentional Marketing & Your LibraryChapter Two: Cultivating Your Library's #1 Stakeholder Group and Marketing ForceChapter Three: Adopt and Adapt: Marketing Ideas Come from EverywhereChapter Four: Artifacts Are Not Just for ArcheologistsChapter Five: Branding, Social Media & Communications Best PracticesChapter Six: Content Is King! (And Not Just in Social Media)Chapter Seven: Digitizing with IntentChapter Eight: Using Displays and Exhibits to Strut Your (Library's) StuffChapter Nine: Outreach Is Just Getting into Their SpaceChapter Ten: Programming to MarketChapter Eleven: Spreading the Word Intentionally: Word-of-Mouth-Marketing (WOMM)Appendix A: What Exactly Are You Marketing? Defining Your LibraryAppendix B: Who Is "Buying" Your Library? Defining Your StakeholdersAppendix C: Strategic PlansAppendix D: Marketing Plans and the Intentional Marketing Initiative ShortcutAppendix E: Sample Exhibit and Display PolicyIndexAbout the Author