Crash Course in Marketing for Libraries, 2nd Edition

by Susan W. Alman, Sara Gillespie Swanson

Overview

Marketing a library's programs or services takes more than sending out a flyer or posting an announcement on the website. Effective marketing is important for every library, as it can lead to a significant increase in library use—which is a major factor in budget justification. Crash Course in Marketing for Libraries: Second Edition will help you develop a strategic direction for your organization and identify methods for employing your best marketing and public relations strategies.

Each chapter of this second edition has been updated and expanded, comprehensively addressing the planning, implementation, and evaluation stages of the marketing and public relations process in libraries. The rise of social media as a powerful marketing tool is discussed in particular detail. The authors cover topics such as planning, promoting through the use of the existing media or advertising, and assessing the project. The book's appendixes provide examples of marketing plans and projects as well as other helpful marketing resources.

Product Details

ISBN-13:	9781610698719
Publisher:	ABC-CLIO, Incorporated
Publication date:	12/02/2014
Series:	Crash Course
Sold by:	Barnes & Noble
Format:	eBook
Pages:	203
File size:	12 MB
Note:	This product may take a few minutes to download.

About the Author

Susan W. Alman is a lecturer at San Jose State University, San Jose, CA, and she has held teaching posts at the University of Michigan and University of Pittsburgh.

Sara Gillespie Swanson is assistant director for information literacy at Davidson College, Davidson, NC.

Table of Contents

Acknowledgments     ix
Introduction     xi
The Planning Process for Your Marketing Plan     1
Defining Marketing     2
The Marketing Planning Process     2
Gathering Data about Your Community     4
Surveys     4
Observation     6
Focus Groups     7
Nominal Group Technique     8
Analyzing Your Community's Needs     9
Environmental Scan     9
SWOT Analysis     10
Deciding What Method(s) to Use     14
Lots of Time and Money     15
Some Time and Some Money     16
No Time and No Money     16
Putting It All Together     17
Develop a Marketing Plan     21
Marketing Plan Components     22
The Executive Summary     22
The Environmental Scan     24
Marketing Goals and Objectives     24
The Marketing Plan and Strategy     25
The Action Plan     26
The Budget     27
The Evaluation     28
Examples of Marketing Plans     29
Communicate to the Community: Using the Media, Newsletters, and Annual Reports to Market the Library     31
Creating a Media List     33
Contacting People on Your Media List     34
Getting to Know You     34
Getting to Know You Better     35
The Press Release     36
The Public Service Announcement     37
The Press Kit     38
The Calendar of Events     38
The Annual Report     38
Newsletters     39
Why Does My Library Need a Newsletter?     40
Who Will Develop the Newsletter?     41
When and Where Will the Newsletter Be Published?     41
Determining Costs-Printing and Mailing Considerations     42
Useful Sources     44
American Library Association     44
Association of Research Libraries     45
Medical Library Association     45
Ready, Set, Go! Free Marketing Resources     45
Handling Bad Press     47
Fund-Raising     49
Developing Relationships     49
Local Funding     50
Friends of the Library     51
Grants     52
State and Federal Funding     53
Foundations     55
Corporate Funding, Corporate Foundations, and Local Businesses      56
Private Donors and Benefactors     57
Electronic Fund-Raising Resources     58
Putting It All Together     58
Nominal Group Technique     59
Boilerplate Example     67
John Cotton Dana Library Public Relations Award Winners, 2007-2002     69
Sample Marketing Plans     79
Poster Examples     119
Sample Annual Reports     123
Sample Newsletters     149
Marketing Bibliography     169
Index     175

Editorial Reviews

The primary benefit of this work is that it shows marketing skills in action at public libraries across the U.S. While the content and the accompanying examples are primarily about and for public libraries, librarians in other settings will still be able to learn and benefit from this book. . . . [T]his book will be an essential resource. The curated lists of recommended sources and links to more information are incredibly valuable.” —Marketing Library Services

From the Publisher