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Marketing Your Library: Tips and Tools That Work

Marketing Your Library: Tips and Tools That Work

Marketing Your Library: Tips and Tools That Work

Marketing Your Library: Tips and Tools That Work

Overview

Concise, how-to case studies from practicing public, school, academic, and special librarians provide proven strategies to improve brand management, campaign organization, community outreach, media interaction, social media, and event planning and implementation. Intended for the novice and the old hand, individuals and large staffs, this valuable guide provides librarians with the effective marketing tools necessary to help their libraries thrive in these challenging times.

Product Details

ISBN-13: 9780786465439
Publisher: McFarland & Company, Incorporated Publishers
Publication date: 03/13/2012
Edition description: New Edition
Pages: 231
Product dimensions: 6.90(w) x 9.90(h) x 0.70(d)
Age Range: 18 Years

About the Author

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.

Table of Contents

Foreword Michael Germano 1

Preface Carol Smallwood Vera Gubnitskaia Kerol Harrod 3

Part I Fundamentals

1 The Art of Personal Selling: Techniques for Library Marketing Wayne E. Finley 7

2 Brand Management Strategies for Information Services Christine A. Olson 15

3 Developing and Launching a Successful Library Messaging Campaign Christina Stoll 24

4 Marketing Principles: School Libraries and Beyond Lesley S. J. Farmer 32

5 Marketing Public Libraries: An International Perspective Deborah Lines Andersen David F. Andersen 39

Part II Strategy

6 Growing a Culture of Marketing: The Smith Library Experience Rosalind M. Ram Becky Lynn DeMartini Zoia Zeresa Adam-Falevai 49

7 Establishing the Library in the Cultural Fabric of the Community: Ten Tips for Linking the Library to the World Barry K. Miller 56

8 Community Outreach at the Goddard Space Flight Center Library Kathleen Monaghan Ann Marland Dash Bridget Burns 63

Part III Finding Resources

9 Low Cost/No Cost, High Reward: Successful Programming in a Difficult Economy Paul S. Edwards 73

10 Marketing Small and Rural Public Libraries Michelle A. McIntyre Melinda Tanner 80

11 Marketing Our Library Through Charitable Causes Anna Ercoli Schnitzer 88

12 Local Heroes Story time Generates "Marketing Gold" in Community Partnerships Elisabeth Newbold June Engel 95

Part IV Getting Recognized

13 Flaunt It If You've Got It! Karen J. Wanamaker 107

14 Your Own Best Advocate: How to Justify a Media Specialist's Position Melissa Purcell 113

15 Successful Publicity for the 21st Century Library: Blending Traditional Library Marketing with Recruitment to the Profession Sheila Smyth 120

Part V Media Matters

16 Gaining Coverage: Connecting and Communicating with the Media Anna Cangialosi Sara Wedell 129

17 Interacting with Other Entities Using Social Media Michaela D. Willi Hooper Emily Scharf 137

18 Blinding Glimpses of the Obvious: The Simple Things That Will Unleash Your Library's Star Power Joanne King 144

Part VI Using Community Partnerships

19 Community Outreach: Downtown Scavenger Hunt and Business Holiday Discounts Mary Lou Carolan 153

20 The Why, What, Who, When, and How of Library Community Partnerships Jennifer L. Hopwood 159

21 Reaching Out to the Campus Community Through a Student Advocacy Group Cynthia M. Akers Terri Pedersen Summey

Part VII Event Planning and Implementation

22 Library Services Fair: Putting Friendly Faces with Valuable Services Kaley Daniel Kimberly Vardeman 175

23 Selective (and Subtle) Marketing of Library Instruction Mark Aaron Polger Karen Okamoto 183

24 Lions and Tigers and Fairs, Oh My! Ramona Lucius 191

25 The Crabby Librarian: Community Icon and Social Media Star Melanie A. Lyttle Shawn D. Walsh 201

About the Contributors 209

Index 215

What People are Saying About This

Mary Jo McKeon

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)

Linda Burkey Wade

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. (inda Burkey Wade, Digitization Unit Coordinator, Western Illinois University Library, Macomb, Illinois)

Flo Caddell

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)

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