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Crash Course in Marketing for Libraries

Overview

Crash Course in Marketing gives the librarian with little formal training, a member of the friends of the library who would like to help with marketing, or someone who has had little experience with marketing to gain skills needed to build a marketing plan for their library. Examples from libraries are used to illustrate the marketing elements described.

Here is everything librarians, especially those in small libraries, need to know about marketing, PR, and advocacy. You'll ...

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Overview

Crash Course in Marketing gives the librarian with little formal training, a member of the friends of the library who would like to help with marketing, or someone who has had little experience with marketing to gain skills needed to build a marketing plan for their library. Examples from libraries are used to illustrate the marketing elements described.

Here is everything librarians, especially those in small libraries, need to know about marketing, PR, and advocacy. You'll learn what these things are, and why they make sense for the librarian in a small library. More important, this book will teach you how to perform these important tasks, including how to develop a marketing plan, how to work with the media, and how to raise money with events. Appendixes include Useful Resources for the Librarian.

Created for those with little formal LIS training who are working in small, rural libraries, this entry in the Crash Course series will also be useful for librarians who are new to this area of service or need to brush up on their skills. The reader will find easy-to-follow instructions with examples to illustrate the implementation of various methods.

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Editorial Reviews

From the Publisher

"Alman has practiced public relations for libraries and teaches at the U. of Pittsburgh. In the first third of this book, she outlines steps for successful library marketing, discussing strategies such as the collection of data about the community, the development of a marketing plan, the use of newsletters and annual reports, and the solicitation of grants. The remaining pages comprise case studies demonstrating marketing techniques, as well as sample posters, annual reports, and newsletters."

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Reference & Research Book News

"Alman, a pro at marketing, gives us 58 pages of essential information about how to market any library and then fills the rest of the pages with ideas and examples that teacher-librarians can harvest for their own marketing efforts. . . . Alman is a pro, and her suggestions and advice are excellent."

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Teacher Librarian

"The book gives a brief but very clear and concise overview of how to develop, fund and execute a marketing campaign for a public library. Additionally the author expresses the importance of marketing knowledge for new librarians in the field. The author emphasizes that is book is especially helpful for smaller libraries but Alman's outline of a marketing plan would fit nicely into any size library's beginning campaign because it is laid out so clearly and covers many strategy points and techniques . . . As brief as the overview of her marketing plan formulation is, Alman really covers all the high points in a reader-friendly manner, presenting the information in such a way that librarians and library administrators can understand and make and carry out the plan without needing a marketing executive to explain jargon or techniques. From Alman's book, libraries can really get a clear idea of how to build, finance and carry out an effective, albeit simple marketing plan for their library or library programs."

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Colorado Association of Libraries

"Drawing on material from her hands-on library marketing classes, Alman offers advice and a wide array of practical suggestions for any library looking to raise its profile in the community Extensive chapters take the reader through developing a marketing plan, from executive summary to evaluation; communicating via the media, newsletters, and more; and, finally, fund-raising. A distinguishing feature of this very helpful book is its use of real-world examples, including marketing plans, posters, and annual reports. The bibliography covers a wide selection of marketing resources within and without the library sphere, and a list of John Cotton Dana Library Public Relations Award winners (20027) is also included. In a time when all libraries need to become more proactive in promoting their resources and services, this book will be especially useful for small libraries whose budgets dont allow for marketing staff."

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Booklist/Professional Reading

"Crash Course in Marketing may prove useful for library administration for a top-down, overarching system plan."

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Public Libraries

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Product Details

  • ISBN-13: 9781591584308
  • Publisher: ABC-CLIO, Incorporated
  • Publication date: 8/30/2007
  • Series: Crash Course Series
  • Pages: 192
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.50 (d)

Meet the Author

SUSAN WEBRECK ALMAN has been interested in Interpersonal Communication for Librarians [Library Marketing, PR and Advocacy] for two decades. She teaches communication [marketing] courses to graduate students in library and information science on a regular basis. Her students are enthusiastic about her expertise and teaching style. Sue received degrees (MLS and Ph.D.) from the University of Pittsburgh. Her career has included public service and administrative posts in libraries, and teaching at the University of Michigan. Currently, she is the Director of Distance Education Services and Outreach at the University of Pittsburgh and adjunct faculty at San Jose State University.

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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
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