Crash Course in Marketing for Libraries

by Susan W. Alman, Sara Gillespie Swanson

Overview

Explains effective marketing strategies and identifies the tools needed to boost the visibility and increase the use of your library in the community.

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:	9798216067238
Publisher:	Bloomsbury Publishing
Publication date:	12/02/2014
Series:	Crash Course
Sold by:	Barnes & Noble
Format:	eBook
Pages:	216
File size:	11 MB
Note:	This product may take a few minutes to download.
Age Range:	7 - 17 Years

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.
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 PhD) 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.

Table of Contents

CONTENTS



Introduction



Chapter 1: The Planning Process for Your Marketing Plan

Chapter 2: Develop a Marketing Plan

Chapter 3: Communicate to the Community: Using the Media, Newsletters, and Annual Reports to Market the Library

Chapter 4: Using Social Media to Market the Library

Chapter 5: Fund-Raising



Appendix A: Glossary

Appendix B: Boilerplate Example

Appendix C: Nominal Group Technique

Appendix D: John Cotton Dana Library Public Relations Awards

Appendix E: Sample Marketing Plans

Appendix F: Sample Promotional Materials

Appendix G: Sample Annual Appeal

Appendix H: Sample Annual Reports

Appendix I: Sample Newsletters

Appendix J: Sample Friends of the Library Newsletters

Appendix K: Sample Press Release

Index

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