Library Marketing Basics is an accessible, step-by-step, easy to understand, and "hands on" resource for any librarian who is interested in learning basic marketing tips to raise the profile of their library. It is designed for beginners who are new to library marketing.
Library Marketing Basics is an accessible, step-by-step, easy to understand, and "hands on" resource for any librarian who is interested in learning basic marketing tips to raise the profile of their library. It is designed for beginners who are new to library marketing.
Chapter 1. What Marketing Really Is Identifying the different branches of marketing Learning marketing-related terms used throughout the book Applying the 4Ps of marketing Illustrating the 5 elements of the promotional mix Understanding the cycle of true marketing Discovering why library employees confuse marketing terminology Chapter 2. Segmentation: Identifying Your Target Market Overview of market segmentation, targeting, and positioning Different ways of segmenting markets Differences between target market and target audience Positioning statements, product differentiation, and perceptual maps Library-specific differentiation techniques Chapter 3. Defining Market Research Distinguishing market research from marketing research Market Research Steps Assessing your current situation Conducting a SWOT analysis Conducting a community needs assessment Identifying your target market Designing your research approach Using primary and second research methods Evaluating data and making informed decisions Chapter 4. Creating Your Library Marketing Plan Why library marketing plans are useful Selecting the key members who will develop the plan Key elements of a library marketing plan Sample library marketing plans Chapter 5. Campaigns: Developing Activities, Events, and Materials to Promote Your Library Defining a Campaign Types of Campaigns Components of a Campaign Examples of campaigns from libraries and the corporate sector Chapter 6.Creating Your Own Library Brand Defining "brand" and "branding" Identifying the key elements of a library brand Conducting a brand audit to learn your library's story Creating your library's unique brand Creating your own personal brand Chapter 7. Identifying Library Spaces as Marketing Opportunities Highlighting the library as the "third place" Examining merchandising techniques for the library Introducing user experience (UX) design, as it applies to library space Identifying library touchpoints Illustrating best practices for signage Chapter 8.Using the Web to Market the Library Using your library web site as a marketing tool Understanding mobile and responsive web sites Understanding User Experience Design, as it relates to the web Examining web site usability testing methods Exploring search engine optimization (SEO) and Google analytics Chapter 9. Social Media Marketing Introduction to social media Explanations of the major social networking sites and how to use them Posting strategically Automating social media posting Social media policy guidelines and sample policies Social media advertisements Social media analytics Chapter 10. Advocacy: An Integral Component of Marketing Your Library Anyone can be an advocate Friends of the Library and Library Foundations Training Staff as Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with the Media Speaking to Legislators
Chapter 1. What Marketing Really Is Identifying the different branches of marketing Learning marketing-related terms used throughout the book Applying the 4Ps of marketing Illustrating the 5 elements of the promotional mix Understanding the cycle of true marketing Discovering why library employees confuse marketing terminology Chapter 2. Segmentation: Identifying Your Target Market Overview of market segmentation, targeting, and positioning Different ways of segmenting markets Differences between target market and target audience Positioning statements, product differentiation, and perceptual maps Library-specific differentiation techniques Chapter 3. Defining Market Research Distinguishing market research from marketing research Market Research Steps Assessing your current situation Conducting a SWOT analysis Conducting a community needs assessment Identifying your target market Designing your research approach Using primary and second research methods Evaluating data and making informed decisions Chapter 4. Creating Your Library Marketing Plan Why library marketing plans are useful Selecting the key members who will develop the plan Key elements of a library marketing plan Sample library marketing plans Chapter 5. Campaigns: Developing Activities, Events, and Materials to Promote Your Library Defining a Campaign Types of Campaigns Components of a Campaign Examples of campaigns from libraries and the corporate sector Chapter 6.Creating Your Own Library Brand Defining "brand" and "branding" Identifying the key elements of a library brand Conducting a brand audit to learn your library's story Creating your library's unique brand Creating your own personal brand Chapter 7. Identifying Library Spaces as Marketing Opportunities Highlighting the library as the "third place" Examining merchandising techniques for the library Introducing user experience (UX) design, as it applies to library space Identifying library touchpoints Illustrating best practices for signage Chapter 8.Using the Web to Market the Library Using your library web site as a marketing tool Understanding mobile and responsive web sites Understanding User Experience Design, as it relates to the web Examining web site usability testing methods Exploring search engine optimization (SEO) and Google analytics Chapter 9. Social Media Marketing Introduction to social media Explanations of the major social networking sites and how to use them Posting strategically Automating social media posting Social media policy guidelines and sample policies Social media advertisements Social media analytics Chapter 10. Advocacy: An Integral Component of Marketing Your Library Anyone can be an advocate Friends of the Library and Library Foundations Training Staff as Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with the Media Speaking to Legislators
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