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Here 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. While other books on library marketing are dense and assume that the library has a full-time marketing staff person, a publicist, a graphic designer, and a big fat budget., this book offers tips and tricks (often free) that any librarian can do to market the library. It will focus on the small changes to the services a library provides to raise its profile. Library Marketing Basics is designed for beginners…mehr
Here 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. While other books on library marketing are dense and assume that the library has a full-time marketing staff person, a publicist, a graphic designer, and a big fat budget., this book offers tips and tricks (often free) that any librarian can do to market the library. It will focus on the small changes to the services a library provides to raise its profile. Library Marketing Basics is designed for beginners who are new to library marketing. Any librarian can market their library, but they must understand what true marketing is all about, and how to do it right. In this guide, you'll: Learn what true library marketing is, and what it's not Plan a large scale marketing campaign / awareness campaign on a shoestring budget Learn how to market yourselves as librarians! Develop your own professional identity and brand Learn tips and tricks on obtaining buy-in from your colleagues and the entire organization, even if they are resistant! Learn how to develop relationships with stakeholders in order to raise the profile of your library You'll also find practical examples from the non-library /corporate sector on how to use currently existing marketing tools and apply them to your library. The book focuses on developing a "library" brand, in addition to creating an effective marketing plan, social media guidelines, identifying assessment tools, and providing best practices when developing signage, writing website vocabulary, and designing promotional materials. Library Marketing Basics will show that you don't need a big budget to market the library. You just need a small team of like-minded colleagues to brainstorm creative ways to raise awareness with your audience. Marketing is all about the valuable intangible and tangible aspects (of your library) and how you connect them with your users.
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Autorenporträt
Mark Aaron Polger is an academic librarian and information literacy instructor who has been working in libraries since 1992. Currently, he is the Coordinator of Library Outreach at the College of Staten Island, City University of New York (CUNY). At the College of Staten Island, his responsibilities include coordinating the library's marketing and outreach activities, engage in campus community partnerships, and assists in the assessment of library services and resources. Polger's research interests include library marketing, outreach, and UX (user experience) design. He is most interested in how users interact with the library's physical and virtual touch points; specifically the web site, terminology, signage, and promotional materials. He has written and presented on topics ranging from library marketing strategies, faculty outreach, library marketing campaigns, library jargon, and library signage. ?He is the author of three books; Library Signage and Wayfinding Design: Communicating Effectively wit
Inhaltsangabe
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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