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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.
List of contents
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
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
About the author
By Mark Aaron Polger
Summary
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.
