Full Description
Concise, how-to case studies from practicing public, school, academic, and special librarians provide proven strategies to improve brand management, campaign organization, community outreach, media interaction, social media, and event planning and implementation. Intended for the novice and the old hand, individuals and large staffs, this valuable guide provides librarians with the effective marketing tools necessary to help their libraries thrive in these challenging times.
Contents
Table of Contents
Foreword
MICHAEL GERMANO
Preface
CAROL SMALLWOOD, VERA GUBNITSKAIA and KEROL HARROD
Part I. Fundamentals
1. The Art of Personal Selling: Techniques for Library Marketing
WAYNE E. FINLEY
2. Brand Management Strategies for Information Services
CHRISTINE A. OLSON
3. Developing and Launching a Successful Library Messaging Campaign
CHRISTINA STOLL
4. Marketing Principles: School Libraries and Beyond
LESLEY S. J. FARMER
5. Marketing Public Libraries: An International Perspective
DEBORAH LINES ANDERSEN and DAVID F. ANDERSEN
Part II. Strategy
6. Growing a Culture of Marketing: The Smith Library Experience
ROSALIND M. RAM, BECKY LYNN DEMARTINI, and ZOIA ZERESA
ADAM-FALEVAI
7. Establishing the Library in the Cultural Fabric of the Community:
Ten Tips for Linking the Library to the World
BARRY K. MILLER
8. Community Outreach at the Goddard Space Flight Center Library
KATHLEEN MONAGHAN, ANN MARLAND DASH, and BRIDGET BURNS
Part III. Finding Resources
9. Low Cost/No Cost, High Reward: Successful Programming in a Difficult Economy
PAUL S. EDWARDS
10. Marketing Small and Rural Public Libraries
MICHELLE A. MCINTYRE and MELINDA TANNER
11. Marketing Our Library Through Charitable Causes
ANNA ERCOLI SCHNITZER
12. Local Heroes Storytime Generates "Marketing Gold" in Community Partnerships
ELISABETH NEWBOLD and JUNE ENGEL
Part IV. Getting Recognized
13. Flaunt It If You've Got
KAREN J. WANAMAKER
14. Your Own Best Advocate: How to Justify a Media Specialist's Position
MELISSA PURCELL
15. Successful Publicity for the 21st Century Library: Blending Traditional Library Marketing with Recruitment to the Profession
SHEILA SMYTH
Part V. Media Matters
16. Gaining Coverage: Connecting and Communicating with the Media
ANNA CANGIALOSI and SARA WEDELL
17. Interacting with Other Entities Using Social Media
MICHAELA D. WILLI HOOPER and EMILY SCHARF
18. Blinding Glimpses of the Obvious: The Simple Things That Will Unleash Your Library's Star Power
JOANNE KING
Part VI. Using Community Partnerships
19. Community Outreach: Downtown Scavenger Hunt and Business Holiday Discounts
MARY LOU CAROLAN
20. The Why, What, Who, When, and How of Library Community Partnerships
JENNIFER L. HOPWOOD
21. Reaching Out to the Campus Community Through a Student Advocacy Group
CYNTHIA M. AKERS and TERRI PEDERSEN SUMMEY
Part VII. Event Planning and Implementation
22. Library Services Fair: Putting Friendly Faces with Valuable Services
KALEY DANIEL and KIMBERLY VARDEMAN
23. Selective (and Subtle) Marketing of Library Instruction
MARK AARON POLGER and KAREN OKAMOTO
24. Lions and Tigers and Fairs, Oh
RAMONA LUCIUS
25. The Crabby Librarian: Community Icon and Social Media Star
MELANIE A. LYTTLE and SHAWN D. WALSH
About the Contributors
Index
