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Full Description
Marketing Your Library's Electronic Resources shows library and information professionals how to develop strategic marketing plans to inform users how their library's e-resources can have an impact on their lives, from providing a trusted answer to a quick question to offering sage advice to inspire them through a long-term project of their own design.
Newly expanded and updated, this manual demonstrates how to design and implement marketing plans that will help librarians save time, effort, and money while increasing the use of library resources. It shows readers how to construct marketing plans, from identifying purpose, its component parts, implementation, assessment, through to a guide to how and when to revise it.
Comprehensive yet to the point, this book includes:
seven complete programs from a variety of public and academic libraries
guides to determining, writing, implementing, assessing, and updating library marketing plans
advice on making the most of marketing opportunities from learning management systems, discovery services, LibGuides, and more
a step-by-step organization guide, with a variety of model feedback and assessment forms
an examination of the e-resource life cycle
case studies that demonstrate best practice and outcomes.
This book's flexible, step-by-step layout makes it an ideal resource for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. It's also a useful guide for LIS students internationally who need to understand the practice of library marketing.
Contents
PART I: HOW TO DESIGN YOUR MARKETING PLAN
1. Determine the purpose of your marketing plan
What You Can Discover about Your E-resources Right Now
Speak with One Message
Everybody Does the Marketing
Be Mindful of Competing Interests
The Evolving Formats and Methods of E-content Delivery
Marketing Makes Your Patrons Smarter
Gather the Troops
References
2. Fashion your marketing plan
Components of a Marketing Plan
Project Description
Current Market
SWOT Analysis
Target Market
Goals
Strategy
Action Plan
Measurement
Assessment
Recommended Resources for Further Reading
References
3. Implement your marketing plan
Components of a Marketing Plan, with Examples
Project Description
Current Market
SWOT Analysis
Target Market
Goals
Strategy
Action Plan
Measurement
Assessment
Marketing Your Electronic Resources Can Change Your Library
Recommended Resources for Further Reading
References
4. Construct your written marketing plan report
Write for Your Audience
Address the Components in Your Report
Executive Summary
Current Market and Target Market
Goals, Strategies, and Proposed Measurements
Timeline, Staff, and Budget
Wrap It Up
5. Assess your marketing plan
First, Take a Good, Long, Hard Look at Your Library Website
Then, Take a Good, Long, Hard Look at Your Electronic Resources
Now, Ask Yourself Assessment Questions
Market Your Electronic Resources Ethically
Recommended Resources for Further Reading and Support
References
6. Revise and update your marketing plan ("Lather, Rinse, and Repeat")
Give Yourself Time to Think
Project Description
Current Market
SWOT Analysis
Target Market
Goals
Strategy
Action Plan
Measurement
Assessment
Revise Your Plan
Communicate Your Successes or Failures in Marketing
References
PART II: SAMPLE MARKETING PLAN REPORTS
Example 1. Marketing plan from an all-electronic library
Statewide Marketing and Communications Plan, NOVELny: New York Online Virtual Electronic Library Example 2. Marketing plan from a public library
Winnetka-Northfield Public Library District, "Building a Buzz" Example 3. Marketing plan from a public library Worthington Libraries 2012 Communications and Development Plan
Example 4. Marketing plan from a community college library Maricopa Community College District Electronic Resources Committee Marketing Plan, 2013-2016
Example 5. Marketing Plan from a University Library Milner Library, Illinois State University 2012-2014 Marketing Plan
Example 6. Marketing plan from a regional technical college in Ireland Galway-Mayo Institute of Technology Library Marketing Plan
Example 7. Marketing plan from a university library
