The Library Marketing Toolkit
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The Library Marketing Toolkit

The Library Marketing Toolkit


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About the Book

This Toolkit provides you with everything you need to successfully market any library. As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. This unique practical guide offers expert coverage of every element of library marketing and branding for all sectors including archives and academic, public and special libraries, providing innovative and easy-to-implement techniques and ideas. The book is packed with case studies highlighting best practice and offering expert advice from thought-leaders including David Lee King and Alison Circle (US), Terry Kendrick and Rosemary Stamp (UK), Alison Wallbutton (New Zealand) and Rebecca Jones (Canada), plus institutions at the cutting-edge of library marketing including the British Library, New York Public Library, the National Archive, Cambridge University, JISC, the National Library of Singapore and the State Library of New South Wales. The key topics covered in the text are: • Seven key concepts for marketing libraries • Strategic marketing • The library brand • Marketing and the library building • An introduction to marketing online • Marketing with social media • Marketing with new technologies • Marketing and people • Internal marketing • Library advocacy as marketing • Marketing Special Collections and archives. Readership: The book is supplemented by a companion website and is essential reading 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.

Table of Contents:
Introduction About marketing About this book 1. Seven key concepts for marketing libraries The seven concepts Anchoring these ideas in marketing theory 2. Strategic marketing The marketing cycle 1: Decide on your goals 2: Market research 3: Segmentation 4: Set objectives 5: Promotional activities 6: Measurement 7: Evaluation 8: Modification Developing a marketing plan 3. The library brand Quick definitions What is library branding? Visual identity Merchandise Slogans Branding and marketing a converged library and IT service 4. Marketing and the library building Library design Signs and displays Marketing the library as space 5. An introduction to online marketing The library website Search Engine Optimization (SEO) Mobile websites E-mail 6. Marketing with social media Do your patrons use social media? General principles of marketing with social media Twitter Facebook Blogs and blogging Tumblr Google+ LinkedIIn Conclusion 7. Marketing with new technologies Quick definitions Video marketing Image sharing QR Codes Geolocational apps Web 20 catalogues and live chat Podcasts Wikis Slide sharing Viral marketing Technology and teenagers 8. Marketing and people Collaborating with people Reaching people 9. Internal marketing The importance of internal marketing Marketing to internal stakeholders Marketing with internal stakeholders: co-operative promotion 10. Library advocacy as marketing National campaigns and local marketing Promoting your library in response to criticism of libraries in general Advocacy, promotion and positive messages The library media narrative Trojan horse advocacy 11. Marketing special collections and archives Introduction Access, access, access: marketing digital collections Genealogy Tailoring your marketing to fit the cultural landscape Mounting and promoting a more traditional exhibition Learning from museums Crowdsourcing Marketing audiovisual materials A final word on marketing libraries

About the Author :
Ned Potter is Academic Liaison Librarian at the University of York. He won the SLA Europe Early Career Conference Award 2011 and was named a Library Journal Mover and Shaker in 2011. He is the founder of the LIS New Professionals Network, is the New Professionals Support Officer for the CILIP Career Development Group (Yorkshire & Humberside) and has been involved in several national New Professionals events. He blogs as The Wikiman and presents regularly on marketing libraries and the echo chamber phenomenon.

Review :
"...highly recommended for all types of libraries, even those such as departmental libraries that do not have an apparent public face. The chapter on internal marketing is an eye-opener. The whole book has a reassuring and inspiring tone: ideas and approaches outlined in the book appear absolutely achievable and commonsensical. I suggest that you buy, borrow or beg a copy today." "The Library Marketing Toolkit is packed full of useful, informative and above all practical information about the best ways of getting your message across, and it should be on the shelf of every librarian and information professional who needs to promote the idea of the library and its value in a modern day society." "Ned Potter's book will help any library succeed in creating a community that is aware and engaged in its library. He has written an easy to follow tool kit targeted at the specific marketing needs of librarians that is sure to become a favourite resource for anyone involved in marketing a library. There are case studies from libraries around the world that will inspire you no matter whether your library is large or small. You'll love this book!" "...brilliant and a great addition to the library professional discourse."


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Product Details
  • ISBN-13: 9781856048064
  • Publisher: Facet Publishing
  • Publisher Imprint: Facet Publishing
  • Height: 232 mm
  • No of Pages: 240
  • Weight: 172 gr
  • ISBN-10: 1856048063
  • Publisher Date: 23 Jun 2012
  • Binding: Paperback
  • Language: English
  • Spine Width: 16 mm
  • Width: 156 mm


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