Empathy by Design: Empathy-Driven Marketing for Libraries

The library is a universal resource where knowledge and information meet. To advertise this resource and advance equal access in positive ways, libraries must develop strategies, campaigns, and messages that show they care about the lives of their diverse communities.   Empathy by Design: Empathy-Driven Marketing for Libraries offers step-by-step strategies for understanding why people visit the library and tailoring your marketing with personalization that resonates with users on a deeper level. It provides real-world solutions for understanding your target audience through empathy and demonstrates how to gather and use data to develop messages and programming that fosters meaningful connections and engagement. You’ll find ideas for understanding the customer journey, creating an empathic library brand, and creating empathy-driven marketing strategies, campaigns, content, and tactics.   Today’s library marketers should both understand the effectiveness of using empathy in marketing and use it as a radical tool for advancing our profession’s values of diversity, equity, inclusion, and access. The strategies outlined in Empathy by Design can give you the tools you need to make your marketing--and your library--more targeted and empathic.  

Table of Contents:
Dedication Acknowledgments Preface. Crafting a Foundation for Empowerment and Change: Exploring the Use of Empathy in Library Marketing and DEIA Values Overview of the Book Terminology Purpose and Audience Chapter 1. Empathy in Libraries: A New Way to Engage with Your Community What is Empathy? Empower Your Library’s Marketing with Empathy The Process of Empathy in Library Marketing The Takeaway: Empathy in Libraries Chapter 2. Leveraging Compassionate Library Marketing Practices through Empathy and DEIA Values Empathy as the Foundation of DEIA Practices Empathy and DEIA Practices Lead to Compassionate Actions Cultivating Empathy through Practice Tailor Your Empathic Marketing Approach to DEIA Values Addressing DEIA Values The Takeaway: Bridging the Gap between Libraries and Diverse Audiences Chapter 3. Empathic Design: A Human-centered Solution Empathic Design Explained Why is Empathic Design Important? Empathic Design in Library Marketing Creating Messages That Resonate Empathic Design Steps Achieving Resource/Program/Service “Nirvana” The Takeaway: Empathtic Design in Action References Chapter 4. Observation and Identifying the Needs of Users Triggers of Use Interactions with the User’s Environment User Customization Intangible Attributes of the Library Unarticulated User Needs Identifying User Motivations The Takeaway: Observation and Identification of the Needs of Users References Chapter 5. Gathering Accurate, Reliable Data for Informed Decisions Let’s Talk About Market Research How to Begin Your Market Research Journey Gathering User Feedback through Surveys, Focus Groups, and Interviews Tips for Creating a Survey or Questionnaire The Takeaway: Capturing Data and Marketing Research Chapter 6. Uncovering Insights from Data: Reflection and Interpretation Examining and Synthesizing Data from Market Research Organize the Data into Groups Addressing Equity for All Users Organizing Data to Address Pain Points Conducting a Needs Assessment for Empathic Library Marketing Solutions Finding Your Target Audience The Takeaway: Reflection and Analysis Chapter 7. Brainstorming or Ideating Solutions Brainstorming for Solutions Setting up Ground Rules Creative Brainstorming Strategies The Importance of Brainstorming to Understand the Users’ Needs The Takeaway: Brainstorming to Develop Solutions Chapter 8. Crafting Empathic Library Marketing Solutions through Prototyping and Testing Library Marketing Solutions (Ideas, Tactics, and Strategies) The Differences Between Library Marketing Solutions, Channels, Campaigns, Goals, and Strategies Comparing a Marketing and an Action Plan: Understanding the Distinctions Crafting a Marketing Plan Prototyping an Empathy-driven Library Marketing Solution Testing the Effectiveness of a Library Marketing Prototype Tools and Techniques for Continuous Improvement in Prototyping Managing Continuous Improvement in Prototyping Strategies for Communicating Library Marketing Prototypes The Takeaway: Using the Prototype to Launch Your Library Marketing Solution(s) Chapter 9. The FIRST Values Framework: Putting Empathy into Action or Empathy-Centered Library Marketing Strategies Fellow-feeling Identification Responsiveness Self-awareness Thoughtfulness The Takeaway: The FIRST Framework Chapter 10. Evaluating and Measuring Success: Gauging the Impact of Your Library Marketing Strategies How to Measure the Success of Your Library Marketing Solutions Common Metrics for Measuring Success Qualitative Versus Quantitative Evaluation Methods Evaluating Library Marketing Effectiveness Improving Library Marketing Results The Takeaway: Gauging the Impact of Your Library Marketing Strategies Appendix A: Empathic Library Marketing Solutions Toolkit Empathic Library Brand Conduct Research and Collect Customer Feedback Create, Refine, or Revise the Library Mission Statement Develop an Empathic Brand Strategy Create an Outreach Plan Communication Plan Empathy-driven Marketing Plan Appendix B: The FIRST Framework for Library Marketing Questions Appendix C: Marketing Plan Vision Core Values Executive Summary Target Audiences Situation Analysis Marketing and Outreach Strategies and Tactics (or Objectives) Brand Identity Key Messages Campaign/Action Plan Schedule/Timeline Budget Communication Samples and Prototypes Assessment Results/Reporting/Evaluation/Indicators of Success Media List Glossary About the Author

About the Author :
Sabine Jean Dantus, an outreach and reference librarian at Florida International University Libraries in Miami, Florida, takes immense pride in her Haitian-American heritage. Dantus has a B.S. in communication from Florida International University. She also has an M.S. in mass media and journalism and a M.S. in library science from Pennsylvania Western University Clarion. Her expertise and interest lie in empathy-based marketing, outreach, user experience, instruction, and library communication. Sabine is completing her doctoral degree in instructional technology and distance education. She is researching enhancing communication between librarians and first-generation college students in online, hybrid, and in-person learning settings. Sabine shares her thoughts on empathy, marketing, outreach, books, instruction, librarianship, and her doctoral journey on empathiclibrarian.com.