Engaging your community through active strategic marketing : a practical guide for librarians and information professionals / Terry Kendrick.

Format:

Book

Author/Creator:

Kendrick, Terry, author.

Language:

English

Subjects (All):

Libraries--Marketing.

Libraries.

Libraries--Public relations.

Advertising--Libraries.

Advertising.

Physical Description:

1 online resource (viii, 198 pages) : digital, PDF file(s).

Edition:

1st ed.

Place of Publication:

London : Facet, 2021.

Summary:

This book provides an overview of best practice strategic marketing with advice on how to implement effective marketing activities in libraries and information services with the best chance of success.

Contents:

Cover

Praise for Engaging your Community through Active Strategic Marketing

Half-title Page

Dedication

Title Page

Copyright

Contents

Figures

Tables

Introduction

1 The need for a professional approach to engagement

Defining engagement and strategic marketing

Outline of this book

2 Strategic marketing planning for engagement

Identifying planning goals and processes to achieve them

The engagement story

3 Ambition: the basis for all activity

Vision, mission and values

How to write a statement of ambition for your library

4 Understanding users and potential users

Defining the marketplace

Understanding existing users

Understanding and engaging potential users

Profiling your potential library community

Survey research

Focus groups

Researching user experience and satisfaction

Understanding competition

5 Identifying value and segmentation

Creating segment-specific value propositions for stakeholders

Options for segmenting stakeholders

Effective segmentation is not easy. . .

Value propositions by segment

6 Managing stakeholder engagement

Three elements of a stakeholder management programme

Engaging employees

7 Making choices and creating engaging offers

Priorities

Engagement objectives

Engagement strategies

Creating offers for users, potential users and stakeholders

The marketing mix

Engagement and customer relationship management as a strategy

Finalising engaging offers for specific segments

Some other aspects of marketing strategy for engagement

8 Crafting engaging messages

How often should users be contacted?

Should library marketing communications be general or event driven?

Options for a communications mix

Communications strategies

The return on marketing communications investment.

Do users and potential users respond to library communications?

Marketing communications at different stages of the user life cycle

Event-driven and segment-specific marketing communications messages

Media kits

Writing copy for marketing communications

Promotional activity

9 Effective marketing channels for engaging messages

Non-digital methods of marketing messages

Traditional media

In-library messaging

10 Digital channels and engagement

The pivotal role of the library website

Library blogging

The major social media

How social media platforms support libraries' engagement activities

Social media policies and guidelines

Practical hints for writing engaging social media posts

Digital support for engagement strategies

11 Evaluating the response to engagement activity

Evaluating engagement outcomes from social media presence and participation

Evaluating employee engagement

Reporting evaluations and assessments

12 How to give marketing and engagement the best chance of success

References

Recommended reading

Index.

Notes:

Title from publisher's bibliographic system (viewed on 27 Oct 2021).

ISBN:

9781783303854

1783303859

9781783305193

1783305193

OCLC:

1251446163