The library marketing toolkit / Ned Potter.

Format:

Book

Author/Creator:

Potter, Ned, 1980- author.

Language:

English

Subjects (All):

Libraries--Marketing.

Libraries.

Branding (Marketing)--Libraries.

Branding (Marketing).

Libraries--Public relations.

Advertising--Libraries.

Advertising.

Physical Description:

1 online resource (xxii, 218 pages) : digital, PDF file(s).

Edition:

1st ed.

Place of Publication:

London : Facet, 2012.

Language Note:

English

System Details:

Mode of access: World Wide Web.

Summary:

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. The book is supplemented by a companion website (http://www.librarymarketingtoolkit.com) 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.

Contents:

Introduction : About marketing

Seven key concepts for marketing libraries : The seven concepts ; Anchoring these ideas in marketing theory

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

The library brand : Quick definitions ; What is library branding? ; Visual identity ; Merchandise ; Slogans ; Branding and marketing a converged library and IT service

Marketing and the library building : Library design ; Signs and displays ; Marketing the library as space

An introduction to online marketing : The library website ; Search Engine Optimization (SEO) ; Mobile websites ; E-mail

Marketing with social media : Do your patrons use social media? ; General principles of marketing with social media ; Twitter ; Facebook ; Blogs and blogging ; Tumblr ; Google+ ; LinkedIn ; Conclusion

Marketing with new technologies : Quick definitions ; Video marketing ; Image sharing ; QR codes ; Geolocational apps ; Web 2.0 catalogues and live chat ; Podcasts Wikis ; Slide sharing ; Viral marketing ; Technology and teenagers

Marketing and people : Collaborating with people ; Reaching people

Internal marketing : The importance of internal marketing ; Marketing to internal stakeholders ; Marketing with internal stakeholders: co-operative promotion

Library advocacy as marketing : National campaigns and local promoting ; Pormoting your library incriticisme to citicism of libraries in general ; Advocacy, positiveand possitive messages ; The library media narrative ; Trojan horse advocacy

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

Appendix: Glossary of Web 2.0 tools and platforms.

Notes:

Title from publisher's bibliographic system (viewed on 05 Jul 2018).

Includes bibliographical references and index.

ISBN:

9781856048897

1856048896

OCLC:

836874285