Empathy by Design : Empathy-Driven Marketing for Libraries / Sabine Jean Dantus.

Format:

Book

Author/Creator:

Dantus, Sabine Jean, author.

Language:

English

Subjects (All):

Empathy.

Libraries--Marketing.

Libraries.

Physical Description:

1 online resource (161 pages)

Edition:

First edition.

Place of Publication:

Chicago : Association of College and Research Libraries, [2024]

Summary:

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.

Contents:

Intro

Contents

Dedication

Acknowledgments

Preface

Overview of the Book

Terminology

Purpose and Audience

References

CH1. 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

CH2. 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

CH3. 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

CH4. 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

CH5. 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

CH6. 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

CH7. 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

CH8. 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)

CH9. 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

CH10. 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

Appendices

Glossary.

Notes:

Includes bibliographical references.

Description based on publisher supplied metadata and other sources.

Description based on print version record.

Other Format:

Print version: Dantus, Sabine Jean Empathy by Design:

ISBN:

9798892555562

OCLC:

1416189026