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Marketing Trends and Innovations for Libraries (PLA On-Demand)—GROUP RATE
Alison Circle and Jim Staley for PLA
Item Number: 5507-1309
Publisher: PLA
Price: $79.00
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This is a group rate for 3 or more people gathered in one room at one location to view this on-demand session. If you are viewing alone or with one other viewer, please purchase at the individual rate.

Note: the purchase of this on-demand session will include instructions and a password to access the archived recording of the session. You'll have access to the on-demand session for one year from date of purchase.

This on-demand session is intended for the sole use of the purchaser, whether an individual or group. Redistribution or rebroadcast to another individual or group other than the purchaser is prohibited. Thank you for your cooperation.
Please note: Your purchase at the ALA Store is only Step 1 of a 2-Step Registration process!

Upon purchase you will receive an Access Instructions PDF in the form of a digital download. The download link can be found on the final confirmation screen after you complete your purchase, and may also be accessed from your Account History. This PDF contains a link to the on-demand session recording and a password you'll need to view it. You must download this PDF and follow the instructions in order to access the on-demand session recording. If you have questions or problems accessing the purchased recording, send a message to, or call 800-545-2433 ext. 5PLA (5752).

Technical requirements:
To playback this on-demand session you should have the newest version of Adobe Flash Player installed and Javascript enabled in your web browser. A fast internet connection and computer is recommended. We suggest that groups, especially larger groups, plan ahead to use an LCD/LED projector in the room to project the on-demand session recording. Groups will also want to have speakers capable of amplifying the on-demand session audio for the entire room.

Over the past few years libraries have grown in understanding the value of marketing and have adapted many marketing fundamentals. But like all professional disciplines, marketing is subject to trends and innovations. There are numerous developments that libraries should understand and utilize to enhance reach and effectiveness: Big Data, content marketing, mobile marketing, social media, and crowd-sourcing. In addition, customer behaviors—including reading behavior—are changing, demanding libraries update how they communicate with the public.

Originally presented March 20, 2013, as part of the 2013 PLA Virtual Spring Symposium.

Running time: 59 minutes
About the Authors

Alison Circle, chief customer experience officer for Columbus (Ohio) Metropolitan Library (CML), has more than 25 years marketing experience. For 13 years she was national marketing director for Garrison Keillor and A Prairie Home Companion, which included performances, tours, products and international media coverage. Following that she was account director at Jack Morton Worldwide, a global branding agency, where her primary client was Target. In 2004 she joined CML as director of marketing and strategic planning. In that capacity she rebranded the organization, introduced professional marketing expertise and won over 20 national and international awards for her work. She blogged about libraries and marketing for Library Journal and speaks extensively around the nation on the subject. In 2011 Library Journal recognized her work with the Mover & Shaker award. She was promoted to her current and newly created position in May 2012.

Jim Staley is the marketing & communications director at Mid-Continent Public Library in Kansas City, Mo. As the first marketing director for the three-county library system, Jim was responsible for developing a system-wide approach to focused, patron-centered marketing. In his six years at the library, his department has concentrated on providing marketing support that incorporates more than publicity and promotion. Instead, the group emphasizes the cultivation of appropriate service offerings, adaptation of new technology, and a brand that expands the community’s view of what the Library offers. Before coming to MCPL, Jim worked as both a nonprofit do-gooder and advertising agency stooge. He has degrees in advertising and public administration.

The Public Library Association (PLA) is a division of the American Library Association. PLA’s core purpose is to strengthen public libraries and their contribution to the communities they serve. Its mission is to enhance the development and effectiveness of public library staff and public library services.

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