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Marketing Your Library’s Electronic Resources, Second Edition: A How-To-Do-It Manual for Librarians
Marie R. Kennedy and Cheryl LaGuardia
Item Number: 978-0-8389-1565-3
Publisher: ALA Neal-Schuman
Price: $65.00
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240 pages
8.5" x 11"
ISBN-13: 9780838915653
Year Published: 2017
AP Categories: A, C, I, X
When front line librarians improve awareness of under-utilized resources, thereby increasing demand for more of the same, it can also encourage increased funding for the library. The authors’ evidence-based approach to effectively promoting electronic resources made the previous edition of this guide a bestseller. Newly expanded and updated, this manual shows library marketing staff how to get the job done from beginning to end and in a variety of library settings. Comprehensive yet to the point, this book includes
  • seven complete programs from both public and academic libraries;
  • an examination of the e-resource life cycle;
  • cutting edge guidance on COUNTER usage reports and other web analytics;
  • advice on making the most of marketing opportunities from learning management systems, discovery services, LibGuides, and more;
  • a step-by-step organization guide, with a variety of feedback and assessment forms which can be used as models; and
  • numerous examples of well-executed plans and outcomes.
This book’s flexible, step-by-step layout makes it an ideal resource for a wide range of learning styles, institutional environments, and levels of marketing experience.
Table of Contents

List of Illustrations

Part I    How to Design Your Marketing Plan

Chapter 1    Determine the Purpose of Your Marketing Plan
What You Can Discover about Your E-resources Right Now
  • Usage Statistics
  • Cost
  • Cost-Per-Use
  • Advanced Data Considerations
Speak with One Message
Everybody Does the Marketing
When Does the Marketing Happen?
Be Mindful of Competing Interests
The Evolving Formats and Methods of E-content Delivery
Marketing Makes Your Patrons Smarter
Gather the Troops

Chapter 2    Fashion Your Marketing Plan
Components of a Marketing Plan
  • Project Description
  • Current Market
  • SWOT Analysis
  • Target Market
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment
Recommended Resources for Further Reading

Chapter 3    Implement Your Marketing Plan
Components of a Marketing Plan, with Examples
  • Project Description
  • Current Market
  • SWOT Analysis
  • Target Market   
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment
Marketing Your Electronic Resources Can Change Your Library
Recommended Resources for Further Reading

Chapter 4    Construct Your Written Marketing Plan Report
Write for Your Audience
Address the Components in Your Report
  • Executive Summary
  • Current Market and Target Market
  • Goals, Strategies, and Proposed Measurements
  • Timeline, Staff, and Budget
This Marketing Grant Request Form Caught Our Eyes!
Wrap It Up

Chapter 5    Assess Your Marketing Plan
First, Take a Good, Long, Hard Look at Your Library Website
  • About Social Media for Marketing
  • Changing Your Web Presence
Then, Take a Good, Long, Hard Look at Your Electronic Resources
Now, Ask Yourself Assessment Questions
  • A Rubric May Help
  • Some Practical Considerations for the Assessment of Your Marketing Plan
Market Your Electronic Resources Ethically
Recommended Resources for Further Reading and Support

Chapter 6    Revise and Update Your Marketing Plan (“Lather, Rinse, and Repeat”)
Give Yourself Time to Think
  • Project Description
  • Current Market
  • SWOT Analysis
  • Target Market
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment
Revise Your Plan
Communicate Your Successes or Failures in Marketing

Part II    Sample Marketing Plan Reports

Example 1    Marketing Plan from an All-Electronic Library: Statewide Marketing and Communications Plan, NOVELNY: New York Online Virtual Electronic Library
Goals and Objectives
Campaign Planning
Research Overview
Situation Analysis
Barriers to Access and Use
OCLC Study Provides Clear Direction
Ten Issues: Ten Strategies
Mass Customization and Segmenting the Market
Target Audience: General Consumer Population
Target Audience: Executive Office, State Legislature Elected Officials and Aides, and Board of Regents
Target Audience: Public Librarians
Target Audience: Business and Economic Development Sector
Target Audience: Academic Librarians, College Administrators, and College and University Librarians and Teaching Faculty
Target Audience: Teachers, Administrators, Students, and Parents in Elementary, Middle, and High Schools; Homeschoolers and Parent-Teacher Associations
Target Audience: Parents of One Million Plus Children in Statewide Summer Reading Program

Example 2    Marketing Plan from a Public Library, Sample 1: Winnetka-Northfield Public Library District, “Building a Buzz”
Key Audiences
Lessons Learned

Example 3    Marketing Plan from a Public Library, Sample 2: Worthington Libraries 2012 Communications and Development Plan
Community Relations Department Staff
Plan Focus Areas
Fundraising and Development
Public Relations and Marketing
Partnerships and Outreach

Example 4    Marketing Plan from a Community College Library: Maricopa Community College District Electronic Resources Committee Marketing Plan, 2013–2016
Internal Audiences
Desired Behaviors and Attitudes
Communication Goals
Communication Channels
MCCCD District System-Level Strategies/Initiatives
The MCCCD 2013–2016 Strategic Planning Goals
ERC Strategic Plan Objective
Implementation Strategies

Example 5    Marketing Plan from a University Library, Sample 1: Milner Library, Illinois State University 2012–2014 Marketing Plan
Marketing Strategies
Forms of Publicity
Target Audiences
Media Contacts
Public Relations and Marketing Unit Team Members
  • Appendix 1: Milner Library Logo
  • Appendix 2: Activity Planning Feedback
  • Appendix 3: Speaker Assessment Form
  • Appendix 4: Target Audience/Specific Media
  • Appendix 5: Media Contacts
  • Appendix 6: Marketing Timeline for Standing Annual Activities
  • Appendix 7: Public Relations/Marketing Request
  • Appendix 8: Flier Posting Information; Mailbox Stuffing Information
  • Appendix 9: Table Tent Guidelines for Campus Dining Halls

Example 6    Marketing Plan from a Regional Technical College in Ireland: Galway-Mayo Institute of Technology Library Marketing Plan
Strategic Overview
Terms of Reference and Scope
GMIT Library SWOT Analysis
GMIT Library’s Main Competitors
Target Markets: User Groups
Analysis of Current Marketing Strategies
Target Market: Undergraduates

Example 7    Marketing Plan from a University Library, Sample 2: Marketing Plan for Kanopy, William H. Hannon Library, Spring–Fall 2016
Executive Summary
Current Market
Target Market
Proposed Measurements
  • Appendix A: Kanopy Flyer for Circulation Desk
  • Appendix B: Sample E-mail to Faculty Library Representatives
  • Appendix C: Digital Signage
  • Appendix D: Library Blog Post Draft
  • Appendix E: Kanopy Social Media Post
About the Authors

About the Authors

Marie R. Kennedy
is a librarian at Loyola Marymount University, where she coordinates serials and electronic resources. She has written and presented widely on the development and use of electronic resource management systems. In her spare time she makes photographs and creates taste experiments in her kitchen. She also writes the Organization Monkey blog about organization and librarianship. She is the codirector of the Institute for Research Design in Librarianship.

Cheryl LaGuardia is a Research Librarian at Widener Library, Harvard University, where she is the library liaison to the Center for Jewish Studies, the Center for Middle Eastern Studies, the Committee on Regional Studies—East Asia, the Department of East Asian Languages and Civilizations, the Department of Near Eastern Languages and Civilizations, and the Freshman Seminar Program. Previously she worked in reference, research instruction, online services, collection development, interlibrary loan, and circulation at the University of California, Santa Barbara, and at Union College in Schenectady, New York. She writes the Not Dead Yet blog and e-reviews for Library Journal. She was awarded RUSA’s highest honor, the 2016 Isadore Gilbert Mudge Award, as well as the 1996 Louis Shores/Oryx Press Award for reviewing. She has edited ProQuest’s Magazines for Libraries since 2000 and is also the editor of the online-only Magazines for Libraries Update. She is an editorial advisor to CC Advisor (Choice Charleston Advisor) and is on the editorial board of Reference Services Review. She has published a number of books, including Becoming a Library Teacher; Finding Common Ground: Creating the Library of the Future without Diminishing the Library of the Past; and Teaching the New Library (Neal-Schuman, 1996–2000).

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