140 pages
7" x 10"
Softcover
ISBN-13: 978-0-8389-1000-9
Year Published: 2009
AP Categories: A, C, I
Written and designed to reflect the way
people read today, this book is structured
to quickly impart simple and cost-effective
ideas on marketing your library. Filled with
contemporary marketing ideas, the authors
provide
- How-tos of guerrilla marketing
- Cutting-edge digital marketing practices
- Benefits of traditional print media
Visually compelling and easy to read, this book will challenge
you to market your library in new and original ways.
Table of Contents
Introduction 1 Word-of-Mouth Marketing A New Paradigm Has Emerged What Is Word-of-Mouth Marketing? What Makes WOMM So Powerful? Philosophy of WOMM A Bad Rap for Libraries Start by Turning On a Flashlight Basic Elements of WOMM The Influencers Create Simple, Easy-to-Communicate Messages Give Influencers Cool Tools Host a Conversation Evaluate and Reevaluate The New-Media Marketing Manifesto Libraries and the Long Tail Types of WOMM That Work Well for Libraries Buzz Marketing What Is “Going Viral”? Community Marketing Influencer Marketing Grassroots Marketing WOMM with Social Networks 2 Bring Your Library to Life with a Story Why Tell a Story? Storytelling Is Good for Your Library Stories Help People Make Sense of Facts Stories Help Libraries Be Advocates What Makes a Good Story? Are Testimonies and Stories the Same Thing? Telling a Great Story Timing Beginning: The Setup Middle: The Confrontation Ending: The Resolution Stories for WOMM Iowa’s Telling the Library Story Tool Kit Beyond Words Story Banks Steps to Creating a Story Bank Stories for Advocacy: Solving Life’s Problems 3 How to Market Electronic Resources How Do We Connect Users with Electronic Resources? Benefit Statement Bringing It All Home Your Databases Provide Rich Content Marketing Resources through Wikipedia Bridging Print to Electronic The New Collection Management 4 Public Relations 101 Be the Press The New-Media Mix Strategies for the New Media Press Release Newswires Creating a Media List Creating a Media List for Staff Releases Posting Press Releases to Your Website Search Engine Optimization (SEO) Tips to Achieve a Higher Ranking Writing Your Release First Things First—Is It News? Timing Importance Proximity VIPs Human Interest How to Send Your Release Deadline News Release Format Attachments Backgrounders Fact Sheets Links to Websites and Blogs Photos How to Write a Traditional News Release The Media Advisory What Kind of Release Should You Send? Headlines Basic AP Style Listing Events Abbreviations Sending Your Release through E-mail Press Releases Don’t Always Have to Be about an Event A Note about Releases for New Services Two Tips about Keywords Get Better Results from Your Releases Public Service Announcements—PSAs General Guidelines for PSAs Word-Count Estimates for On-Air Time 5 Outreach Trade Shows Five Steps to a Successful Show Set Measurable Goals Design the Booth Make Clear Signage with a Simple Message Train Staff Follow Up Image Is Everything Detailing Your Brand Taking Why to Wow 6 Advocacy Call to Action Make Your Case Let Other People Tell Their Stories about Your Library Provide an Opportunity for Supporters to Join Your Cause Set Up Social Network Pages Set Up a Media Page 7 The New Marketing Tools Web 2.0 Tools in a Marketing Mix Blogging Special Interest Blogs Seven Simple Ways for Libraries to Promote a Blog To Allow or Not to Allow Comments Should You Be Blogging? Are You a Web 2.0 Librarian Living in a 1.0 Library? Don’t Fret—It’s Easy and Fun to Bring Anyone Up to Date Need to Convince Yourself to Start a Blog? Secrets to a Successful Blog Increasing Traffic to Your Blog The Next Step: Making a New Marketing Mix around Web 2.0 Advertising PowerPoint Presentations Twitter Wikis LinkedIn Mobile Phones Flickr Tagging Ways to Get Your Flickr Movement Going Ideas for Using Flickr in Your Library Examples of Photos to Post Photo Permission Videos Questions to Answer When Making a Video Where to Upload Your Videos YouTube Podcasting Podcasting—The Next Wave It’s All about You Content Is Everything Will They Listen? To Edit or Not to Edit Marketing Your Podcast Preproduction The Microphone On the Road Digital Recording Tips for Making a Great Podcast Writing a Script Interviews 8 Design Dollar-Store Solutions You and Your New Best Friend Initial Stage of Working with a Designer The Nitty-Gritty Review Stage Choosing a Designer Working with a Design Firm versus a Freelancer Finding Stock Photos; or, The Death of Clip Art Design Terminology Dots per Inch (DPI) Vector Images Bleed CMYK versus RGB Pantone Professional Printers versus Ganged Printers versus Office Printers Ganged Printers Professional Printers Office Printers A Note about Your Marketing and the Web 9 Branding Brand Czar Baby Steps to Branding Quick Branding Fundamentals Checklist Elements of a Brand Branded Materials 10 Marketing Best Practices Repositioning Getting to Know Your Audience Be Aware of Marketing and Design Everywhere Assessment Advisory Group Usability Testing Corporate Sponsorship Internal Marketing Are You Ready to Market? Demystifying Marketing for Staff Create a Publication Wall Hold an Open House Keep Employees Informed Succession Planning
About the Authors
Nancy Dowd is director of marketing for the New Jersey State Library, where she incorporates her career experiences as an editor, writer, presenter, and marketer to produce effective and replicable marketing strategies for libraries. Her marketing campaign featuring the Easy Readers calendar transformed the image of librarians and received international attention. Her work has received awards from the American Library Association and the New Jersey Library Association. She is the author of two blogs, The M Word and The Best of Library Videos.
Mary Evangeliste has more than fifteen years of experience in the fine arts and in libraries. She has taught, lectured, and presented in the areas of art history, librarianship, and marketing for local and national groups including the State Department, the Maryland School of Art and Design, Prince George’s Community College, the University of Pittsburgh, the Library Administration and Management Association, the Association of College and Research Libraries, and the ALA. She is the cofounder of Fearless Future and the Director of User Services and Outreach at
Musselman Library, Gettysburg College. She holds a BA in art history from Allegheny College and an MLIS in library and information science from the University of Pittsburgh. Mary has been honored with two national library marketing awards, 3M Check-It-Out Yourself Day and ACRL’s 2005 Best Practices in Marketing Academic and Research Libraries @ your library Award.
Jonathan Silberman is an award-winning graphic designer who helps nonprofits and educational institutions develop marketing and identity systems. Before cofounding his design and marketing consulting firm, Fearless Future, with his business partner, Mary Evangeliste, he worked as a freelance designer for more than seven years. His first experience as the main designer for the marketing team at American University Library was honored by ACRL with the 2005 Best Practices in Marketing Academic and Research Libraries @ your library Award. In his current position as American University’s graphic designer, Jonathan has been fundamental in creating three very successful comprehensive marketing campaigns. Jonathan’s designs have been used in international and national library presentations on marketing, such as the International Federation of Library Associations and Institutions, ACRL, LAMA, and ALA. He was interviewed for the May 2006 volume of one of the top graphic design publications, Print.
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