Check out the companion Marketing Public Libraries eCourse! This title is also available for purchase as an e-book or as a print/e-book bundle.
140 pages
7" x 10"
Softcover
ISBN-13: 978-0-8389-1000-9
Year Published: 2010
AP Categories: A, C, I
Check out a sample of the book and listen to a podcast featuring Nancy Dowd now!
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.
Reviews
"Using 'tangible ideas that can be done
in bite-sized chunks,' the authors break
public relations into different types of
strategies for specific purposes. The result
is a book that demystifies marketing by
demonstrating that the real secret to
marketing is to just try it."
--AALL Spectrum
“The book is nicely designed and full of examples, lists, work sheets, and other aids. Although it could be read cover to cover, it is just as useful for browsing chapters or skimming the headings for ideas, such as creating a story bank or a wiki. This useful guide helps libraries tell their story and make their best practices known.”
--Booklist
“This book does an excellent job of capturing the essence of some of the newest venues that libraries should be utilizing to reach a variety of potential patrons.”
--Against the Grain
"Don’t let this book’s size fool you. Coming in at less than 150 pages, it provides a powerful and streamlined approach to marketing, which has become an increasingly important aspect of library services ... Addressing everything from blogging to Twitter, Flickr to FaceBook, this book is a must-have for librarians who find them self taking on the role of marketing director."
--ACRL Washington Newsletter
"The conversational language and short chapters are easy to read and useful for any librarian ... while reading the book, librarians will start generating ideas on how to implement many of these suggestions into their own library. Usable marketing theory and the blend between the old and the new makes this book valuable to a variety of librarians."
--The Idaho Librarian
"Written and arranged in a concise, snappy manner, this book will be a valuable reference tool for everyone associated with library promotion and marketing. The real secret of marketing in new and original ways is simple – just try it!"
--The Australian Library Journal
"The volume contains
specific examples of testimonies
used in the marketing program and
practical information not found
easily in other sources ... highly recommended for
libraries or other institutions or
organizations wishing to undertake
a marketing campaign without
large expenditures."
--Catholic Library World
"It is relatively safe, and unfortunate, to proclaim that libraries are not proficient
marketers of their resources and services. Furthermore, marketing is a fairly universal process in any industry; however, libraries, for the most part, simply do not market well. Thankfully, Bite-Sized Marketing: Realistic Solutions for the Overworked Librarian exists to help generate and bring to fruition practical marketing ideas for one's library. As the title states and the bite-sized candies on the book cover show, there are tasty marketing ideas scattered throughout the book. The book is designed in bite-sized morsels to quickly provide busy librarians with realistic solutions."
--Internet Reference Services Quarterly
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