This title is also available for purchase as an e-book or as a print/e-book bundle.
200 pages
8.5" x 11"
Softcover
ISBN-13: 978-1-55570-889-4
Year Published: 2013
AP Categories: A
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It’s often hard to juggle promoting a library’s e-resources effectively at the same time as building basic visibility within the community it serves. Useful for librarians at any type of institution, this How-To-Do-It Manual guides readers through every step of developing, implementing, and evaluating plans to market e-resources in an approachable and user-friendly way. Kennedy and LaGuardia show how front line librarians can improve awareness of under-utilized resources and increase demand for more of the same, thereby encouraging increased funding. Their book includes- Four complete programs from both public and academic libraries
- A step-by-step organization guide, with a variety of feedback and assessment forms which can be used as models
- Numerous examples of well-executed plans and outcomes
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Table of Contents
List of Illustrations Foreword, by John Palfrey Preface: Why Write a Book about E-resource Marketing?
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 Speak with One Message Everybody Does the Marketing Be Mindful of Competing Interests Marketing Makes Your Patrons Smarter Gather the Troops References
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 References
Chapter 3 : Implement Your Marketing Plan Make Your Plan a Reality 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 References
Chapter 4 : Construct Your Written Marketing Plan Report Write for Your Audience Address the Components in Your Report Executive Summary Current Market, Target Market Goals, Strategies, Proposed Measurements Timeline, Staff, Budget Wrap It Up
Chapter 5 : Assess Your Marketing Plan First, Take a Good, Long, Hard Look at Your Library Website Then. Take a Good, Long, Hard Look at Your Electronic Resources Now, Ask Yourself Assessment Questions A Rubric May Help Marketing Takes Money, and Assessing the Marketing Takes Money Market Your Electronic Resources Ethically Recommended Resources for Further Reading References
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 References
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” Introduction Goals Objectives Key Audiences Message Strategies Tools Budget Impact 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 Programming Public Relations and Marketing Partnerships and Outreach
Example 4: Marketing Plan from a University Library Milner Library, Illinois State University 2012–2014 Marketing Plan Introduction Objectives Marketing Strategies Forms of Publicity Assessment/Evaluation 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
Index 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
takes photographs and creates taste experiments in her kitchen.
She also writes the blog Organization Monkey about organization
and librarianship.
Cheryl LaGuardia is research librarian at Widener Library, Harvard
University. Previously she worked in reference, research instruction,
online services, collections, interlibrary loan, and circulation
at the University of California, Santa Barbara, and at Union
College in Schenectady, NY. She writes the E-Views blog and the
electronic review column “E-Reviews” for Library Journal, and in
1996 she was awarded RUSA’s Louis Shores/Oryx Press Award for
reviewing. She has edited ProQuest’s Magazines for Libraries since
2000 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.
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