Reaching Your Community with Targeted Marketing Workshop

Reaching Your Community with Targeted Marketing Workshop

While completing your purchase, fill in the name and e-mail address of the participant who will sign in to the event by clicking the "Attendees" button to the right of the item in your cart. This individual will receive an e-mail from WebEx confirming registration before the event begins. Attendees should add messenger@webex.com to their approved email sender list, so they can ensure that they receive the automatic notifications.

Price: 
$65.00
ALA Member 
$58.50
Item Number:
1541-9509
Date: 
Day:  November 11, 2020
Time:  2:30pm to 4:00pm EST
Delivery Method: 
Live
Duration: 
90 minutes
  • Description
  • Learning Outcomes
  • Registration
  • About the Instructor
  • Contact Us

Reaching Your Community with Targeted Marketing Workshop
A 90-minute workshop, Wednesday, November 11, 2020, 2:30pm Eastern/1:30 Central/12:30 Mountain/11:30am Pacific

It’s tough to market your library programs and services successfully if you can’t match what you are marketing with the appropriate audience. We often do library marketing in an upside-down way—we engage in marketing activities but don't conduct market research before doing so. Every library is tasked with marketing their programs and services to their communities. It can be challenging to identify the best methods for reaching your audience, but deliberate market research can uncover new and effective ways of increasing awareness of your library’s offerings. 

In this workshop, library marketing and communication expert Mark Aaron Polger will show you how to increase the reach and success of your marketing through targeting. You’ll learn techniques for conducting assessment and effective ways to make a marketing plan before you engage in marketing activity. Polger will also discuss the important connection between library advocacy and marketing and how you can be an advocate for both your community and for libraries.

By participating in this workshop, you will learn how to:

  • Understand the differences between the terms "marketing," "promotion," "public relations," "communications," "outreach," and "advocacy"
  • Identify the steps to conduct market research to learn about your different target audiences
  • Develop a marketing plan for the next fiscal year
  • Divide your library users into different segments for targeted marketing 
  • Compose a compelling "elevator speech" that you can use when communicating with stakeholders, the media, and legislators.
     

While completing your purchase, fill in the name and e-mail address of the participant who will sign in to the event by clicking the "Attendees" button to the right of the item in your cart. This individual will receive an e-mail from WebEx confirming registration before the event begins. Attendees should add messenger@webex.com to their approved email sender list, so they can ensure that they receive the automatic notifications.

Registrants, even if they miss the live session, are given access to an archive of the event for a period of 3 months from the date of the live session. The archive can be viewed at any time during this 3-month timeframe. The archive contains a video representation of the event, which includes all chat, audio, and visual material. In order to receive the archive information, please follow the instructions received upon purchase to confirm your registration in WebEx.

This is an online event hosted through WebEx. Further technical information is available at the ALA Store FAQ page.

Bulk Orders

For pricing on bulk registrations, please contact alastore@ala.org.

Mark Aaron Polger

Mark Aaron Polger is Assistant Professor and Coordinator of Library Outreach at the College of Staten Island, City University of New York (CUNY). His responsibilities include promoting library services to targeted groups on campus, working with admissions and recruitment with library tours, new student orientation, and liaising with high schools and public library branches in the community.  Polger's research interests include library marketing, outreach, and user experience design. He has written and presented on topics such as library marketing strategies, faculty outreach, Information Literacy outreach, embedded librarianship, library jargon, and library signage. He has been working on library signage projects since 2012 and has published two journal articles on the topic, in 2012 and 2013. In early 2019, Polger authored the book Library Marketing Basics, a beginner's guide to marketing libraries (Rowman and Littlefield Publishers). He is currently working on another book with ALA Publishing on library signage and wayfinding. Polger holds a BA in Sociology from Concordia University, an MA in Sociology from the University of Waterloo, a B.Ed. in adult education from Brock University, and an MLIS from the University of Western Ontario. He is starting his fifth year at the University at Buffalo, SUNY, where he is pursuing his Ph.D. in Curriculum, Instruction, and the Science of Learning. He has been working in libraries for 30 years and obtained his MLIS 20 years ago. He is originally from Montreal, Canada and moved to New York City in 2008.

If you have any questions about this workshop, please contact us at elsmarketing@ala.org.

At Your Service

Accommodations are offered based on user needs. For transcription or other accessibility requests, please contact us at elsmarketing@ala.org.

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