Suddenly I'm marketing the library!


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Prepared for SLA's First Five Years webinar series, this presentation covers why marketing is important, tips to do it successfully, real life examples and further resources.

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Suddenly I'm marketing the library!

  1. 1. Suddenly... I'm Marketing the Library! SLA First Five Years Council February 20, 2014
  2. 2. Ingrid Redman Web Manager
  3. 3. Overview • Introduction  Why bother?  What do we mean by marketing? • Top Ten Tips for Marketing Success • Library Marketing in Action • Marketing Resources
  4. 4. Importance of Marketing How do we transform people’s perceptions ?
  5. 5. Importance of Marketing Library no longer information gatekeeper Source:
  6. 6. What do we mean by marketing?
  7. 7. What do we mean by marketing? Strategic process in which you communicate with your audience about who you are, what you do, and what’s it worth to them. (adapted from Ned Potter) Simply put: Communicating Value
  8. 8. What do we mean by marketing? The Marketing Cycle From the Library Marketing Toolkit by Ned Potter
  9. 9. Top Ten Tips for Marketing Success
  10. 10. 1) Know Your Audience • What do they want? Need? • Ask. Don’t assume. • Segment audience.
  11. 11. 2) Emphasize Benefits, not Features Features Benefits • Workshops • Databases • Course reserves • Better grades • Save time • Convenience
  12. 12. 3) Market one idea at a time Avoid Jargon: Library Terms that Users Understand
  13. 13. 4) Harness the Power of Word of Mouth • Identify “Influencers” • Keep message short & shareable • Give them tools to spread the word
  14. 14. 5) Use Social Media Wisely • You don’t have to use them all! • It’s a conversation, not a broadcast • Be human
  15. 15. 5) Use Social Media Wisely… • • • • Use photos, follow trends Highlight local features/unique collections Include a call to action Monitor mentions
  16. 16. 6) Use Multiple Channels, Multiple Times Even when using all channels, most people when only see your message once or twice.
  17. 17. 7) Pay Attention to Design Get Inspired:
  18. 18. 8) Be Consistent • Every sign is a reflection of your brand • Choose 2 fonts (serif and sans serif) • Choose 2-3 colors • Create a style guide
  19. 19. 8) Be Consistent… Create a publications wall
  20. 20. 9) Make it Personal
  21. 21. 10) Rally up a team Everyone is responsible for marketing • • • • Keep staff updated Ask for feedback Collaborate with other departments Build on staff strengths
  22. 22. Library Marketing in Action
  23. 23. Custom Fortune Cookies “Put not all your faith in Google” Sewanee Library, University of the South U. Of Wisconsin Quick and Dirty Library Promotions That Really Work, Journal of Library Innovation Vol 1 Issue 2, 2010
  24. 24. Postcards during Finals Cofrin Library, University of Wisconsin-Green Bay
  25. 25. Library Snapshot Day Collect stories and statistics to show library’s value University Libraries, University of North Carolina at Chapel Hill ALA Snapshot Day Primer:
  26. 26. Library Snapshot Day…
  27. 27. SUCCESs Model by Chip and Dan Heath
  28. 28. Marketing Resources
  29. 29. Websites & Blogs • Library Marketing Toolkit by Ned Potter, academic librarian, University of York (UK) • The “M” Word by Kathy Dempsey, Consultant, Founder Libraries Are Essential and Nancy Dowd, Project Lead LibraryAware at NoveList • Market Matters for Librarians by Alison Wallbutton, Health Librarian, Massey University (New Zealand) • Marketing the Library by Ohio Library Council • The Bubble Room by Alison Circle, Chief Customer Experience Officer, Columbus Metropolitan Library
  30. 30. Professional Organizations • Public Relations and Marketing Section of Library Leadership and Management Association (LLAMA) (a division of ALA) • Management and Marketing Section of International Federation of Library Associations (International Marketing Award) • Publicity and Public Relations Group of Charted Institute of Library and Informational Professionals (UK’s ALA) • American Marketing Association
  31. 31. Books Marketing for Libraries: • The Accidental Library Marketer Kathy Dempsey 2009 • Marketing Today's Academic Library: A Bold New Approach to Communicating with Students Brian Mathews 2009 • Bite-Sized Marketing: Realistic Solutions for the Overworked Librarian Nancy Dowd, Mary Evangeliste, and Jonathan Silberman 2010 • The Library Marketing Toolkit Ned Potter 2012 • Marketing Your Library: Tips and Tools That Work Carol Smallwood, Vera Gubnitskaia, Kerol Harrod 2012 • Breakthrough Branding: Positioning Your Library to Survive and Thrive Suzanne Walters and Kent Jackson 2013 • The Librarian's Nitty-Gritty Guide to Social Media Laura Solomon 2013 • Marketing Your Library’s Electronic Resources: A How-To-Do-It Manual for Librarians Marie R. Kennedy and Cheryl LaGuardia 2013 • Marketing Concepts for Libraries and Information Services, Third Edition Eileen Elliott de Sáez 2014
  32. 32. Books Marketing in General: • Made to Stick Chip Heath and Dan Heath 2007 • The Non-designer’s Design Book: Design and Typographic Principles for the Novice Robin Williams 2008 • All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All Seth Godin 2012 • How To Get People To Do Stuff Dr. Susan Weinschenk 2013
  33. 33. Image Sources Stock Photos • • • • • stock.xchng Google advanced image search ("labeled for reuse”) ($) ImageCodr Look up any Flickr photo and see exactly what the usage rights are
  34. 34. Online tools • Photo Editing • GIMP opensource alternative to Photoshop • easy web based editing • Dynamic Slideshows: • Prezi zooming presentation tool • Animoto turn photos, music and video clips into video •,, • Photo Collages: • & • Generators: • Memes & • Typography Flickr Words & • Custom images • Issuu turns pdfs into attractive online publications
  35. 35. Additional Resources Marketing Library Services Newsletter published by Information Today ($) ROI Calculator ALA Research & Statistics Free Materials from Vendors Where to Find Library Marketing Info slideshare by Kathy Dempsey
  36. 36. Thank you for watching! Follow up with me at: Image made with