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Marketing Tools For


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Presentation at the Northeastern Maine Library District Fall Conference 2007

Published in: Business, Education
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Marketing Tools For

  1. 1. Marketing Tools & Tips for Your Library American Library Association’s READ Poster Social Utility Software & Email Campaigns Sonja Plummer-Morgan, Library Director
  2. 2. “ Marketing lets the community know what we do. [It is] an essential part of fundraising and [means to] inform local, state, and national budget decision-makers.” ~Ohio Library Council
  3. 3. Traditional Marketing Tools <ul><li>Word of Mouth </li></ul><ul><li>Local newspapers </li></ul><ul><li>Local cable access channels </li></ul><ul><li>Newsletters </li></ul><ul><li>Website </li></ul><ul><li>Local Television Stations </li></ul>
  4. 4. The Beginning <ul><li>Review your mission </li></ul><ul><li>Ask who users are and what they want </li></ul><ul><li>Consider non-users and how to reach them </li></ul><ul><li>Create a marketing plan </li></ul><ul><li>Evaluate </li></ul>
  5. 5. Three Useful Tools... <ul><li>ALA’s READ Posters </li></ul><ul><li>Social Software like... </li></ul><ul><li>Email Campaign Constant Contact </li></ul>
  6. 6. READ Posters <ul><li>Participatory Marketing </li></ul><ul><li>Gets library into area businesses, offices, and organizations </li></ul><ul><li>Puts users more in control </li></ul><ul><li>Gets librarians out of the library </li></ul>
  7. 7. Purpose <ul><li>To target and to reach “non-users” </li></ul><ul><li>Networking </li></ul><ul><li>Advocacy for profession, own library & Maine libraries </li></ul><ul><li>Recognize community members </li></ul><ul><li>Increase Visibility </li></ul>
  8. 8. American Library Association’s READ Posters <ul><li>What You Need to Begin </li></ul><ul><li>Purchase Software from ALA </li></ul><ul><li>Need to know how to use Photoshop. </li></ul><ul><li>Good digital camera </li></ul>
  9. 9. ALA Backdrops and READ Fonts
  10. 10. Customized Backgrounds
  11. 11. Cautionary Tales <ul><li>Read computer specs required for running software carefully before purchasing </li></ul><ul><li>Time spent designing and printing posters can be significant </li></ul><ul><li>Hidden costs (toner, printing, designing layout) </li></ul><ul><li>Copyright (not permitted to sell) </li></ul>
  12. 12. Social Utility Software AKA Web 2.0 <ul><li> </li></ul><ul><li> </li></ul>
  13. 13. MySpace Profile <ul><li>Not just for teens </li></ul><ul><li>Targets non-users </li></ul><ul><li>IT’S FREE </li></ul>
  14. 14. Who Uses MySpace? <ul><li>Teens and preteens </li></ul><ul><li>Grown-ups </li></ul><ul><li>Non-profits (American Library Association) </li></ul><ul><li>Churches (Brick Church in Bangor) </li></ul><ul><li>Universities (Too numerous to list) </li></ul><ul><li>Libraries (Five in Maine) </li></ul><ul><li>Businesses </li></ul><ul><li>Political figures </li></ul><ul><li>Towns and cities </li></ul><ul><li>Authors </li></ul>
  15. 15. American Library Association YALSA Patrick Jones Falmouth Big Rock Ski Area Warren Memorial Library Henry D. Moore Library Patten Free Library Libby Memorial Library's YA Space Young Adult Zone @ Rockford Public Library Warwick Public Library Aroostook County Teen Vogue Columbus Public Library evolver - Denver Public Library Teens BOOKS Ski Maine Association WUPI LibrarianPlanet val Arootsakoostik Music Festival Cherryfield Public Library Easton Fire Department Windsor Public Library Teen Zone Historical Society of Cecil County Davinci Institute CoolLibrarians Skiing Magazine Nonprofit Organizations The Ohio State University (OSU) Baxter Memorial Library SNOWBOARD Magazine UMFK Student Activities
  16. 16. Challenges & the Good News <ul><li>Communities and individuals fear social networking. </li></ul><ul><li>How do we collect statistics on this usage? </li></ul><ul><li>Time to manage sites significant at times. </li></ul><ul><li>You can invest as little money and time as you feel you can and your library still benefits. </li></ul>
  17. 17. Constant Contact Email Campaign <ul><li>Create online newsletters </li></ul><ul><li>Inexpensive subscription rates based on the number of contacts ($99.00 per year for 500 email addresses). </li></ul><ul><li>Send emails with graphics and backgrounds for events. </li></ul><ul><li> </li></ul>
  18. 18. Other Marketing/Promotion Activities to Consider: <ul><li>Job fairs at local community colleges & universities </li></ul><ul><li>Health, community, and fun fairs, etc. </li></ul><ul><li>Booth/Annex at the malls or in stores </li></ul><ul><li>Parades – have a library float </li></ul>
  19. 19. More Information <ul><li>Webjunction “Marketing.” </li></ul><ul><li>Chudnov, D. (September 2007). Social Software: You Are an Access Point. Computers In Libraries, p. 41-43. </li></ul><ul><li>American Library Association Online Store </li></ul><ul><li>Presque Isle Library MySpace Profile: </li></ul><ul><li>American Library Association Collection of READ Posters </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  20. 20. <ul><li>Sonja Plummer-Morgan, Library Director </li></ul><ul><li>Mark & Emily Turner Memorial Library </li></ul><ul><li>39 Second Street </li></ul><ul><li>Presque Isle, Maine 04769 </li></ul><ul><li>(207) 764-2571 </li></ul><ul><li>[email_address] </li></ul><ul><li>Slides are available on our Website, by USB, or email me and I’ll send you a copy. </li></ul>