471 participants; so why is there such a disconnect between what we see as important, and what we see ourselves actually doing?
First, it is imperative that management define to staff what they mean by the term “Marketing” within their individual institution. Continued avoidance of the term “marketing” cannot continue in academic libraries simply because it causes confusion, misunderstanding, and distrust. If library staff see the need for marketing then it should be a simple task to define clearly what each institution means by the term.Current staff cannot unconditionally be expected to possess the tools to operate marketing strategy effectively if they do not know what marketing strategy means in the context of their organization or if marketing strategy has not been included or defined in their education or training.
Thanks to the internet, people now have tools to help them share their thoughts not only with friends and relatives, but also with people all over the world. More people get their news from Twitter than CNN these days. Think about it, would you rather buy a tent because Wal-Mart tells you it’s a good tent, or because I have used it camping in the mountains and I tell you it’s a good tent? Word of Mouth is the cheapest and most effective form of marketing.
Positive relationship between openness to change, extroversion, and attitudes toward marketing. Managers are under the same influences, therefore the model applies to all sectors of library staff—upstairs and downstairs!
The most important thing you can do is communicate. This seems like such a given, a real duh moment, but it cannot be stressed enough. Communicate - share example of Creative Writing workshop (kills 2 birds with 1 program). Collaborate – within the organization and beyond. Share example of partnership with RSS for Books Under Big Top, Joan’s wellness plan, using staff talents like Rob’s guitar-playing skills. Clean up – share example of PR lists; some folks need things weeks in advance, others week of; refine PR workflow to be more efficient and deliberate with marketing. Create – share example of staff blogs to keep everyone in the loop; potty PR; be creative with graphics
Take a poll to see how many folks use MS Outlook at work
So my first steps are to gather information, add it to the calendar, and create a flyer. One key component to effective marketing is good design.From the Non-Designer’s Design Book intro, “Many years ago I received a tree identification book for Christmas. Before I went outside, I read through part of the book and discovered the Joshua tree. I looked at the picture and said to myself, “Oh, we don’t’ have that kind of tree in Northern California”. So I took my book and went outside. 4 out of 6 houses in the immediate neighborhood had Joshua Trees in the front yard. I had lived in that house for 13 years and never seen a Joshua tree. Once I was conscious of the tree—once I could name it—I saw it everywhere. What’s the point? Once you can name something, you’re conscious of it. You have power over it. You own it. You’re in control.”
Contrast on a page draws our eyes to it. It creates an interest, and helps to organize information. You can use fonts, colors, and backgrounds to create contrast, but try to avoid having two many of each.
I really like to use images as my backdrop. If you do this, make sure that the image has enough space with enough contrast for your text to stand out.
The basic purpose of repetition is to unify and add visual interest. One thing we try to repeat is fonts and font sizes. These programs were part of a week-long event for MSW. We tried to use the same fonts, font sizes, and repeat our contact information at the bottom of each flyer.
Every element should have some visual connection with another element on the pageThe basic purpose of alignment is to unify and organize the pageTry to avoid centered alignment, unless you’re going to do something to make it stand out (like adding an autoshape behind it)
The basic purpose of proximity is to organize. Grouping related elements together into closer proximity creates organization.
Don’t be afraid to shop around for ideas. I use istockphoto to get inspiration, then if the image is prohibitively expensive, I might use the idea to create my own.
Also notice my naming conventions… I name all flyers with the date of the program + brief description. This makes it very easy for me to find the documents, and to create links to them without even having to look them up on our network drive.
Talk about embedding files vs. linking to a shared drive
Talk about embedding files vs. linking to a shared drive
This is my basic format for our bathroom newsletter, “Straight From the Tap”. We have acrylic sign holders mounted on the mirrors above the sinks in all of the women’s bathrooms, and above the urinal in the men’s rooms. The “Save the Date” is a half-sheet of standard computer paper and is distributed weekly to all service desks
Notice how the format, fonts, and colors are consistent (repetition); there is special branding on the smaller version that customers can take home and put on the fridge
Each of these tabs link to a different blog. Using blogs instead of static web pages allows for newest information to rise to the top of the page. A separate blog was created for each department. You can also use blogs for external marketing, especially if you have a lot of restrictions from the “man” (it’s very difficult for us to make updates to our webpage).
The reference staff blog features a resource of the week and other tips. Tags are used to make searching easier, or there’s also a “Search this blog” box in the top right. Staff can also sign up to be e-mailed when there is a new post on the blog.
The circulation staff blog maintained by the circulation staff. Each staff member posts their initials in the comment field to show that they have read the posting.
The children’s staff blog is where we post upcoming programs and events happening for kids. The Live Action Games graphic is a flyer I created, saved as a JPG, and uploaded to the blog. No need to create a new graphic if the flyer can kill two birds! You can also schedule posts in advance, which was a huge help during summer reading when we had tons of programs lined up!
Good old fashioned flyers in the window of local businesses (ex. Carolina Lily helped promote gardening workshop); Facebook for social media presence; Visitor’s bureau’s cooperative marketing program EXCELLENT opportunity to partner and get visibility
Reaching Our Patrons and Staff
One Step at a Time
A recent survey sponsored by
NoveList reveals that 77% of
participants agreed that library
marketing increases overall
community awareness of the
library, yet only 32% rated their
marketing as effective.
“Our mission, if we choose to accept it, is to
reach out to our customers to help us promote
libraries to existing and potential customers
and to develop advocacy networks to ensure
- Bite-Sized Marketing
• Define what is meant by “Marketing” within your library
• Be familiar with different types
• Develop a marketing strategy
and set realistic goals
• Empower staff by focusing on
strengths and providing
training for weaknesses
Word of Mouth Marketing
Based on the concept that 10% of the
population influences the behavior of
the other 90%.
Create a product that’ll get people excited
Get the info into the hands of influencers
Give influencers tools to share
Benefits of Marketing
• Shows customers what libraries have to offer
• Helps libraries to remain relevant in changing world
• Allows libraries to reach diverse audiences
• Helps project a positive and professional image
• Demonstrates value to customers
• Gains organizational support
• Enhances visibility
• Shapes perception of users
• Engenders accountability
Barriers to Marketing
Weak support from administration
Lack of marketing knowledge
THE WHOLE STAIRWELL
Lack of strategic planning and
Meldrum’s Marketing Model in Libraries
Positive relationship between openness to change and
extroversion affect staff attitudes toward marketing.
1. Gather key information about an event
2. Add event immediately to Outlook Calendar
3. Create flyer and save as PDF & JPG on network
4. Write a press release and save on network
5. Insert links to flyer and press release location on network
6. “Invite Attendees” and share invitation with “PR Team”
7. Take it to the potty & beyond
8. Remove flyers immediately after event
Graphic Design Four Basic Principles
Avoid using red or
blue text on a black
Keep fonts and sizes
consistent for branding
Graphic Design: Alignment
Strong invisible lines add
strength to the layout.
Group related elements
together for clarity.
Inspiration & Creativity
Save a copy in My Documents
or somewhere only you have
access and one copy on a
network drive (if applicable).
Save as PDF for printing and
as JPG for social media. The
JPG also streamlines making
Stay organized with reminders
Share with others
Link directly to files on network
Accept will add the event to his/her Outlook Calendar
Find the event info
again by clicking on
calendar, choosing the
month, and clicking to
Links will take you directly to file location if
accessing the network drive within the library
Posters/Flyers at local businesses
Brewerton, A. (2008). Marketing marketing to
librarians. SCONUL Focus, 44, 39-41.
Dowd, N., Evangeliste, M., & Silberman, J. (2010).
Bite-sized marketing: Realistic solutions for the
overworked librarian. Chicago: American Library
Kohli, A. K. & Jaworski, B.J.. (1990). Marketing
orientation: The construct, research
propositions, and managerial implications.
Journal of Marketing, 54.1, 1–18.
Meldrum, M. (1996). Critical issues in implementing
marketing. Journal of Marketing Practice, 2.3,
Seddon, T. & Waterhouse, J. (2009). Graphic design
for non-designers. San Francisco: Chronicle
Williams, R. (2008). The non-designer’s design book:
Design and typographic principles for the visual
novice, 3rd ed. Berkeley: Peachpit Press.
Sharing is Caring
Rowan Public Library