From the Public Library Association Conference 2018 10 low-cost, high-impact tips to help libraries stand out in their communities. From ThirdWay Brand Trainers: https://brandtrainers.com

1. Guerilla
Branding:
10 Tips

2. 2
What is Guerilla Branding?

3. 3

4. 4

5. 5
Innovative, unconventional, and low-cost publicity,
marketing & social media tactics aimed at obtaining
maximum exposure for your library.
guer· ril· la out· reach
noun
noun: guerilla outreach

6. 6
Three Phases for Guerilla Outreach
OUTSID
E
INSIDE ONLINEOUTSIDE

7. 7
INSIDE THE LIBRARY
OUTSI
DEINSIDE ONLINEOUTSIDE

8. 8
INSIDE GOALS
1. Make sure your library is READY for VISIBILITY
1. Optimize Your Space
1. Choose your priorities
1. Align and Activate Your Supporters

9. 9
DEFINE THE “WHY” FOR EVERY SPACE
TIP
#1

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Defining the WHY
1. Why do I need this space?
2. Who uses this space and when?
3. What problem do patrons solve here?
4. Does this space help or hinder patrons?

11. RECOMMENDATION
9. This pathway is ideal for display but the
shelves here are too high (adding to a sense of
claustrophobia) and too densely packed for
browsing. Consider half-height displays with
face-out items.
10. This is a great display in the wrong place.
Here it obstructs the pathway (as does the cart
behind it) and makes it less comfortable to
turn towards the children’s room.
.
9
10
BEST PRACTICE
These displays create an ideal browsing
environment

12. LAYOUT OVERVIEW
DARK GREEN
A condensed, curated and more browsing-friendly version of the current A/V collection should be
moved to this room. This can be done before renovations
LIGHT GREEN
This area would become the middle school reading/study area. Tables surrounded by half-height
stacks with topper displays, good signage and possibly some computers.
LIGHT ORANGE
The story room can be kept for its existing use, but there’s an opportunity to display the books better
here. During renovation, it would be ideal to change the lighting and move to more child-focused wall
shelving fixtures.

13. SHORT TERM RECOMMENDATIONS
The two biggest short-term opportunities for the library are adding signage and
de-cluttering.
Signage - This is a very difficult library to navigate, even more so because of its
beautiful historic structure. After some thoughtful reorganization, the library would
benefit from clear, consistent and readable signs. We found signs in many different
sizes and conditions, few of them readable from distance and some easy to miss
altogether. In addition, there was no map of the library easily visible near the entrance.
De-Cluttering – For understandable reasons, the library is far too cluttered. This
creates the sensation of a rabbit warren, and creates obvious problems for staff.
Beyond this, though, it makes browsing and discovering books and other collection
items arduous. Less would be more both in terms of patron usability and circulation.
Recommendation: We recommend some short-term reorganization and the addition
of signage. We also recommend a display test be conducted in a small but central area
on the main floor of the library.
In addition to these significant recommendations, we recommend weeding further and
removing or relocating some shelving units that are too close to one another or impede
movement. Opening up a couple of the smaller rooms on the main floor intended for
children may also have a positive effect on browsing and circulation.

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CREATE A PARENT - CHILD
SPACE
TIP
#2

15. 15
SURPRISE YOUR PATRONS
TIP
#3

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More (Realistic) Surprise Ideas
1. Copies of Bestsellers not available to HOLD
2. Unwrap a Surprise (Denver Children’s Library)
3. Food sampling (sponsored)
4. Coupons/Gift Cards, etc (sponsored)
5. Extra lends

17. 17
CREATE AN OUTREACH BOARD
TIP
#4

18. 18
CREATE AN OUTREACH BOARD
Not –
Money givers
Community Pillars
Senior Librarians
But Instead -
PR & Marketing professionals
Local Retail Business owners
Decorators or Designers

19. 19
YOUR OUTREACH BOARD CAN
• Suggest and Plan Events
• Create Tie-ins with Local Businesses
• Get you into festivals and town events
• Find program and event sponsors
• Help organize social media efforts

20. 20
OUTSIDE THE LIBRARY
OUTSI
DEINSIDE ONLINEOUTSIDE

21. 21
OUTSIDE GOALS
1. BUILD AWARENESS
1. EXTEND YOUR BRAND EXPERTISE
1. SHOW SOME PERSONALITY
1. DRAW PEOPLE IN

22. Self-Reliant
Straightforward
Reliable
Up to Date
Down to
Earth
Library Brand Personality

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INSTEAD OF WEEDING
TIP
#5

24. 24
TRY A POP-UP
TIP
#6

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29. 29
A POSTER CAMPAIGN
TIP
#7

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33. 33
SEEK SPONSORS
TIP
#8

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EVENT SPONSORSHIP IS ENORMOUS

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1. Understand Who is Coming and How Many
1. Think About What Can Be Sponsored (be specific)
1. Look at Who You Know (and use LinkedIn)
1. Measure Your Success
1. Get Endorsements
HOW TO FIND SPONSORS

36. 36
1. On-site signage
1. A logo on the Library Website (event page & library sponsors
page)
1. Mentions in event promotion
1. Mentions in your PR efforts (local media & social)
1. Free tickets to the event
1. Samples/booth/table
WHAT TO OFFER SPONSORS

37. 37
ONLINE
OUTSI
DEINSIDE ONLINEOUTSIDE

38. 38
DO LESS, BETTER WITH SOCIAL MEDIA
TIP
#9

39. What Platforms Matter?
45.40%
22.20%
4.80%
4.43%
1.65%
1.36%
1.34%
1.32%
1.28%
0.90%
Facebook
YouTube
Twi er
Reddit
Pinterest
Tumblr
LinkedIn
Instagram
Yahoo! Answers
Google+
Leading social media websites in the United States in October 2015,
based on share of visits
Source: Experian Marketing Charts
@ Statista 2015
39

40. Social Platform Strengths
Source: Constant Contact
Name Facebook LinkedIn Twitter Pinterest Instagram
Primary Audience All Business Young adults
Women, foodies,
crafters
Teens, Young
Adults, Asians
Good for what
Sharing text,
photos, videos, links
Sharing news,
product info,
testimonials
Sharing news, text
updates, links to
info
Pinning photos,
video, graphics
Sharing photos
Best for what?
Sharing engaging
content, reaching a
large audience
Thought
leadership
Sharing original
and curated
content
Sharing products,
how-to/tips, e-
books
Show, don’t tell
(events, displays,
exhibits, new
collections)
40

41. Facebook has the most Engagement
70%
59%
38%
27%
22%21%
17%
21%
28%
30%
9%
23%
40%
44%
46%
Breakdown of social network users in the United States by frequency of use
Daily Weekly Less o en
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42. Be the Book Expert …
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43. Promote Your Events…
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44. in Interesting Ways…
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45. … And then Follow-up
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46. Offer Something of Value…
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47. Be the Community Expert …
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48. Humanize Your Experts…
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Promote your posts
TIP
#10

50. Contact
David Vinjamuri
david@brandtrainers.com
Ph: (212) 543-3200
@dvinjamuri
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