The Library Marketing Toolkit

ISBN-13: 9781856048064 / Angielski / Miękka / 2012 / 240 str.

Ned Potter

Opis

A guide that offers coverage of various elements of library marketing and branding for different sectors including archives and academic, public and special libraries. It is suitable for those who are involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management.

Spis treści

Introduction

• About marketing
• About this book

1. Seven key concepts for marketing libraries

• The seven concepts
• Anchoring these ideas in marketing theory

2. Strategic marketing

• The marketing cycle
• 1: Decide on your goals
• 2: Market research
• 3: Segmentation
• 4: Set objectives
• 5: Promotional activities
• 6: Measurement
• 7: Evaluation
• 8: Modification
• Developing a marketing plan

3. The library brand

• Quick definitions
• What is library branding?
• Visual identity
• Merchandise
• Slogans
• Branding and marketing a converged library and IT service

4. Marketing and the library building

• Library design
• Signs and displays
• Marketing the library as space

5. An introduction to online marketing

• The library website
• Search Engine Optimization (SEO)
• Mobile websites
• E-mail

6. Marketing with social media

• Do your patrons use social media?
• General principles of marketing with social media
• Twitter
• Facebook
• Blogs and blogging
• Tumblr
• Google+
• LinkedIIn
• Conclusion

7. Marketing with new technologies

• Quick definitions
• Video marketing
• Image sharing
• QR Codes
• Geolocational apps
• Web 20 catalogues and live chat
• Podcasts
• Wikis
• Slide sharing
• Viral marketing
• Technology and teenagers

8. Marketing and people

• Collaborating with people
• Reaching people

9. Internal marketing

• The importance of internal marketing
• Marketing to internal stakeholders
• Marketing with internal stakeholders: co-operative promotion

10. Library advocacy as marketing

• National campaigns and local marketing
• Promoting your library in response to criticism of libraries in general
• Advocacy, promotion and positive messages
• The library media narrative
• Trojan horse advocacy

11. Marketing special collections and archives

• Introduction
• Access, access, access: marketing digital collections
• Genealogy
• Tailoring your marketing to fit the cultural landscape
• Mounting and promoting a more traditional exhibition
• Learning from museums
• Crowdsourcing
• Marketing audiovisual materials
• A final word on marketing libraries