Intentional Marketing: A Practical Guide for Librarians

Intentional Marketing: A Practical Guide for Librarians

by Carol Ottolenghi


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User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing.

This book includes:
·Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive
·Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom
·Ways to identify everyone who affects funding, and how to turn them into stakeholders
·Ways to increase staff and stakeholder buy-in
·Examples of successful marketing efforts at other libraries
·Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use
·Model feedback and assessment forms

This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness.

Product Details

ISBN-13: 9781538108482
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 10/15/2018
Series: Practical Guides for Librarians Series , #51
Pages: 188
Product dimensions: 8.45(w) x 10.99(h) x 0.48(d)

About the Author

Carol Ottolenghi is Director of Library Services for the Office of the Ohio Attorney General. Previously, she served as the public relations/marketing director of two different public library systems. She also ran the Ohio Humanities Council/American Library Association’s Let’s Talk About It series in which she shepherded 25 different under-funded libraries each year through every aspect of hosting and publicizing eight to twelve weeks of programming.

Table of Contents

List of Snapshots
Chapter One: Intentional Marketing & Your Library
Chapter Two: Cultivating Your Library's #1 Stakeholder Group and Marketing Force
Chapter Three: Adopt and Adapt: Marketing Ideas Come from Everywhere
Chapter Four: Artifacts Are Not Just for Archeologists
Chapter Five: Branding, Social Media & Communications Best Practices
Chapter Six: Content Is King! (And Not Just in Social Media)
Chapter Seven: Digitizing with Intent
Chapter Eight: Using Displays and Exhibits to Strut Your (Library's) Stuff
Chapter Nine: Outreach Is Just Getting into Their Space
Chapter Ten: Programming to Market
Chapter Eleven: Spreading the Word Intentionally: Word-of-Mouth-Marketing (WOMM)
Appendix A: What Exactly Are You Marketing? Defining Your Library
Appendix B: Who Is "Buying" Your Library? Defining Your Stakeholders
Appendix C: Strategic Plans
Appendix D: Marketing Plans and the Intentional Marketing Initiative Shortcut
Appendix E: Sample Exhibit and Display Policy
About the Author

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