Marketing your library's electronic resources : a how-to-do-it manual for librarians /
Marie R. Kennedy and Cheryl LaGuardia.
- Chicago : Neal-Schuman, an imprint of the American Library Association, (c)2013.
- xxi, 177 pages : illustrations ; 28 cm.
- How-to-do-it manual for librarians .
Includes bibliographies and index.
PART 1. -- How to design your marketing plan : PART 2. -- Sample marketing plan reports : Appendix 1. Milner Library logo -- Appendix 2. Activity planning feedback -- Appendix 3. Speaker assessment form -- Appendix 4. Target audience/specific media -- Appendix 5. Media contacts -- Appendix 6. Marketing timeline for standing annual activities -- Appendix 7. Public relation/marketing request -- Appendix 8. Flier posting information ; Mailbox stuffing information -- Appendix 9. Table tent guidelines for campus dining halls. Determine the purpose of your marketing plan : -- What you can discover about your e-resources right now ; -- Speak with one message ; -- Everybody does the marketing ; -- Be mindful of competing interests ; -- Marketing makes your patrons smarter ; -- Gather the troops -- Fashion your marketing plan : Components of a marketing place -- Implement your marketing plan : Make your plan a reality ; -- Marketing your electronic resources can change your library -- Constructing your written marketing plan report : Write for your audience ; -- Address the components in your report ; -- Wrap it up -- Assess your marketing plan : First, take a good, long, hard look at your library website ; -- Then, take a good, long, hard look at your electronic resources ; -- Now, ask yourself assessment questions ; -- A rubric may help ; -- Marketing takes money, and assessing the marketing takes money ; -- Market your electronic resources ethically -- Revise and update your marketing plan ("lather, rinse, and repeat") : Give yourself time to think ; -- Revise your plan ; -- Communicate your successes or failures in marketing Example 1. Marketing plan from an all-electronic library : -- -Statewide marketing and communications plan, NOVELny: -- -New York Online Virtual Electronic Library -- Example 2. Marketing plan from a public library, sample 1 : -- -Winnetka-Northfield Public Library District, "Building a buzz" -- Example 3. Marketing plan from a public library, sample 2 : -- -Worthington Libraries 2012 communication and development plan -- Example 4. Marketing plan from a university library : -- -Milner Library, Illinois State University 2012-2014 marketing plan --
It's often difficult to juggle promoting a library's electronic resources effectively at the same time as building basic visibility within the community it serves. Useful for librarians at any type of institution, this How-To-Do-It Manual guides readers through every step of developing, implementing, and evaluating plans to market e-resources in an approachable and user-friendly way. Kennedy and LaGuardia show how front line librarians can improve awareness of under-utilized resources and increase demand for more of the same, thereby encouraging increased funding.
9781555708894
2012028267
Electronic information resources--Marketing. Libraries--Marketing. Libraries--Special collections--Electronic information resources. Libraries--Marketing--United States--Case studies. Libraries. Marketing.