Overview

The library is a universal resource where knowledge and information meet. To advertise this resource and advance equal access in positive ways, libraries must develop strategies, campaigns, and messages that show they care about the lives of their diverse communities.   Empathy by Design: Empathy-Driven Marketing for Libraries offers step-by-step strategies for understanding why people visit the library and tailoring your marketing with personalization that resonates with users on a deeper level. It provides real-world solutions for understanding your target audience through empathy and demonstrates how to gather and use data to develop messages and programming that fosters meaningful connections and engagement. You’ll find ideas for understanding the customer journey, creating an empathic library brand, and creating empathy-driven marketing strategies, campaigns, content, and tactics.   Today’s library marketers should both understand the effectiveness of using empathy in marketing and use it as a radical tool for advancing our profession’s values of diversity, equity, inclusion, and access. The strategies outlined in Empathy by Design can give you the tools you need to make your marketing--and your library--more targeted and empathic.  

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Sabine Jean Dantus, an outreach and reference librarian at Florida International University Libraries in Miami, Florida, takes immense pride in her Haitian-American heritage. Dantus has a B.S. in communication from Florida International University. She also has an M.S. in mass media and journalism and a M.S. in library science from Pennsylvania Western University Clarion. Her expertise and interest lie in empathy-based marketing, outreach, user experience, instruction, and library communication. Sabine is completing her doctoral degree in instructional technology and distance education. She is researching enhancing communication between librarians and first-generation college students in online, hybrid, and in-person learning settings. Sabine shares her thoughts on empathy, marketing, outreach, books, instruction, librarianship, and her doctoral journey on empathiclibrarian.com.

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