Overview

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.

Full Product Details

Author:   Carol Ottolenghi
Publisher:   Rowman & Littlefield
Imprint:   Rowman & Littlefield
Volume:   51
Dimensions:   Width: 21.50cm , Height: 1.20cm , Length: 27.90cm
Weight:   0.544kg
ISBN:  

9781538108482

ISBN 10:   1538108488
Pages:   188
Publication Date:   15 October 2018
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

List of Snapshots Preface 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 Index About the Author

Reviews

Ottolenghi's book comprises eleven chapters with 29 marketing snapshots that provide an innovative approach to marketing your library. She discusses the Intentional Marketing Framework, a set of principles that help you create a unified marketing message. The book's themes are: `everything is marketing' and `positioning is the key to success.' -- Mark Aaron Polger, Academic Librarian and Library Marketer, City University of New York (CUNY)

Author Information

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.

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