Overview

You know you need to get the word out. But where do you start? How do you keep track of everything? Don’t work harder—work smarter. The key is to stay organized and focused through solid project management skills, and at the heart of it all lies an efficient workflow. Goodman’s invaluable resource is here to smooth the way with 72 time-saving guides that will streamline your processes. Addressing myriad marketing, publicity, and promotion activities, this book is packed with tried and true best practices and useful tips on such topics as: efficiently reviewing and tracking task requests from colleagues around your organization; keeping people informed through project management tools and formal reporting; developing and sustaining a network of media contacts in the community who will publicize your events; crafting a consistent brand identity across the organization through language, logo, and colors; creating and maintaining a public calendar for content; designing mobile-friendly email messages and web pages; segmenting email campaigns for maximum impact and engagement; collecting user information while respecting privacy; employing simple surveys for quick and useful feedback; and handling complaints with grace. With the help of Goodman’s step-by-step advice, you’ll be able to establish and maintain marketing communication strategies and workflows no matter your organization’s size.

Full Product Details

Author:   Amanda Goodman
Publisher:   Facet Publishing
Imprint:   Facet Publishing
ISBN:  

9781783304707

ISBN 10:   1783304707
Pages:   210
Publication Date:   16 January 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

PrefaceAcknowledgmentsIntroduction Chapter 1 Getting Started What Is Marketing? A Word on Titles Where Do You Fit in the Organizational Structure? Document Everything The Buck Stops Here Welcome to the Guides Chapter 2 Learn About Your Organization 1. Getting Staff Buy-In 2. Outline Your Job Scope 3. Know Your Branding Chapter 3 Get Notified of Marketing Requests 4. Make an Inventory of Marketing Offerings 5. How to Gather Marketing Requests 6. E-Mail System Setup 7. Ingest Form Setup Chapter 4 Set Up Project Management 8. Time Management 9. Understand Your Needs 10. Desired Capabilities 11. Analog vs. Digital 12. Comparison of Project Management Tools 13. Personal Knowledge Base 14. Internal Tracking System 15. Publicity Plans 16. Marketing Strategy 17. Example of a Complete Marketing Workflow Chapter 5 Content Creation 18. File Management 19. Content 20. Copyright 21. Design 22. Mobile-Friendly Content 23. Diversity 24. Images 25. Video 26. Print Materials 27. E-Mail Newsletters 28. CAN-SPAM Act 29. Web Forms 30. Calendars to Develop 31. Photography Policies Chapter 6 Staff Training and Interactions 32. Build a Network of Support 33. Educational Resources 34. Keep Staff Involved 35. Staff Training Now and in the Future 36. Managing Assistants Chapter 7 Who Are Your Users? 37. Target Audiences 38. Respecting Privacy 39. Confirmation Methods 40. How to Collect User Information 41. Simple Surveys 42. Program Attendance vs. Door Counts 43. Staff-Sourced User Groups 44. Census 45. Mapping 46. Social Media Insights 47. Other Ways to Learn about Users Chapter 8 Tracking and Reports 48. Questions to Ask 49. What to Track When 50. Daily Tracking and Reports 51. Weekly Tracking and Reports 52. Monthly Tracking and Reports 53. Quarterly Tracking and Reports 54. Annual Tracking and Reports 55. Single Campaigns 56. Shortened URLs 57. A/B Testing 58. Marketing Report for Staff Chapter 9 Outside Contacts 59. Document Your Public Relations Contacts 60. Set Up Meetings 61. Find New Contacts 62. Press Releases 63. Other Press Releases to Send 64. One-Off Press Releases 65. Networking Chapter 10 Bonus Insights 66. Google My Business 67. Handling Complaints 68. How to Apologize 69. Ordering Items 70. Update Content 71. Social Media Tips 72. Two-Factor Authentication

Reviews

This is an excellent and well-designed guidebook for busy librarians. Although written by a public librarian, it will be of tremendous use to any librarian involved with marketing. - Booklist * Booklist *

Author Information

Amanda L. Goodman is the publicity manager at Darien Library, a public library in Connecticut. Prior to this role, she was the user experience librarian there. Goodman's author credits include The Comparative Guide to WordPress in Libraries: A LITA Guide (2014) and the Library Technology Report “Digital Media Labs in Libraries,” and she has written for UX Magazine, Library Journal, and Public Libraries Magazine. Her projects include cofounding LibUX, creating a worldwide map of 3D printers in libraries, and teaching classes on WordPress, UX, and digital signage. She is serving as a LITA Board director-at-large for 2017−2020.

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