SlideShare ist ein Scribd-Unternehmen logo
1 von 29
Downloaden Sie, um offline zu lesen
Reaching Our Patrons and Staff
One Step at a Time
The Facts
A recent survey sponsored by
NoveList reveals that 77% of

participants agreed that library
marketing increases overall
community awareness of the

library, yet only 32% rated their
marketing as effective.
The Mission
“Our mission, if we choose to accept it, is to
reach out to our customers to help us promote
libraries to existing and potential customers
and to develop advocacy networks to ensure
future funding.”
- Bite-Sized Marketing
The

Word

• Define what is meant by “Marketing” within your library
• Be familiar with different types
of marketing
• Develop a marketing strategy
and set realistic goals
• Empower staff by focusing on
strengths and providing

training for weaknesses
Word of Mouth Marketing
Based on the concept that 10% of the

population influences the behavior of
the other 90%.
Step 1
Create a product that’ll get people excited
Step 2
Get the info into the hands of influencers
Step 3

Give influencers tools to share
Benefits of Marketing
• Shows customers what libraries have to offer
• Helps libraries to remain relevant in changing world
• Allows libraries to reach diverse audiences

• Helps project a positive and professional image
• Demonstrates value to customers
• Gains organizational support

• Enhances visibility
• Shapes perception of users
• Engenders accountability
Barriers to Marketing
UPSTAIRS
Weak support from administration
DOWNSTAIRS
Lack of marketing knowledge

THE WHOLE STAIRWELL
Lack of strategic planning and
implementation
Meldrum’s Marketing Model in Libraries
Positive relationship between openness to change and
extroversion affect staff attitudes toward marketing.
Simple Solutions
• Communicate
• Collaborate
• Clean up

• Create
PR Workflow
1. Gather key information about an event
2. Add event immediately to Outlook Calendar
3. Create flyer and save as PDF & JPG on network
4. Write a press release and save on network
5. Insert links to flyer and press release location on network
6. “Invite Attendees” and share invitation with “PR Team”

7. Take it to the potty & beyond
8. Remove flyers immediately after event
Graphic Design Four Basic Principles
Contrast
Repetition
Alignment
Proximity
Contrast
Contrast

DESIGN TIP:
Avoid using red or
blue text on a black
background!
Repetition

DESIGN TIP:
Keep fonts and sizes
consistent for branding
Graphic Design: Alignment

DESIGN TIP:
Strong invisible lines add
strength to the layout.
Proximity

DESIGN TIP:
Group related elements
together for clarity.
Inspiration & Creativity

by edcorbo
istockphoto.com
File #20206785
File Management

Save a copy in My Documents
or somewhere only you have
access and one copy on a
network drive (if applicable).

Save as PDF for printing and
as JPG for social media. The
JPG also streamlines making
bookmarks/mini flyers.
Calendar Invitations

Stay organized with reminders
and color-coding

Share with others

Link directly to files on network
Calendar Invitations
Accept will add the event to his/her Outlook Calendar

Find the event info
again by clicking on
calendar, choosing the
month, and clicking to
open event.
Links will take you directly to file location if
accessing the network drive within the library
Internal Marketing
Internal Marketing
www.rplstaffnews.blogspot.com

Internal Marketing
www.rplreference.blogspot.com

Internal Marketing
www.rplreference.blogspot.com
www.rplcirculation.blogspot.com

Internal Marketing
www.rplreference.blogspot.com
www.rplcirculation.blogspot.com

Internal Marketing
External Marketing
Social Media

Press Releases

Posters/Flyers at local businesses

Local Partnerships

Participating in
Community Events
References

Brewerton, A. (2008). Marketing marketing to
librarians. SCONUL Focus, 44, 39-41.
Dowd, N., Evangeliste, M., & Silberman, J. (2010).
Bite-sized marketing: Realistic solutions for the
overworked librarian. Chicago: American Library
Association.
Kohli, A. K. & Jaworski, B.J.. (1990). Marketing
orientation: The construct, research
propositions, and managerial implications.
Journal of Marketing, 54.1, 1–18.

Meldrum, M. (1996). Critical issues in implementing
marketing. Journal of Marketing Practice, 2.3,
29–43.
Seddon, T. & Waterhouse, J. (2009). Graphic design
for non-designers. San Francisco: Chronicle
Books.
Williams, R. (2008). The non-designer’s design book:
Design and typographic principles for the visual
novice, 3rd ed. Berkeley: Peachpit Press.
Sharing is Caring

April Everett
Rowan Public Library
april.everett@rowancountync.gov
704.216.8229

Weitere ähnliche Inhalte

Was ist angesagt?

Content strategy: A primer
Content strategy: A primerContent strategy: A primer
Content strategy: A primerKatie Del Angel
 
2010 Trends in Digital Advertising (for Miami Ad School)
2010 Trends in Digital Advertising (for Miami Ad School)2010 Trends in Digital Advertising (for Miami Ad School)
2010 Trends in Digital Advertising (for Miami Ad School)Marci Ikeler
 
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to AskEverything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to AskIxDA Chicago
 
Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"
Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"
Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"iMedia Connection
 
Case Study : Business Communications Training Australia / New Zealand
Case Study : Business Communications Training Australia / New ZealandCase Study : Business Communications Training Australia / New Zealand
Case Study : Business Communications Training Australia / New ZealandKINSHIP digital
 
Social Media Strategy Framework and Tools for SMEs and NGOs
Social Media Strategy Framework and Tools for SMEs and NGOsSocial Media Strategy Framework and Tools for SMEs and NGOs
Social Media Strategy Framework and Tools for SMEs and NGOsRocel Ann Junio
 
Presentatie E-Shop Expo 2014: LinkedIn_BeWeb
Presentatie E-Shop Expo 2014: LinkedIn_BeWebPresentatie E-Shop Expo 2014: LinkedIn_BeWeb
Presentatie E-Shop Expo 2014: LinkedIn_BeWebwebwinkelvakdag
 
The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS PulseThe Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS PulseLEWIS Purestone
 
PESO primer for public relations: Paid, Earned, Shared and Owned
PESO primer for public relations: Paid, Earned, Shared and OwnedPESO primer for public relations: Paid, Earned, Shared and Owned
PESO primer for public relations: Paid, Earned, Shared and OwnedStephen Waddington
 
PESO primer for public relations: getting to grips with Paid, Earned, Shared ...
PESO primer for public relations: getting to grips with Paid, Earned, Shared ...PESO primer for public relations: getting to grips with Paid, Earned, Shared ...
PESO primer for public relations: getting to grips with Paid, Earned, Shared ...Stephen Waddington
 
The value of native lessons from research
The value of native lessons from researchThe value of native lessons from research
The value of native lessons from researchAV studio d.o.o.
 
Social Media Design and Branding by Oyin Oludipe
Social Media Design and Branding by Oyin OludipeSocial Media Design and Branding by Oyin Oludipe
Social Media Design and Branding by Oyin OludipeOyin Oludipe
 
What is Content Strategy?
What is Content Strategy?What is Content Strategy?
What is Content Strategy?Ahava Leibtag
 
The Digital Content Imperative
The Digital Content ImperativeThe Digital Content Imperative
The Digital Content ImperativeRich Schwerin
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Centerline Digital
 
How Integrated Are We?
How Integrated Are We?How Integrated Are We?
How Integrated Are We?Sam Lippman
 
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
 

Was ist angesagt? (20)

Social media ppt
Social media pptSocial media ppt
Social media ppt
 
Content strategy: A primer
Content strategy: A primerContent strategy: A primer
Content strategy: A primer
 
Content Changes Everything
Content Changes EverythingContent Changes Everything
Content Changes Everything
 
2010 Trends in Digital Advertising (for Miami Ad School)
2010 Trends in Digital Advertising (for Miami Ad School)2010 Trends in Digital Advertising (for Miami Ad School)
2010 Trends in Digital Advertising (for Miami Ad School)
 
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to AskEverything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
 
Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"
Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"
Roundtables & Town Hall Discussion: "Brand Marketing in the Programmatic Era"
 
Case Study : Business Communications Training Australia / New Zealand
Case Study : Business Communications Training Australia / New ZealandCase Study : Business Communications Training Australia / New Zealand
Case Study : Business Communications Training Australia / New Zealand
 
Social Media Strategy Framework and Tools for SMEs and NGOs
Social Media Strategy Framework and Tools for SMEs and NGOsSocial Media Strategy Framework and Tools for SMEs and NGOs
Social Media Strategy Framework and Tools for SMEs and NGOs
 
Presentatie E-Shop Expo 2014: LinkedIn_BeWeb
Presentatie E-Shop Expo 2014: LinkedIn_BeWebPresentatie E-Shop Expo 2014: LinkedIn_BeWeb
Presentatie E-Shop Expo 2014: LinkedIn_BeWeb
 
The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS PulseThe Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
 
PESO primer for public relations: Paid, Earned, Shared and Owned
PESO primer for public relations: Paid, Earned, Shared and OwnedPESO primer for public relations: Paid, Earned, Shared and Owned
PESO primer for public relations: Paid, Earned, Shared and Owned
 
PESO primer for public relations: getting to grips with Paid, Earned, Shared ...
PESO primer for public relations: getting to grips with Paid, Earned, Shared ...PESO primer for public relations: getting to grips with Paid, Earned, Shared ...
PESO primer for public relations: getting to grips with Paid, Earned, Shared ...
 
The value of native lessons from research
The value of native lessons from researchThe value of native lessons from research
The value of native lessons from research
 
Social Media Design and Branding by Oyin Oludipe
Social Media Design and Branding by Oyin OludipeSocial Media Design and Branding by Oyin Oludipe
Social Media Design and Branding by Oyin Oludipe
 
What is Content Strategy?
What is Content Strategy?What is Content Strategy?
What is Content Strategy?
 
The Digital Content Imperative
The Digital Content ImperativeThe Digital Content Imperative
The Digital Content Imperative
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713
 
How Integrated Are We?
How Integrated Are We?How Integrated Are We?
How Integrated Are We?
 
Content strategy for associations
Content strategy for associationsContent strategy for associations
Content strategy for associations
 
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
 

Andere mochten auch

Laporan Biologi - uji bahan makanan
Laporan Biologi - uji bahan makananLaporan Biologi - uji bahan makanan
Laporan Biologi - uji bahan makananDayana Florencia
 
Laporan Biologi - enzim katalase
Laporan Biologi - enzim katalaseLaporan Biologi - enzim katalase
Laporan Biologi - enzim katalaseDayana Florencia
 
Kimia - makalah teori atom
Kimia - makalah teori atomKimia - makalah teori atom
Kimia - makalah teori atomDayana Florencia
 
Laporan Kimia - hidrolisis
Laporan Kimia - hidrolisisLaporan Kimia - hidrolisis
Laporan Kimia - hidrolisisDayana Florencia
 
Laporan Kimia - larutan penyangga
Laporan Kimia - larutan penyanggaLaporan Kimia - larutan penyangga
Laporan Kimia - larutan penyanggaDayana Florencia
 
PO Bab 3 - sikap dan kepuasan kerja
PO Bab 3 - sikap dan kepuasan kerjaPO Bab 3 - sikap dan kepuasan kerja
PO Bab 3 - sikap dan kepuasan kerjaDayana Florencia
 
Bahasa Indonesia - Resensi Buku Non Fiksi
Bahasa Indonesia - Resensi Buku Non FiksiBahasa Indonesia - Resensi Buku Non Fiksi
Bahasa Indonesia - Resensi Buku Non FiksiDayana Florencia
 
Laporan Fisika - kaca plan paralel
Laporan Fisika - kaca plan paralelLaporan Fisika - kaca plan paralel
Laporan Fisika - kaca plan paralelDayana Florencia
 
Laporan Kimia - laju reaksi
Laporan Kimia - laju reaksiLaporan Kimia - laju reaksi
Laporan Kimia - laju reaksiDayana Florencia
 
Teori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasi
Teori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasiTeori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasi
Teori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasiDayana Florencia
 
Integrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaan
Integrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaanIntegrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaan
Integrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaanDayana Florencia
 
Teori dan Pengembangan Organisasi - Perubahan organisasi & model perubahan
Teori dan Pengembangan Organisasi - Perubahan organisasi & model perubahanTeori dan Pengembangan Organisasi - Perubahan organisasi & model perubahan
Teori dan Pengembangan Organisasi - Perubahan organisasi & model perubahanDayana Florencia
 

Andere mochten auch (18)

10 Foods You Should Be Eating
10 Foods You Should Be Eating10 Foods You Should Be Eating
10 Foods You Should Be Eating
 
Laporan Fisika - prisma
Laporan Fisika - prismaLaporan Fisika - prisma
Laporan Fisika - prisma
 
Superfoods Workshop
Superfoods WorkshopSuperfoods Workshop
Superfoods Workshop
 
NCLIVE Presentation
NCLIVE PresentationNCLIVE Presentation
NCLIVE Presentation
 
Matrix GE dan BCG
Matrix GE dan BCGMatrix GE dan BCG
Matrix GE dan BCG
 
Tugas Fisika - alat optik
Tugas Fisika - alat optikTugas Fisika - alat optik
Tugas Fisika - alat optik
 
Laporan Biologi - uji bahan makanan
Laporan Biologi - uji bahan makananLaporan Biologi - uji bahan makanan
Laporan Biologi - uji bahan makanan
 
Laporan Biologi - enzim katalase
Laporan Biologi - enzim katalaseLaporan Biologi - enzim katalase
Laporan Biologi - enzim katalase
 
Kimia - makalah teori atom
Kimia - makalah teori atomKimia - makalah teori atom
Kimia - makalah teori atom
 
Laporan Kimia - hidrolisis
Laporan Kimia - hidrolisisLaporan Kimia - hidrolisis
Laporan Kimia - hidrolisis
 
Laporan Kimia - larutan penyangga
Laporan Kimia - larutan penyanggaLaporan Kimia - larutan penyangga
Laporan Kimia - larutan penyangga
 
PO Bab 3 - sikap dan kepuasan kerja
PO Bab 3 - sikap dan kepuasan kerjaPO Bab 3 - sikap dan kepuasan kerja
PO Bab 3 - sikap dan kepuasan kerja
 
Bahasa Indonesia - Resensi Buku Non Fiksi
Bahasa Indonesia - Resensi Buku Non FiksiBahasa Indonesia - Resensi Buku Non Fiksi
Bahasa Indonesia - Resensi Buku Non Fiksi
 
Laporan Fisika - kaca plan paralel
Laporan Fisika - kaca plan paralelLaporan Fisika - kaca plan paralel
Laporan Fisika - kaca plan paralel
 
Laporan Kimia - laju reaksi
Laporan Kimia - laju reaksiLaporan Kimia - laju reaksi
Laporan Kimia - laju reaksi
 
Teori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasi
Teori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasiTeori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasi
Teori dan Pengembangan Organisasi - Siklus daur hidup & perubahan organisasi
 
Integrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaan
Integrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaanIntegrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaan
Integrasi dan Pemeliharaan Sumber Daya Manusia - Evaluasi pekerjaan
 
Teori dan Pengembangan Organisasi - Perubahan organisasi & model perubahan
Teori dan Pengembangan Organisasi - Perubahan organisasi & model perubahanTeori dan Pengembangan Organisasi - Perubahan organisasi & model perubahan
Teori dan Pengembangan Organisasi - Perubahan organisasi & model perubahan
 

Ähnlich wie Upstairs Downstairs

Beyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingBeyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingDeirdre Walsh
 
Webinar: Communications Made Beautiful With Adobe - 2018-09-11
Webinar: Communications Made Beautiful With Adobe  - 2018-09-11Webinar: Communications Made Beautiful With Adobe  - 2018-09-11
Webinar: Communications Made Beautiful With Adobe - 2018-09-11TechSoup
 
12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing Strategy12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing StrategyElizabeth Hines
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tipslberson
 
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowWhat Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowDr. William J. Ward
 
SCSAE Marketing Plan 101
SCSAE Marketing Plan 101SCSAE Marketing Plan 101
SCSAE Marketing Plan 101Dana Morgan
 
Content Marketing for Associations
Content Marketing for AssociationsContent Marketing for Associations
Content Marketing for AssociationsLenovo
 
The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2schulmanthorogood
 
Six Reasons You Need Event Content Strategy
Six Reasons You Need Event Content StrategySix Reasons You Need Event Content Strategy
Six Reasons You Need Event Content StrategyOpus Agency
 
Content marketing strategy
Content marketing strategyContent marketing strategy
Content marketing strategyRuchika Arya
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineerschulmanthorogood
 
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...iProspect Canada
 
Feeding Business Growth: PR, Marketing, Advertising, Business Development
Feeding Business Growth:  PR, Marketing, Advertising, Business DevelopmentFeeding Business Growth:  PR, Marketing, Advertising, Business Development
Feeding Business Growth: PR, Marketing, Advertising, Business DevelopmentDawn Yankeelov
 
Content Writing for Crowdfunding Campaigns
Content Writing for Crowdfunding CampaignsContent Writing for Crowdfunding Campaigns
Content Writing for Crowdfunding CampaignsProPRcopy
 
Employer branding workshop doha part i
Employer branding workshop doha   part iEmployer branding workshop doha   part i
Employer branding workshop doha part iLynn Cherry
 
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...One North
 
'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...
'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...
'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...AnneNguyen92
 

Ähnlich wie Upstairs Downstairs (20)

Beyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingBeyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketing
 
Webinar: Communications Made Beautiful With Adobe - 2018-09-11
Webinar: Communications Made Beautiful With Adobe  - 2018-09-11Webinar: Communications Made Beautiful With Adobe  - 2018-09-11
Webinar: Communications Made Beautiful With Adobe - 2018-09-11
 
Umcd conference opening slides slideshare version
Umcd conference opening slides slideshare versionUmcd conference opening slides slideshare version
Umcd conference opening slides slideshare version
 
12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing Strategy12 Steps to an Effective Content Marketing Strategy
12 Steps to an Effective Content Marketing Strategy
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tips
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tips
 
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowWhat Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
 
SCSAE Marketing Plan 101
SCSAE Marketing Plan 101SCSAE Marketing Plan 101
SCSAE Marketing Plan 101
 
Content Marketing for Associations
Content Marketing for AssociationsContent Marketing for Associations
Content Marketing for Associations
 
Mc Cormick Brownbag
Mc Cormick BrownbagMc Cormick Brownbag
Mc Cormick Brownbag
 
The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
 
Six Reasons You Need Event Content Strategy
Six Reasons You Need Event Content StrategySix Reasons You Need Event Content Strategy
Six Reasons You Need Event Content Strategy
 
Content marketing strategy
Content marketing strategyContent marketing strategy
Content marketing strategy
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
 
Feeding Business Growth: PR, Marketing, Advertising, Business Development
Feeding Business Growth:  PR, Marketing, Advertising, Business DevelopmentFeeding Business Growth:  PR, Marketing, Advertising, Business Development
Feeding Business Growth: PR, Marketing, Advertising, Business Development
 
Content Writing for Crowdfunding Campaigns
Content Writing for Crowdfunding CampaignsContent Writing for Crowdfunding Campaigns
Content Writing for Crowdfunding Campaigns
 
Employer branding workshop doha part i
Employer branding workshop doha   part iEmployer branding workshop doha   part i
Employer branding workshop doha part i
 
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...
 
'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...
'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...
'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbr...
 

Mehr von rowanpubliclibrary (12)

Recipes & Tips
Recipes & TipsRecipes & Tips
Recipes & Tips
 
Healthy Apps Presentation
Healthy Apps PresentationHealthy Apps Presentation
Healthy Apps Presentation
 
Healthy Apps
Healthy AppsHealthy Apps
Healthy Apps
 
Got Plans? Handouts
Got Plans? HandoutsGot Plans? Handouts
Got Plans? Handouts
 
Zinio Help Sheet
Zinio Help SheetZinio Help Sheet
Zinio Help Sheet
 
Zinio
ZinioZinio
Zinio
 
Online tools
Online toolsOnline tools
Online tools
 
Ancestry
AncestryAncestry
Ancestry
 
Ebooks handout
Ebooks handoutEbooks handout
Ebooks handout
 
RPL Home Page
RPL Home PageRPL Home Page
RPL Home Page
 
Sending Email Attachments
Sending Email AttachmentsSending Email Attachments
Sending Email Attachments
 
Scanning Instructions
Scanning InstructionsScanning Instructions
Scanning Instructions
 

Kürzlich hochgeladen

Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeOptics-Trade
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports HandicapperJoe Duffy
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"bmfcavalchini
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfSocial Samosa
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...Sportsnewstec24
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEticketing.co
 
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholasKodomichalos1
 

Kürzlich hochgeladen (9)

Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docx
 
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
 

Upstairs Downstairs

  • 1. Reaching Our Patrons and Staff One Step at a Time
  • 2. The Facts A recent survey sponsored by NoveList reveals that 77% of participants agreed that library marketing increases overall community awareness of the library, yet only 32% rated their marketing as effective.
  • 3. The Mission “Our mission, if we choose to accept it, is to reach out to our customers to help us promote libraries to existing and potential customers and to develop advocacy networks to ensure future funding.” - Bite-Sized Marketing
  • 4. The Word • Define what is meant by “Marketing” within your library • Be familiar with different types of marketing • Develop a marketing strategy and set realistic goals • Empower staff by focusing on strengths and providing training for weaknesses
  • 5. Word of Mouth Marketing Based on the concept that 10% of the population influences the behavior of the other 90%. Step 1 Create a product that’ll get people excited Step 2 Get the info into the hands of influencers Step 3 Give influencers tools to share
  • 6. Benefits of Marketing • Shows customers what libraries have to offer • Helps libraries to remain relevant in changing world • Allows libraries to reach diverse audiences • Helps project a positive and professional image • Demonstrates value to customers • Gains organizational support • Enhances visibility • Shapes perception of users • Engenders accountability
  • 7. Barriers to Marketing UPSTAIRS Weak support from administration DOWNSTAIRS Lack of marketing knowledge THE WHOLE STAIRWELL Lack of strategic planning and implementation
  • 8. Meldrum’s Marketing Model in Libraries Positive relationship between openness to change and extroversion affect staff attitudes toward marketing.
  • 9. Simple Solutions • Communicate • Collaborate • Clean up • Create
  • 10. PR Workflow 1. Gather key information about an event 2. Add event immediately to Outlook Calendar 3. Create flyer and save as PDF & JPG on network 4. Write a press release and save on network 5. Insert links to flyer and press release location on network 6. “Invite Attendees” and share invitation with “PR Team” 7. Take it to the potty & beyond 8. Remove flyers immediately after event
  • 11. Graphic Design Four Basic Principles Contrast Repetition Alignment Proximity
  • 13. Contrast DESIGN TIP: Avoid using red or blue text on a black background!
  • 14. Repetition DESIGN TIP: Keep fonts and sizes consistent for branding
  • 15. Graphic Design: Alignment DESIGN TIP: Strong invisible lines add strength to the layout.
  • 16. Proximity DESIGN TIP: Group related elements together for clarity.
  • 17. Inspiration & Creativity by edcorbo istockphoto.com File #20206785
  • 18. File Management Save a copy in My Documents or somewhere only you have access and one copy on a network drive (if applicable). Save as PDF for printing and as JPG for social media. The JPG also streamlines making bookmarks/mini flyers.
  • 19. Calendar Invitations Stay organized with reminders and color-coding Share with others Link directly to files on network
  • 20. Calendar Invitations Accept will add the event to his/her Outlook Calendar Find the event info again by clicking on calendar, choosing the month, and clicking to open event. Links will take you directly to file location if accessing the network drive within the library
  • 27. External Marketing Social Media Press Releases Posters/Flyers at local businesses Local Partnerships Participating in Community Events
  • 28. References Brewerton, A. (2008). Marketing marketing to librarians. SCONUL Focus, 44, 39-41. Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: Realistic solutions for the overworked librarian. Chicago: American Library Association. Kohli, A. K. & Jaworski, B.J.. (1990). Marketing orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54.1, 1–18. Meldrum, M. (1996). Critical issues in implementing marketing. Journal of Marketing Practice, 2.3, 29–43. Seddon, T. & Waterhouse, J. (2009). Graphic design for non-designers. San Francisco: Chronicle Books. Williams, R. (2008). The non-designer’s design book: Design and typographic principles for the visual novice, 3rd ed. Berkeley: Peachpit Press.
  • 29. Sharing is Caring April Everett Rowan Public Library april.everett@rowancountync.gov 704.216.8229

Hinweis der Redaktion

  1. 471 participants; so why is there such a disconnect between what we see as important, and what we see ourselves actually doing?
  2. First, it is imperative that management define to staff what they mean by the term “Marketing” within their individual institution. Continued avoidance of the term “marketing” cannot continue in academic libraries simply because it causes confusion, misunderstanding, and distrust. If library staff see the need for marketing then it should be a simple task to define clearly what each institution means by the term.Current staff cannot unconditionally be expected to possess the tools to operate marketing strategy effectively if they do not know what marketing strategy means in the context of their organization or if marketing strategy has not been included or defined in their education or training.
  3. Thanks to the internet, people now have tools to help them share their thoughts not only with friends and relatives, but also with people all over the world. More people get their news from Twitter than CNN these days. Think about it, would you rather buy a tent because Wal-Mart tells you it’s a good tent, or because I have used it camping in the mountains and I tell you it’s a good tent? Word of Mouth is the cheapest and most effective form of marketing.
  4. Positive relationship between openness to change, extroversion, and attitudes toward marketing. Managers are under the same influences, therefore the model applies to all sectors of library staff—upstairs and downstairs!
  5. The most important thing you can do is communicate. This seems like such a given, a real duh moment, but it cannot be stressed enough. Communicate - share example of Creative Writing workshop (kills 2 birds with 1 program). Collaborate – within the organization and beyond. Share example of partnership with RSS for Books Under Big Top, Joan’s wellness plan, using staff talents like Rob’s guitar-playing skills. Clean up – share example of PR lists; some folks need things weeks in advance, others week of; refine PR workflow to be more efficient and deliberate with marketing. Create – share example of staff blogs to keep everyone in the loop; potty PR; be creative with graphics
  6. Take a poll to see how many folks use MS Outlook at work
  7. So my first steps are to gather information, add it to the calendar, and create a flyer. One key component to effective marketing is good design.From the Non-Designer’s Design Book intro, “Many years ago I received a tree identification book for Christmas. Before I went outside, I read through part of the book and discovered the Joshua tree. I looked at the picture and said to myself, “Oh, we don’t’ have that kind of tree in Northern California”. So I took my book and went outside. 4 out of 6 houses in the immediate neighborhood had Joshua Trees in the front yard. I had lived in that house for 13 years and never seen a Joshua tree. Once I was conscious of the tree—once I could name it—I saw it everywhere. What’s the point? Once you can name something, you’re conscious of it. You have power over it. You own it. You’re in control.”
  8. Contrast on a page draws our eyes to it. It creates an interest, and helps to organize information. You can use fonts, colors, and backgrounds to create contrast, but try to avoid having two many of each.
  9. I really like to use images as my backdrop. If you do this, make sure that the image has enough space with enough contrast for your text to stand out.
  10. The basic purpose of repetition is to unify and add visual interest. One thing we try to repeat is fonts and font sizes. These programs were part of a week-long event for MSW. We tried to use the same fonts, font sizes, and repeat our contact information at the bottom of each flyer.
  11. Every element should have some visual connection with another element on the pageThe basic purpose of alignment is to unify and organize the pageTry to avoid centered alignment, unless you’re going to do something to make it stand out (like adding an autoshape behind it)
  12. The basic purpose of proximity is to organize. Grouping related elements together into closer proximity creates organization.
  13. Don’t be afraid to shop around for ideas. I use istockphoto to get inspiration, then if the image is prohibitively expensive, I might use the idea to create my own.
  14. Also notice my naming conventions… I name all flyers with the date of the program + brief description. This makes it very easy for me to find the documents, and to create links to them without even having to look them up on our network drive.
  15. Talk about embedding files vs. linking to a shared drive
  16. Talk about embedding files vs. linking to a shared drive
  17. This is my basic format for our bathroom newsletter, “Straight From the Tap”. We have acrylic sign holders mounted on the mirrors above the sinks in all of the women’s bathrooms, and above the urinal in the men’s rooms. The “Save the Date” is a half-sheet of standard computer paper and is distributed weekly to all service desks
  18. Notice how the format, fonts, and colors are consistent (repetition); there is special branding on the smaller version that customers can take home and put on the fridge
  19. Each of these tabs link to a different blog. Using blogs instead of static web pages allows for newest information to rise to the top of the page. A separate blog was created for each department. You can also use blogs for external marketing, especially if you have a lot of restrictions from the “man” (it’s very difficult for us to make updates to our webpage).
  20. The reference staff blog features a resource of the week and other tips. Tags are used to make searching easier, or there’s also a “Search this blog” box in the top right. Staff can also sign up to be e-mailed when there is a new post on the blog.
  21. The circulation staff blog maintained by the circulation staff. Each staff member posts their initials in the comment field to show that they have read the posting.
  22. The children’s staff blog is where we post upcoming programs and events happening for kids. The Live Action Games graphic is a flyer I created, saved as a JPG, and uploaded to the blog. No need to create a new graphic if the flyer can kill two birds! You can also schedule posts in advance, which was a huge help during summer reading when we had tons of programs lined up!
  23. Good old fashioned flyers in the window of local businesses (ex. Carolina Lily helped promote gardening workshop); Facebook for social media presence; Visitor’s bureau’s cooperative marketing program EXCELLENT opportunity to partner and get visibility