Marketing Your Library's Electronic Resources
by Marie R. Kennedy and Cheryl LaGuardia
American Library Association, 2018
Paper: 978-0-8389-1565-3 | eISBN: 978-0-8389-1600-1
Library of Congress Classification Z692.C65K46 2018
Dewey Decimal Classification 025.284
Paper: 978-0-8389-1565-3 | eISBN: 978-0-8389-1600-1
Library of Congress Classification Z692.C65K46 2018
Dewey Decimal Classification 025.284
TOC
TABLE OF CONTENTS
Marketing Your Library’s Electronic Resources, Second Edition
Title Page
Contents
Illustrations
Preface
Acknowledgments
Part I.
How to Design Your Marketing Plan
What You Can Discover about Your
E-resources Right Now
Usage Statistics
Cost
Advanced Data Considerations
Speak with One Message
Everybody Does the Marketing
When Does the Marketing Happen?
Be Mindful of Competing Interests
Marketing Makes Your Patrons Smarter
Gather the Troops
References
Components of a Marketing Plan
Project Description
Current Market
SWOT Analysis
Target Market
Goals
Strategy
Action Plan
Measurement
Assessment
Recommended Resources
for Further Reading
References
Project Description
Current Market
SWOT Analysis
Target Market
Goals
Strategy
Action Plan
Measurement
Assessment
Marketing Your Electronic Resources
Can Change Your Library
Recommended Resources
for Further Reading
References
4.
Construct Your Written Marketing Plan Report
Executive Summary
Current Market and Target Market
Goals, Strategy, and Proposed Measurements
Timeline, Staff, and Budget
This Marketing Grant Request
Form Caught Our Eyes!
Wrap It Up
First, Take a Good, Long, Hard
Look at Your Library Website
About Social Media for Marketing
Changing Your Web Presence
Then, Take a Good, Long, Hard
Look at Your Electronic Resources
Now, Ask Yourself
Assessment Questions
A Rubric May Help
Some Practical Considerations for the Assessment
of Your Marketing Plan
Market Your Electronic
Resources Ethically
Recommended Resources
for Further Reading and Support
References
Give Yourself Time to Think
Target Market
Strategy
Action Plan
Revise Your Plan
Communicate Your Successes
or Failures in Marketing
References
Part II.
Sample Marketing Plan Reports
Goals and Objectives
Situation Analysis
Barriers to Access and Use
OCLC Study Provides Clear Direction
Ten Issues: Ten Strategies
Mass Customization and Segmenting the Market
TARGET AUDIENCE:
General Consumer Population
TARGET AUDIENCE: Executive Office, State Legislature Elected
Officials and Aides, and Board of Regents
TARGET AUDIENCE:
Public Librarians
TARGET AUDIENCE: Business and Economic
Development Sector
TARGET AUDIENCE: Academic Librarians, College Administrators, and College and University Librarians and
Teaching Faculty
TARGET AUDIENCE: Teachers, Administrators, Students, and Parents in Elementary, Middle, and High Schools;
Homeschoolers and Parent-Teacher Associations
TARGET AUDIENCE: Parents of One Million Plus Children
in Statewide Summer Reading Program
Goals
Strategies
Impact
Lessons Learned
Plan Focus Areas
Fundraising and Development
Programming
Public Relations and Marketing
Partnerships and Outreach
Introduction
Desired Behaviors and Attitudes
Communication Channels
MCCCD District System-Level
Strategies/Initiatives
The MCCCD 2013-2016 Strategic Planning Goals
Introduction
Marketing Strategies
Media Contacts
Public Relations and Marketing
Unit Team Members
Appendix 2
Appendix 3
Appendix 4
Appendix 5
Appendix 6
Appendix 7
Appendix 8
Appendix 9
Strategic Overview
Terms of Reference and Scope
GMIT Library SWOT Analysis
GMIT Library’s Main Competitors
TARGET MARKETS:
User Groups
Analysis of Current Marketing Strategies
TARGET MARKET:
Undergraduates
Current Market
Goals
Strategies
Staff
Summary
Appendix A.
Kanopy Flyer for Circulation Desk
Appendix B.
Sample E-mail to Faculty Library Representatives
Appendix C.
Digital Signage
Appendix D.
Library Blog Post Draft
Appendix E.
Kanopy Social Media Post
About the Authors
Index
See other books on: Digital libraries | Electronic information resources | Libraries | Marketing | Special collections
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