The Library Marketing Toolkit

Jun 2012 | 240pp

Price: £59.95
CILIP members price: £47.95

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The Library Marketing Toolkit

Ned Potter

This Toolkit provides you with everything you need to successfully market any library.
As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. This unique practical guide offers expert coverage of every element of library marketing and branding for all sectors including archives and academic, public and special libraries, providing innovative and easy-to-implement techniques and ideas. 
The book is packed with case studies highlighting best practice and offering expert advice from thought-leaders including David Lee King and Alison Circle (US), Terry Kendrick and Rosemary Stamp (UK), Alison Wallbutton (New Zealand) and Rebecca Jones (Canada), plus institutions at the cutting-edge of library marketing including the British Library, New York Public Library, the National Archive, Cambridge University, JISC, the National Library of Singapore and the State Library of New South Wales.
The key topics covered in the text are:
  • Seven key concepts for marketing libraries
  • Strategic marketing
  • The library brand
  • Marketing and the library building
  • An introduction to marketing online
  • Marketing with social media
  • Marketing with new technologies
  • Marketing and people
  • Internal marketing
  • Library advocacy as marketing
  • Marketing Special Collections and archives.  
Readership: The book is supplemented by a companion website and is essential reading for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. It’s also a useful guide for LIS students internationally who need to understand the practice of library marketing.

  • About marketing
  • About this book  
1. Seven key concepts for marketing libraries
  • The seven concepts
  • Anchoring these ideas in marketing theory  
2. Strategic marketing
  • The marketing cycle
  • 1: Decide on your goals
  • 2: Market research
  • 3: Segmentation
  • 4: Set objectives
  • 5: Promotional activities
  • 6: Measurement
  • 7: Evaluation
  • 8: Modification
  • Developing a marketing plan  
3. The library brand
  • Quick definitions
  • What is library branding?
  • Visual identity
  • Merchandise
  • Slogans
  • Branding and marketing a converged library and IT service  
4. Marketing and the library building
  • Library design
  • Signs and displays
  • Marketing the library as space  
5. An introduction to online marketing
  • The library website
  • Search Engine Optimization (SEO)
  • Mobile websites
  • E-mail  
6. Marketing with social media
  • Do your patrons use social media?
  • General principles of marketing with social media
  • Twitter
  • Facebook
  • Blogs and blogging
  • Tumblr
  • Google+ 
  • LinkedIIn 
  • Conclusion  
7. Marketing with new technologies
  • Quick definitions
  • Video marketing 
  • Image sharing
  • QR Codes
  • Geolocational apps 
  • Web 20 catalogues and live chat
  • Podcasts 
  • Wikis
  • Slide sharing 
  • Viral marketing
  • Technology and teenagers  
8. Marketing and people
  • Collaborating with people
  • Reaching people  
9. Internal marketing
  • The importance of internal marketing
  • Marketing to internal stakeholders
  • Marketing with internal stakeholders: co-operative promotion  
10. Library advocacy as marketing
  • National campaigns and local marketing 
  • Promoting your library in response to criticism of libraries in general
  • Advocacy, promotion and positive messages 
  • The library media narrative
  • Trojan horse advocacy  
11. Marketing special collections and archives
  • Introduction
  • Access, access, access: marketing digital collections
  • Genealogy
  • Tailoring your marketing to fit the cultural landscape
  • Mounting and promoting a more traditional exhibition
  • Learning from museums
  • Crowdsourcing
  • Marketing audiovisual materials
  • A final word on marketing libraries

"...highly recommended for all types of libraries, even those such as departmental libraries that do not have an apparent public face. The chapter on internal marketing is an eye-opener. The whole book has a reassuring and inspiring tone: ideas and approaches outlined in the book appear absolutely achievable and commonsensical. I suggest that you buy, borrow or beg a copy today."
- Australian Library Journal

"The Library Marketing Toolkit is packed full of useful, informative and above all practical information about the best ways of getting your message across, and it should be on the shelf of every librarian and information professional who needs to promote the idea of the library and its value in a modern day society."
- Phil Bradley

"Ned Potter's book will help any library succeed in creating a community that is aware and engaged in its library. He has written an easy to follow tool kit targeted at the specific marketing needs of librarians that is sure to become a favourite resource for anyone involved in marketing a library. There are case studies from libraries around the world that will inspire you no matter whether your library is large or small. You'll love this book!"
- Nancy Dowd

"...brilliant and  a great addition to the library professional discourse."
- Andy Woodworth

Ned Potter is Academic Liaison Librarian at the University of York. He won the SLA Europe Early Career Conference Award 2011 and was named a Library Journal Mover and Shaker in 2011. He is the founder of the LIS New Professionals Network, is the New Professionals Support Officer for the CILIP Career Development Group (Yorkshire & Humberside) and has been involved in several national New Professionals events. He blogs as The Wikiman and presents regularly on marketing libraries and the echo chamber phenomenon.

1. Seven key concepts for marketing libraries
This chapter introduces some important ideas which underpin the techniques and tools described in the rest of the book: in particular, the need to market benefits rather than features.
2. Strategic marketing
Marketing is more successful when it happens as part of a constantly renewing cycle. The aim of this chapter is to demystify the process of strategic marketing, simplifying it into seven key stages with advice on how to implement each one. Particular emphasis is put on dividing your audience and potential audience into segments, and marketing different messages to each group.
3. The library brand
A library’s brand is the sum total of everyone else’s perception of it – we can’t control this, but we can attempt to influence it. The chapter looks at branding your library with a high quality visual identity, designing promotional materials, and even library merchandise.
4. Marketing and the library building
Closely related to the previous chapter, this section looks at the design, layout and decor of the library and how this can influence the way it is used. There is also some insightful information on what tangible benefits are to be had from redesigning and refurbishing library premises.
5. An introduction to online marketing
This chapter covers the fundamentals of online marketing: the library website (including Search Engine Optimization), its mobile version, library apps and successfully marketing with email.
6. Marketing with social media 
The development of social media is arguably the most important thing to happen to marketing this century, and more and more libraries are making use of various platforms to talk directly to their audience. Your users and potential users are using tools like Facebook and Twitter, so this chapter gives step by step instructions on setting up library presences on these platforms, and then on taking them to the next level. It also covers blogs and Google+.
7. Marketing with new technologies
There are plenty of new technologies which don’t come under the umbrella of social media, but which still make for exciting marketing possibilities. This chapter contains advice on marketing with video, using image-sharing sites, deploying QR Codes and the new wave of location-aware mobile applications such as Foursquare.
8. Marketing and people
This section covers collaborating with people and reaching people, including Word of Mouth Marketing, one of the single most important tools in the library toolkit. Other topics covered include reaching remote users, marketing to multicultural communities, elevator pitches and cross-promotion.
9. Internal marketing 
Internal stakeholders often hold the purse-strings to our libraries, so marketing successfully to them is absolutely essential. The first part of this chapter covers language, telling stories, using statistics, marketing upwards and communicating your message well. The second part covers marketing
with internal stakeholders, such as a parent company within whose branding guidelines you must promote the library.
10. Library advocacy as marketing
We are all library advocates now, as the industry and profession face difficult times. This chapter looks at how to utilize library advocacy in general to market your library in particular, and also covers the echo chamber problem and ‘Trojan Horse advocacy’.
11. Marketing special collections and archives
Many of the techniques and strategies described in the previous chapters apply equally to marketing special collections and archives, but these areas come with specific challenges of their own. Covered here are marketing digital collections, promoting ancient materials with modern methods, mounting displays and exhibitions, tapping into cultural events at a national level and harnessing the power of crowds to develop and market your collections. Some of these ideas and techniques are applicable across the board, so the chapter isn’t designed to be read only by those working in special collections and archives.

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