Marketing Your Library's Electronic Resources

Apr 2013 | 204pp

Price: £59.95
CILIP members price: £47.95

Share this page

Join our mailing list

Marketing Your Library's Electronic Resources
A how-to-do-it manual

Marie R. Kennedy and Cheryl M. LaGuardia

This essential guide to marketing libraries’ e-resources shows librarians how to make sure their customers understand what is available to them online and allow them to use their e-resources fully.  
Marketing Your Library’s Electronic Resources provides practical guidance on creating marketing programmes to allow librarians to get the word out about their e-resources.  The book explains how libraries cannot just rely on discovery systems to make their customer aware of their e-resources and that the value of marketing means that the library knows its patrons well enough to say, “Out of all of these available resources, it’s this one, this is the one you want.”  
Readers will be shown how to develop, implement, and assess marketing plans, understand marketing terminology and save time, effort and money while increasing the use of vital library resources and making customers happier and more successful. The book also contains sample marketing plans for examples of best practice.
Readership: Anyone involved in promoting their libraries electronic resources and LIS students who need to understand the practice of library marketing.

Foreword - John Palfrey
Preface: Why Write a Book about E-resource Marketing?
1. Determine the purpose of your marketing plan
  • What You Can Discover about Your E-resources Right Now
  • Usage Statistics
  • Cost
  • Cost-per-Use
  • Speak with One Message
  • Everybody Does the Marketing
  • Be Mindful of Competing Interests
  • Marketing Makes Your Patrons Smarter
  • Gather the Troops
  • References  
2. Fashion your marketing plan
  • 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
3. Implement your marketing plan
  • Make Your Plan a Reality
  • 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
  • Write for Your Audience
  • Address the Components in Your Report
  • Executive Summary
  • Current Market, Target Market
  • Goals, Strategies, Proposed Measurements
  • Timeline, Staff, Budget
  • Wrap It Up    
5. Assess your marketing plan
  • First, Take a Good, Long, Hard Look at Your Library Website 
  • Then, Take a Good, Long, Hard Look at Your Electronic Resources
  • Now, Ask Yourself Assessment Questions
  • A Rubric May Help
  • Marketing Takes Money, and Assessing the Marketing Takes Money
  • Market Your Electronic Resources Ethically
  • Recommended Resources for Further Reading 
  • References  
6. Revise and update your marketing plan 
  • (“Lather, Rinse, and Repeat”)
  • Give Yourself Time to Think
  • Project Description
  • Current Market
  • SWOT Analysis 
  • Target Market 
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment 
  • Revise Your Plan
  • Communicate Your Successes or Failures in Marketing
  • References  
Example 1. Marketing plan from an all-electronic library
Statewide Marketing and Communications Plan, NOVELny: New York Online Virtual Electronic Library
  • Goals and Objectives
  • Campaign Planning 
  • Research Overview 
  • 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  
Example 2. Marketing plan from a public library, sample 1 
Winnetka-Northfield Public Library District, “Building a Buzz”
  • Introduction
  • Goals
  • Objectives
  • Key Audiences
  • Message
  • Strategies
  • Tools
  • Budget
  • Impact
  • Lessons Learned  
Example 3. Marketing plan from a public library, sample 2 
Worthington Libraries 2012 Communications and Development Plan
  • Community Relations Department Staff 
  • Plan Focus Areas
  • Fundraising and Development
  • Programming
  • Public Relations and Marketing
  • Partnerships and Outreach  
Example 4. Marketing plan from a university library
Milner Library, Illinois State University 2012–2014 Marketing Plan
  • Introduction
  • Objectives
  • Marketing Strategies
  • Forms of Publicity
  • Assessment/Evaluation
  • Target Audiences
  • Media Contacts
  • Public Relations and Marketing Unit Team Members
  • Appendix 1: Milner Library Logo
  • Appendix 2: Activity Planning Feedback
  • Appendix 3: Speaker Assessment Form
  • Appendix 4: Target Audience/Specific Media
  • Appendix 5: Media Contacts
  • Appendix 6: Marketing Timeline for Standing Annual Activities
  • Appendix 7: Public Relations/Marketing Request
  • Appendix 8: Flier Posting Information; Mailbox Stuffing Information
  • Appendix 9: Table Tent Guidelines for Campus Dining Halls

"...well-written and contains high quality information...this is certainly a book that will serve as a useful toolkit from start to finish - if there is such a thing as a finish in marketing!"
- Libfocus

"Marketing Your Library’s Electronic Resources: A How-to-Do-It Manual is thorough yet succinct, well supported and, perhaps most importantly, executable – all excellent qualities for an instructional guide. This book is highly recommended for any librarians and staff involved in outreach services or the marketing of electronic resources at their library."
- Collection Building

"From determining their purpose to assessing their effectiveness, this work provides practical guidelines for the preparation of library marketing plans. The second part of the book includes four sample marketing plans and nine appendixes, which show sample pages of documents such as media contacts or speaker assessment forms. Although it is geared toward promoting electronic resources, most of the book is applicable to any service provided by a library."
- Reference and Research Book News

Marie R. Kennedy is a librarian at Loyola Marymount University, where she coordinates serials and electronic resources. She has written and presented widely on the development and use of electronic resource management systems. In her spare time she takes photographs and creates taste experiments in her kitchen. She also writes the blog Organization Monkey about organization and librarianship. 

Cheryl LaGuardia is research librarian at Widener Library, Harvard University. Previously she worked in reference, research instruction, online services, collections, interlibrary loan, and circulation at the University of California, Santa Barbara, and at Union College in Schenectady, NY. She writes the E-Views blog and the electronic review column "E-Reviews" for Library Journal, and in 1996 she was awarded RUSA's Louis Shores/Oryx Press Award for reviewing. She has edited ProQuest's Magazines for Libraries since 2000 and is on the editorial board of Reference Services Review. She has published a number of books, including Becoming a Library Teacher; Finding Common Ground: Creating the Library of the Future without Diminishing the Library of the Past; and Teaching the New Library.

More titles in this category >>