marketing your library: p.r., advertising and promotion

MARKETING YOUR LIBRARY: P R , ADVERTISING AND PROMOTION

Increase Visibility and affirm Indispensability

Marketing ?

“Marketing is so basic that it cannot

be considered a separate function. It

is the whole business seen from the

point of view of its final result, that

is, from the customer's point of view.”

– Peter Drucker, Management: Tasks,

Responsibilities, Practices

2

S.L.Faisal [email protected]

Why Libraries ?

Elevating your library’s profile in the community often depends on successful media relations – a concept rarely taught in library schools.

Marketing of library and information services includes customer (users) priorities, expectations, individuality, responsiveness, relationship, quality of services, professional skills and competencies, value-added services, etc.

3


Why we need it ?

Public relations involves building relationships with the learning community inside and outside the school.

Advertising makes people aware of your program's goals, while a marketing plan focuses on convincing these people to take action.

Promotion involves a ongoing commitment to the advancement of ideas and programmes.

4


Plan a Library Promotion

Analyze the needs

Seek out specific interests, needs, and problems in the learning community

Build partnerships

Get others involved with your promotion

Develop activities and resources

Develop the materials needed to implement your project. What's the timeline? Who will do what, when? What advertising materials are needed?

Advertise the promotion

Be sure that everyone is aware of the event or activity (newsletters, brochures, etc)

Implement the promotion

As you implement the program be sure to collect data. Count people, conduct a survey, ask for comments, take photographs, collect sample products.

Share your success

Be sure that people know about the success of your project. (newspapers, newletters, website, and bulletin boards to share your success.

Evaluate

Consider the effectiveness of the program. Immediately revise materials for the next time you use this promotion. Plan for the future.

5


Promotional materials for Libraries

Logos and Slogans

Themes

Start with a title

Ask students to come up

with logos and slogans

6


“Read to Lead”, “ Think@Your Library”


Brochures/user guides

Flyers, brochures, and

handouts

Library user information

leaflets

7



Newsletters

To communicate with

students, teachers and

parents

Can create

collaboratively

8



Booklets

Materials developed for

students and teachers

can be published as

booklets (e.g: guidelines,

career information

resources, primary

resources, etc).

9



Posters

Advocating reading,

writing and libraries

Getting students

engaged in creating

Inexpensive way to

decorate the library

10



Bookmarks, cards,

sticker books, and

post-it notes

(Give Aways)

Customized bookmarks

for the library

11


Displays and Bulletin Boards 12



Video/Audio programmes,

Slide shows

Library instructional or

promotional videos on

YouTube and websites

PPT s on library resources

and services

15


Web Tools

Library websites

Library Blogs

Wikis

RSS Feeds

Social Networking

Social Bookmarking

16


Increasing media coverage of your

library

Step1

Select the right media

17


Who do you want to walk

through the doors of the

library as a result of your

publicity efforts?

Once you define your target,

find out which media

specialize in reaching that

person/group.


library

Step 2

Know your media

Once you identified the

targeted media, get to

know more about them.

If it is a newspaper, read it

regularly.

Find out who covers your

kind of stories and what

will kindle his interest.

18



library

Step 3

Package your news

appropriately

If you’ve studied your

target media thoroughly,

you’ll know which elements

of your story to highlight.

Create compelling stories

which attract the reporters

and consider by them as

newsworthy.

19



library

Step 4

Follow up by phone

Reporters get loads of

mail, e-mail, phone calls

and fax every day. If

you’ve mailed/send a press

release, be sure you get it

out of the in-box and into

his or her hands with a

reminder phone call.

20



library

Step 5

Establish an ongoing

relationship

If you followed steps 1 - 4, you may have got a nice piece of publicity.

Keep in touch with the reporter with a thank you call. Reporters are like anyone else – they appreciate knowing their work was noticed and appreciated.

Be sure to keep in touch regularly, too.

21


Library in the News 22



S. L. Faisal [email protected]

Conclusion

The library should give priority to provide excellent customer service and enhancing its image as an information provider in the information era.

The library and information services should be user (customer) oriented in order to satisfy their information needs effectively.

The ultimate aim of

marketing here is to

provide the right

information to the right

user at the right time.

25


Thank You

Questions ?

26

S. L. Faisal [email protected]

marketing your library: p.r., advertising and promotion

Education