Crash course in marketing for libraries:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Westport, Conn. [u.a.]
Libraries Unlimited
2007
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Crash course series
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 169-173) and index |
| Beschreibung: | XI, 177 S. Ill. 28 cm |
| ISBN: | 9781591584308 |
Internformat
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| 245 | 1 | 0 | |a Crash course in marketing for libraries |c Susan Webreck Alman |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Westport, Conn. [u.a.] |b Libraries Unlimited |c 2007 | |
| 300 | |a XI, 177 S. |b Ill. |c 28 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Crash course series | |
| 500 | |a Includes bibliographical references (p. 169-173) and index | ||
| 650 | 4 | |a Bibliothèques - Marketing | |
| 650 | 4 | |a Libraries |x Marketing | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Acknowledgments..........................................................ix
Introduction................................................................xi
Chapter 1—The Planning Process for Your Marketing Plan............................1
Defining Marketing..........................................................2
The Marketing Planning Process................................................2
Gathering Data about Your Community..........................................4
Surveys................................................................4
Observation............................................................6
Focus Groups...........................................................7
Nominal Group Technique.................................................8
Analyzing Your Community s Needs........................................9
Environmental Scan......................................................9
SWOT Analysis........................................................10
Deciding What Method(s) to Use..............................................14
Lots of Time and Money.................................................15
Some Time and Some Money.............................................16
No Time and No Money.................................................16
Putting It All Together.......................................................17
Chapter 2—Develop a Marketing Plan............................................21
Marketing Plan Components..................................................22
The Executive Summary.................................................22
The Environmental Scan.................................................24
Marketing Goals and Objectives...........................................24
The Marketing Plan and Strategy...........................................25
The Action Plan........................................................26
The Budget............................................................27
The Evaluation.........................................................28
Examples of Marketing Plans.................................................29
Chapter 3—Communicate to the Community: Using the Media, Newsletters, and
Annual Reports to Market the Library.........................................31
Creating a Media List........................................................33
Contacting People on Your Media List..........................................34
Getting to Know You....................................................34
Getting to Know You Better..............................................35
The Press Release.......................................................36
The Public Service Announcement.........................................37
vii
viii Contents
Chapter 3—Communicate to the Community: Using the Media, Newsletters, and
Annual Reports to Market the Library (Cont.)
The Press Kit..........................................................38
The Calendar of Events..................................................38
The Annual Report......................................................38
Newsletters................................................................39
Step 1: Why Does My Library Need a Newsletter?.............................40
Step 2: Who Will Develop the Newsletter?...................................41
Step 3: When and Where Will the Newsletter Be Published?.....................41
Step 4: Determining Costs—Printing and Mailing Considerations.................42
Useful Sources.............................................................44
American Library Association.............................................44
Association of Research Libraries..........................................45
Medical Library Association..............................................45
Ready, Set, Go! Free Marketing Resources...................................45
Handling Bad Press.........................................................47
Chapter 4—Fund-Raising.......................................................49
Developing Relationships....................................................49
Local Funding.............................................................50
Friends of the Library.......................................................51
Grants....................................................................52
State and Federal Funding................................................53
Foundations...........................................................55
Corporate Funding, Corporate Foundations, and Local Businesses................56
Private Donors and Benefactors............................................57
Electronic Fund-Raising Resources.............................................58
Putting It All Together.......................................................58
Appendix A: Nominal Group Technique.........................................59
Appendix B: Boilerplate Example..............................................67
Appendix C: John Cotton Dana Library Public Relations Award Winners, 2007-2002___69
Appendix D: Sample Marketing Plans..........................................79
Appendix E: Poster Examples................................................119
Appendix F: Sample Annual Reports..........................................123
Appendix G: Sample Newsletters.............................................149
Appendix H: Marketing Bibliography..........................................169
Index...................................................................175
|
| adam_txt |
Contents
Acknowledgments.ix
Introduction.xi
Chapter 1—The Planning Process for Your Marketing Plan.1
Defining Marketing.2
The Marketing Planning Process.2
Gathering Data about Your Community.4
Surveys.4
Observation.6
Focus Groups.7
Nominal Group Technique.8
Analyzing Your Community's Needs.9
Environmental Scan.9
SWOT Analysis.10
Deciding What Method(s) to Use.14
Lots of Time and Money.15
Some Time and Some Money.16
No Time and No Money.16
Putting It All Together.17
Chapter 2—Develop a Marketing Plan.21
Marketing Plan Components.22
The Executive Summary.22
The Environmental Scan.24
Marketing Goals and Objectives.24
The Marketing Plan and Strategy.25
The Action Plan.26
The Budget.27
The Evaluation.28
Examples of Marketing Plans.29
Chapter 3—Communicate to the Community: Using the Media, Newsletters, and
Annual Reports to Market the Library.31
Creating a Media List.33
Contacting People on Your Media List.34
Getting to Know You.34
Getting to Know You Better.35
The Press Release.36
The Public Service Announcement.37
vii
viii Contents
Chapter 3—Communicate to the Community: Using the Media, Newsletters, and
Annual Reports to Market the Library (Cont.)
The Press Kit.38
The Calendar of Events.38
The Annual Report.38
Newsletters.39
Step 1: Why Does My Library Need a Newsletter?.40
Step 2: Who Will Develop the Newsletter?.41
Step 3: When and Where Will the Newsletter Be Published?.41
Step 4: Determining Costs—Printing and Mailing Considerations.42
Useful Sources.44
American Library Association.44
Association of Research Libraries.45
Medical Library Association.45
Ready, Set, Go! Free Marketing Resources.45
Handling Bad Press.47
Chapter 4—Fund-Raising.49
Developing Relationships.49
Local Funding.50
Friends of the Library.51
Grants.52
State and Federal Funding.53
Foundations.55
Corporate Funding, Corporate Foundations, and Local Businesses.56
Private Donors and Benefactors.57
Electronic Fund-Raising Resources.58
Putting It All Together.58
Appendix A: Nominal Group Technique.59
Appendix B: Boilerplate Example.67
Appendix C: John Cotton Dana Library Public Relations Award Winners, 2007-2002_69
Appendix D: Sample Marketing Plans.79
Appendix E: Poster Examples.119
Appendix F: Sample Annual Reports.123
Appendix G: Sample Newsletters.149
Appendix H: Marketing Bibliography.169
Index.175 |
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| spelling | Alman, Susan Webreck Verfasser aut Crash course in marketing for libraries Susan Webreck Alman 1. publ. Westport, Conn. [u.a.] Libraries Unlimited 2007 XI, 177 S. Ill. 28 cm txt rdacontent n rdamedia nc rdacarrier Crash course series Includes bibliographical references (p. 169-173) and index Bibliothèques - Marketing Libraries Marketing http://www.loc.gov/catdir/toc/ecip0715/2007013533.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016417433&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Alman, Susan Webreck Crash course in marketing for libraries Bibliothèques - Marketing Libraries Marketing |
| title | Crash course in marketing for libraries |
| title_auth | Crash course in marketing for libraries |
| title_exact_search | Crash course in marketing for libraries |
| title_exact_search_txtP | Crash course in marketing for libraries |
| title_full | Crash course in marketing for libraries Susan Webreck Alman |
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| title_short | Crash course in marketing for libraries |
| title_sort | crash course in marketing for libraries |
| topic | Bibliothèques - Marketing Libraries Marketing |
| topic_facet | Bibliothèques - Marketing Libraries Marketing |
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