Library marketing that works:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
New York, NY
Neal-Schuman Publishers
2004
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| Ausgabe: | 1. ed. |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 257 S. graph. Darst. + 1 CD-ROM |
| ISBN: | 1555704735 |
Internformat
MARC
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| 100 | 1 | |a Walters, Suzanne |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Library marketing that works |c Suzanne Walters |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a New York, NY |b Neal-Schuman Publishers |c 2004 | |
| 300 | |a XX, 257 S. |b graph. Darst. + 1 CD-ROM | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-020359392 | ||
Datensatz im Suchindex
| _version_ | 1804142988681543680 |
|---|---|
| adam_text | Contents
List of Figures vii
List of Brainstorming Questions and Worksheets ix
List of Success Stories xi
Preface xv
Acknowledgments xvii
Part I: Strategic Planning
Chapter 1 Begin with Powerful Mission, Vision, and Values Statements 3
Long Range Plans, Strategic Plans, and Understanding Your Library 3
Create a Strategic Mind-Set 4
Write an Effective Mission Statement 4
Write an Effective Vision Statement 11
Define Your Values 13
Chapter 2 Use a SWOT Analysis to Plan Your Marketing Strategy 19
Building Your Strategic Plan Using Your Strengths, Weaknesses,
Opportunities, and Threats (SWOT) 19
Carry Out a SWOT Analysis 19
Develop Long-Term Goals 25
Summary 29
Part II: Marketing Planning Processes
Chapter 3 Know Your Customers 33
Identifying Your Customers 33
Segmentation 34
Identify the Demand for Your Services 43
Understanding the Customer s Decision Making 46
Looking at the Competition 47
Doing Market Research with Secondary Information 50
Primary Research Methodologies 51
Research Design 61
Develop Your Market Goals and Objectives 62
Summary 70
Chapter 4 Marketing Goals Using the Six Ps Strategy 71
Product, Place, Price, Promotion, Positioning, and Politics 71
The First P: Products and Services 71
The Second P: Place 87
The Third P: Price 94
The Fourth P: Promotion 96
The Fifth P: Positioning (and Repositioning) 101
The Sixth P: Public Policy and Politics 113
/
Library Marketing That Works!
Chapter 5 Combine Smart MarketingTactics with the Right Action Steps 117
Developing Effective Public Relations 118
Promotion 127
Using Advertising 127
Making News 133
Create an Action Plan 144
Part III: New Directions in Marketing
Chapter 6 How Libraries Use Relationship Marketing 151
What is Relationship Marketing? 151
Customer Service 153
Understanding the Law of Leadership 160
Partnerships and Leveraging 163
Voter Marketing 168
Donor Marketing 175
Cause-Related Marketing 186
Chapter 7 Marketing with Technology 189
What is Database Marketing? 190
Developing Web Sites 196
Anticipating the Future 212
Appendixes: Marketing Tools You Can Use
Appendix A Step-by-Step Marketing Plans 221
1. Developing a Spanish-Language Program for Preschoolers 221
2. Developing a Shakespeare Festival for Your Library 227
Appendix B One-Day Marketing Workshop 239
1. PowerPoint Presentation 239
2. My Marketing Plan 247
Index 253
About the Author 257
List of Figures
Figure 3-1 Basic Market Segmentation Criteria 36
Figure 3-2 Primary and Secondary information 50
Figure 3-3 Market Planning Process 69
Figure 3-4 Schematic of Planning Process 69
Figure 4-1 Products 76
Figure 4-2 Product Life Cycle Curve 77
Figure 4-3 Cash Cow/Rising Stars 78
Figure 4-4 Customer Adoption Curve 79
Figure 4-5 Positioning 112
Figure 4-6 Market Strategies 115
Figure 4-7 Factors Influencing Library Marketing Strategies 116
Figure 5-1 The Relationship of Marketing Tactics to the
Marketing Planning Process 117
Figure 5-2 Media Components 133
Figure 5-3 LaRue s Library Columns 134
Figure 5-4 Photo Release Form 135
Figure 5-5 Press Release Request Form 136
Figure 5-6 Sample Press Release 137
Figure 5-7 Media Advantages and Disadvantages at a Glance 142
Figure 6-1 Special Events 180
Figure 6-2 Nine Surefire Ways to Get the Big Gift 181
Figure 7-1 Statement of Patron Confidentiality 194
List of Brainstorming
Questions and Worksheets
Brainstorming 1.1 What is your institution? 6
Brainstorming 1.2 What are your products? 7
Brainstorming 1.3 How do you deliver? 7
Brainstorming 1.4 Who are your customers? 7
Brainstorming 1.5 What do you do well? 8
Brainstorming 1.6 What qualities do you encourage in your staff? 8
Brainstorming 1.7 How can you try to understand customer needs? 9
Brainstorming 1.8 What is your competition? 9
Brainstorming 1.9 What areas offer you potential growth opportunities? 9
Brainstorming 1.10 What stands out? 10
Brainstorming 1.11 What goes forward? 10
Brainstorming 1.12 What is the mission of your library? 10
Brainstorming 1.13 What is the future of your library? 11
Brainstorming 1.14 What is the vision of your library? 12
Brainstorming 1.15 What stands out? 14
Brainstorming 1.16 What goes forward? 14
Brainstorming 1.17 What are the values of your library? 14
Brainstorming 1.18 Merge your final mission, vision, and values statements
into one document 17
Brainstorming 2.1 Where is your library s population? 20
Brainstorming 2.2 Where is your library financially? 20
Brainstorming 2.3 Where is your library politically? 20
Brainstorming 2.4 Where is your library technologically? 21
Brainstorming 2.5 Examine the Strengths and Weaknesses in key areas of your library. 21
Brainstorming 2.6 Examine your library s Opportunities and Threats 22
Brainstorming 2.7 Summarize and prioritize your SWOT analysis 24
Brainstorming 2.8 Priority Goals Sheet 26
Brainstorming 2.9 Organize your staff to conduct your strategic plan 28
Brainstorming 3.1 Segmentation by Demographic Variables 37
Brainstorming 3.2 Segmentation by Geographic Variables 38
Brainstorming 3.3 Identify a segment of the population 39
Brainstorming 3.4 Identify the services important to your segment 39
Brainstorming 3.5 Cross segments to realize and target programs 43
Brainstorming 3.6 Identify the demands on your library 45
Brainstorming 3.7 Identify decision-making factors 46
Brainstorming 3.8 Determine programming by using segmentation, demand,
and customer decision-making process 47
Brainstorming 3.9 Compare your library to a competitor 48
ix
Library Marketing That Works!
Brainstorming 3.10 Assess secondary information sources in your library 51
Brainstorming 3.11 Assess library customer attitudes 52
Brainstorming 3.12 Scale-based sample evaluation 53
Brainstorming 3.13 Computer assessment survey 53
Brainstorming 3.14 Library user survey 54
Brainstorming 3.15 Steps to conducting a focus group discussion 59
Brainstorming 3.16 Developing a research project 63
Brainstorming 3.17 Marketing objectives 64
Brainstorming 3.18 Summary of environmental analysis, market
research, and marketing goals and objectives 67
Brainstorming 4.1 Assess your library s products and services 74
Brainstorming 4.2 How do you conduct a product/service evaluation? 75
Brainstorming 4.3 Where are your services on the adoption curve? 80
Brainstorming 4.4 Identify your library s place 88
Brainstorming 4.5 Describe placement in your library. 92
Brainstorming 4.6 Identify ways to merchandize your library. 93
Brainstorming 4.7 Develop a merchandizing plan 94
Brainstorming 4.8 Develop a promotion strategy using the questions
who, what, when, where, why, and how 101
Brainstorming 4.9 Ask the right questions to position for power 103
Brainstorming 4.10 How do you position your library? 104
Brainstorming 4.11 How do you position your library in an academic situation? 105
Brainstorming 4.12 Develop your positioning statement 111
Brainstorming 5.1 How do you develop a press release? 138
Brainstorming 5.2 Remember the steps to a successful promotional campaign 145
Brainstorming 5.3 Establish promotion/advertising goals 145
Brainstorming 5.4 Conduct a promotional audit 145
Brainstorming 5.5 Produce a promotional summary 146
Brainstorming 5.6 Maintain a marketing tactics action plan 146
Brainstorming 6.1 How can your library be number one in your community? 162
Brainstorming 7.1 Where are you? 196
Brainstorming 7.2 Identify your library s use for the Internet now and its potential
use in the future 216
X
List of Success Stories
3.1 Using Segmentation to Develop an Outstanding Library Program
Queens Borough Public Library
Jamaica, New York 40
3.2 Creating the African American Research Library
Denver Public Library
Denver, Colorado 41
3.3 Using Focus Groups to Identify Specific Customer Needs
Sweetwater County Library System
Sweetwater, Wyoming 56
4.1 Branding Youth Services
Brooklyn Public Library
Brooklyn, New York 81
4.2 Branding through a Unified Newsletter
Laramie County Library System
Cheyenne, Wyoming 83
4.3 Presenting One Image to the Community through a Friends Group
San Francisco Public Library
San Francisco, California 85
4.4 Strengthening the Public Image
Saint Paul Public Library
Saint Paul, Minnesota 86
4.5 Setting the Standard for Merchandising
San Jose Public Library
San Jose, California 91
4.6 Maximizing Promotional Efforts through Partnerships with the Power Card™
Houston Public Library
Houston, Texas 97
4.7 Repositioning for Success
Douglas County Libraries
Castle Rock, Colorado 106
4.8 Repositioning by Taking a Leadership Role
Richmond Public Library
Richmond, British Columbia, Canada 108
4.9 Repositioning the School Library
DeWitt Wallace-Reader s Digest Fund
New York, New York 113
xi
Library Marketing That Works!
5.1 Providing a Unique Service through the Tool Lending Library
Berkeley Public Library
Berkeley, California 122
5.2 Servicing the Business Community with the Business Resource Center
Aurora Public Library
Aurora, Colorado 123
5.3 Creating Community through Special Events
Ruidoso Public Library
Ruidoso, New Mexico 124
6.1 Developing Customer Service Strategies
Queens Borough Public Library
Jamaica, New York 157
6.2 Winning through Customer Service
Ruby M. Sisson Memorial Library
Pagosa Springs, Colorado 159
6.3 Demonstrating Leadership
Denver Public Library
Denver, Colorado 161
6.4 Using Strategic Partnerships to Create Results
West Virginia Library Commission
Charleston, West Virginia 163
6.5 Creating Partnerships and Strategic Alliances
Mississippi Library Commission
Jackson, Mississippi 164
6.6 Leveraging Makes All the Difference
Shelby County Public Libraries
Columbiana, Alabama 165
6.7 Taking Risks and Leveraging a Donation Leads to Success
Denver Public Library
Denver, Colorado 167
6.8 Demonstrating Successful Voter Marketing
Broward County Library
Fort Lauderdale, Florida 169
6.9 Winning the Referendum
Rampart Library District
Woodland Park and Florissant, Colorado 172
6.10 Raising Money with The Little Library that Could
Angel Fire Library
Angel Fire, New Mexico 175
xii
LIST OF SUCCESS STORIES
6.11 Setting the Standard for Excellence in Private Philanthropy, and Donor Marketing
Seattle Public Library Foundation
Seattle, Washington 183
7.1 Creating a Innovative Web Site Design
Richmond Public Library
Richmond, British Columbia, Canada 202
7.2 Introducing the Brarydog Web Site
Public Library of Charlotte and Mecklenburg County
Charlotte, North Carolina 205
7.3 Revising a Web Site to Meet Customer Needs
Seattle Public Library
Seattle, Washington 208
7.4 Leading the Way into the Future with Web Site Design and Services
North Carolina State University Libraries
Raleigh, North Carolina 209
7.5 Creating the Library of the Future
Richmond Public Library
Richmond, British Columbia, Canada 214
xiii
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| indexdate | 2024-07-09T22:40:31Z |
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