Cruise to success: how to steer your way through the murky waters of marketing your library
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford [u.a.]
Chandos
2009
|
| Edition: | 1. publ. in Great Britain |
| Series: | Chandos information professional series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes index Bibliography: p.105-111 |
| Physical Description: | XVII, 116 S. Ill. 24 cm |
Staff View
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| 650 | 4 | |a Academic libraries / Marketing | |
| 650 | 4 | |a Bibliotecas universitarias - Marketing | |
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Record in the Search Index
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|---|---|
| adam_text | Titel: Cruise to success
Autor: Phillips, Loreen S.
Jahr: 2009
Contents
List of figures and tables ix
About the author xiii
Acknowledgements xv
List of acronyms xvii
1 Introduction !
2 Why should libraries market themselves? 7
3 The library as a corporation 19
The marketing plan 21
Keep moving forward 34
4 Creating a SWOT analysis 37
How to create the SWOT 40
5 Areas to consider in a marketing campaign 45
6 Merchandising and branding 57
7 Marketing strategy 73
Strategies and ideas 73
Variety 76
Technology 76
Outsource 77
Collaborate 77
vii
I Cruise to Success
Give 77
Invest 78
Opportunity 78
Clear and basic 79
Assessment 80
8 Poster guidelines 87
Planning your poster 87
Designing your poster 88
Samples 90
9 Other tools of communication: news announcements,
public relations, newsletters and annual reports 97
Blog this: using other technology to market the library 98
Web ads and other online marketing schemes 99
Conclusion 103
References, further reading and resources 105
References 105
Further reading 106
Resources 110
Index 113
viii
List of figures and tables
Figures
2.1 Sample of a table tent 15
2.2 Sample poster 17
3.1 McDermott Library events calendar 24
3.2 Advertise the library s services 25
3.3 Advertise the library s multimedia services 27
3.4 Celebrate significant milestones 29
3.5 Library tours introduce the community to
the library 30
3.6 Give your users a voice 31
4.1 Example of SWOT analysis 39
4.2 Making your own SWOT analysis 42
5.1 Using paper economically 48
5.2 Bookmark idea 48
5.3 General bookmark advertising library s logo
and contact information 49
5.4 Bookmark advertising library satellite office 50
5.5 Trifold display card 51
6.1 Branded pens 60
6.2 Branded pencils 61
6.3 Branded highlighters 62
ix
I Cruise to Success
6.4 Folders for faculty 62
6.5 Notepads 63
6.6 Customize your notepads 63
6.7 Promotional calendar 64
6.8 Mugs 65
63 Promotional candies 65
6.10 The first library logo 68
6.11 Moving to a photographic image 68
6.12 The logo used for handouts 68
6.13 Class handout using the textbox with logo 69
6.14 The current logo 69
6.15 The first Ask a librarian logo 70
6.16 The latest permutation in corporate colors 70
6.17 The going in circles logo 70
6.18 The first version of the Call, click, come in
tagline 71
6.19 Applying the tagline more widely 71
7.1 Sample survey instrument 81
7.2 Keeping track of costs 84
8.1 Emphasize one key idea 88
8.2 Avoid clutter 89
8.3 Using color and contrast 91
8.4 Using color and contrast 91
8.5 Drawing the reader s eye to important information 92
8.6 Use different font sizes 92
8.7 Multiple uses of the same image 93
8.8 Using white space effectively 94
8.9 Using a visual identity and logo 95
8.10 The flow of a poster is important 95
9.1 The McDertnott Library webpage 100
xl
List of figures and tables |
Tables
3.1 Sample marketing plan 22
|
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| discipline | Allgemeines |
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| spelling | Phillips, Loreen S. Verfasser aut Cruise to success how to steer your way through the murky waters of marketing your library Loreen S. Phillips 1. publ. in Great Britain Oxford [u.a.] Chandos 2009 XVII, 116 S. Ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Chandos information professional series Includes index Bibliography: p.105-111 Academic libraries / Public relations Academic libraries / Marketing Bibliotecas universitarias - Marketing Academic libraries Marketing Academic libraries Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Bibliothek (DE-588)4006439-6 gnd rswk-swf Bibliothek (DE-588)4006439-6 s Marketing (DE-588)4037589-4 s Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017312961&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Phillips, Loreen S. Cruise to success how to steer your way through the murky waters of marketing your library Academic libraries / Public relations Academic libraries / Marketing Bibliotecas universitarias - Marketing Academic libraries Marketing Academic libraries Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Marketing (DE-588)4037589-4 gnd Bibliothek (DE-588)4006439-6 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4037589-4 (DE-588)4006439-6 |
| title | Cruise to success how to steer your way through the murky waters of marketing your library |
| title_auth | Cruise to success how to steer your way through the murky waters of marketing your library |
| title_exact_search | Cruise to success how to steer your way through the murky waters of marketing your library |
| title_full | Cruise to success how to steer your way through the murky waters of marketing your library Loreen S. Phillips |
| title_fullStr | Cruise to success how to steer your way through the murky waters of marketing your library Loreen S. Phillips |
| title_full_unstemmed | Cruise to success how to steer your way through the murky waters of marketing your library Loreen S. Phillips |
| title_short | Cruise to success |
| title_sort | cruise to success how to steer your way through the murky waters of marketing your library |
| title_sub | how to steer your way through the murky waters of marketing your library |
| topic | Academic libraries / Public relations Academic libraries / Marketing Bibliotecas universitarias - Marketing Academic libraries Marketing Academic libraries Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Marketing (DE-588)4037589-4 gnd Bibliothek (DE-588)4006439-6 gnd |
| topic_facet | Academic libraries / Public relations Academic libraries / Marketing Bibliotecas universitarias - Marketing Academic libraries Marketing Academic libraries Public relations Öffentlichkeitsarbeit Marketing Bibliothek |
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