Marketing plans in action: a step-by-step guide for libraries, archives and cultural organizations
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Facet Publishing
2020
|
| Ausgabe: | UK edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiii, 194 Seiten Illustrationen |
| ISBN: | 9781783304707 1783304707 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Marketing Plans
in Action
A Step-by-Step Guide for Libraries,
Archives and Cultural Organizations
Amanda L Goodman
facet l
publishing
contents
Preface / xi
Acknowledgments / xiii
CHAPTER 1 Getting Started 1
What Is Marketing? 2
AWord on Titles 3
Where Do You Fit in the Organizational Structure? „ 3
Document Everything 4
The Buck Stops Here 4
Welcome to the Guides „ 7
CHAPTER 2 Learn about Your Organization 9
1 Getting Staff Buy-in 9
2 Outline Your Job Scope 11
3 Know Your Branding 14
CHAPTER 3 Get Notified of Marketing Requests 19
4 Make an inventory of Marketing Offerings 19
5 How to Gather Marketing Requests 21
6 E-Mail System Setup „23
7 lngest Form Setup 26
CHAPTER 4 Set Up Project Management 31
8 Time Management „31
9 Understand Your Needs 35
10 Desired Capabilities „37
11 Analog vs Digital „39
12 Comparison of Project Management Tools 40
13 Personal Knowledge Base 42
14 InternalTracking System 43
/ vii
viii / contents
15 Publicity Plans „46
16 Marketingstrategy „48
17 Example of a Complete Marketing Workflow 51
CHAPTER 5 Content Creation 55
18 File Management 55
19 Content 58
20 Copyright 59
21 Design
22 Mobile-Friendly Content 64
23 Diversity 65
24 Images ‚ 66
25 Video „67
26 Print Materials
27 E-Mail Newsletters 69
28 CAN-SPAM Act „76
29 Web Forms ‚77
30 Calendars to Develop ‚ 79
31 Photography Policies „82
WWW
CHAPTER 6 Staff Training and Interactions 85
32 Build a Network of Support --85
33 Educational Resources 87
34 Keep Staff Involved 90
35 Staff Training Now and in the Future 93
36 Managing Assistants --95
CHAPTER 7 Who Are Your Users? 99
37 Target Audiences 99
38 Respecting Privacy ~99
39 Confirmation Methods 102
40 How to Collect User Information 102
41 Simple Suweys 104
42 Program Attendance vs Door Counts ------------- - 106
43 Staff-Sourced User Groups 111
44 Census
Mapping --119
contents / ix
46 Social Media Insights ‚ ‚ 121
47 Other Ways to Learn about Users 123
cHAPTER s Tracking and Reports 127
48 Questions to Ask 127
49 What to Track When
50 Daily Tracking and Reports 131
51 Weekly Tracking and Reports „132
52 Montth Tracking and Reports 135
53 Quarterly Tracking and Reports 136
54 Annual Tracking and Reports 140
55 Single Campaigns 143
56 Shortened URLs 145
57 NB Testing 149
58 Marketing Report for Staff 152
W
CHAPTER 9 Outside Contacts 155
59 Document Your Public Relations Contacts 155
60 Set Up Meetings 157
61 Find New Contacts 159
62 Press Releases 161
63 Other Press Releases to Send 164
64 One-Off Press Releases 165
65 Networking 166
W
cHAPTER 10 Bonus Insights 169
66 Google My Business 169
67 Handling Complaints „171
68 How to Apologize 174
69 Ordering Items 175
70 Update Content 177
71 Social Media Tips „178
72 Two-Factor Authentication 181
WWW-WM
Index / 183
|
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| discipline | Allgemeines |
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| spellingShingle | Goodman, Amanda L. Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations Kulturverein (DE-588)4165990-9 gnd Archiv (DE-588)4002859-8 gnd Marketingkonzept (DE-588)4120696-4 gnd Öffentliche Bibliothek (DE-588)4043141-1 gnd |
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| title | Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations |
| title_auth | Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations |
| title_exact_search | Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations |
| title_full | Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations Amanda L. Goodman |
| title_fullStr | Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations Amanda L. Goodman |
| title_full_unstemmed | Marketing plans in action a step-by-step guide for libraries, archives and cultural organizations Amanda L. Goodman |
| title_short | Marketing plans in action |
| title_sort | marketing plans in action a step by step guide for libraries archives and cultural organizations |
| title_sub | a step-by-step guide for libraries, archives and cultural organizations |
| topic | Kulturverein (DE-588)4165990-9 gnd Archiv (DE-588)4002859-8 gnd Marketingkonzept (DE-588)4120696-4 gnd Öffentliche Bibliothek (DE-588)4043141-1 gnd |
| topic_facet | Kulturverein Archiv Marketingkonzept Öffentliche Bibliothek USA |
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