Intentional marketing : a practical guide for librarians

Title:

Author:

Ottolenghi, Carol, 1959- author

ISBN:

9781538108482

Publication:

Lanham : Rowman & Littlefield, [2018]

Physical Description:

xviii, 169 pages : illustrations ; 28 cm.

Series:

Practical guides for librarians ; no. 51.

Contents:

Intentional marketing & your library -- Cultivating your library's #1 stakeholder group and marketing force -- Adopt and adapt: marketing ideas come from everywhere -- Artifacts are not just for archeologists -- Branding, social media & communications best practices -- Content is king! (and not just in social media) -- Digitizing with intent -- Using displays and exhibits to strut your (library's) stuff -- Outreach is just getting into their space -- Programming to market -- Spreading the word intentionally: word-of-mouth-marketing.

Abstract:

"User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing"-- Provided by publisher.

Subject Term:

Libraries -- Marketing.

Libraries -- Marketing. (OCoLC)fst00997415

Bibliothek. (DE-588)4006439-6

Marketing. (DE-588)4037589-4

LANGUAGE ARTS & DISCIPLINES / Library & Information Science / Administration & Management.

Local Subject:

LIBRARY AND INFORMATION SCIENCE COLLECTION

Other Format:

Online version: Ottolenghi, Carol, 1959- Intentional marketing. Lanham : Rowman & Littlefield, [2018] 9781538108499 (DLC) 2018036374

Available:

Library	Call Number	Material Type	Status
Searching... State Library of Oregon	021.7 Ottol	4-Week Loan	Searching... Unknown

Bound With These Titles

On Order

Summary

User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. This book includes: -Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive -Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom -Ways to identify everyone who affects funding, and how to turn them into stakeholders -Ways to increase staff and stakeholder buy-in -Examples of successful marketing efforts at other libraries -Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use -Model feedback and assessment forms This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness.

Author Notes

Carol Ottolenghi is Director of Library Services for the Office of the Ohio Attorney General. Previously, she served as the public relations/marketing director of two different public library systems. She also ran the Ohio Humanities Council/American Library Association's Let's Talk About It series in which she shepherded 25 different under-funded libraries each year through every aspect of hosting and publicizing eight to twelve weeks of programming.

Summary:

Reviews (1)

Library Journal Review

The public forms an impression of a library based on interactions with library staff, knowledge of collections, awareness of programs, and use of the physical spaces and virtual services. Ottolenghi (director of library svcs., the Office of the Ohio Attorney General), who has experience with public relations and marketing in public libraries, argues that since everything is marketing, the library needs to be intentional in its messaging and present a unified approach to communication. The author advocates being user-centric and addressing the needs and wants of current and potential clients. The goal is to show the library doing good work and to build and maintain a relationship with users. This book covers marketing theory but is more of a handbook on establishing a marketing program, with guidance and examples. Twenty-nine marketing snapshots offer tips from many types of libraries; for instance, the Contra Costa Library System teamed with their local transit authority to produce Snap & Go posters with QR codes to allow commuters smartphone access to ebooks, library staff, and more. VERDICT Library administrators and marketers will find here many useful strategies and ideas.-Judy Solberg, Sacramento, CA © Copyright 2019. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.