Review

Module 4: Promoting the Library

Promotions

Promotion is anything libraries do to let the community know who they are and what they do! Concentrate your promotion efforts where they will achieve the best results!

Public Relations

Marketing is customer oriented and has a primary purpose of promoting a product to sell it. PR concentrates more on selling the library as a whole, developing a corporate identity or image, and disseminating a clear message to the community about library mission and goals. Advertising is a part of marketing -- a promotional strategy that requires payment for print or other media. For marketing, public relations, or advertising the ultimate goal is the same -- let the community know what you have to offer.

Image and Branding

Maintaining a positive image is critical for the library and for marketing library products. Branding and positioning are two effective methods. Branding is an association of ideas, associating the library with a name, logo, or slogan, for example. Positioning involves establishing the image of the library as it functions within the community.

Press Relations

Working with the Press is important in marketing, to create and keep a positive image of the library in the mind of the public. To establish good working relationships with the press, follow the guidelines for writing and submitting articles, be considerate of the editor's time, and know what your local press considers "newsworthy."

Advertising and Direct Marketing

With direct marketing, promotion is directed at a specific target group and may include personal contact, mailings, catalogs of services/resources, or telemarketing. Advertising involves payment, but will reach different user groups. Library budgets are usually limited to free public service announcements. Specialty advertising is more common. When deciding on direct marketing, advertising, and specialty advertising, consider the time and costs involved, and the appeal to the target market.

Displays, Publications, Presentations

Staff, signage, displays, exhibits, publications, and presentations are all effective methods for promoting library products. Be creative. Be different. Be frugal! Whatever you do, do it well, because all promotions and materials represent the library and affect the image of the library within the community.

Advocacy, Friends

Libraries often need help from community supporters such as Friends groups, for marketing, for fundraising, and for advocacy. Libraries must stay informed of legislative issues that impact libraries and be prepared to speak up.

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