Marketing Ohio Libraries

Massillon Public Library

The marketing process at MPL: web, planning, place, promotion, PR-press, direct marketing, evaluation.

The Massillon Public Library bookmobile - a great source for marketing library services and communicating the message of library service to the community.

Marketing on the Web

"We are very proud of our web site!" Check out some of the outstanding features in the Public Relation pages.

• Calendar of Events
• Opinion Poll Center
• Press Releases
• Program Idea Submission Form
• Program Schedule

MPL uses the web for direct communication with users through their Online Forms.

Assignment Alert Form
Granger's World of Poetry Access Application
Grolier Online Access Application
Home Educator Collection Request Form
Homebound Service Application
Interlibrary Loan Request Form
Online Reference Question Form
PIN Number Assistance Form
Program Idea Submission Form
Reachout Service Application
Readers' Advisory - Reading List Request Form
Reading Circle Sign Up Form
Teacher Collection Request Form

Marketing Planning

At Massillon Public Library marketing begins with the library mission and with knowing users. Market research is informal.

"We strive to give people what they want and what they are interested in. For example, we know the subjects of books in high demand, and we build a program around that subject. We have a place on our web site for feedback."

Marketing audit SWOT, an assessment of strengths and weaknesses, opportunities and threats shows that primary competition for spending time at the library comes from many places: local bookstores, discount stores that sell books, book clubs, other libraries, television, and computer games!

Public Relations, the Press

MPL concentrates on public relations.

"We want people to know that we are here for intellectual stimulation as well as entertainment. This is an ongoing project that will never end, since our services are constantly evolving and growing."

To get the library message out in the community, the library has a strong relationship with the local newspaper and local reporters. MPL also networks with members of area boards and service organizations -- "mutual back-scratching at its best!" They have presented programs to colleagues about their award program that recognizes student achievement - PRISM. Staff regularly speak at meetings and schools. MPL also increases awareness of services through training:

"We have had programs educating the public about Internet usage; visits by 4th grade classes to give students hands-on library training and free pizza lunch; financial aid seminars in which we highlight the books and Internet resources we have to help families pay for college; and OhioRoads training."

Promotional Strategies

MPL's promotional strategies include print media, ads, and word of mouth. MPL uses different strategies for different types of services, but they always utilize print, and regularly use electronic formats such as local cable TV station and some radio.

"Pamphlets, flyers, signs, handouts are always tailor made. Sometimes we create elaborate pieces and sometimes we do bare bones. Sometimes we buy paid advertising in high school football printed programs and paid ads in other printed programs for special events."

Direct Marketing, Networking, Advertising

For direct marketing, the library designs special flyers for kids in their Tots, Tales and Treats outreach program. Bookmobile schedules are included in local area bank statements. They successfully advertised the Buy a Brick campaign, and "garnered numerous queries and sales" from the ads. Public service announcements were utilized rather than paid advertising.

Evaluation and the Future

MPL looks at program attendance and listens for comments made about programs.

"No matter how well something goes, there is ALWAYS room for improvement. We strive for perfection/success and then go a little bit further."

The library considers the most important thing in marketing the library in the future is to tell people what a fantastic resource the library is and to keep technology current so that patrons (particularly the younger ones) know the library is up to date.

[From email interview with Camille Leslie, Director/Clerk-Treasurer of the Massillon Public Library, January 2003]

   PLSJ