Library Marketing That Works!

by Walters, Suzanne

• ISBN13: 9781555704735
• ISBN10: 1555704735
• Edition: CD
• Format: Paperback
• Copyright: 2004-04-01
• Publisher: Neal Schuman Pub

Table of Contents

List of Figures	vii
List of Brainstorming Questions and Worksheets	ix
List of Success Stories	xi
Preface	xv
Acknowledgments	xvii
Part I: Strategic Planning
Begin with Powerful Mission, Vision, and Values Statements	3	(16)
Long Range Plans, Strategic Plans, and Understanding Your Library	3	(1)
Create a Strategic Mind-Set	4	(1)
Write an Effective Mission Statement	4	(7)
Write an Effective Vision Statement	11	(2)
Define Your Values	13	(6)
Use a SWOT Analysis to Plan Your Marketing Strategy	19	(14)
Building Your Strategic Plan Using Your Strengths, Weaknesses, Opportunities, and Threats (SWOT)	19	(1)
Carry Out a SWOT Analysis	19	(6)
Develop Long-Term Goals	25	(4)
Summary	29	(4)
Part II: Marketing Planning Processes
Know Your Customers	33	(38)
Identifying Your Customers	33	(1)
Segmentation	34	(9)
Identify the Demand for Your Services	43	(3)
Understanding the Customer's Decision Making	46	(1)
Looking at the Competition	47	(3)
Doing Market Research with Secondary Information	50	(1)
Primary Research Methodologies	51	(10)
Research Design	61	(1)
Develop Your Market Goals and Objectives	62	(8)
Summary	70	(1)
Marketing Goals Using the Six Ps Strategy	71	(46)
Product, Place, Price, Promotion, Positioning, and Politics	71	(1)
The First P: Products and Services	71	(16)
The Second P: Place	87	(7)
The Third P: Price	94	(2)
The Fourth P: Promotion	96	(5)
The Fifth P: Positioning (and Repositioning)	101	(12)
The Sixth P: Public Policy and Politics	113	(4)
Combine Smart Marketing Tactics with the Right Action Steps	117	(34)
Developing Effective Public Relations	118	(9)
Promotion	127	(1)
Using Advertising	127	(6)
Making News	133	(11)
Create an Action Plan	144	(7)
Part III: New Directions in Marketing
How Libraries Use Relationship Marketing	151	(38)
What is Relationship Marketing?	151	(2)
Customer Service	153	(7)
Understanding the ``Law of Leadership''	160	(3)
Partnerships and Leveraging	163	(5)
Voter Marketing	168	(7)
Donor Marketing	175	(11)
Cause-Related Marketing	186	(3)
Marketing with Technology	189	(64)
What is Database Marketing?	190	(6)
Developing Web Sites	196	(16)
Anticipating the Future	212	(9)
Appendixes: Marketing Tools You Can Use
Appendix A Step-by-Step Marketing Plans	221	(18)
1. Developing a Spanish-Language Program for Preschoolers	221	(6)
2. Developing a Shakespeare Festival for Your Library	227	(12)
Appendix B One-Day Marketing Workshop	239	(14)
1. PowerPoint Presentation	239	(8)
2. My Marketing Plan	247	(6)
Index	253	(4)
About the Author	257