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Format:
Paperback
ISBN:
9781783302673
Published:
Dimensions:
280mm x 216mm x 13mm
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Marketing Your Library's Electronic Resources: A how-to-do-it manual

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£59.95



Marketing Your Library's Electronic Resources shows library and information professionals how to develop strategic marketing plans to inform users how their library's e-resources can have an impact on their lives, from providing a trusted answer to a quick question to offering sage advice to inspire them through a long-term project of their own design.
Newly expanded and updated, this manual demonstrates how to design and implement marketing plans that will help librarians save time, effort, and money while increasing the use of library resources. It shows readers how to construct marketing plans, from identifying purpose, its component parts, implementation, assessment, through to a guide to how and when to revise it.
Comprehensive yet to the point, this book includes:

  • seven complete programs from a variety of public and academic libraries
  • guides to determining, writing, implementing, assessing, and updating library marketing plans
  • advice on making the most of marketing opportunities from learning management systems, discovery services, LibGuides, and more
  • a step-by-step organization guide, with a variety of model feedback and assessment forms
  • an examination of the e-resource life cycle
  • case studies that demonstrate best practice and outcomes.

This book's flexible, step-by-step layout makes it an ideal resource for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. It's also a useful guide for LIS students internationally who need to understand the practice of library marketing.

PART I: HOW TO DESIGN YOUR MARKETING PLAN
1. Determine the purpose of your marketing plan

  • What You Can Discover about Your E-resources Right Now
  • Speak with One Message
  • Everybody Does the Marketing
  • Be Mindful of Competing Interests
  • The Evolving Formats and Methods of E-content Delivery
  • Marketing Makes Your Patrons Smarter
  • Gather the Troops
  • References

2. Fashion your marketing plan

  • Components of a Marketing Plan
  • Project Description
  • Current Market
  • SWOT Analysis
  • Target Market
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment
  • Recommended Resources for Further Reading
  • References

3. Implement your marketing plan

  • Components of a Marketing Plan, with Examples
  • Project Description
  • Current Market
  • SWOT Analysis
  • Target Market
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment
  • Marketing Your Electronic Resources Can Change Your Library
  • Recommended Resources for Further Reading
  • References

4. Construct your written marketing plan report

  • Write for Your Audience
  • Address the Components in Your Report
  • Executive Summary
  • Current Market and Target Market
  • Goals, Strategies, and Proposed Measurements
  • Timeline, Staff, and Budget
  • Wrap It Up

5. Assess your marketing plan

  • First, Take a Good, Long, Hard Look at Your Library Website
  • Then, Take a Good, Long, Hard Look at Your Electronic Resources
  • Now, Ask Yourself Assessment Questions
  • Market Your Electronic Resources Ethically
  • Recommended Resources for Further Reading and Support
  • References

6. Revise and update your marketing plan ("Lather, Rinse, and Repeat")

  • Give Yourself Time to Think
  • Project Description
  • Current Market
  • SWOT Analysis
  • Target Market
  • Goals
  • Strategy
  • Action Plan
  • Measurement
  • Assessment
  • Revise Your Plan
  • Communicate Your Successes or Failures in Marketing
  • References

PART II: SAMPLE MARKETING PLAN REPORTS
Example 1. Marketing plan from an all-electronic library
Statewide Marketing and Communications Plan, NOVELny: New York Online Virtual Electronic Library Example 2. Marketing plan from a public library
Winnetka-Northfield Public Library District, "Building a Buzz" Example 3. Marketing plan from a public library Worthington Libraries 2012 Communications and Development Plan
Example 4. Marketing plan from a community college library Maricopa Community College District Electronic Resources Committee Marketing Plan, 2013–2016
Example 5. Marketing Plan from a University Library Milner Library, Illinois State University 2012–2014 Marketing Plan
Example 6. Marketing plan from a regional technical college in Ireland Galway-Mayo Institute of Technology Library Marketing Plan
Example 7. Marketing plan from a university library

Marie R. Kennedy is a librarian at Loyola Marymount University, where she coordinates serials and electronic resources. She has written and presented widely on the development and use of electronic resource management systems.
Cheryl LaGuardia is research librarian at Widener Library, Harvard University. She writes the E-Views blog and the electronic review column 'E-Reviews' for Library Journal, and has published a number of books, including Becoming a Library Teacher; Finding Common Ground: Creating the Library of the Future without Diminishing the Library of the Past; and Teaching the New Library.

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