Now more than ever, libraries must find ways to engage with their communities in order to demonstrate the value they create and deliver. Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success. It takes each element of the strategic marketing domain and outlines both current marketing best practice and its detailed application in the library and information sector. It includes a set of tools and techniques to help reflection and progress towards effective marketing.
Whether it is raising awareness of resources, increasing library use or demonstrating value, this book will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.
Coverage includes:
strategic marketing planning
understanding users and potential users
identifying value and grouping users for marketing activity
understanding stakeholder management to support marketing activity
crafting messages
identifying effective marketing channels
digital marketing
evaluating the response to marketing activity.
Engaging your Community through Active Strategic Marketing is a must-read for library and information service directors and managers in all sectors. It will also be useful for all library and information professionals interested or involved in the strategic planning or marketing of library services and students of library and information science, particularly those taking library management or marketing modules.
Sprache
Verlagsort
Zielgruppe
Für Beruf und Forschung
Professional Practice & Development
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-78330-384-7 (9781783303847)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Terry Kendrick has over 30 years' experience of delivering information and marketing training courses. Originally qualified as a librarian, Terry has run his own information and marketing training and consultancy company - Information Now Ltd - which was established in 1989. He specialises in strategic marketing planning facilitation and training, strategic risk management, management consultancy skills, internet search techniques and competitive intelligence. In addition to information activities Terry has in the past been Director of the MBA Programme at the University of East Anglia and Director of Executive Education at Leeds University Business School. In his freelance information and marketing activities Terry has worked on projects in over 20 countries. Terry is a CILIP Onsite trainer, presenting a number of tailored programmes for organisations. He has also written articles on marketing planning and is the author of Developing Strategic Marketing Plans That Really Work: A toolkit for public libraries (2006).
Figures
Tables
Introduction
1. The need for a professional approach to engagement
Defining engagement and strategic marketing
Outline of this book
2. Strategic marketing planning for engagement
Identifying planning goals and processes to achieve them
The engagement story
3. Ambition: the basis for all activity
Vision, mission and values
How to write a statement of ambition for your library
4. Understanding users and potential users
Defining the marketplace
Understanding existing users
Understanding and engaging potential users
Profiling your potential library community
Survey research
Focus groups
Researching user experience and satisfaction
Understanding competition
5. Identifying value and segmentation
Creating segment-specific value propositions for stakeholders
Options for segmenting stakeholders
Effective segmentation is not easy...
Value propositions by segment
6. Managing stakeholder engagement
Three elements of a stakeholder management programme
Engaging employees
7. Making choices and creating engaging offers
Priorities
Engagement objectives
Engagement strategies
Creating offers for users, potential users and stakeholders
The marketing mix
Engagement and customer relationship management as a strategy
Finalising engaging offers for specific segments
Some other aspects of marketing strategy for engagement
8. Crafting engaging messages
How often should users be contacted?
Should library marketing communications be general or event driven?
Options for a communications mix
Communications strategies
The return on marketing communications investment
Do users and potential users respond to library communications?
Marketing communications at different stages of the user life cycle
Event-driven and segment-specific marketing communications messages
Media kits
Writing copy for marketing communications
Promotional activity
9. Effective marketing channels for engaging messages
Non-digital methods of marketing messages
Traditional media
In-library messaging
10. Digital channels and engagement
The pivotal role of the library website
Library blogging
The major social media
How social media platforms support libraries' engagement activities
Social media policies and guidelines
Practical hints for writing engaging social media posts
Digital support for engagement strategies
11. Evaluating the response to engagement activity
Evaluating engagement outcomes from social media presence and participation
Evaluating employee engagement
Reporting evaluations and assessments
12. How to give marketing and engagement the best chance of success
References
Recommended reading
Index
