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Library marketing and communications : strategies to increase relevance and results

2020

Format:	Book
Author:	Anderson, Cordelia, 1974- author.
Title:	Library marketing and communications : strategies to increase relevance and results / Cordelia Anderson.
Publisher, Date:	Chicago : ALA Editions, 2020. ©2020
Description:	xv, 157 pages : illustrations ; 23 cm illustration
Summary:	"This book addresses the relevance question that libraries face today and explains how libraries can rise to the occasion by implementing strategic marketing and communications planning to tell their stories effectively"-- Provided by publisher.
Subjects:	Libraries -- United States -- Marketing. Libraries -- Public relations -- United States.
Notes:	Includes bibliographical references and index.
Contents:	Public relations, marketing, and promotion -- Starting with research -- Developing a marketing and communications plan -- Customers and the marketing funnel -- Fixing the funnel -- Branding libraries -- Storytelling -- Marketing and communications partnerships -- Advocacy planning -- Reputation management and crisis communications -- Staffing and organizational structure.
LCCN:	2020018486
ISBN:	9780838947999 0838947999
Other Number:	1158505309
System Availability:	1
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# Local items:	1
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In this expanded version of a 2018 speech to the Library and Communications Conference, Anderson (former marketing and communications director, Charlotte Mecklenburg Lib.) notes that funding cuts are more dire than ever, given the COVID-19 pandemic; accordingly, librarians must deploy marketing and communication strategies to prove their relevance. The author covers managing a library's reputation, establishing a crisis communication plan, using stories to convey ways in which the library affects the community, and increasing user engagement. Helpfully, she also points to ways that many libraries fail to use marketing to their advantage. Traditionally, there has been more effort put into promoting programs and events and little into marketing collections, services, online resources, and facilities. Citing examples from individual libraries but no case studies, Anderson convincingly argues that library staff must look beyond print collateral such as bookmarks, signs, and posters (which often take time and effort to create) and instead seek out other, underused channels. VERDICT Library directors, senior library management, and marketing staff looking to implement long-range plans for growing their customer bases and increase community engagement will find useful strategies here.--Susan Belsky, Oshkosh P.L., WI

Summary

Effectively marketing libraries by persuasively communicating their relevance is key to ensuring their future. Speaking directly to those in senior leadership positions, Anderson lays out the structural and organizational changes needed to help libraries answer the relevance question and maximize their marketing and communications efforts. Focusing on big-picture strategies, she shares lessons learned from her 20+ year career in library marketing and communications. No matter what type or size of library you help to lead, by reading this book you will

gain insight into why libraries need to tell their stories more effectively than they are today; be able to craft a strategic roadmap for marketing your library and communicating its value in a variety of ways that resonate with key audiences; see why improvements to the structure of your marketing and communications team can lead to better results; learn practical methods for incorporating audience research into your planning; know how to remove customer barriers and discontinue practices that are thwarting your marketing efforts; receive guidance on preparing for potential crises; understand how to be more community-focused by forming and sustaining partnerships; and feel confident in engaging with stakeholders so that they become your library's best ambassadors.

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