Marketing Plans in Action: A Step-by-Step Guide for Libraries, Archives, and Cultural Organizations

摘要

Outreach and marketing are new skill sets for many librarians and libraries in this new digital environment. With so many places to go for information, it is essential that there is a focused marketing plan/ plans as part of one's strategic goals and overall daily activities. This book provides practical advice for discussing, implementing, and assessing one's approach toward patrons, students, and communities. Comprised often chapters packed full of useful information, the author includes seventy-two guides of practical advice and activities to move forward on different initiatives and endeavors. Some of these guides include example of a complete marketing workflow (#17), mobile-friendly content (#22), how to collect user information (#40), and annual tracking and reporting (#54), to name but a few. The chapters move from getting started, learning about your organization, getting notified of marketing requests, setting up project management, content creation of all kinds (file management, diversity, images, videos, newsletters, web forms, etc.), staffing training and interactions, who are your users? tracking and reports, outside contacts, and bonus insights. Packed full of charts, figures, tables, and examples, and given that the author has first-hand experience in all the practical guides, this book will be useful to anyone whose job duties include marketing, outreach, communication, and assessment.