Written and designed to reflect the way people read today, this book is structured to quickly impart simple and cost-effective ideas on marketing your library. Filled with contemporary marketing ideas, the authors provide * How-tos of guerrilla marketing * Cutting-edge digital marketing practices * Benefits of traditional print mediaVisually compelling and easy to read, this book will challenge you to market your library in new and original ways.
Author(s): Nancy Dowd, Mary Evangeliste, Jonathan Silberman
Edition: 1
Year: 2009
Language: English
Pages: 152
Introduction......Page 12
Word-of-Mouth Marketing......Page 14
A New Paradigm Has Emerged......Page 15
What Makes WOMM So Powerful?......Page 16
Philosophy of WOMM......Page 17
Start by Turning On a Flashlight......Page 19
Basic Elements of WOMM......Page 22
The New-Media Marketing Manifesto......Page 30
Types of WOMM That Work Well for Libraries......Page 33
WOMM with Social Networks......Page 35
Web 2.0 Tools at Work......Page 36
Bring Your Library to Life with a Story......Page 38
Why Tell a Story?......Page 39
Telling a Great Story......Page 40
Stories for WOMM......Page 44
Story Banks......Page 45
Quick List of Questions to Guide Your Story Contributors......Page 47
How to Market Electronic Resources......Page 50
How Do We Connect Users with Electronic Resources?......Page 51
Marketing Resources through Wikipedia......Page 53
Bridging Print to Electronic......Page 54
The New Collection Management......Page 55
Public Relations 101......Page 58
The New-Media Mix......Page 59
Creating a Media List......Page 60
Writing Your Release......Page 61
First Things First-Is It News?......Page 63
News Release Format......Page 64
How to Write a Traditional News Release......Page 65
The Media Advisory......Page 67
What Kind of Release Should You Send?......Page 68
Listing Events......Page 69
Two Tips about Keywords......Page 70
Public Service Announcements-PSAs......Page 71
Outreach......Page 74
Trade Shows......Page 75
Five Steps to a Successful Show......Page 76
Taking Why to Wow!......Page 82
Advocacy......Page 86
Call to Action......Page 87
Let Other People Tell Their Stories about Your Library......Page 88
Set Up a Media Page......Page 89
The New Marketing Tools......Page 92
Blogging......Page 93
The Next Step: Making a New Marketing Mix around
Web 2.0......Page 101
Advertising......Page 102
Twitter......Page 103
Wikis......Page 104
Flickr......Page 105
Videos......Page 107
Facebook......Page 110
Podcasting......Page 111
Design......Page 122
You and Your New Best Friend (Hint, It's a Designer)......Page 124
Choosing a Designer......Page 125
Finding Stock Photos, or… The Death of Clip Art......Page 126
Design Terminology......Page 127
Professional Printers versus Ganged Printers versus
Office Printers......Page 130
A Note about Your Marketing and the Web......Page 132
Branding......Page 134
Brand Czar......Page 135
Baby Steps to Branding......Page 136
Marketing Best Practices......Page 138
Getting to Know Your Audience......Page 139
Assessment......Page 140
Corporate Sponsorship......Page 142
Internal Marketing......Page 143
Internal Marketing Ideas......Page 146
Succession Planning......Page 148
Index......Page 150
