Library Marketing That Works!

, by Walters, Suzanne

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ISBN: 9781555704735 | 1555704735
Cover: Paperback
Copyright: 4/1/2004

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Supplemental Materials

List of Figures

vii

List of Brainstorming Questions and Worksheets

List of Success Stories

Preface

Acknowledgments

xvii

Part I: Strategic Planning

Begin with Powerful Mission, Vision, and Values Statements

(16)

Long Range Plans, Strategic Plans, and Understanding Your Library

(1)

Create a Strategic Mind-Set

(1)

Write an Effective Mission Statement

(7)

Write an Effective Vision Statement

(2)

Define Your Values

(6)

Use a SWOT Analysis to Plan Your Marketing Strategy

(14)

Building Your Strategic Plan Using Your Strengths, Weaknesses, Opportunities, and Threats (SWOT)

(1)

Carry Out a SWOT Analysis

(6)

Develop Long-Term Goals

(4)

Summary

(4)

Part II: Marketing Planning Processes

Know Your Customers

(38)

Identifying Your Customers

(1)

Segmentation

(9)

Identify the Demand for Your Services

(3)

Understanding the Customer's Decision Making

(1)

Looking at the Competition

(3)

Doing Market Research with Secondary Information

(1)

Primary Research Methodologies

(10)

Research Design

(1)

Develop Your Market Goals and Objectives

(8)

Summary

(1)

Marketing Goals Using the Six Ps Strategy

(46)

Product, Place, Price, Promotion, Positioning, and Politics

(1)

The First P: Products and Services

(16)

The Second P: Place

(7)

The Third P: Price

(2)

The Fourth P: Promotion

(5)

The Fifth P: Positioning (and Repositioning)

101

(12)

The Sixth P: Public Policy and Politics

113

(4)

Combine Smart Marketing Tactics with the Right Action Steps

117

(34)

Developing Effective Public Relations

118

(9)

Promotion

127

(1)

Using Advertising

127

(6)

Making News

133

(11)

Create an Action Plan

144

(7)

Part III: New Directions in Marketing

How Libraries Use Relationship Marketing

151

(38)

What is Relationship Marketing?

151

(2)

Customer Service

153

(7)

Understanding the ``Law of Leadership''

160

(3)

Partnerships and Leveraging

163

(5)

Voter Marketing

168

(7)

Donor Marketing

175

(11)

Cause-Related Marketing

186

(3)

Marketing with Technology

189

(64)

What is Database Marketing?

190

(6)

Developing Web Sites

196

(16)

Anticipating the Future

212

(9)

Appendixes: Marketing Tools You Can Use

Appendix A Step-by-Step Marketing Plans

221

(18)

1. Developing a Spanish-Language Program for Preschoolers

221

(6)

2. Developing a Shakespeare Festival for Your Library

227

(12)

Appendix B One-Day Marketing Workshop

239

(14)

1. PowerPoint Presentation

239

(8)

2. My Marketing Plan

247

(6)

Index

253

(4)

About the Author

257

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Library Marketing That Works!

Table of Contents

Supplemental Materials