Library Marketing 101: Fun, cheap, and easy ways to promote

your library (with a little pre-planning)!

Alexandra SimonsLibrarian, History/Political Science/Gov Docs

Chair, Marketing CommitteeUniversity of Houston Libraries

Before you dive in Set your goals – what do you want to accomplish?

Find out what your students, faculty and community really want from your library

Develop a Marketing Plan

How do I do that?

• Form a marketing committee

How do I do that?

• Form a marketing committee• Use someone else’s strategic marketing plan

and make it fit your organization

How do I do that?• Form a marketing committee• Use another library’s strategic marketing plan

and make it fit yours• Check fun and useful guide books

How do I do that?

• Contact your college’s marketing department and find out what they’re doing, especially with branding

How do I do that?

• Contact your college’s marketing department and find out what they’re doing, especially with branding

• Go online to see what other community colleges are doing

How do I do that?

• Contact your college’s marketing department and find out what they’re doing, especially with branding

• Go online to see what other community colleges are doing

• Use free survey programs to find out what your users want from you, for example:

Strategic planning helps you… Define what your users want and need Pinpoint library services most important to users Develop a consistent message Market a recognizable brand Streamline communications

We’ve got the plan!

Now what?

Start Getting Creative!

Some fun, free, (or at least cheap) ideas!

Use social media outlets to spread the word

Some fun, free, (or at least cheap) ideas!

Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your

patrons’ positive experiences

Some fun, free, (or at least cheap) ideas!

Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your

patrons’ positive experiences Create YouTube videos using your campus’s

graphic design & marketing students

Some fun, free, (or at least cheap) ideas!

Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your

patrons’ positive experiences Create YouTube videos using your campus’s

graphic design & marketing students Create blogs using free blogging software

Some fun, free, (or at least cheap) ideas!

Use social media outlets to spread the word Start a word-of-mouth campaign utilizing your

patrons’ positive experiences Create YouTube videos using your campus’s

graphic design & marketing students Create blogs using free blogging software

Collaborate with other community colleges to plan and promote events

Using Social Media

Make sure you have a strong brand and a consistent message

Using Social Media Make sure you have a

strong brand and a consistent message

Don’t overwhelm your patrons – send out announcements and messages for specific events

Using Social Media Make sure you have a strong

brand and a consistent message

Don’t overwhelm your patrons – send out announcements and messages for specific events

Check with your campus marketing department to get guidelines and/or restrictions on using social media

Using Social Media Make sure you have a strong

brand and a consistent message

Don’t overwhelm your patrons – send out announcements and messages for specific events

Check with your campus marketing department to get guidelines and/or restrictions on using social media

Go to YouTube, Facebook, and other sites to see what other libraries are doing

So, how do I put it all together?

2 case studies

Case Study 1: UH Libraries Mobile Site Launch

The Web Services department asked the Marketing Committee to help

advertise its new mobile site. Consistent branding and a strong message helped spread the word!

Case Study 1: Mobile Site LaunchPost cards, posters, and

table tents featuring real students!

We know how to use the QR code!

Case Study 1: Mobile Site Launch

Campus Newspaper Ad

Case Study 2: McIntyre Library’s “How I Met My Valentine”

Used Facebook to launch the contest

Case Study 2: McIntyre Library’s Valentine’s Day Contest

Used Facebook to launch the contest

Posted fliers around campus and in the library

Case Study 2: McIntyre Library’s Valentine’s Day Contest

Used Facebook to launch the contest

Posted fliers around campus and in the library

Had participants come to the library to get their prizes

Case Study 2: McIntyre Library’s “How I Met My Valentine”

The first contest went so well, they added an “Anti-Valentine’s Day” campaign!

How do I know if the campaign was successful (or not)?

Follow-up and Assessment

Follow-Up and Assessment:

Finds out if your pre-planning paid off

Follow-Up and Assessment:

Finds out if your pre-planning paid offFigures out why and if patrons responded to

your campaign

Follow-Up and Assessment:

Finds out if your pre-planning paid offFigures out why and if patrons responded to

your campaignHelps plan for future campaigns

Follow-Up and Assessment:

Finds out if your pre-planning paid offFigures out why and if patrons responded to

your campaignHelps plan for future campaignsLets you tweak your approach to better meet

your patrons’ needs

Follow-Up and Assessment:

Finds out if your pre-planning paid offFigures out why and if patrons responded to

your campaignHelps plan for future campaignsLets you tweak your approach to better meet

your patrons’ needsGives you statistics to take back to library and

college administration (maybe you’ll get some $$$!)

Last Thoughts

You may find that you don’t really need or want to do marketing for your library, at

least not right now. That’s OK! Just keep in mind that there are lots of examples and tools to choose from if you do decide to

take the plunge!

Sometimes the most outrageous and silly ideas turn out to be winners! Don’t be

afraid to be creative.

Questions?

Thanks!Please let me know if you have any

additional questions or would like to follow up with me on your own marketing ideas.

Most of all, have fun!

Alex Simonsacsimons@uh.edu

713-743-9776

Some Helpful (and FREE) ResourcesBlogging software

Organizing & editing photos

Managing social media

– Use Chirpstats to learn more about your Twitter followers

– who’s following YOU

– post from anywhere to anywhere

Some Helpful (and FREE) ResourcesAssessment

Multi-Use

A Helpful (but not FREE) Resource

References Dempsey, K. (2009). The accidental library marketer. Medford, NJ: Information Today, Inc.

Dowd N., Evangeliste M., Silberman J. (2010). Bite-sized marketing: Realistic solutions for the overworked librarian. Chicago, IL: American Library Association.

Drake, M. A. (2010). Academic library challenges. Searcher, 18(9), 16-53. Retrieved from http://ezproxy.lib.uh.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=55086721&site=ehost-live

Empey, H. & Black, Nancy E. (2006). Marketing the academic library: building on the “@ your library” framework. College & Undergraduate Libraries, 12(1), 19. http://pdfserve.informaworld.com.ezproxy.lib.uh.edu/447099_731199558_903325508.pdf

Germano, M. A. (2010). Narrative-based library marketing: selling your library's value during tough economic times. The Bottom Line, 23(1), 5. Retrieved from http://ezproxy.lib.uh.edu/login?url=http://proquest.umi.com.ezproxy.lib.uh.edu/pqdweb?did=2050314321&Fmt=7&clientId=86&RQT=309&VName=PQD

Halpin, P. (2006). Marketing the proprietary college library. Florida Libraries, 49(1), 16-18. Retrieved from http://vnweb.hwwilsonweb.com/hww/jumpstart.jhtml?recid=0bc05f7a67b1790e9dfb9859861cda097417ca8021b8849413c9f735a604e9f458920b6fbe9ca703&fmt=HPDF:

Harris, A., & Rice, S. E. (2008). Gaming in academic libraries: Collections, marketing, and information literacy. Chicago: Association of College and Research Libraries.

Jennings, E., Tvaruzka,K. (2010). Quick and dirty library promotions that really work. Journal of Library Innovation, 1(2) Retrieved from http://www.libraryinnovation.org/article/view/18/99

Lauby, S. (2009). 10 must-haves for your social media policy. Mashable.com, accessed 4/21/11

Lewis, A. (2006). Nonprofit Organizational Assessment Tool Marketing. UW Extension website, accessed 4/25/11

Mathews, B. (2009). Marketing today's academic library: A bold new approach to communicating with students. Chicago, IL: American Library Association.

Seattle Central Community College. (2006). Seattle Central Community College Library Marketing Plan. Accessed 4/2/11.

van Leemput, G. (2011) Social media policies: trust better than control. J. Boye.com, accessed 4/21/11.

Verostek, J. M. (2006). Affordable, effective, and realistic marketing. College & Undergraduate Libraries, 12(1), 119. Retrieved from http://pdfserve.informaworld.com.ezproxy.lib.uh.edu/980679_731199558_903325515.pdf