TY  - BOOK
AU  - Potter,Ned
TI  - The library marketing toolkit
SN  - 9781856048064
AV  - Z716.3 POT2012
U1  - 021.7 23
PY  - 2012///
CY  - London
PB  - Facet Publishing
KW  - Libraries
KW  - Marketing
KW  - Branding (Marketing)
KW  - Public relations
KW  - Advertising
N1  - Includes bibliographical references (p. [201]-203) and index; Introduction; About marketing --; Seven key concepts for marketing libraries; The seven concepts; Anchoring these ideas in marketing theory --; Strategic marketing; The marketing cycle; 1; Decide on your goals; 2; Market research; 3; Segmentation; 4; Set objectives; 5; Promotional activities; 6; Measurement; 7; Evaluation; 8; Modification --; Developing a marketing plan --; The library brand; Quick definitions; What is library branding?; Visual identity; Merchandise; Slogans; Branding and marketing a converged library and IT service --; Marketing and the library building; Library design; Signs and displays; Marketing the library as space --; An introduction to online marketing; The library website; Search Engine Optimization (SEO); Mobile websites; E-mail --; Marketing with social media; Do your patrons use social media?; General principles of marketing with social media; Twitter; Facebook; Blogs and blogging; Tumblr; Google+; LinkedIn; Conclusion --; Marketing with new technologies; Quick definitions; Video marketing; Image sharing; QR codes; Geolocational apps; Web 2.0 catalogues and live chat; Podcasts Wikis; Slide sharing; Viral marketing; Technology and teenagers --; Marketing and people; Collaborating with people; Reaching people --; Internal marketing; The importance of internal marketing; Marketing to internal stakeholders; Marketing with internal stakeholders: co-operative promotion --; Library advocacy as marketing; National campaigns and localPromotingg; Pormoting your library incriticisme to citicism of libraries in general; Advocacy, positiveand possitive messages; The library media narrative; Trojan horse advocacy --; Marketing special collections and archives; Introduction; Access, access, access: marketing digital collections; Genealogy; Tailoring your marketing to fit the cultural landscape; Mounting and promoting a more traditional exhibition; Learning from museums; Crowdsourcing; Marketing audiovisual materials --; A final word on marketing libraries --; Appendix: Glossary of Web 2.0 tools and platforms
N2  - This practical guide offers coverage of every element of library marketing and branding for all sectors, including archives and academic, public and special libraries; This is a toolkit of ideas to inspire action. As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. This unique practical guide offers expert coverage of every element of library marketing and branding for all sectors including archives and academic, public and special libraries. Packed with globally-sourced case studies from thought-leaders and those at the cutting edge of library marketing it provides innovative and easy-to-implement techniques and ideas. The key topics covered are: marketing strategy; essential marketing tools and techniques; getting the most out of social media; marketing on a budget; library branding; marketing to internal stakeholders and with third parties; marketing special collections and archives; and, library advocacy as marketing
ER  -