Creative Library Marketing and Publicity: Best Practices focuses on some of the most visible aspects of marketing for libraries – promotion, publicity, branding and advocacy. It begins with the foundation of marketing, which is the marketing plan, taking readers through creating a plan step-by-step so that essential information is gathered before you attempt any major marketing project. The book reiterates throughout the importance of a marketing plan. This introductory chapter helps to understand what a marketing plan contains and why it is essential to have one.
It then explores different types of libraries – public, academic, special, school, etc. – in small, medium and large library settings. Coverage includes rebranding of a library service, email marketing, new library builds and remodelling, exhibition and art spaces within libraries, social media in libraries, library programming, building advocacy for your library, and designing, making and marketing libraries via videos.
The social media in libraries example discusses a public library and the 13 different social media platforms it uses as well as those it doesn’t, and why. It also discusses how these social media avenues can be used to engage with your particular library community. Social networking tools discussed include Facebook, blogs, Twitter, Pinterest, YouTube, Flickr, Instagram and Tumblr.
The examples from university libraries about creating promotional videos draw heavily on the expertise of students and faculty. This included having students and faculty star in their videos, and giving full creative control to students studying film-making. Engagement in these examples is very high and the success of these videos is directly attributed to the involvement of students and faculty. Other chapters also however talk about ‘buying in’ expertise in certain situations to ensure that the project is a success.
There are two chapters which talk about rebranding particular aspects of a library service. One discusses updating the library logo whilst the other talks about using a particular tagline in all library marketing material. These examples show how consistent marketing across a host of different areas in a library service can get the point across to patrons so that they remember you for the right reasons, not the wrong ones.
This is a fantastic little book which gives an overview of marketing in many different sized libraries and in many different library contexts. Contributors willingly share costings, plans, outcomes and more which make this book very adaptable to your own library situation. With punchy writing and a variety of topics this book is a real little gem.
Ballarat Health Services
© 2016 Gemma Siemensma
http://dx.doi.org/10.1080/00049670.2016.1242365