"Marketing is about bringing them in and bringing them back. . . . [It's] a stance and an attitude that focuses on meeting the needs of users… Marketing is not separate from good practice. It is good practice."—
Patricia H. Fisher and Marseille M. Pride, from the Introduction
In these challenging times, libraries face fierce competition for customers and funding. Creating and implementing a marketing plan can help libraries make a compelling case and address both issues—attracting funding and customers by focusing on specific needs. But where and how do you start?
Drawing on the authors' many decades of experience in marketing and as librarians and trustees,
Blueprint for Your Library Marketing Plan
offers a step-by-step program to get any library up to speed with minimal angst.
Lay the groundwork through strategic planning and data collection
Write the plan, including targeting the market, defining services, setting goals, and taking action to promote the library
Use marketing planning to create and position new and existing services and programs
Implement and track the plan then evaluate results
Reproducible forms and worksheets, quick start tips, strategies and models from other libraries, and resources for more information enhance this one-stop handbook. Librarians and directors in public, academic, and special libraries, marketing specialists, and students and instructors in library programs can learn to tailor marketing plans, prioritize services, and address community needs using this library-focused, hands-on guide.