Marketing & Public Relations
What is the difference between Marketing and Public Relations?
Marketing is about library user acquisition.
Public Relations is about creating “buzz.”
- Marketing the Library [Ohio Library Foundation]
- Branding and Marketing Your Library, by James Keller, American Libraries
To be effective in getting your message delivered you need to establish clear goals, understand the values, priorities and motivations of your target audience and set measurable objectives. Start smart by getting to know your audience.
- Statistics & Research [MHLS]
- Targeted Marketing – How to do it [MHLS Building Your Base Project]
- Tapestry Segmentation [Esri]
- Focus Groups
- Running a Focus Group [Nebraska Library Commission]
- Non-User Survey Outreach Program [On-Demand Consultations & Training by MHLS]
- Surveys
- Using Surveys for On-Going Outcome Evaluations [Information School of the University of Washington]
- Conducting Needs Assessment Surveys [University of Kansas]
- Online Survey Tools
- Program Evaluation Questions [MHLS]
- Library User Quiz [Pew Research Internet Project]
- Sample Community Surveys [MHLS]
- Are You Overdue? [Newport News Public Library System}
- Hudson Area Association Library
- Patterson Library
- Roeliff Jansen Community Library
- User Experience (UX)
- Putting the “You” in UX by Aaron Schmidt [Library Journal]
- Libraries: A Canvas for Creating Meaningful User Experience by Amanda L. Goodman [UX Magazine]
Creating a culture through your library that is engaging and energizing is part of building a “buzz.” Give people something to talk about – a good memory, a laugh, a positive shared experience. Create community through your library.
- Libraries and Community Engagement [American Library Association]
- Transforming Library Spaces for Community Engagement [WebJunction]
- The Cube [Sound & Story Project of the Hudson Valley]
- Geek the Library [OCLC]
- Connect With Your Kids @your library [The Campaign for America’s Libraries]
- Preserve Your Family Treasures [The Campaign for America’s Libraries]
- Manufacturing Makerspaces [American Libraries]
- Book-to-Action Program and Toolkit [California State Library / California Center for the Book]
- Get Outside the Lines, Libraries Reintroduced (September)
Effectively communicating your message will depend on how well you can tell the story of your library through facts, narrative and visuals. People need to relate to what you are saying and why you are saying it. Think through your story – the why behind the what.
- Storytelling Basics
- Telling the Library Story [WebJunction]
- Telling the Library Story Toolkit [Iowa State Library]
- 10 Tips for Writing Your Nonprofit Story [Network for Good]
- Digital Storytelling for Social Impact [The Rockefeller Foundation]
- Start With Why [Simon Sinek’s TEDx Talk]
- Anecdote Worksheet [MHLS]
- By the Numbers
- Library Use Value Calculators
- Real People. Real Dollars. DIY Campaign [MHLS]
- Return on Investment for Public Libraries [Library Research Service]
- Return on Investment (ROI) [American Library Association]
- New York’s Libraries: How they STACK UP! [NYS Division of Library Development]
- How libraries stack up: 2010 [OCLC]
- Visuals
- Photo Permissions at the Library by David Lee King
- Use of Photographs in Publicity Materials [American Library Association]
- Sample Photo Release Form
- 5 great ways to source free images [Creative Bloq]
- DIY Infographics
Diversified delivery is key to ensuring you reach the maximum number of people with your message. Did you know? Word-of-Mouth is the #1 way Hudson Valley residents report learning about local information so be strategic!
- PR Audit [MHLS]
- PR Materials Gallery [MHLS]
- Do It Yourself (DIY)
- Canva.com – Create designs for Web or print: including business cards, flyers and posters.
- Microsoft Templates – Microsoft has hundreds of free templates you can use with Word and Publisher.
- UpWork.com – Find freelance designers. Creating an account is free. Simply post your job and choose the best designer (and price) for your library’s needs.
- eSigns.com – Create a custom vinyl banner for as low as $40. Other promotional signs are available to customize including yard signs and A-frame signs.
- Affordablebuttons.com – Use their design services or drop in your own art.
- ButtonBiz Designer – Design your own button templates. Free and easy to use.
- Vendor Promotional Materials
- Newsletters & eNewsletters
- Update the Community: Create a Newsletter [Gates Foundation / Staying Connected]
- Annual Report to the Community
- Helpful Information for Meeting Standard #3: Report to the Community [NYS Division of Library Development]
- Defining Your Theme, Outlining Your Report worksheet [MHLS]
- Graphics-based annual report template [Putnam County Library Association]
- Sample Reports [MHLS]
- Word-of-Mouth Marketing (WOMM)
- “Speak Up: The Power of Word-of-Mouth Marketing” [Library Communication Strategies]
- Social Media (e-WOMM)
- Building Your Base Online: 10 Things [MHLS]
- Social Media Information Blast [WebJunction]
- Building Your Base Online Facebook Group [MHLS]
- In Your Library
- Retail Interior Layout for Libraries [Marketing Library Services]
- Merchandising 101 [South Jersey Regional Library Cooperative]
- Signage Basics
- Wayfinding and Signage in Library Design [Libris Design, California State Library]
- Spanish translations of some typical library signage [Texas State Library]
- Library Signage: The good, the bad and the ugly [Travelin’ Librarian]
- Piggyback Opportunities
- Digital Learning Day (February)
- Take Your Child to the Library Day | NYLA (February)
- National Library Week (April)
- D.E.A.R. Drop Everything and Read (April)
- Children’s Day/Book Day – El día de los niños/El día de los libros (Día) (April)
- Choose Privacy Week (May)
- National Library Card Sign-Up Month (September)
- Banned Books Week (September-October)
- Teen Read Week (October)
- National Friends of Libraries Week (October)
- International Games Day (November)
- Contacts
- Legislators (County, State & Federal)
- Registered Voters
