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MARKETING YOUR LIBRARY: P R , ADVERTISING AND PROMOTION
Increase Visibility and affirm Indispensability
Marketing ?
“Marketing is so basic that it cannot
be considered a separate function. It
is the whole business seen from the
point of view of its final result, that
is, from the customer's point of view.”
– Peter Drucker, Management: Tasks,
Responsibilities, Practices
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S.L.Faisal [email protected]
Why Libraries ?
Elevating your library’s profile in the community often depends on successful media relations – a concept rarely taught in library schools.
Marketing of library and information services includes customer (users) priorities, expectations, individuality, responsiveness, relationship, quality of services, professional skills and competencies, value-added services, etc.
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S.L.Faisal [email protected]
Why we need it ?
Public relations involves building relationships with the learning community inside and outside the school.
Advertising makes people aware of your program's goals, while a marketing plan focuses on convincing these people to take action.
Promotion involves a ongoing commitment to the advancement of ideas and programmes.
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S.L.Faisal [email protected]
Plan a Library Promotion
Analyze the needs
Seek out specific interests, needs, and problems in the learning community
Build partnerships
Get others involved with your promotion
Develop activities and resources
Develop the materials needed to implement your project. What's the timeline? Who will do what, when? What advertising materials are needed?
Advertise the promotion
Be sure that everyone is aware of the event or activity (newsletters, brochures, etc)
Implement the promotion
As you implement the program be sure to collect data. Count people, conduct a survey, ask for comments, take photographs, collect sample products.
Share your success
Be sure that people know about the success of your project. (newspapers, newletters, website, and bulletin boards to share your success.
Evaluate
Consider the effectiveness of the program. Immediately revise materials for the next time you use this promotion. Plan for the future.
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S.L.Faisal [email protected]
Promotional materials for Libraries
Logos and Slogans
Themes
Start with a title
Ask students to come up
with logos and slogans
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“Read to Lead”, “ Think@Your Library”
Promotional materials for Libraries
Brochures/user guides
Flyers, brochures, and
handouts
Library user information
leaflets
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S.L.Faisal [email protected]
Promotional materials for Libraries
Newsletters
To communicate with
students, teachers and
parents
Can create
collaboratively
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S.L.Faisal [email protected]
Promotional materials for Libraries
Booklets
Materials developed for
students and teachers
can be published as
booklets (e.g: guidelines,
career information
resources, primary
resources, etc).
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S.L.Faisal [email protected]
Promotional materials for Libraries
Posters
Advocating reading,
writing and libraries
Getting students
engaged in creating
Inexpensive way to
decorate the library
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S.L.Faisal [email protected]
Promotional materials for Libraries
Bookmarks, cards,
sticker books, and
post-it notes
(Give Aways)
Customized bookmarks
for the library
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Displays and Bulletin Boards 12
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Displays and Bulletin Boards 13
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Displays and Bulletin Boards 14
S.L.Faisal [email protected]
Promotional materials for Libraries
Video/Audio programmes,
Slide shows
Library instructional or
promotional videos on
YouTube and websites
PPT s on library resources
and services
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Web Tools
Library websites
Library Blogs
Wikis
RSS Feeds
Social Networking
Social Bookmarking
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S.L.Faisal [email protected]
Increasing media coverage of your
library
Step1
Select the right media
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S.L.Faisal [email protected]
Who do you want to walk
through the doors of the
library as a result of your
publicity efforts?
Once you define your target,
find out which media
specialize in reaching that
person/group.
Increasing media coverage of your
library
Step 2
Know your media
Once you identified the
targeted media, get to
know more about them.
If it is a newspaper, read it
regularly.
Find out who covers your
kind of stories and what
will kindle his interest.
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S.L.Faisal [email protected]
Increasing media coverage of your
library
Step 3
Package your news
appropriately
If you’ve studied your
target media thoroughly,
you’ll know which elements
of your story to highlight.
Create compelling stories
which attract the reporters
and consider by them as
newsworthy.
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S.L.Faisal [email protected]
Increasing media coverage of your
library
Step 4
Follow up by phone
Reporters get loads of
mail, e-mail, phone calls
and fax every day. If
you’ve mailed/send a press
release, be sure you get it
out of the in-box and into
his or her hands with a
reminder phone call.
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S.L.Faisal [email protected]
Increasing media coverage of your
library
Step 5
Establish an ongoing
relationship
If you followed steps 1 - 4, you may have got a nice piece of publicity.
Keep in touch with the reporter with a thank you call. Reporters are like anyone else – they appreciate knowing their work was noticed and appreciated.
Be sure to keep in touch regularly, too.
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Library in the News 22
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Library in the News 23
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Library in the News 24
S. L. Faisal [email protected]
Conclusion
The library should give priority to provide excellent customer service and enhancing its image as an information provider in the information era.
The library and information services should be user (customer) oriented in order to satisfy their information needs effectively.
The ultimate aim of
marketing here is to
provide the right
information to the right
user at the right time.
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S.L.Faisal [email protected]