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Magazines > Marketing Library Services > March/April 2018

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Volume 32, Number 2 — March/April 2018
Marketing Library Services
A "How-To" Marketing Tool Written Specifically for Librarians!
Examples to Emulate Page 1

Public Library Partners With MBA Class for Market Research ProjectClick for FREE full-text article.
By Joyce Kennerly, Michele Pettigrew, and Jun Yang, Ph.D.

Like many others, Fort Bend County Libraries in Texas had no marketing budget, but its staffers still wanted to do market research to help them serve its diverse customer base better. A phone call to a nearby university started a partnership that served both organizations well: A professor worked with two librarians to have her MBA students create and carry out small focus groups and a widely distributed survey. So the class did a real-world project, the library got lots of valuable data, and the library board was impressed. The trio teamed up again to tell MLS readers just how it worked so others can emulate their success.



Page 1

Win Support Using the Ladder of Engagement
By Patrick “PC” Sweeney
There are proven ways to build support among groups of people, and the “ladder of engagement” is one. Libraries need to educate people in order to help them understand the organizations’ value, to win their personal support, and to eventually convince them to take action. It takes time and planning, so you must start long before you need the support. Patrick Sweeney, a political advocate for libraries, details the steps necessary to climb the ladder to success.


Interviews With Marketing Masters

Page 8

Jeannie Allen Wins Support via Long-Range PlanningClick for FREE full-text article.
By Judith Gibbons
Interviewer Judith Gibbons learns about John Cotton Dana winner Jeannie Allen. Allen moved from her own marketing design firm to Kitsap Regional Library, where her love of research and her understanding of people combined to help her make friends, influence people, win a levy, and use social media successfully to serve this region of Washington even better.

Tech Tools and Hacks Page 10
  Marketing Hacks for Using Facebook Live
By Jennifer Burke
In this issue, techie and tool lover Jennifer Burke sends help for those of us with no real design training. Short sections of bullet points cover design info, typography tips, and color theory. And yes, there are links to seven online tools that will help your artwork look more professional.

Book Review Page 11
  Using Social Media to Build Library Communities: A LITA Guide
edited by Scott W.H. Young and Doralyn Rossmann
Kathy Dempsey reviews this title from Rowman & Littlefield, which has a slightly different spin on social media than most others. Rather than being another how-to on reaching people and getting noticed, it focuses on somewhat deeper strategies. Its first two sections cover building communities of library users and library professionals, and the final one discusses social-justice movements online.

In the News Page 12

This issue carries news about entering the John Cotton Dana Library Public Relations Awards, a new location for the annual Library Marketing and Communications Conference, an ALA toolkit on censorship policies, and the theme and spokesperson for 2018’s School Library Month.



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