Library Marketing That Works!,9781555704735

Library Marketing That Works!

by Walters, Suzanne
Edition: CD
ISBN13: 9781555704735
ISBN10: 1555704735
Format: Paperback
Pub. Date: 2004-04-01
Publisher(s): Neal Schuman Pub
List Price: $80.00

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Table of Contents

List of Figures
vii
List of Brainstorming Questions and Worksheets
ix
List of Success Stories
xi
Preface xv
Acknowledgments xvii
Part I: Strategic Planning
Begin with Powerful Mission, Vision, and Values Statements
3(16)
Long Range Plans, Strategic Plans, and Understanding Your Library
3(1)
Create a Strategic Mind-Set
4(1)
Write an Effective Mission Statement
4(7)
Write an Effective Vision Statement
11(2)
Define Your Values
13(6)
Use a SWOT Analysis to Plan Your Marketing Strategy
19(14)
Building Your Strategic Plan Using Your Strengths, Weaknesses, Opportunities, and Threats (SWOT)
19(1)
Carry Out a SWOT Analysis
19(6)
Develop Long-Term Goals
25(4)
Summary
29(4)
Part II: Marketing Planning Processes
Know Your Customers
33(38)
Identifying Your Customers
33(1)
Segmentation
34(9)
Identify the Demand for Your Services
43(3)
Understanding the Customer's Decision Making
46(1)
Looking at the Competition
47(3)
Doing Market Research with Secondary Information
50(1)
Primary Research Methodologies
51(10)
Research Design
61(1)
Develop Your Market Goals and Objectives
62(8)
Summary
70(1)
Marketing Goals Using the Six Ps Strategy
71(46)
Product, Place, Price, Promotion, Positioning, and Politics
71(1)
The First P: Products and Services
71(16)
The Second P: Place
87(7)
The Third P: Price
94(2)
The Fourth P: Promotion
96(5)
The Fifth P: Positioning (and Repositioning)
101(12)
The Sixth P: Public Policy and Politics
113(4)
Combine Smart Marketing Tactics with the Right Action Steps
117(34)
Developing Effective Public Relations
118(9)
Promotion
127(1)
Using Advertising
127(6)
Making News
133(11)
Create an Action Plan
144(7)
Part III: New Directions in Marketing
How Libraries Use Relationship Marketing
151(38)
What is Relationship Marketing?
151(2)
Customer Service
153(7)
Understanding the ``Law of Leadership''
160(3)
Partnerships and Leveraging
163(5)
Voter Marketing
168(7)
Donor Marketing
175(11)
Cause-Related Marketing
186(3)
Marketing with Technology
189(64)
What is Database Marketing?
190(6)
Developing Web Sites
196(16)
Anticipating the Future
212(9)
Appendixes: Marketing Tools You Can Use
Appendix A Step-by-Step Marketing Plans
221(18)
1. Developing a Spanish-Language Program for Preschoolers
221(6)
2. Developing a Shakespeare Festival for Your Library
227(12)
Appendix B One-Day Marketing Workshop
239(14)
1. PowerPoint Presentation
239(8)
2. My Marketing Plan
247(6)
Index 253(4)
About the Author 257

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