Just finished Bite-sized marketing- realisit solutions for the overworked librarian by Nancy Dowd, Mary Evangeliste & Jonathn Silberman
Some highlights I learned:
Word of Mout Marketing – check out the Iowa Library - Telling the Library Story Tool Kit
Collect a storybank – create a form – name, address, phone number, email – ask -may we publish your name in connection with your story? May we use all or part of your story (or share it with library support organizations) in marketing, publicity, or fund-raising efforts? – Periodically update these stories
Another example – New Jersey’s Librarian Association – Solving Life’s Problems
Sample questions: What’s your most memorable experience at the library? Why do you visit the library? What have you learned at the library? How have the librarians helped you? How does the library save you money? How has the library changed your life? What would your life be like if you didn’t have the library? What is the best program you’ve ever attended at the library? Did something amusing make your day? Did you meet someone significant at the library?
Use wikipedia, create specific bookmarks with top three databases tailored to target market
Press releases – Time -date building – street – town, send releases about awards, new services,
PSAs – visit station manager, only include pertinent information, include a brief letter of introduction, lead time 2-3 weeks, 10 seconds =25 words, 20 seconds 40 words, 30 seconds 80 words, 60 seconds 160 words
trade show – set goals for why you are there(key message, reach certain audience, what you want to happen) , design the booth, create simple/cheap promotional materials, train staff, follow up (have a key message, for a table have good sigange, interactivity, giveaways, print materials – don’t sit behind the table, take pictures and post to flickr, post pictures to flickr, follow up on contacts
explore twitter – check out David Lee King, tweet about new materials, links for popular topics, best reference questions, programs (include pictures), quote of the day, interesting facts, tweet during conferences
istockphoto.com
gimp.org – to edit ictures
www.loc.gov – photos
dots per inch – dpi – print should be 300 DPI web 72 DPI
vector images – EPS files – use vector images of logo so you don’t loose quality
bleed 1/8 of an inch
CMYK for color for print RGB for color for WEB
sponsorship – 1 define type you want 2- write a sample letter (describe event, reason for having it, goal of event, number of attendees you expect) 3- be persistent 4- ask for logo 5- follow up with thank you and pictures
don’t forget internal marketing – employees should know values, missions, goals of organization, keep them informed,
succession planning – master calendar (deadlines, programs, publications), list of community contacts, list of volunteers, list of media contacts, list of sponsors, copies of press releases and flyers, copies of timelines
