Download Course Syllabus S604: Marketing for Libraries IUPUI

Course Syllabus S604: Marketing for Libraries IUPUI-­‐SLIS What do people want and need from a library? What services can your library provide? How can services be connected with the needs of current and potential library users? Marketing is much more than creating attractive displays and updating your Facebook page, it’s about meeting the needs of individuals and groups. If library users aren’t aware of your resources and services they’re unlikely to visit your physical or virtual library. If they’ve had a bad experience in the past, they may be sharing this negativity with their friends and colleagues. Marketing is about understanding the needs and interests of current and potential users, reaching those individuals with quality resources and services, and evaluating the experience so adjustments can be made to increase effectiveness, efficiency, and appeal. Course Description This three-­‐credit hour graduate course focuses on the application of marketing concepts, techniques, and technologies for all library types. Emphasis is on matching library customers with services through information, education, persuasion, and partnerships. Topics include planning, audience analysis, needs assessment, market analysis, goal-­‐
setting, message design, public relations, publicity, promotion, advocacy, assessment and evaluation, internal and external communication, and change theory. This course stresses traditional, evidence-­‐based approaches to marketing, along with forward-­‐thinking tools and technologies to reach today’s digital audience. While brochures, banners, and bookmarks may be still be useful in some situations, skills in developing online visibility and customer niches are essential in today’s customer-­‐driven library. This course will showcase innovative library marketing. Through marketing campaigns and case studies, students will explore effective, efficient, and appealing approaches that work. This course will not teach skills related to selection and use of evaluation tools, philanthropy, grant writing, funding, or topics stressed in other courses. Finally, this course will expand your thinking about the essential role of marketing in a comprehensive academic, school, public, and/or special library setting. It will be taught entirely online including web-­‐based readings and resources, threaded discussions, plus online presentations and activities. Choices allow graduate students with varied backgrounds and interests to select activities that meet their professional needs. S604: Marketing for Libraries Course Syllabus 1
Course Assumptions The following entry skills are required for this course: Demonstrate technology skills including use of productivity tools (i.e., word processing, spreadsheet, presentation), web development tools, social media, and utilities (i.e., downloading drivers and plugins). Identify, select, access, and evaluate information found on the Internet and in the library. Use Oncourse for forums and information sharing. This course makes the assumption that you are able to work independently. There are no required face-­‐to-­‐face meetings. There are no required synchronous online meetings. However, feel free to e-­‐mail or arrange a chat with your instructor at any time. Learning Objectives Students will be able to: •
Apply theoretical and practical marketing concepts to libraries. •
Describe the value of libraries and the “return on investment”. •
Apply the measures, tools, resources, and approaches used in market research. •
Identify specific audiences and target strategies to meet these needs. •
Create a marketing plan for a library. •
Analyze, select, and position products and services to appeal to specific market segments. •
Design effective marketing strategies that reflect market segmentation. •
Design, develop, test, apply, and deliver informational, educational, and persuasive messages to meet communication needs. •
Apply technology tools and techniques to meet specific communication needs. •
Describe how public relations activities can be used to build long-­‐term positive relationships between users and libraries. •
Compare and contrast publicity options for particular market segments. •
Discuss how promotion can be used to gain participation. •
Create, implement, and evaluate public relations, publicity, promotional activities that reflect marketing research. S604: Marketing for Libraries Course Syllabus 2
•
Describe how branding, advertising, and outreach are used to reach audiences and build loyalty. •
Describe the role of advocacy and community building in library marketing. •
Describe how a service review is conducted and used in decision-­‐making. •
Discuss the use of external consultants, resources, and sponsors in marketing. •
Describe the role of librarian as an innovator and change agent. Course Materials The course content will be accessed through a series of web pages. In addition to readings and presentation materials, the pages also contain reflective questions and individual exercises to reinforce key concepts. No print textbook is required. The online materials will be available Aug 1, 2012. Course Assignments and Assessments The learning objectives will be assessed through a series of eight activities and a final project. Course assignments are intended to help students apply the course materials. The class contains eight “Bridging Theory and Practice” activities (80 points) and a final project (20 points). The “bridging requirements” are posted in forum area of Oncourse. The “reply requirement” for each activity involves students in reading and responding to the work of a peer. These quality responses will be posted in Oncourse as replies. Some assignments have specific criteria, so read the requirements for each. Eight “Bridging Theory and Practice” Activities (80 Points) Bridge 1: Marketing for Libraries (10 Points). Describe a service somewhat unique to a particular library type (i.e., academic, school, public, special) of interest. What is the value of the service to users? How can this value be enhanced by increasing the effectiveness, efficiency, or appeal of the service? What is the cost to the library? Use the Ps of marketing to describe the service. How can a knowledge of marketing better connect customers with this service to increase use? Reply Requirement: Provide feedback, suggestions, and/or examples for a peer. Bridge 2: Connecting Marketing to Libraries (10 Points). Choose ONE of the following two options. S604: Marketing for Libraries Course Syllabus 3
Marketing Literature. Read three professional journal articles on a current marketing strategy, technique or approach from well-­‐respected journals such as Journal of Marketing Research, Journal of Marketing Management, or Journal of Marketing. Summarize your findings. Then, describe how the ideas could be applied to marketing of library services providing specific real-­‐world examples. Library Literature. Select three professional journal articles on current topics related to library services. Summarize your findings. Then, describe how marketing strategies could be applied to this situation providing specific real-­‐world examples. Reply Requirement: Provide feedback, suggestions, and/or examples for a peer. Or, suggest an additional article that fits the topic. Bridge 3: Market Research, Audiences, and Segmentation (10 Points). Select one of five case studies for analysis. Follow the guidelines and support your solution with relevant sources. Reply Requirement: Compare your solution with a peer. How are they alike and different? Bridge 4: The Service Encounter, Blueprinting, and Message Design (10 Points). Analyze a service encounter. Create a service blueprint. Then, describe whether an informational, educational, or persuasive message would best convey the story of the service to potential users and convince them to use the service. Design a sample message in whatever format you wish (i.e., text, images, audio, video). Reply Requirement: Compare your service encounter with a peer’s approach. Bridge 5: Public Relations and Virtual Presence (10 Points). Develop a plan for building relationships through a virtual presence. Describe the role of the library website. Incorporate at least four participatory technologies into your plan. Be specific; provide examples. Incorporate at least three professional citations that support your approach. Reply Requirement: Provide feedback, suggestions, and/or examples for a peer. Bridge 6: Publicity and Branding (10 Points). Plan a press kit for a specific real-­‐world library service using the guidelines provided in class. Establish a brand including a logo, slogan, and/or tagline phrase. Create at least four elements for the kit including at least two social media elements with sample content. Describe why each element was selected and how it fits with the brand being established. Support your approach with at least three professional citations from the course materials or others you located. Reply Requirement: Provide feedback, suggestions, and/or examples for a peer. Bridge 7: Promotional Kit Review (10 Points). Organizations, agencies, and libraries share their kits online. Review one of these kits in-­‐depth comparing its approach to the course readings and professional resources. What is included and what is missing? What would you add to the materials? How could they be modified to reach a different audience or address a specific service? Be sure to include the URL of the kit you are reviewing. S604: Marketing for Libraries Course Syllabus 4
Each member of the class will review a different kit. Post your selection to ensure that no one else in class has made this selection. Examples: Project 12 <http://www.illinoislibrarysystems.info/project12/> Library Lover’s Month <http://www.librarysupport.net/librarylovers/> Reply Requirement: Compare your kit to a classmates. How is your kit like and unlike your peers? Share your findings. Bridge 8: Share Marketing Knowledge (10 Points). Share your knowledge of marketing through an article for a professional library journal of your choice. Focus on some aspect of ONE of the following four areas: community building, Word-­‐of-­‐Mouth communication, advocacy, or internal communications. The article should be 500-­‐750 words and include at least three professional citations along with at least three practical examples. Reply Requirement: Provide a brief critique of a peer’s article. Marketing Plan (20 Points) Create a marketing plan. Your plan must include a description of your targeted audience, a description of your service, a justification, a goal, strategies for reaching customers, budget, timeline, and evaluation methods. Create at least three public relations, publicity, promotion, or branding products. Describe how your plan reflects your role as an innovator and change agent. Course Grades The points awarded for each activity are indicated on the Course Requirements. High expectations have been set for this course. Please notice that outstanding achievement will require careful attention to course criteria and exceptional quality in course assignments. Final grades are based on the following range within the total 100 points possible: A 98-­‐100 A-­‐ 95-­‐97 B+ 92-­‐94 B 89-­‐91 B-­‐ 86-­‐88 C 80-­‐85 D 75-­‐79 F below 74 The meaning of the letter grades follows the SLIS Grading Policy: A: Outstanding achievement. Student performance demonstrates full command of the course materials and evinces a high level of originality and/or creativity that far surpasses course expectations. The grade of A+ is not granted in SLIS, except in very exceptional cases. S604: Marketing for Libraries Course Syllabus 5
A-­‐: Excellent achievement. Student performance demonstrates thorough knowledge of the course materials and exceeds course expectations by completing all requirements in a superior manner. B+: Very good work. Student performance demonstrates above-­‐average comprehension of the course materials and exceeds course expectations on all tasks defined in the course syllabus. B: Good work. Student performance meets designated course expectations, demonstrates understanding of the course materials, and has performed at an acceptable level. B-­‐: Marginal work. Student performance demonstrates incomplete understanding of course materials. C+, C, C-­‐: Unsatisfactory work and inadequate understanding of course materials. D+, D, D-­‐: Unacceptable work; course work completed at this level will not count toward the MLS degree. F: Failing. May result in an overall grade point average below 3.0 and possible removal from the program. Late and Incomplete Work Students may request an assignment extension due to personal or professional emergencies. These requests must be made prior to the due date. Extensions beyond a couple days will result in lose of points. A final grade of "I" or "Incomplete" will NOT be given except in extreme situations. Please let me know if you're having difficulty completing the requirements of this course. Student Academic Conduct There is extensive documentation and discussion of the issue of academic honesty in the IUPUI Student Code of Conduct. Students should be sure to read the Student Code of Conduct. The Academic Handbook states that faculty members have the responsibility of fostering the “intellectual honesty as well as the intellectual development of students.... The faculty member should explain clearly the meaning of cheating and plagiarism as they apply to the course… Should the faculty member detect signs of plagiarism or cheating, it is his or her most serious obligation to investigate these thoroughly, to take appropriate action with respect to the grades of students, and in any event to report the matter to the Dean of Students. The necessity to report every case of cheating, whether or not further action is desirable, arises particularly because of the possibility that this is not the student’s first offense, or that other offenses may follow it. Equity also demands that a uniform reporting practice be S604: Marketing for Libraries Course Syllabus 6
enforced; otherwise, some students will be penalized while others guilty of the same actions will go free.” (p. 172). For more information, go to http://www.iupui.edu/code Student Accommodations for Disability The Americans with Disabilities Act (ADA) is a federal anti-­‐discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. Students needing accommodations because of disability must register with Adaptive Educational Services and complete the appropriate form before accommodations will be given. The AES office is located in Taylor Hall Room 127, 815 W Michigan St Indianapolis, IN 46202 and may be reached by phone 317/274-­‐3241 or 317/278-­‐2052 TTD/TTY; by fax 317/274-­‐2051; or by email [email protected] For more information, go to http://diversity.iupui.edu/aes/ S604: Marketing for Libraries Course Syllabus 7
Course Content Overview Week 1: Marketing for Libraries Marketing is the process of creating a connection between the users and the library. The library must demonstrate its value in meeting a customer’s need. Key Questions -­‐ What is service marketing? How are strategic planning and market planning related? How are the Ps of marketing (Product, Price, Place, Process, Productivity, People, Point-­‐in-­‐Time, Positioning, Promotion) applied in a library setting? If the library were gone, would it be missed? Assignment -­‐ Introductions Resources -­‐ (Barber & Wallace, 2010, 1); (Fisher & Pride, 2006, 1-­‐10); (Showers, 2012); (Singh, 2009); (Dubicki, 2008); (Metz-­‐Wiseman, 2008); (Lovelock & Wirtz, 2010, 8-­‐10); (Alman, 2007, 14-­‐20); (Siess, 2003, 20-­‐32); (Doucett, 2008, 1-­‐37); (Weingand, 1999) (Walters, 2004, 71-­‐116) Week 2: Market Research and the Value of Libraries Value is the benefit that a library user receives when using a product or service. Libraries can create value by offering the types of services that customers need in a way that is effective, efficient, and appealing. Key Questions -­‐ What is the value of the library? How can the library create value? What is the “Return on Investment” of a library? What is the cost/benefit of a library? How has technology impacted library services? What tools and resources can be used to gather primary information? What tools and resources can be used to gather secondary information? How can data mining be used to discover market trends? What demographic, geographic, and census data can be gathered? What behavioral data can be gathered about current and potential users? What usage data and other library resource data is useful? What research approaches such as surveys and focus groups are useful? How can environmental scanning be used in a marketing audit? How can SWOT analysis and other techniques be used in a marketing audit? What are market trends? Assignment -­‐ Bridge 1: Marketing for Libraries Resources -­‐ (Lovelock & Wirtz, 2010, 19); (Jaeger, Bertot, et.al, 2011); (Dempsey, 2009); (The Value of Library, 2010); (Levor, 2003); S604: Marketing for Libraries Course Syllabus 8
Week 3: (Madrigal, 2011); Library Value Calculator; Return on Investment; Measuring your Impact; (Frumkin & Reese, 2011); (Matthews, 2002); (Lovelock & Wirtz, 2010); (Weingand, 1999); (Siess, 2003); (Conway & Proffitt, 2011); (Connaway, Dickey, & Radford, 2011); (Walters, 2004, 50-­‐60); (Fisher & Pride, 2006, 11-­‐23, 51-­‐65); (Connaway & Radford, 2010); (Berry & Parasuraman, 1997); (King, 2003); (Alman, 2007, 4-­‐20, 59-­‐65); (Matthews, 2002) Audience Analysis and Needs Assessment Patrons, customers, clients, users… this is the primary audience for our resources and services. However we also have an internal audience. These are our stakeholders, board members, and staff members. Both play an important role in marketing. Key Questions -­‐ What is our current and potential audience? What are their characteristics and implications of these characteristics? What do individuals or small groups of users want and need? Who is the internal audience and what are their needs? Why do users select particular services? Who or what influences their decisions and preferences? How do users behave? What are users expectations and preferences? What are users perceptions of service? How can lost users be recovered? How can new users be enticed? Assignment -­‐ Bridge 2: Connecting Marketing to Libraries Resources -­‐ (James-­‐Gilboe, 2010); (Dowd, Evangeliste & Silberman, 2010, 126); (Fisher & Pride, 2006, 43-­‐50); (Lovelock and Wirtz, 2010); (Maister, 1997); (Gwinner, Gremler, & Bitner, 1998); (Thompson & Schott, 2007); (Magnan, 2006); (Radford & Connaway, 2010); (Connaway, Radford, & Williams, 2009); (Connaway, Radford, & Dickey, 2008); (Walters, 2004, 33-­‐69); (Maister, 1997); (Mathews, 2009, 7-­‐24); (Scott, 2011, 1-­‐34); (Woodward, 2009, 1-­‐48) Week 4: Market Segmentation Library users are varied. Although it would be desirable for everyone in the potential audience to use the library, not every segment is a viable market for a particular library type. Effective market segmentation groups customers in ways that result in similarity within each segment and dissimilarity between each segment on relevant characteristics. Matching customers to the library’s mission and capabilities is vital. Key Questions -­‐ How can customers be categorized? What are market segments within the potential population? What segments best fit our mission and current capabilities? S604: Marketing for Libraries Course Syllabus 9
What specific segments should be targeted? How are services matched with specific segments? How can long-­‐term relationships be established with target segments? What is the market focus and the service focus? What are library niches? Who is the competition? How do we differentiate our marketing efforts from the competition? How are services positioned or repositioned? Assignment -­‐ Bridge 3: Market Research, Audiences, and Segmentation Resources -­‐ (Anderson, 2006); (Dowd, Evangeliste, Silberman, 2010, 20-­‐21); (Lovelock & Wirtz, 2010); (Goodstein, 2008); (Mundava, 2008); (Siess, 2003, 17); (Trout, 1997); (Fisher & Pride, 2006, 57-­‐59): (Dowd, Evangeliste, Silberman, 2010, 126) Week 5: The Market Plan and Cycle A marketing plan provides a structure for the activities of public relations, promotion, and the other elements associated with this process. Key Questions -­‐ What services can we provide that will benefit our customers? What’s the vision, mission, goals, and objectives? What strategies will be used? What actions will be planned? What‘s the budget? How will we know when we’ve reached these goals? How can the plan be implemented? Assignment -­‐ Marketing Plan -­‐ Select a library situation for the marketing plan project Resources -­‐ (Alman, 2007, 22-­‐30); (Fisher & Pride, 2006, 24-­‐42); (Dempsey, 2009, 145-­‐174); (Fisher & Pride, 2006, 66-­‐75, 83-­‐89); (Scott, 2011, 135-­‐318); (Cole, 2010); (Weingand, 1999) Week 6: Product and Service Identification Rather than trying to be all things to all people, today’s libraries are positioning their services to appeal to specific market segments. Key Questions -­‐ What services match specific needs? How can these services be provided? What does the service encounter look like? How can service blueprinting be used to identify key activities in service? What services are part of daily operations, routine projects, significant projects, and pacesetters? Assignment -­‐ Bridge 4: The Service Encounter, Blueprinting, and Message Design S604: Marketing for Libraries Course Syllabus 10
Resources -­‐ (Shostack, 1985); (Kingman-­‐Brundage, 1989); (Lovelock & Wirtz, 2010); (Berry & Parasuraman, 1997); (Doucett, 2008, 31-­‐37); (Mathews, 2009, 1-­‐6); (Trout, 1997); (Weigand, 1999, 41-­‐56); (Siess, 2003, 1-­‐14); (Fisher & Pride, 2006, 60-­‐63); (Walters, 2004, 50-­‐60); (Dempsey, 2009, 24-­‐40); (Nunn & Ruane, 2011); (Coffman, 2003); (Brannon, 2007); (Nagy, 2011); (Brown, 2010); (Amberg, 2010): (Dowd, Evangeliste, Silberman, 2010, 37-­‐44); (Mathews, 2009); (Weingand, 1999); Week 7: Message Design and the Library’s Story Each library and service has a story to tell. Design, develop, test, apply, and deliver informational, educational, and persuasive messages to meet specific communication needs. Key Questions -­‐ What’s the story behind the library? What’s the central message for the service offering? How do you connect services with library user needs? How can multicultural communications be useful? How do physical vs virtual interactions compare? What national and/or international tie-­‐ins can be made? What role do partners play in communication? What informational approaches are useful in message design? What educational approaches are useful in message design? What persuasive approaches are useful in message design? How can communications defuse negative experiences? How are communications used in times of crisis? Assignment -­‐ Bridge 4: The Service Encounter, Blueprinting, and Message Design Resources -­‐ (Alman, 2007, 31-­‐48); (Almquist, 2011, 162); (Siess, 2003, 52-­‐77) (Campisteguy & Friedenwald-­‐Fishman, 2009, 1-­‐22); (Abram, 2009, 39-­‐42); (Humphrey, 2009, 63-­‐71); Media Map; (Dowd, Evangeliste, Silberman, 2010, 25-­‐36, 109-­‐120); (Doucett, 2008); (Barber & Wallace, 2010, 31, 75-­‐90); Media Map; (Wagner, 2009); (Doucett, 2008); (Handley & Chapman, 2010); (Lovelock & Wirtz, 2010); (Mathews, 2009, 117-­‐131); (Betz, 2009); (Gaffney, 2008) Week 8 Public Relations Public relations involves building long-­‐term positive relationships between users and libraries. Key Questions -­‐ How can media lists be created to organize contacts? How are relationships established with media organizations? How are relationships established with individuals and groups? How can face-­‐to-­‐face and virtual one-­‐on-­‐one (i.e., chat) interpersonal S604: Marketing for Libraries Course Syllabus 11
encounters be used in developing service relationships? How can support be rallied through conversations (i.e., elevator speech)? How can participatory technologies be used to establish a virtual presence? How is social media used to nurture relationships (i.e., forums, online clubs, blog comments, location services)? How are professional networks used to nurture relationships (i.e. LinkedIn, Plaxo)? How are wikis and collaborative content development used to involve user and develop relationships? How are multi-­‐user virtual worlds (i.e., Second Life), flash mobs, viral technologies and other emerging technologies used to develop relationships? How can gaming be used in outreach? How can the Selective Dissemination of Information (SDI) be applied to the creation of RSS feeds geared to specific target segments? How is the library website used for informing, educating, and persuading? How is the library website used to create a virtual presence? How can value be added through virtual content communication? Assignment -­‐ Bridge 5: Public Relations and Virtual Presence Resources -­‐ (Iverson, 2009); (Walters, 2004, 118); (Siess, 2003, 85-­‐88); (Dowd, Evangeliste, Silberman, 2010, 90-­‐91); (Scott, 2011, 111-­‐120); (Dempsey, 2009, 211-­‐220); (Almquist, 2011, 163); (Roy, 2010); (Armstrong, 2007); (Buczynski, 2007); (Lovelock & Wirtz, 2010); (Wan, 2011); (Woodward, 2009); (MacDonald, vanDuinkerken & Stephens, 2008); (Forrestal, 2011) Week 9 Publicity Publicity is a way of communicating messages to the public. Key Questions -­‐ How can a press kit be used in publicity? How is the library website used in publicity? How are social media sites (i.e., Facebook, Flickr, YouTube) used in publicity? How is mobile technology (i.e., texting, apps, QR codes, Mozes) used in publicity? How can informational materials (i.e., business cards, bookmarks, calendar of events, decals, brochures, fliers, video (talk shows, cable shows, online video), audio (radio, podcasts)) be used in publicity? How are blogs (i.e. Blogger, Wordpress), microblogs (i.e., Twitter), pod/videocasts used for ongoing communication and interaction with users? How can educational materials (i.e., instruction sheets, photo essays, public service announcements, video and audio instruction) be used in publicity? How can news and events materials (i.e., photographs, newsletters, S604: Marketing for Libraries Course Syllabus 12
newspaper articles, press releases, news conference, media advisory, editorials, letters to the editor, opinion pieces, feature articles, interviews) be used in publicity? How can presentations (i.e., presentations, classes, workshops) be used in publicity? How can displays (i.e., bulletin boards, bookcases, tables, display cases, posters, signs, computer kiosks, digital photo frames) be used in publicity? How can endorsements (i.e., celebrities, politicians, testimonials, news reporters, READ posters) be used in publicity? How can direct marketing (i.e., traditional mailing, tele-­‐marketing, e-­‐mail lists, fax) be used in publicity? How can reports (i.e., library annual reports, quarterly updates, monthly “what’s happening” notes, national reports) be used in publicity? How can quick access technologies be used (i.e., QR codes, URL shorteners)? How can RSS feeds be used for focused dissemination of information? What are issues in the use of people and products in publicity materials? Assignment -­‐ Bridge 6: Publicity and Branding Resources -­‐ (Alman, 2007, 149-­‐167); (Siess, 2003, 52, 78-­‐89); (Dempsey, 2009, 187-­‐190); Media Map; (Alman, 2007, 38-­‐44); (Walters, 2004, 133); (Ketesz, 2009, 43-­‐52); (Scott, 2011); (Dowd, Evangeliste, Silberman, 2010, 90-­‐98); (Zalusky, 2009, 73-­‐80); (Washburn, 2011); (Neiburger, 2010); (Dowd, 2011); (Keating, 2011); (Pulliman, 2011); (Lovelock & Wirtz, 2010); (Woodward, 2009) Week 10: Branding, Advertising, and Outreach Branding involves establishing a link between the library and a logo/slogan/phrase and developing a profile that can be used to build loyalty. Advertising draws attention to the products and services available through announcements. Key Questions -­‐ How can a brand be used to define the library in the minds of users? How can library services be advertised (i.e., television, radio, newspaper ads, inserts, fliers, posters, web page banners, search engines)? How can coupons (i.e., utility bills, local publications, public buildings, schools, local organizations, churches) be used? How is sponsorship used in branding? How can you advertise through partnership communications (i.e, websites, tourist materials, orientation materials, health organization materials)? How can general events advertise library services (i.e., nature park activities, museum programs, town festivals)? How can tables and exhibits at tradeshows, tradefairs (i.e., campus events, business fairs, health fairs), and conferences be used? S604: Marketing for Libraries Course Syllabus 13
Assignment -­‐ Bridge 6: Publicity and Branding Resources -­‐ (Dowd, Evangeliste, Silberman, 2010, 1-­‐24, 45-­‐60, 89-­‐90, 121-­‐124); (Walters, 2004, 127); (Fisher & Pride, 2006, 56-­‐57); (Almquist, 2011, 163); (Avery, 2011); (Lovelock & Wirtz, 2010); (Scott, 2011, 169-­‐2-­‐2); (Cox, 2007); (Dempsey, 2004); (Gould, 2009, 53-­‐57); (Doucett, 2008); (Mathews, 2009); (Woodward, 2009, 130-­‐151); (Bloedel, 2006) Week 11: Promotion Promotion is used to gain participation by encouraging people to take advantage of library offerings. Key Questions -­‐ How can we best inform, educate, and/or persuade our customers? How can incentives (i.e., give aways, take aways, memberships, rewards programs) be used in promotion? How are recognitions used in promotion? How can special events (i.e., open house, classes, workshops, parties, clubs, parades) be used in promotion? How can contests (i.e., read-­‐a-­‐thon, guess the jar contents) be used in promotion? How can special library dates and anniversaries (i.e., library, author, book birthdays, banned book week, reading week) be used in promotion? How can campaigns be used to motivate users? How can national promotion connections and tie-­‐ins be used? What companies and organizations offer promotional materials? Assignment -­‐ Bridge 7: Promotional Kit Review Resources -­‐ (Dempsey, 2009, 175-­‐186, 223-­‐247); (Fisher & Pride, 2006, 75-­‐82); (McCracken & Zeiher, 2001); (Walters, 2004, 127); (Dowd, Evangeliste, Silberman, 2010, 45-­‐60); (Siess, 2003, 82); (Trigg, 2009, 59-­‐62); (Lovelock & Wirtz, 2010); (Scott, 2011); (Woodward, 2009); (Weingand, 1999) Week 12: Using External Consultants, Resources, and Sponsors Whether it’s designing a logo or setting up a content management system, you may need to seek help in turning your vision into reality. In addition, many companies provide marketing resources at little or no charge to support library services. Key Questions -­‐ What’s the process of working with an outside consultant? What are the pros and cons of using external resources and services? What vendor marketing services are available? What are the pros and cons of corporate sponsorship? Assignment -­‐ Bridge 7: Promotional Kit Review Resources -­‐ (Holt, 2000); Gale Marketing, ProQuest Marketing; S604: Marketing for Libraries Course Syllabus 14
Week 13: (Dowd, Evangeliste, Silberman, 2010, 129); (Doucett, 2008) Community Building, Outreach, and Advocacy Advocacy generates support for specific proposals or issues associated with libraries such as funding and privacy rights through getting people who have good opinions about the library to speak on its behalf about the value of the organization and its services. Customer retention involves marketing aimed at developing and nurturing long-­‐term relationships between the librarian and users. Key Questions -­‐ How does advocacy build support? How is community building related to advocacy? What role do friends groups, liaisons, and committees play in advocacy? Why are professionalism and networking connected? How can you encourage WOM (Word of Mouth) communications? How can customers be retained? How can you establish loyalty? Assignment -­‐ Bridge 8: Share Marketing Knowledge Resources -­‐ (Dowd, Evangeliste, Silberman, 2010, 1-­‐24, 73-­‐78); (Dempsey, 2009, 207); (Siess, 2003, 87, 90-­‐122); (Barber & Wallace, 2010, 1-­‐12, 33); (Friedenwald-­‐Fishman & Dellinger, 2009, 23-­‐37); (Conley & Friedenwald-­‐Fishman, 2009, 95-­‐102): (Reed, 2009, 103-­‐106); (Alman, 2007, 49-­‐58); (Lovelock & Wirtz, 2010); (Waibel & Erway, 2009); (Waibel & Massie, 2009); (Dempsey, 2009, 203); (Walters, 2004, 151-­‐186); (Dellinger, 2009, 81-­‐93); (Mathews, 2009); (Matthews, 2002); (Smallwood, 2010); (Woodward, 2009) Week 14: Internal Communities Conveying the value of the library to the board of trustees, administrators, or other stakeholders is an essential component of library marketing. In addition, allied departments, staff members, and volunteers also need buy-­‐in. Key Questions -­‐ What communications and experiences will increase internal buy-­‐in? How can the Selective Dissemination of Information (SDI) be applied to the creation of RSS feeds geared to internal audiences? How can communications help stakeholders make evidence-­‐based decisions? Assignment -­‐ Bridge 8: Share Marketing Knowledge Resources -­‐ (Dowd, Evangeliste, Silberman, 2010, 130-­‐134); (Dempsey, 2009, 103-­‐127); (Barber & Wallace, 2010, 21); (Weingand, 1999) S604: Marketing for Libraries Course Syllabus 15
Week 15: Measuring Impact and the Service Review Conducting a service review involves examining all aspect of the marketing process and making changes based on evidence. Key Questions -­‐ How will you know if marketing efforts have been effective? What’s the role of assessment and evaluation in marketing? What tools can be used to track progress? How can services be evaluated? How do we ensure quality customer service? How do we use customer feedback to improve services? How can evidence be used to make adjustments in services? How can the marketing cycle be maintain and momentum continued? Assignment -­‐ Marketing Plan Resources -­‐ (Lovelock & Wirtz, 2010); (Dowd, Evangeliste, Silberman, 2010, 127); (Fisher & Pride, 2006, 90-­‐96); Did It Work?; (Doucett, 2008): (Mathews, 2009, 132-­‐141); (Matthews, 2002, 143-­‐147); (Woodward, 2009, 172-­‐188); (Weingand, 1999, 145-­‐156) Week 16: Librarians as Innovators and Change Agents Marketing requires creativity and an open mind. New services and marketing strategies come from libraries who are innovators and agents of change. Key Questions -­‐ What’s the role of creativity in marketing? How can the librarian be an agent of change? Assignment -­‐ Marketing Plan Resources -­‐ (Lovelock & Wirtz, 2010); (Doucett, 2008, 75-­‐81); (Mathews, 2009, 142-­‐158) S604: Marketing for Libraries Course Syllabus 16
Course Resources The following materials are NOT required readings. They simply provide the foundation for the course. Abram, Stephen (2009). Can all this 2.0 stuff help libraries with promotion and communicate our values? In Mark Gould (ed), The Library PR Handbook, ALA Editions, 39-­‐42. Adeloye, Anthony (2003). How to market yourself and your library organization: a solo librarian’s guide. Bottom Line: Managing Library Finances, 16(1), 15-­‐18. Alman, Susan W. (2007). Crash Course in Marketing for Libraries. Libraries Unlimited. Almquist, Sharon (2011). Distributed Learning and Virtual Librarianship. ABC-­‐CLIO. Amberg, Penny (2010). Where angels fear to tread: a non-­‐librarian’s view of sustainability of rural libraries. APLIS, 23(1), 28-­‐32. Available: http://search.ebscohost.com.proxy2.ulib.iupui.edu/login.aspx?direct=true&db=f5h&AN=4
8791285&site=ehost-­‐live Anderson, Chris (2006). The Long Tail. Hyperion. Andreasen, Alan & Kotler, Philip (2007). Strategic Marketing for Nonprofit Organizations. Prentice Hall. Armstrong, Kim (2007). Using RSS feeds to alert users to electronic resources. The Serials Librarian, 53(3), 183-­‐191. Avery, Beth Fuseler, Docherty, Karen J., & Lindbloom, Mary-­‐Carol (2011). Collaborative marketing for virtual reference: the my info quest experience. Reference Librarian, 52(1/2), 36-­‐46. Barber, Peggy & Wallace, Linda (2010). Building a Buzz: Libraries & Word-­‐of-­‐Mouth Marketing. ALA Editions. Barber, Peggy & Wallace, Linda (October 26, 2009). The power of word-­‐of-­‐mouth marketing. American Libraries. Available: http://americanlibrariesmagazine.org/features/10262009/power-­‐word-­‐mouth-­‐
marketing Belch, George & Belch, Michael (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw Hill/Irwin. Berensman, D'Arlene (July 1999). Marketing a science library. One-­‐Person Library, 19(3), S8-­‐S9. Berry, Leonard & Parasuraman, A. (Spring 1997). Listening to the customer: the concept of S604: Marketing for Libraries Course Syllabus 17
a service-­‐quality information service. Sloan Management Review. Betz, Brie, Brown, Stephanie Willen, Barberi, Deb, & Langendorfer, Jeane M. (2009). Marketing library database services to end users. Serials Librarian, 56(1-­‐4), 250-­‐254. Block, Marylaine (2007). The Thriving Library: Successful Strategies for Challenging Times. Information Today, Inc. Bloedel, Kimberly & Skhal, Kathryn (2006). Not just for celebrities: collaborating with a PR representative to market library education services. Medical Reference Services Quarterly, 25(3), 33-­‐43. Brannon, Sian (2007). A successful promotional campaign. Serials Librarian, 53(3), 41-­‐55. Brewerton, Antony (2003). Inspired! Award-­‐winning library marketing. New Library World, 104 (7/8), 267-­‐277. Bridges, Peggy Bass & Morgan, Suzette (March 2000). Creatively marketing the corporate library. Marketing Library Services, 14(1). Brinckerhoff, Peter C. (2003) Mission-­‐Based Marketing: Positioning Your Not-­‐for-­‐Profit in an Increasingly Competitive World. 2nd ed. Hoboken, NJ: Wiley. Brown, Barry N. (2010). Access services management measures revisited: from triage to marketing to disarticulation. Journal of Access Services, 7(2), 84-­‐96. Brown, Suzan A. (July 1997). Marketing the corporate information center for success. Online, 21, 74-­‐79. Buczynski, James (2007). Referral marketing campaigns. Serials Librarian, 53(3), 193-­‐
209. Bushing, Mary C. (March 1995). Determining library value: The Boston Method. One-­‐
Person Library, 11(11), 1-­‐4. Bushing, Mary C. (Winter 1995). The library's product and excellence." Library Trends, 43(3), 384-­‐388. Campisteguy, Maria & Friedenwald-­‐Foshman, Eric (2009). Increasing relevance, relationships, and results: Principles and practices for effective multicultural communication. In Mark Gould (ed), The Library PR Handbook, ALA Editions, 1-­‐22. Carlson, Cindy (2005). Notes from the tech trenches: law library marketing resources. LLRX. Available: http://www.llrx.com/columns/notes79.htm Circle, Alison (2009). Marketing trends to watch. Library Journal, 134(16), 26-­‐29. Available: http://www.libraryjournal.com/article/CA6698259.html Circle, Alison (2009). The house brand. Library Journal, 134(11), 32-­‐35. Available: http://www.libraryjournal.com/article/CA6663754.html S604: Marketing for Libraries Course Syllabus 18
Coffman, Steve (2003). Going Live: Starting and Running a Virtual Reference Desk. ALA Editions. Cole, Kerry, Graves, Tonia, & Cipkowski, Pam (2010). Serials Librarian, 58(1-­‐4), 182-­‐187. Conley, Chip & Friedenwald-­‐Fishman, Eric (2009). Building a community. In M. Gould (ed), The Library PR Handbook, ALA Editions, 95-­‐102. Connaway, Lynn Silipigni, Dickey, Timothy J., & Radford, Marie L. (2011). 'If it is too inconvenient, I'm not going after it:' Convenience as a critical factor in information-­‐seeking behaviors. Library and Information Science Research, 33, 179-­‐190. Available: http://www.oclc.org/research/publications/library/2011/connaway-­‐lisr.pdf Connaway, Lynn Silipigni & Radford, Marie L. (2010). Virtual reference service quality: critical components for Aadults and net-­‐generation. Libri, 60(2), 165-­‐180. Connaway, Lynn Silipigni, Radford, Marie L., & Timothy J. Dickey (December 2008). On the trail of the elusive non-­‐user: What research in virtual reference environments Rreveals. Bulletin of the American Society for Information Science and Technology, 34(2), 25-­‐
28. Available: http://www.asis.org/Bulletin/Dec-­‐07/ Connaway, Lynn Silipigni, Radford, Marie L., & Williams, Jocelyn DeAngelis (2009). Engaging net gen students in virtual reference: Reinventing services to meet their information behaviors and communication preferences. In Pushing the Edge: Explore, Extend, Engage: Proceedings of the Fourteenth National Conference of the Association of College and Research Libraries, March 12-­‐15, 2009, Seattle, Washington, ed. D.M. Mueller, 10-­‐27. Chicago: Association of College and Research Libraries. Available online at: http://www.oclc.org/publications/library/2009/connaway-­‐acrl-­‐2009.pdf Conway, Martha O'Hara & Proffitt, Merrilee (2011). Taking Stock and Making Hay: Archival Collections Assessment. Dublin, Ohio: OCLC Research. http://www.oclc.org/research/publications/library/2011/2011-­‐07.pdf Cox, Christopher (2007). Hitting the spot: marketing federated searching tools to students and faculty. The Serials Librarian, 53(3), 147-­‐164. Dellinger, Laura K. Lee (2009). A values-­‐based approach to successful library advocacy. In M. Gould (ed), The Library PR Handbook, 81-­‐93. Dempsey, Beth (2004). Target your brand. Library Journal, 129(13), 32-­‐35. Dempsey, Kathy (2009). The Accidental Library Marketer. Information Today: Medford, New Jersey. Dempsey, Lorcan (January 2009). Always on: libraries in a world of permanent connectivity. First Monday, (14)1. Available online at: http://www.firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2291/2
070 S604: Marketing for Libraries Course Syllabus 19
de Saez, Eileen Elliott (2002). Marketing Concepts for Libraries and Information Services. Library Association Pub Ltd. Dimick, Barbara (Winter 1995) Marketing youth services. Library Trends, 43(3), 463-­‐465. Donald, Roslyn (2006). Marketing: A Challenge for Corporate Librarians. Thomson Business. Available: http://www.insitepro.com/donald3.htm Doucett, Elisabeth (2008). Creating Your Library Brand: Communicating Your Relevance and Value to Your Patrons. ALA Editions. Dowd, Nancy (2010). Is mobile marketing right for your organization? Reference Librarian, 52(1/2), 166-­‐177. Available: http://search.ebscohost.com.proxy2.ulib.iupui.edu/login.aspx?direct=true&db=f5h&AN=5
7137994&site=ehost-­‐live Dowd, Nancy, Evangeliste, Mary, & Silberman, Jonathan (2010). Bite-­‐Sized Marketing: Realistic Solutions for the Over-­‐worked Librarian. ALA Editions. Dubicki, Eleonora (2008). Basic marketing and promotion concepts. The Serials Librarian, 53(3), 5-­‐15. Duke, Lynda M. & Jean B. MacDonald (November/December 2009). How-­‐to: working with campus marketing alasses to improve reference service visibility. Marketing Library Services. Information Today. Available: http://www.infotoday.com/mls/nov09/Duke_MacDonald.shtml Dutton, Kevi (2010). Split-­‐Second Persuasion: The Ancient Art & New Science of Changing Minds. Houghton, Mifflin, Harcourt. NY. Dyal, Donald H & Daniel, Kaley (2010). Up, up, and away: a bird’s eye view of mission marketing. American Libraries, 41(8), 31-­‐33. Available: http://americanlibrariesmagazine.org/features/07202010/and-­‐away-­‐bird-­‐s-­‐eye-­‐view-­‐
mission-­‐marketing Estall, Carole & Stephens, Derek (2011). A study of the variables influencing academic library staff’s attitudes toward marketing. The New Review of Academic Librarianship, 17(2), 185-­‐208. Farkas, Meredith G. (2007). Social Software in Libraries: Building Collaboration, Communication, and Community Online. Information Today, Inc. Fichter, Darlene (March/April 2007). Seven strategies for marketing in the Web 2.0 world. Information Today. Available: http://www.infotoday.com/mls/mar07/Fichter.shtml Fisher, Patricia & Pride, Marseille M. (2006). Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive, ALA Editions. Flaten, Trine Kolderup (ed) (2006). Management, Marketing, and Promotion of Library Services based on Statistics, Analyses and Evaluation. IFLA Publications. S604: Marketing for Libraries Course Syllabus 20
Forrestal, Valerie (2011). Making Twitter work: a guide for the uninitiated, the skeptical and the pragmatic. Reference Librarian, 52(1/2), 146-­‐151. Friedenwald-­‐Fishman, Eric & Dellinger, Laura (2009). Building public will for libraries. In Mark Gould (ed), The Library PR Handbook, ALA Editions, 23-­‐37. Fripp, Patricia. Why do people say ‘yes’. The 6 weapons of influence. Fripp. Available: http://www.fripp.com/art.of_influence.html Frumkin, Jeremy & Reese, Terry (2011). Provision recognition: increasing awareness of the library’s value in delivering electronic information resources. Journal of Library Administration, 51(7-­‐8), 810-­‐819. Gaffney, Megan (2008). Involving the library and campus community institutional repository projects. Serials Librarian, 55(4), 568-­‐576. Georgy, Ursula (2010). Systematic Innovation Management as a Marketing Strategy for Libraries. World Library and Information Congress. Available: http://www.ifla.org/files/hq/papers/ifla76/97-­‐georgy-­‐en.pdf Goodstein, Anatasia (2008). What would Madison Avenue do? School Library Journal, 54(5), 40-­‐43. Gould, Mark (ed) (2009). The Library PR Handbook. ALA Editions. Gross, Valerie J. (Sept/Oct 2009). Transforming our image through words that work: Perception is everything. Public Libraries, 48(5), 24-­‐32. Available: http://www.ala.org/pla/sites/ala.org.pla/files/content/publications/publiclibraries/pasti
ssues/48n5_sepoct09.pdf Gupta, Dinesh, Koontz, Christie, Massisimo, Angels & Savard, Rejean (eds.) (2006). Marketing Library and Information Services: International Perspectives. Die Deutsche Bibliothek. Gupta, Dinesh & Savard, Rejean (2011). Marketing Libraries in a Web 2.0 World. De Gruyter. Available: http://www.ifla.org/publications/ifla-­‐publications-­‐series-­‐145 Gwimmer, Kevin P., Gremier, Dwayne D., & Bitner, Mary Jo (1998). Relational benefits in services industries: the customers perspective. Journal of the Academy of Marketing Science, 26(2), 101-­‐114. Handley, Ann & Chapman, C.C. (2010). Content Rules. Wiley. Hill, Chrystie (2009). Inside, Outside, and Online: Building Your Library Community. ALA Editions. Holt, Glen (2000). Communications partnerships: getting media pros to tell the library story. The Bottom Line: Managing Library Finances, 13, 100-­‐106. Hovius, Beth (2006). Public library partnerships which add value to the community: the S604: Marketing for Libraries Course Syllabus 21
Hamilton Public Library experience. IFLA Journal, 32(3), 214-­‐224. Available: http://archive.ifla.org/V/iflaj/IFLA-­‐Journal-­‐3-­‐2006.pdf Humphrey, Megan (2009). Amplify your messages through partnerships to research broader audiences. In M. Gould (ed). The Library PR Handbook, 69-­‐71. Humphrey, Megan (2009). Strengthen communication through a national public awareness initiative. In M. Gould (ed). The Library PR Handbook, 63-­‐68. Iverson, Marsha A. (2009). Improving our media relations via strategic communication plans. In K Dempsey (ed), The Accidental Marketer, 249-­‐260. Information Today: Medford, NJ. Jaeger, Paul T, Bertot, John Carlo, Kodama, Christie M., Katz, Sarah M., & DeCoster, Elizabeth J. (November 2011). Describing and measuring the value of public libraries: The growth of the Internet and the evolution of library value. First Monday, 16(11). Available: http://www.firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/3
765/3074 James-­‐Gilboe, Lynda (2010). Raising the library profile to fight budget challenges. The Serials Librarian, 59(3-­‐4), 360-­‐369. Jones, Yvonne D., McCandless, Margarite, Kiblinger, Kara, Giles, Kelly, & McCabbe, Jenne (2011). Simple marketing techniques and space planning to increase circulation. Collection Management, 36(2), 107-­‐118. Karp, Rashelle S. (2002). Powerful Public Relations: A How-­‐to Guide for Libraries. ALA Editions. Kassel, Amelia (November 2002). Marketing: Realistic tips for planning and implementation in special libraries. Information Outlook, 6(11). Available: http://www.sla.org/content/Shop/Information/infoonline/2002/nov02/markreal.cfm Keating, Maura (2011). Will they come? Get out the word about going mobile. Reference Librarian, 52(1/2), 20-­‐26. Ketesz, Chris (2009). Using op-­‐eds, letters to the editor, and state of the library reports to inform public debate. In Mark Gould (ed), The Library PR Handbook, ALA Editions, 43-­‐52. Keyes, Alison M. (December 1999). Marketing the services in a government library. Marketing Library Services, 13(1). Available: http://www.infotoday.com/mls/dec99/story.htm Keyes, Alison M. (Summer 1995). The Value of the Special Library: Review and Analysis." Special Libraries, 172-­‐187. Kies, Cosette (1987). Marketing and Public Relations for Libraries. Scarecrow Press. King, Dwight B. (2003). User surveys: libraries ask ‘hey, how am I doing?’ Marketing Toolkit for Academic Law Libraries. Available: S604: Marketing for Libraries Course Syllabus 22
http://www.aallnet.org/sis/allsis/Toolkit/surveys.pdf Koontz, Christie (2009). Promotion is not the same as marketing. In K Dempsey (ed), The Accidental Marketer, 271-­‐180. Information Today: Medford, NJ. Koontz, Christie M., Dinesh K. Gupta & Sheila Webber (2006). Key Publications in Library Marketing: a review. IFLA Journal, 32(3), 224-­‐231. Available: http://archive.ifla.org/V/iflaj/IFLA-­‐Journal-­‐3-­‐2006.pdf Kingman-­‐Brundage, Jane (1989). The ABCs of service system blueprinting. In M.J. Bitner and L.A. Crosby, Designing a Winning Service Strategy. American Marketing Association. Kumbar, Rajahekhar (Fall 2004). The importance of marketing and total quality management in libraries. Electronic Journal of Academic and Special Librarianship, 5(2-­‐3). Available: http://southernlibrarianship.icaap.org/content/v05n02/kumbar_r01.htm Lamb, Annette (July 2011). Bursting with Potential: Mixing a Media Specialist’s Palette. Tech Trends, 55(4), 27-­‐36. Lamb, A. & Johnson, L. (February 2009). Web Feeds Delivered to Your Digital Doorstep. Teacher Librarian, 36(3), 66-­‐70, 78. Lamb, A. & Johnson, L. (April 2008). The Virtual Librarian: Establishing and Maintaining an Effective Web Presence. Teacher Librarian, 35(4), 69-­‐71, 78. Lavoie, Brian, & Dempsey, Lorcan (December 2010). Rethinking the boundaries of the academiclibrary." NextSpace, 17, 16-­‐17. http://www.oclc.org/nextspace/017/research.htm. Levor, Ruth (2003). The unique role of academic law libraries. Toolkit for Academic Law Libraries. Available: http://www.aallnet.org/sis/allsis/Toolkit/unique_role.pdf Lewis-­‐Somers, Susan (2003). Using statistics to market academic law libraries. Marketing Toolkit for Academic Libraries. Available: http://www.aallnet.org/sis/allsis/Toolkit/statistics.pdf Lindsay, Anita Rothwell (2004). Marketing and Public Relation Practices in College Libraries. Association of College and Research Libraries. Loriene, Roy (2010). Engaging LIS students in reference work through online boards. Reference Librarian, 51(2), 97-­‐107. Lovelock, Christopher & Wirtz, Jochen (2010). Service Marketing. 7 edition. Prentice Hall. th
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3662657&site=ehost-­‐live Madrigal, Alexis (June 20, 2011). What big media can learn from the New York Public Library. The Atlantic. Available: http://www.theatlantic.com/technology/archive/2011/06/what-­‐big-­‐media-­‐can-­‐learn-­‐
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Nagy, Andrew (2011). Deploying the next-­‐generation service. Library Technology Reports, 47(7), 16-­‐17. Neiburger, Eli (November 2010). User-­‐generated content. Library Technology Reports. 46(8), 13-­‐24. Neubaus, Chris & Snowden, Kent (2003). Public relations for a university library: a marketing programme is born. Library Management, 24(4/5), 193-­‐203. Nunn, Brent & Ruane, Elizabeth. Marketing gets personal: promoting reference staff to reach users. Journal of Library Administration, 51(3), 291-­‐300. O'Keefe, Claudia (June/July 2005). Publicity 101: How to Promote Your Library's Next Event. American Libraries, 36(6), 52-­‐55. O’Reilly, Terry & Tennant, Mike (2009). The Age of Persuasion: How Marketing Ate Our Culture. Counterpoint: Berkeley, CA. Owens, Irene (ed) (2003). Strategic Marketing in Library and Information Science. Haworth Information Press. Pfeil Angela (2005). Going Places with Youth Outreach: Smart Marketing Strategies for Your Library. ALA Editions. Petruzzelli, Barbara Whitney (ed) (2005). Real-­‐life Marketing and Promotion Strategies in College Libraries. Haworth Information Press. Pride, Marseille M. & Fisher, Patricia H. (2009). Blueprint for Your Library Marketing Plan. American Library Association. Pulliam, Beatrice; Landry, Chris (2011). Tag, you’re it. Using QR codes to promote library services. Reference Librarian, 52(1/2), 68-­‐74. Radford, Marie L., and Lynn Silipigni Connaway (2010). 'I stay away from the unknown, I guess.' Measuringimpact and understanding critical factors for millennial generation and adult non-­‐users of virtual reference services." In Online Proceedings of the Fifth Annual iConference, University of Illinois at Urbana-­‐Champaign, February 3-­‐6, 26-­‐33. Available online at: http://nora.lis.uiuc.edu/images/iConferences/2010papers2_Page-­‐Zhang.pdf Reed, Sally Gardner (2009). Friends groups can help libraries promote their services. In M. Gould (ed), The Library PR Handbook, 103-­‐105. Reed, Sally Gardner (2001). Making the Case for Your Library: A How-­‐To-­‐Do-­‐It Manual. New York: Neal-­‐Schuman Publishers. Russo, Michele C. & Colborn, Nancy Wootton (Summer 2002). Something for (almost) nothing: Public relations on a shoestring in an academic library. Library Administration & Management, 16(3), 138-­‐143. Sass, Rivkah K. (2002). Marketing the worth of your library. Library Journal. Available: S604: Marketing for Libraries Course Syllabus 25
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mmc.pdf Waibel, Günter & Massie, Dennis (2009). Catalyzing collaboration: seven New York City libraries. OCLC Research. Available online at: http://www.oclc.org/research/publications/library/2009/2009-­‐08.pdf Wallace, Linda K. (2004). Libraries, Mission & Marketing: Writing Mission Statements that Work. ALA Editions. Walters, Suzanne (2004). Library Marketing that Works! Neal-­‐Schuman Publishers. Wan, Gang (Oct-­‐Dec 2011). How academic libraries research users on Facebook. College & Undergraduate Libraries, 18(4), 319-­‐332. Washburn, Bruce. (January/February, 2011). Library mobile applications: What counts as success?" Information Outlook, 15,1 (January/February). Pre-­‐print available online at: http://www.oclc.org/research/publications/library/2011/washburn-­‐io.pdf Weiner, Barbara (2007). Marketing: Making a Case for Your Library. Available: http://nnlm.gov/evaluation/workshops/measuring_your_impact/Marketing-­‐article.pdf Weiner, Barbara W. (2000). A bottom line adventure. Behavioral and Social Sciences Librarian, 18(2), 27-­‐31. Weingand, Darlene (1999). Marketing/Planning Library and Information Services. Libraries Unlimited. Weingand, Darlene (1998). Future-­‐driven Library Marketing. ALA Editions. Weingand, Darlene (1997). Customer Service Excellence: A Concise Guide for Libraries. ALA Editions. Wolfe, Lisa (2005). Library Public Relations, Promotions, and Communications, 2 Ed. Neal-­‐Schuman Publishers. nd
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Zalusky, Steve (2009). Affordable podcasts for libraries. In M. Gould (ed), The Library PR Handbook, ALA Editions, 73-­‐80. Zielinski, Denise M. (June 2009). Top ten marketing tips for advocacy and public awareness. ILA Reporter, 10-­‐11. Available: http://www.ila.org/pub/reporter/vol27no3.pdf Zeithaml, Valarie A., Bitner, Mary Jo & Gremler, Dwayne D. (2008). Services Marketing, McGraw-­‐Hill. Web-­‐based Resources Marketing Blogs Change This -­‐ http://changethis.com/ Fearless Future -­‐ http://www.fearless-­‐future.com/ Libraries Build Communities -­‐ http://librariesbuildcommunities.org/ Library Marketing -­‐ http://librarymarketing.blogspot.com/ New Marketing Trends: Non-­‐profits and Libraries -­‐ http://themwordblog.blogspot.com/ Non-­‐Profit Marketing Blog -­‐ http://www.nonprofitmarketingblog.com/ No Shelf Required -­‐ http://www.libraries.wright.edu/noshelfrequired/category/marketing/ Seth Godin Blog -­‐ http://www.sethgodin.typepad.com/ Trend Watching -­‐ http://www.trendwatching.com/briefing/ Organization Marketing Resources American Association of School Librarians Advocacy -­‐ http://www.ala.org/aasl/aaslissues/advocacy/advocacy Toolkits -­‐ http://www.ala.org/aasl/aaslissues/toolkits/toolkits American Association of Law Libraries Marketing Toolkit -­‐ http://www.aallnet.org/sis/allsis/Toolkit/ American Library Association ALA@ Your Library -­‐ http://www.atyourlibrary.org/ ALA Office for Library Advocacy -­‐ http://www.ala.org/offices/ola ALA Press Kits -­‐ http://ala.org/news/mediapresscenter/presskits S604: Marketing for Libraries Course Syllabus 28
I Love Libraries -­‐ http://www.ilovelibraries.org Issues and Advocacy -­‐ http://www.ala.org/advocacy/ Marketing & Public Relations -­‐ http://www.ala.org/onlinelearning/management/marketing Public Information Office -­‐ http://ala.org/offices/pio Online Media Relations Toolkit Small But Powerful -­‐ http://www.ala.org/offices/olos/toolkits/rural Value of Libraries -­‐ http://wikis.ala.org/professionaltips/index.php?title=Value_of_Libraries Visibility @ Your Library -­‐ http://www.pio.ala.org/visibility/ Association of College and Research Libraries Marketing@Your Library -­‐ http://www.ala.org/acrl/issues/marketing Marketing Minute -­‐ http://www.facebook.com/marketingminute?sk=wall Strategic Marketing -­‐ http://www.ala.org/acrl/sites/ala.org.acrl/files/content/issues/marketing/stratmark.pdf Strategic Marketing Manual -­‐ http://www.ala.org/acrl/sites/ala.org.acrl/files/content/issues/marketing/ParticipantMa
nual.pdf Value of Academic Libraries Toolkit -­‐ http://www.ala.org/acrl/issues/value/valueofacademiclibrariestoolkit Association for Library Services to Children Issues and Advocacy -­‐ http://www.ala.org/alsc/issuesadv Association of Research Libraries Media Map: Charting a Media Relations Strategy http://www.arl.org/sparc/bm~doc/mediamap-­‐2.pdf Canadian Library Association Library Advocacy Now -­‐ http://www.cla.ca/divisions/capl/advocacy/resources.htm International Federation of Library Associations Libraries Success Stories -­‐ http://fmp-­‐web.unil.ch/IFLA/ S604: Marketing for Libraries Course Syllabus 29
Medical Library Association Making Difference: Media Relations -­‐ http://www.mlanet.org/resources/ Medical Library Administration -­‐ http://nnlm.gov/rsdd/management/admin.html National Medical Librarians Month -­‐ http://www.mlanet.org/resources/nml-­‐month/2005/index.html OCLC Geek the Library: A Community Awareness Campaign http://www.oclc.org/reports/geekthelibrary.htm OhioLink Marketing Toolkit -­‐ https://www.ohiolink.edu/ostaff/marketing/ Public Library Association Advocacy -­‐ http://www.ala.org/pla/advocacy Rural Libraries Marketing -­‐ http://www.webjunction.org/marketing Texas Public Library Standards -­‐ Marketing https://www.tsl.state.tx.us/plstandards/marketing.html Young Adult Library Services Association Professional Tools -­‐ http://www.ala.org/yalsa/professionaltools Web-­‐based Articles 62 Ways to Improve Your Press Release -­‐ http://www.badlanguage.net/62-­‐ways-­‐to-­‐improve-­‐your-­‐press-­‐releases EBSCO John Cotton Dana Library Public Relations Award -­‐ http://www.ebscohost.com/academic/john-­‐cotton-­‐dana ENESCO Library Manifestos -­‐ http://www.unesco.org/webworld/libraries/manifestos/index_manifestos.html Libraries Build Community http://www.webjunction.org/marketing/-­‐/articles/content/109086282 Libraries in Crisis http://www.huffingtonpost.com/news/libraries-­‐in-­‐crisis Library Palooza -­‐ http://www.librarypalooza.net/ Library Success -­‐ Marketing http://www.libsuccess.org/index.php?title=Marketing S604: Marketing for Libraries Course Syllabus 30
Library Value Calculator -­‐ http://www.ilovelibraries.org/getinformed/getinvolved/calculator Marketing & Advocacy Resources Bibliography http://www.loc.gov/flicc/publications/Bibliography/bibliography3_111908.pdf Marketing Resource in WebJunction Kansas: List of Resources http://www.webjunction.org/marketing/-­‐/articles/content/105711643 Marketing the Library -­‐ http://www.olc.org/marketing/ Marketing Treasures -­‐ http://www.chrisolson.com/marketingtreasures/ Marketing Wikibook -­‐ http://en.wikibooks.org/wiki/Marketing Measuring Your Impact: Using Evaluation for Library Advocacy http://nnlm.gov/evaluation/workshops/measuring_your_impact/ Return on Investment (ROI) Resources -­‐ http://midhudson.org/admin/eco_impact.htm Seeking Synchronicity http://www.oclc.org/reports/synchronicity/default.htm What’s Your Story Campaign -­‐ http://msl.mt.gov/WhatsYourStory/ S604: Marketing for Libraries Course Syllabus 31