Marketing Your Library
$250 (Simmons GSLIS Alumni Price $200)
March 1 – March 31, 2011 – PDPs: 15
What exactly is marketing and what does your library need to do it right? Money? A marketing plan? A dedicated job position? No, no, and no! Marketing does not have to eat up your budget (sometimes, it even saves money); you don’t have to devote an entire job position to it; and you certainly don’t need a lengthy marketing plan. Marketing is the process of communicating with users and potential users to determine their needs; designing services to meet those needs; and informing users about your services. This workshop will introduce students to basic marketing definitions and concepts, but the main focus will be on developing a user-centered approach to marketing that can be customized to students’ individual libraries. The class will draw on marketing lessons learned from outside the library world as well as proven marketing successes in public, academic, and special libraries (case studies will be presented on a weekly basis).
In this workshop, participants will:
- Learn the basics of the marketing cycle
- Apply concepts of product lines and market segmentation to their own libraries
- Discover various techniques for gathering information about library users
- Identify metrics to tell a compelling story about the impact of your library
- Explore library marketing trends, such as word-of-mouth marketing, value studies, design thinking, and ethnographic studies
- Receive peer and instructor feedback on a promotional idea or plan
“Good pace, great resources that can be taken away and referenced later, great feedback from workshop leader.” –student, 2010 “Marketing Your Library” workshop
Rebecca Metzger: Rebecca Metzger is a Reference and Instruction Librarian at Lafayette College’s Skillman Library in Easton, PA. In addition to regular reference and instruction duties, Rebecca heads Skillman Library’s outreach efforts. She runs a student advisory board, organizes orientations and open houses for students and parents, produces a newsletter for faculty, and promotes library services to students through online and offline communications. On campus, she is a faculty advisor to Hillel Society, an academic advisor, and serves on faculty committees. Off campus, she was recently chair of ACRL’s Instruction Section’s Management and Leadership Committee. She has been published in Library Journal and NMRT Footnotes and was selected to participate in ACRL’s Immersion 2008 program and ALA’s Emerging Leaders Program in 2009. Rebecca graduated from Simmons GSLIS in January 2006. Before becoming a librarian, Rebecca Metzger was a marketing and public relations specialist for art museums, arts organizations, and individual artists.
To register or for additional information, visit http://alanis.simmons.edu/ceweb/workshop.php?id=20 or firstname.lastname@example.org