Public libraries spend thousands (and sometimes millions) of dollars providing the communities they serve with engaging programming, internet access, electronic resources and print materials. Yet, a vast majority of users and potential users only think of the library as a place to get books (Clubb, 2009). To communicate the services and resources available to the communities they serve, libraries must find an effective way to market themselves.
In November 2012, Library Journal conducted a survey of over 400 libraries to find out what marketing channels are used, what information is communicated, frequency of communication, etc. In addition, libraries were asked to rate the effectiveness of their marketing efforts. Most of the libraries surveyed reported that library signs, the library’s website, local newspapers, social media and word of mouth were the most popular methods to market programs and services. (Library Journal, 2012). Despite the consensus that marketing is important, you may be surprised to learn (or not) that less than 20% of respondents have a marketing plan place (2012).
Class, after reviewing the survey,
- · How would you rate the effectiveness of your local library’s marketing efforts?
- · Without looking at the library website, can you name at least 5 programs or services offered by your local library?
If you feel your local library does a great job with marketing, don’t be afraid to say so!
Nancy Dowd of Novelist further discussed the survey results in a four part series of articles. Article 1 discusses the effectiveness (or ineffectiveness) of marketing efforts of the survey libraries. Article 2 stresses the need for a marketing plan to outline the library’s goals to meet the needs of the service community.
- · Do you know if your local public library has a marketing plan?
References:
Clubb, B.H. (2009). Public Libraries. In Encyclopedia of Library & Information Science, 3rd. Edition. P. 4355. Retrieved from
http://proxy.lib.wayne.edu/login?url=http://www.tandfonline.com.proxy.li
b.wayne.edu/doi/abs/10.1081/E-ELIS3-120044295#
Dowd, N. (2013, February 13). The Results Are In and They Aren’t Good: Library Marketing. Library Journal. Retrieved March 24, 2014 from http://lj.libraryjournal.com/2013/02/marketing/the-results-are-in-and-they-arent-good-library-marketing/#_
Dowd, N. (2013, March, 7). The LibraryAware Community Survey: Marketing our Libraries. Library Journal. Retrieved March 24, 2014 from http://lj.libraryjournal.com/2013/03/marketing/the-libraryaware-community-survey-marketing-our-libraries-library-marketing/
Public Library Marketing: Methods and Best Practices. (2012, November 16) Library Journal. Retrieved March 14, 2014 from https://s3.amazonaws.com/WebVault/PublicLibraryMarketingRpt2013.pdf
I can name more than five services and programs offered by my library off of the top of my head... but that's because I'm a weekly visitor and also used to volunteer at a neighboring branch, which has very similar programming. I definitely think my local library system needs to step it up when it comes to marketing, particularly in the use of social media. They have Facebook, Twitter and Instagram, but only the Facebook page has been consistently active. I do think they're making an effort to market themselves better online, as they've recently redesigned their website and have been posting more frequently to Twitter and Instagram.
ReplyDeleteWhat do they post on Instagram? I am unfamiliar with this particular social media...I know it is for pictures. Do they post pictures of programs? New displays? Just trying to figure out if I could make it work with my smaller libraries. We use Facebook and have a very basic website.
ReplyDeleteKerry: You should check out the New York Public Library's Instagram feed (http://web.stagram.com/n/nypl/). They have a lot of interesting ideas they use to interact with the public - they held a Literary March Madness and they also post Mad Libs every Monday. - Kathleen
DeleteThat statistic is so surprising!
ReplyDeleteMy local library does have a marketing plan in place despite their size and budget. On top of that, I think they do a great job of advertising the library. Their main page of their webpage has all their events listed front and center with all the details and it's presented in a very aesthetically pleasing fashion.
I like that Lindsey pointed out the use of social media to market themselves, as well. These tools are so useful and free! Who could as for more! On top of that, they reach out to a younger population. So while, your older population goes to the library because they always have and that's all they had "back in the day" by marketing on the Internet and social media sites, the library can engage the younger population who may not have had any or limited exposure to the library thus far.
My library has a marketing department. We just went through a rebranding process, adopting a new colorful modern logo and a new slogan. We also worked with Geek the Library to help increase awareness of our library system and how we are funded. We have partnered with local businesses to offer discounts for library card holders. Recently, the library partnered with a local movie theater for a showing of The Lego Movie where library card members got a discounted rate on concessions. Big events are often covered in local newspapers, and library staff write columns for other local publications. Our marketing is headed in the right direction. I still feel like we could do a better job reaching out to the members of our communities who are not regular library users. We will have a millage vote this fall, so I imagine there will be lots of activity from our marketing department as the date of the vote draws near. I would love to see TV ads on during the local news that advertise the technology, unique services, and programming that is offered at our libraries. I think this would be a great way to reach a large number of people in our community, but I know that TV advertising is expensive. I think commercials on our local radio stations that highlight the more non-conventional aspects of library service would also be a great way to communicate the diverse ways that our library serves our community.
ReplyDeleteAs others have mentioned, I think social media is the best way to advertise and promote library events. Social media websites are easy to use and update. Also, they allow the library an opportunity to get creative and reach out to users who don't normally visit the library.
ReplyDeleteSamantha, that is a great point. I agree that social media is the best way to advertise for upcoming events, and especially when doing so for younger patrons and/or college students. A flawless website for an academic library would be wonderful, though that is oftentimes unrealistic because librarians generally can only suggest modifications and/or additions. They ultimately need to be approved by the 'university webmaster.' I can imagine that could quickly become tangled-up, but hopefully not.
DeleteI am embarrassed to say that we do not have a marketing plan. We use signage, local newspapers, social media, and online calendars to get the word out about our programs. I honestly can not say how effective it is. Sometimes we have a large turnout for a program we barely promoted, other times we have a small turn out for a program that was heavily marketed. I do not know why that happens or even what works best. This blog has given me a lot of food for thought.
ReplyDeleteMy library recently did a complete rebranding of our new website (pageafterpage.org) we are running commercials, had our courier vans wrapped with our logos and giving away free items. The response has been amazing! I have been approached by people who know I work for the library but rarely go about how they want to now check it out. It's about getting out into the community and just being represented.
ReplyDeleteThat's awesome that you've had great feedback from all of the changes. It seems like you're library is really making the effort to get people in there.
DeleteI could name five programs mu library has to offer, but I feel that is because I frequent the website and the actual library a lot. So i see the posters that they have up promoting them. But I do think that they could do more with advertising. I have not really seen anything about them in the paper or any outside advertising. Even if they had a little ad on the newspaper once a week I think it could help to let people know more about the programs they offer.
ReplyDeleteThis was a good read.
My library system puts out a small newsletter, but unless you go into the library to get it, you don't know its even out there. It would be nice if they could put it in places like grocery stores, next to the free apartment guides and small local advertising newspapers. They may get more exposure that way.
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ReplyDeleteI would say that my local public library has a moderate online presence. It takes advantage of social media such as Facebook, Twitter, and Flickr. Without looking at the library website, I believe five of the programs offered by the library include services for children such as reading buddies, technology assistance, teen reading groups, home work help, and "play" time for children.
ReplyDeleteMy library does an awesome job with marketing specific programs, but I do not think we have an actual marketing plan. I know we have PR issues because we need to expand our library and we don't have enough buy in or support to do so! Thanks for educating me in the difference between marketing and PR!
ReplyDeleteMy local public library does not have a marketing department. They send flyers to local homes, publish information in the local news paper, have a facebook, a website and they send flyers and visit local schools right before summer reading. I cannot name five programs at my local library...and I used to work there for 15 years. I am not even sure of the hours at my local library any more after all of the cuts there have been. I do know they recently had a fundraiser night. It was a 1920's theme and tickets to it were $50.00. I know the last time they had a fundraising theme night they ended up losing money. So, it seems to me there certainly cannot be a marketing plan since they keep repeating activities that lose money instead of raise money. I know soon they will have to "run a millage campaign" and I am curious to see how well that turns out.
ReplyDeleteI feel that my local library does a great job with marketing their services. A few years ago when a large millage was being voted on that would benefit the library, they really stepped up their community awareness by taking adds out in the local city newspapers advertising the enrichment classes they offered. With working in a public school district, I am also always passing out flyers to my students about interesting events and projects they could get evolved in on the weekends and after school. One thing that I think that may be lacking is not having enough social media presence. They do not have an Instagram account but do have a Facebook and Twitter account that is kept up to date but not on a daily basis, even though the library is open during normal business hours.
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