Marketing the Library

Course

Traditional Marketing Techniques [2:57]

Learn the nuts and bolts of traditional marketing strategies.

Traditional marketing is a way for you to get the word out about the programs, services, and collections in your library through print resources, events, and more. Think of it as the basics of marketing. In this lesson, we'll look at how to effectively plan your traditional marketing using print materials, displays and booktalks, events and contests, and announcements.

Sharing engaging and informative print materials is one form of traditional marketing. These can include posters, handouts, newsletters, and signage. All of these items should be "branded" with the logo and messaging that conveys a consistent look and feel to library communication, as discussed in lesson two of this workshop. You want the community to immediately know that the communication came from the library when they see it.

You can find many posters for purchase and/or for free on the internet. These can promote books, quotes, and activities at the library. You can also work with a local copy shop to create your own posters.

Images from posters can be used to make handouts and signage as well. There are some great software programs that will allow you to create your own too.

Displays and booktalks allow you to create interest and feature resources and services in the library. Think of it as similar to how businesses and retail stores promote their goods to generate interest.

For inspiration, you can find many great ideas on Pinterest, Librarian blogs, and in SLC articles.

Events can be a form of marketing. They bring people into the library space and let them know what's available to them. Consider reading challenges, fundraisers, character dress ups, open houses, and more.

Contests are also a wonderful way to engage stakeholders in the library. Students, parents and teachers can all participate in various contests to promote the library as a community center. Books always make a great prize!

Finally, use your voice! Market the library through morning announcements, at faculty meetings, and even by speaking with local news media.

Traditional marketing is very hands-on and is something that is crucial to your marketing plan. It is about building relationships with your stakeholders. It's time to start brainstorming how you can use print materials, displays and booktalks, events and contests, and announcements as ways to market your library.

Learning from Business

Tap into traditional marketing techniques to spread the word about how wonderful your library is! Read "Is Your School Library in Need of 'Retail' Therapy?" by Courtney Pentland in the Resources below, then complete the Reflect & Practice activity.

RESOURCES:

Template

Is Your School Library in Need of Retail Therapy?

Article

REFLECT & PRACTICE:

Now that you've learned about some specific strategies for promoting your library through the lesson video and Pentland's article, return to pages 6–8 of the Marketing Plan Template and begin filling in some action steps you can take to accomplish your marketing goals.

MLA Citation

Editorial Team, SLC. "Marketing the Library: Learning from Business." School Library Connection, October 2018, schoollibraryconnection.com/Content/Course/2174913?learningModuleId=2174884&topicCenterId=2247902.

Entry ID: 2174992

Additional Resources

Supporting Resources from Libraries Unlimited.

About the Authors

Rebecca J. Morris, MLIS, PhD, is teaching associate professor at the University of Pittsburgh School of Computing and Information. She earned her master's degree and doctorate at the University of Pittsburgh and her undergraduate degree in elementary education at Pennsylvania State University. Rebecca has published articles in journals including School Library Research, Knowledge Quest, School Libraries Worldwide, Teacher Librarian and the Journal of Research on Young Adults in Libraries. She is the author of School Libraries and Student Learning: A Guide for School Leaders (Harvard Education Publishing Group, 2015). Rebecca is a former elementary classroom teacher and middle school librarian.

Email: rmorris@schoollibraryconnection.com

Twitter: @rebeccajm87.

Stony Evans, MS, is an adjunct instructor at McDaniel College in Westminster, MD. He earned his master's in library science from the University of North Texas and a master's in library media and information technologies from the University of Central Arkansas. He served as a teacher-librarian for 12 years. Stony received the Arkansas Library Association's Retta Patrick Award in 2017. He was a finalist for the AASL's 2017 Sensational Student Voice – Social Media Superstar award. He was selected as the Arkansas Association of Instructional Media's Library Media Specialist of the Year in 2013. Visit his blog at librarymediatechtalk.blogspot.com, email him at stony12270@gmail.com, or follow him on Twitter @stony12270.

Jane Cullina, MSEd, is the professional development manager for School Library Connection and ABC-CLIO. A former children's librarian and humanities teacher, Jane earned her master's degree from the Bank Street College of Education in New York City and has taught in Boston, New York, Maine, California, and South Africa.

Jennifer Gibson, MA, earned a teaching credential and master's in technology from Chapman University, where she was an adjust faculty member for over seven years. With over 20 years of education experience, Jennifer fuels her vision, innovation and leadership by blending educational experience with professional development, educational policy, eLearning, and standards-based design to support educators in professional learning.

MLA Citation

Editorial Team, SLC. "Marketing the Library. Traditional Marketing Techniques [2:57]." School Library Connection, ABC-CLIO, October 2018, schoollibraryconnection.com/Content/Course/2174913?learningModuleId=2174884&topicCenterId=2247902.

View all citation styles

https://schoollibraryconnection.com/Content/Course/2174913?learningModuleId=2174884&topicCenterId=2247902

Entry ID: 2174913