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, goalsetting, 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.
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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
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that reflect marketing research.

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.
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Bridge 2: Connecting Marketing to Libraries (10 Points).
Choose ONE of the following two options.
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
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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.
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
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course expectations. The grade of A+ is not granted in SLIS, except in very exceptional
cases.
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
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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
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 aes@iupui.edu
For more information, go to http://diversity.iupui.edu/aes/
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.
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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);
(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)
Week 3:
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?
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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?
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?
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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
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?
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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
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);
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(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,
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);
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(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?
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?
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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;
(Dowd, Evangeliste, Silberman, 2010, 129); (Doucett, 2008)
Week 13:
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);
S604: Marketing for Libraries
Course Syllabus
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(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)
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?
S604: Marketing for Libraries
Course Syllabus
15
How can the librarian be an agent of change?
Assignment -
Marketing Plan
Resources -
(Lovelock & Wirtz, 2010); (Doucett, 2008, 75-81);
(Mathews, 2009, 142-158)
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:
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S604: Marketing for Libraries
Course Syllabus
16
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
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), 193209.
Bushing, Mary C. (March 1995). Determining library value: The Boston Method. OnePerson 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.
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17
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
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Editions.
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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:
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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.
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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,
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Conway, Martha O'Hara & Proffitt, Merrilee (2011). Taking Stock and Making Hay:
Archival Collections Assessment. Dublin, Ohio: OCLC Research.
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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,
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Course Syllabus
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New Jersey.
Dempsey, Lorcan (January 2009). Always on: libraries in a world of permanent
connectivity. First Monday, (14)1. Available online at:
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070
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:
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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:
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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:
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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.
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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.
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:
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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.
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Libraries. World Library and Information Congress. Available:
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54(5), 40-43.
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Hill, Chrystie (2009). Inside, Outside, and Online: Building Your Library Community.
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Holt, Glen (2000). Communications partnerships: getting media pros to tell the library
story. The Bottom Line: Managing Library Finances, 13, 100-106.
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(2011). Simple marketing techniques and space planning to increase circulation.
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Handbook. ALA Editions.
Smallwood, Carol, Gubnitskaia, Vera, & Harrod, Kerol (2012, in press) Marketing Your
Library: Tips and Tools that Work.
Smith, Debbi (Oct/Dec 2011). Strategic marketing of library resources and services.
College & Undergraduate Libraries, 18(4), 333-349.
St. Clair, Guy (May 1995). Marketing the library? or marketing the products? One-Person
Library, 12(1), 1-4.
St. Clair, Guy (April 1992). Thinking About marketing, yet once again. One-Person Library,
8(12), 1-3.
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Stoffle, Carla & Cuillier, Cheryl (2011). From surviving to thriving. Journal of Library
Administration, 51(1), 130-155.
Thompson, Mark S. & Schott, Lynn (2007). Marketing to community college users. The
Serial Librarian, 53(3), 57-76.
Trigg, Jene O’Keefe (2009). Savvy outreach tactics, special events focus the media’s
attention on your message. In Mark Gould ed), The Library PR Handbook, ALA Editions,
59-62.
Trout, Jack (1997). The New Positioning: The Latest on the World’s #1 Business
Strategy. McGraw-Hill.
Wagner, Pat (2009). Designing promo materials that are legible. In K Dempsey (ed), The
Accidental Marketer, 261-270. Information Today: Medford, NJ.
Waibel, Günter & Erway, Ricky (2009). Think global, act local – library, archive and
museum collaboration. Museum Management and Curatorship, 24,4. Pre-print available
online at: http://www.oclc.org/research/publications/library/2009/waibel-erwaymmc.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.
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Wolfe, Lisa (2005). Library Public Relations, Promotions, and Communications, 2nd Ed.
Neal-Schuman Publishers.
Woodward, Jeannette (2009). Creating the Customer-Driven Academic Library. ALA
Editions.
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
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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
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
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http://www.cla.ca/divisions/capl/advocacy/resources.htm
International Federation of Library Associations
Libraries Success Stories - http://fmp-web.unil.ch/IFLA/
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
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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
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/
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