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Strategic Marketing Seminar for Public and Community Libraries

Join Karin Kitching, IRC Director/Youth Outreach Coordinator at U.S. Consulate in Johannesburg on 9-10 May 2013 to navigate the current financial, economic, and political challenges affecting library services. Learn key elements of marketing, strategies for promoting libraries effectively, and how to create competitive advantages. Discover practical tips to enhance your library's image and connect with your community. Develop a powerful elevator speech and positioning statement to attract your target audience and secure support for your library's mission.

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Strategic Marketing Seminar for Public and Community Libraries

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  1. Marketing Seminar for Public and Community Libraries9 – 10 May 2013 Karin Kitching IRC Director/Youth Outreach Coordinator U.S. Consulate Johannesburg

  2. A financial /economic /political tsunami is collapsing our services…. What do we do: • swim • drown • climb a tree? or … • do we get on our surfboards!?

  3. What are the Elements of Marketing? The 4 Ps • Product • Place • Price • Promotion

  4. LIS Marketing 5 Bs of LIS Marketing • Building a buzz Create slogans • Bite-size marketing Effective ideas • Be proactive Know your community • Balance Target all groups • Benefit Is there a tangible benefit

  5. How do I Market my Library? • Marketing is a skill that you develop within your position • You need to be proactive • Ear on the ground • Be sensitive and aware of developments around you • Be involved in community activities • Small things can make a big difference

  6. Ideas Author support group - about 90% of authors will have a positive connection to a library - John Grisham • Get Library champions within your community • Web site/ regular newspaper column to benefit your library’s image –Ask a Librarian • Share your technology expertise - workshops, Twitter afternoon. Are you connected on all social media platforms?

  7. Elevator Speech • Powerful short speech which you can use in any situation to market your library • Give your audience just enough information that they will have a sense of what you are talking about and will want to know more

  8. CompetitiveAdvantage • Create a social investment: • Kids who read are good students, good students go to University , get good jobs and pay more taxes • Contribution to the economy • Libraries are the heart of the Community • Libraries are no longer a luxury it is a necessity • Free service by qualified professionals • Accessible and safe places

  9. Positioning Statement For (primary target customer) who (consumer need or opportunity) the (product/service) is a (product category) that (key benefit) and provides (primary differentiation from the competition). - Adriane Herrick Juarez

  10. Conclusion Marketing of our services and skills is the foundation of our support. …You decide.

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