LIS-S 557 Marketing for Libraries
- Prerequisite(s): LIS-S 500, LIS-S 507
- Delivery: Online
- Semesters offered: Summer (Check the schedule to confirm.)
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.
Program Learning Goals Supported
Instructors map their courses to specific LIS Program Goals. Mapped program goals drive the design of each course and what students can expect to generally learn.
- Lead and Manage Libraries, Archives and Other Information Organizations
- Conduct Systematic Research to Inform Decisions
- Innovate Professional Practice with Information Services and Technology
Instructors develop learning outcomes for their courses. Students can expect to be able to achieve the learning outcomes for a given course after successfully completing the course.
- Apply the measures, tools, resources, and approaches used in market research.
- Design effective marketing strategies that reject market segmentation.
- Analyze, select, and position products and services to appeal to specific market segments.
- Create, implement, and evaluate public relations, publicity, promotional activities that reject marketing research.
- 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.
Instruction is in Canvas. Lessons are organized into Modules whose length may vary.
Module 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.
Module 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.
Module 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.
Module 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.
Module 5: 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.
Module 6: 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.
Module 7: Promotion
Promotion is used to gain participation by encouraging people to take advantage of library offerings.
Module 8: Message Design, Branding, 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. Branding involves establishing a link between the library and a logo/slogan/phrase and developing a profile that can be used to build loyalty.
Module 9: Public Relations
Public relations involves building long-term positive relationships between users and libraries.
Module 10: Publicity
Publicity is a way of communicating messages to the public.
Module 11: Advertising and Sponsorship
Advertising draws attention to the products and services available through announcements.
Module 12: Consultants
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.
Module 13: Outreach & 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.
Module 14: Internal Marketing
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.
Module 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.
Module 16: Innovation and Change
Marketing requires creativity and an open mind. New services and marketing strategies come from libraries who are innovators and agents of change.
Policies and Procedures
Please be aware of the following linked policies and procedures. Note that in individual courses instructors will have stipulations specific to their course.