New Marketing Trends

Marketing Ideas for Non-Profits and Libraries

The M Word helps librarians learn about marketing trends and ideas.

Friday, September 28, 2018

Join Me for a Webinar on Merchadising

If you're not sure what "merchandising" is all about, please join me for a webinar I'm presenting on Thursday, October 4.

Merchandising is a tactic borrowed from retail shops. It's more than just making displays -- it's purposeful and strategic. During this hour-long event, you'll learn the difference between tired old displays and effective merchandising. You'll see lots of colorful photos from libraries around the world, and will get a useful handout that lists important guidelines and shares links to further information.

This activity can help the inside and outside of your library look more inviting. It can help differentiate various sections of your building. And it can increase circulation and usage at all types of libraries! It's also creative and fun to do.

Sign up here, at LibraryWorks. The live webinar will be at 2pm Eastern US time on October 4. If you cannot attend live, still register, and you'll be sent a recording of the event. Anyone around the world is welcome to attend. The individual fee is $49, and there are group rates as well.

This webinar is fun as well as educational, and it's one of my favorites to present. I hope you'll join me next week!

Monday, September 17, 2018

Public Libraries as 'Social Infrastructure'

Important thoughts from the National Public Radio show Marketplace:
Eric Klinenberg calls libraries and parks "social infrastructure." They're spaces and organizations that shape the way people interact. His new book Palaces for the People: How Social Infrastructure Can Help Fight Inequality, Polarization, and the Decline of Civic Life tells us how public institutions can not only enrich our day-to-day lives, but can save lives. He talked to Sabri Ben-Achour on Marketplace Morning Report.
Listen to the 3-minute interview: 



Saturday, August 25, 2018

Five Reports to Inform U.S. Marketing Efforts

A handful of reports released this year offer useful data for marketing and PR planning in the U.S. Knowing your audience is vital, and while you always need good local information, it also helps to see the big picture. These five publications reveal data from across the U.S. for public and academic librarians.

If my overseas readers know of similar reports from their own countries, please share the title and link in the Comment section so others can benefit too. Thank you! 

OCLC Reports on Marketing Communications Field
OCLC conducted a survey of U.S. public librarians and asked about their marketing concerns and barriers, communication channels, how they use email marketing, and more. The company is now sharing the resulting data in a new report, “US Public Libraries: Marketing and Communications Landscape.”
cover of reportThe survey’s results confirm that libraries do a lot with limited resources, that there’s a focus on social media, and that libraries’ work does increase community awareness about their offerings.
Findings show that 96% of those surveyed use social media, and 84% post photos, videos, or library information on social media. In addition, 70% send email messages. And while 71% say they don’t have the necessary staff resources, it's good to see that 25% do have marketing professionals on staff.
The report is full of infographics, and is available for free downloading

ACRL Reveals Academic Trends and Stats
cover of report
The Association of College & Research Libraries has released “2017 Academic Library Trends & Statistics,” the latest in a series of annual publications that describe the collections, staffing, expenditures, and service activities of academic libraries. It includes data from 1,719 institutions.
The 2017 data can be used for budgeting, strategic planning, annual reports, grant applications, and benchmarking. The report costs $599 (or $539 for ALA members). Learn more here. 
Those who buy the print edition will receive a complimentary 1-year subscription to the 2017 survey data that’s available through ACRL Metrics, an online subscription service that provides access to the ACRL survey data from 1999–2017.

IMLS Releases Annual Public Library Data from Fiscal 2015
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The Institute of Museum and Library Services has released “Public Libraries in the United States: Fiscal Year 2015.” Referred to as the “Public Libraries Survey” (PLS), it examines key indicators of library use, financial health, staffing, and resources.
It summarizes the reported data provided by 98% of public libraries and outlets in the U.S., which means approximately 9,000 public library systems, comprising more than 17,000 individual main libraries, branches, and bookmobiles in the 50 states, the District of Columbia, and U.S. territories.
Download the PDF for free from this site

NoveList Offers Free White Paper on Email Marketing
NoveList,a division of EBSCO and maker of the LibraryAware promotional platform, has gathered research to create a free white paper titled “I Didn’t Know My Library Had That!” The colorful, easy-to-skim paper is full of tips and tactics.
cover of report
A web page headlined “Connecting with Readers through Email” features information on how librarians can achieve more-effective marketing by sending email that is customized for and targeted to specific market segments. The page also features two different webinars in which NoveList clients discuss how these strategies worked for them, as well as links to sample outreach materials and tips.
The white paper and accompanying resources are meant to help solve the problem of patrons saying, “I didn’t know the library had that!” NoveList wants to help enable simple, targeted email blasts to let community members know about seldom-used resources.

Landmark Report--‘From Awareness to Funding: Voter Perceptions and Support of Public Libraries’--Updated in 2018
cover of report
OCLC joined PLA and ALA’s Office for Library Advocacy to publish an updated version of a landmark report from 2008. Now marketers can use the fresh data in “From Awareness to Funding: Voter Perceptions and Support of Public Libraries in 2018.” The research covers voters’ perceptions of, usage of, and attitudes about public libraries, as well as their thoughts about librarians and funding.
As with the previous report, the new one relies on survey data from Leo Burnett Worldwide. The firm used the same questions and segmentation analysis to enable comparison with 2008 results.
The main findings include both good and bad news. On the good side, a majority of U.S. voters believe public libraries are essential to their communities. However, there is still low public awareness of many library services, pointing to the need for better marketing and promotional work.
The full report, a summary, an infographic, and more resources are available here

Tuesday, April 17, 2018

Award-Winning Marketing Campaigns From Around the World

The annual IFLA BibLibre International Marketing Award offers a look at what our peers around the world are accomplishing. The contest is run by the Management & Marketing section of the International Federation of Library Associations and Institutions (IFLA). It's sponsored by BibLibre, a French company that supports open source software solutions and more for libraries. 

This contest “honors organizations which implement creative, results-oriented marketing projects or campaigns.” Librarians enter in an effort to win recognition and prize money. 

Take a look at the winners of the 15th IFLA BibLibre International Marketing Award competition to get inspiration and to learn about some of the best promotions and projects in the field today. 

First Place: New York Public Library, New York City, USA

This effort aimed to target and reactivate 478,000 patrons with unpaid late fees, including the 196,000 youths whose accounts were blocked because of fines.


In October 2017, the NYPL, along with New York City’s Brooklyn Public Library and Queens Library, offered a one-time fine amnesty deal for all patrons age 17 and younger. 

The libraries publicized the deal with an outreach campaign that included direct mail targeted to young patrons, printed material in a variety of languages, a media relations scheme, and well-planned messaging. With 41,000 young people reactivating their cards, the project was considered a success. 

Second Place: Invercargill City Libraries, Invercargill, New Zealand
Keeping Up With the Librarians magazine cover spoof


The project's original Facebook post read, “It has been 10 years since the Kardashians first graced our screens. To celebrate, our social media team decided to have a totally impromptu, definitely not planned, photo-shoot.” 

A team of staff members re-created a semi-risqué photo of six Kardashian/Jenner women that had originally run on the cover of The Hollywood Reporter, and, according to IFLA, it became a “social media marketing sensation.” 
The real staffers of Invercargill

The goal was to connect with a more broad, younger audience to create a sense of relevance for libraries in the digital age via pop-culture references and humor. The awareness campaign had more than 1 million Likes, 12,000 reactions, and 5,000-plus shares around the world. 

Third Place: National and University Library, Zagreb, Croatia

The goal of this Croatian initiative was to promote the organization's digital library in an innovative way by creating a digital cultural product that combined heritage (old postcards of the city of Zagreb), technology, and tourism. The project included developing the first mobile app by a library in Croatia, and a web portal. 

The campaign was aimed at locals, tourists, and the general public, most of whom were not acquainted with the library’s digitization projects. 


The first-place winner will get 2,000 euros (about $2,450); second place will get 1,000 euros (about $1,220); and third place will get 500 euros (about $610). All winners must use their monetary awards to further their marketing efforts. In addition, the top two winners have their representatives’ airfare, lodging, and registration costs paid so they can attend the IFLA World Library and Information Congress this August in Kuala Lumpur, Malaysia.

This year’s contest drew a total of 56 submissions from public and academic libraries around the world; China sent in the most, with 23. IFLA’s award jury chose seven honorable mentions:

* Canada: University of British Columbia Library

* Germany: ZBW–Leibniz Information Centre for Economics

* China: Guangzhou Library

* Egypt: Bibliotheca Alexandrina

* China: Chongqing Library

* Russia: Novosibirsk State Regional Scientific Library

* Philippines: Metro-Dagupan Colleges Library

Consider entering your own library's campaigns at the end of 2018 for  next year's contest!

Tuesday, February 06, 2018

Enter the PR Xchange Awards by March 20

It's that time of year again!


The Marketing and Communications Community of Practice, part of ALA’s Library Leadership and Management Association (LLAMA), has opened its call for submissions for the 2018 PR Xchange Awards competition.

These annual awards recognize the best promotional materials produced by any type of library organization in the US and Canada. Each org may submit a maximum of five entries. The deadline is March 20, 2018.


The PR Xchange Committee oversees judging, in which entries are evaluated based on content, originality, and design by a team of experts in marketing, public relations, graphic design, and communications.

Committee members will notify winners in May. Winning entries will be on display during the PR Xchange Event (Sunday, June 24) at the 2018 ALA Annual Conference in New Orleans. There, winners will be announced and award certificates will be given. (Winners need not be present, but go enjoy your 15 minutes of fame if you can.)




Friday, January 12, 2018

Libraries Changes Lives - 2018 Awards

I recently published an article about one of my very favorite library award programs -- CILIP's annual Libraries Changes Lives Awards. It highlights heart-warming projects that UK librarians do to support various disenfranchised target audiences. 

FYI:
The Libraries Change Lives Award recognizes excellence and innovation in the U.K. library sector, and all details are at www.cilip.org.uk/lcla. Any MLS readers who are discussing the value of libraries with others (you are doing that, right?) can use these amazing examples to prove that librarians are educators, difference-makers, caretakers, and community builders.
Click over to Marketing Library Services to read the free full text! 
Books, families, and nature come together
 thanks to Kirklees librarians. [Photo courtesy of CILIP]

Wednesday, December 13, 2017

LMCC 2017: Hat Trick of Success!

The biggest part of my professional year was chairing yet another successful Library Marketing and Communications Conference. That makes three in a row, so I'm declaring a hat trick!

Quick stats: 
LMCC 2015: 220 attendees
LMCC 2016: 330 attendees
LMCC 2017: 356 attendees

And each year we hear from more people saying they wish they could get the funding to attend... so we expect continued interest and growth.

In each of our first 3 years, I've led a group of 12-15 dedicated volunteers. Together with our amazing facilitators at Amigos Library Services, we've planned, promoted, and held these conferences in Addison, Texas (just outside Dallas). 

I've already written a full-length report about #LMCC17 for the Jan/Feb 2018 issue of Marketing Library Services, so if you subscribe, take a look when you get the next issue. (If you don't subscribe, start now!) Here on my blog, I'll create an accompanying "photo essay" to show you some of the event's excitement. 

But first, I gotta say: This year, our planning team really took it up a notch. We worked hard to realize two major goals:
LMCC logo
1. We created an official visual identity and worked with designers to create a logo and wordmark. What do you think?  

2. We founded an official nonprofit entity, the Library Marketing Conference Group. This will allow us to offer more educational opportunities and to grow steadily into the future. The organization, led by a four-member board, is already making policies, reorganizing workflows, and planning for next year. We're thrilled to have achieved this, and grateful for the guidance that Amigos Library Services provided in this area.

Now, for a look back at this year's popular conference:

Shel Holtz, an internationally recognized nonprofit marketing
 guru, opened #LMCC17 with a keynote on Crisis Communications. 


Lovely lunches were included with the
registration fee. We planned
discussion topics for each table --
great for meeting new pals and
solving shared challenges! 

Our Swag Swap brought in lots of
 cool, colorful collateral to share. 




Nancy Dowd, founder of The M Word blog,
gave a presentation on email marketing.



Gina Millsap, CEO of Topeka &
Shawnee County Public Library (KS),
gave the second keynote, on getting
buy-in from staff for marcom.
















Trenton Smiley from Michigan's Capital Area District
Libraries shared knowledge on media partnerships.

Expert panelists shared secrets for entering (and winning!) the annual
 John Cotton Dana Library Public Relations Awards contest.

Thanks to our amazing sponsors for stepping up to support LMCC 2017!

In case you missed my reports on previous LMCCs, read about 2015 on this blog and in Marketing Library Services newsletter. Read about 2016 here, and in the Jan/Feb 2017 issue of MLS (conference report not online), and learn more on the website.

We have not set our location and dates for the 2018 conference, but rest assured, we'll have one! To stay informed, join our email list and any of our social media sites, all accessible here

Goals: Set and Scored
While the conference will continue, I've decided to step down from being the Chairperson. It's been a fantastic and exciting experience, but it's also a ton of work, and I could use a break. I'll still remain on the Planning Committee, just in a lesser capacity.

When I took on the task of organizing this event, I had several long-term goals in mind:

1. I wanted to find a group of like-minded, experienced marketers to help curate and plan a really worthwhile conference that delivers exactly the sort of content that library marketers need to be successful. 

2. I was determined to build the conference into a successful, wide-reaching event with name and brand recognition. I wanted people worldwide to say, "Oh, LMCC -- I've heard that's a great conference!" (In fact, we've had attendees from overseas at all three conferences so far. In addition to Canada, they've come from South Africa, Norway, Qatar, and Singapore!)


Kathy Dempsey (me!) addressing
#LMCC17 attendees on Nov. 17, 2017.
[Photo by Curtis Rogers, SCSL]
3. I felt the need to shepherd this group until we had formed some sort of legal entity -- an association or a nonprofit -- to ensure that it was well-established and that it would continue. 

With these three main goals reached, I feel confident that the Library Marketing and Communications Conference is here to stay. I'm happy with my hat trick, and I'm going out at the top of my game. I intend to help LMCC and its nonprofit continue to expand its reach, its offerings, and its recognition. 

We'll be hosting another winning event in 2018, and you won't want to miss it. Plan now to ask for 2018 travel funding, and join us via email or social media to get 2018 announcements as they come out. Hope to see you next year!


Monday, October 02, 2017

'Academic Library Impact' Report from ACRL

For many years, I've recommended ACRL’s 2010 report, "Value of Academic Libraries: A Comprehensive Research Review and Report," assembled by Dr. Megan Oakleaf. 

Now, at last, there's an updated resource on the topic. ACRL is calling this one an "action-oriented research agenda."

According to the September 25, 2017 press release
The Association of College and Research Libraries (ACRL) announces the release of “Academic Library Impact: Improving Practice and Essential Areas to Research.” Developed for ACRL by OCLC Research, this valuable resource investigates how libraries can increase student learning and success and effectively communicate their value to higher education stakeholders. 
Now more than ever, academic libraries are being asked to demonstrate value to their institutional stakeholders, funders, and governance boards. Academic Library Impact builds on ACRL’s 2010 "Value of Academic Libraries: A Comprehensive Research Review and Report" and the results of the subsequent Assessment in Action program. It demonstrates how libraries are now measuring library contributions to student learning and success, and recommends where more research is needed in areas critical to the higher education sector such as accreditation, student retention, and academic achievement.
You can download the report as a free PDF. (Thank you, ACRL and OCLC!) 
A companion online tool, “Visualizing Academic Library Impact: The ACRL/OCLC Literature Analysis Dashboard” was created to help librarians and researchers "filter the existing literature for studies most relevant to their research interests and visually explore the literature and other data in the form of charts and graphs."
If you want academic libraries to retain their respect and funding, study this wonderful tool and use this tool for all it's worth!





Monday, August 21, 2017

Media Literacy Initiative! Apply by 9-11-17

Have you been watching the buzz around "Media Literacy" and "News Literacy"? 

People who really understand information are trying to help people who don't, so they can determine what news & info is real and what is fake. Librarians have been trying to help since the term "fake news" became a thing. Here are just a few examples of how some info professionals have taken action:
Are you wondering how your library can join them? How can you set up a trustworthy curriculum to teach your patrons how to sort fact from fiction? 

Great news! ALA has partnered with the Center for News Literacy on a major new initiative: Media Literacy @ Your Library.
This project addresses a critical need in the field and the diverse communities libraries serve for adult media literacy training, with a focus on news literacy. The goal of the prototype project is to develop media literacy training and complementary resources designed to prepare public library professionals to educate their adult patrons to be informed consumers of media.
To apply to become part of the first beta-type-group that will undergo this 6-month professional training, send your application by September 11, 2017. All the details are at that link. 

Even if you don't want to be part of the pilot project, follow this initiative so you're in-the-know when the course gets a wider release. This is a vital task for libraries of all types, one which can help prove your value to stakeholders. 

So I urge you to be responsible. I challenge you to be brave. I implore you to dig into this problem and get your hands dirty. Guide your communities back toward reality. Because as politicians and stakeholders are seriously doubting the usefulness of libraries in the internet age, they’re tempted to cut your budgets. It’s vital to prove your continued value, and this is a timely, powerful way to do it. It’s one thing to repeat the old trope, “People need libraries now more than ever,” and it’s another thing to get out there and prove it.

Friday, August 11, 2017

ICYMI: 2017 Library Marketing and Communications Conference!

A very busy Conference Planning Committee has been arranging all the details for this November's Library Marketing and Communications Conference. I, your friendly blogger, am proud to be the Conference Chair again, and I'm fortunate to have such passionate, hard-working colleagues on the committee with me.

Now in its third year, LMCC will take place in the same town, but in a bigger, better hotel. Here's the info you'll need to join this amazing event just outside Dallas, Texas, USA.

Thursday, Nov. 16 and Friday, Nov. 17, 2017
Organized by: The Library Marketing Group
Facilitated by: Amigos Library Services


Concurrent Sessions
The Schedule of Sessions is on the fresh, new website!

See the schedule of our 7 curated tracks and 36 sessions, carefully chosen from more than 80 proposals. Plus, we've lined up two excellent keynotes, which we aim to announce on the website next week. 



Location
InterContinental Dallas hotel, 15201 Dallas Parkway
Addison, Texas  75001

Note: The conference hotel, where all sessions will take place, is mostly sold out for sleeping rooms in our block. Amigos has arranged another block of rooms at a different hotel, just across the parking lot from the InterContinental:

Courtyard Dallas Addison/Quorum Drive15160 Quorum Drive, Addison, Texas 75001

You can get rooms in our block by using this link to book your room at the Courtyard by Marriott. If additional rooms become available at the InterContinental we will let you know, but don’t wait! Book now at the Marriott


Registration

Register for the conference online at http://lmcc2017.ezregister.com.


More than 250 people from across North America (and beyond) have already registered for this year. Space is limited. Don't take a chance on LMCC selling out again; register now


Sponsorships

Sponsorship opportunities are available to MarCom-related vendors who want to get their product and service information in front of up to 400 library employees who work in marketing, PR, communications, social media, segmentation, and more. Various opportunities are available at a wide range of price points. 

Get the details on #LMCC17 sponsorships on our EZ Register page.


Join Us on Social! 

Keep up with the latest news via Facebook and Twitter

AND join our Discussion Group on Facebook too!

Thursday, June 15, 2017

PR Xchange: 2017 Winners & ALA Event

Back in January, I posted an invitation to enter the PR Xchange Awards Competition. Over 390 entries in print and electronic formats were submitted from over 100 institutions, including public, academic, school, state and special libraries. Now, the 2017 winners have been announced.

This year there are 28 electronic winners and 30 print winners. A complete listing is available at http://bit.ly/2017-PRXChange-Winners.

Entries were appraised by a jury of 8 in-person judges and 15 virtual judges. Submissions were assessed based on the quality of content, format, design, creativity and originality. The jury, which included talented marketing and communications professionals, graphic designers, several outreach librarians, and a library marketing consultant, were impressed by the innovative and compelling work submitted by libraries.

Winning entries will be on display at the PR XChange Event, which will take place on Sunday, June 25, from 11:30 a.m. – 1:00 p.m. in the ALA Exhibit Hall's Special Events Area, at the ALA Annual Conference in Chicago, Illinois.

The PR XChange Event offers visitors the opportunity to view and take home sample promotional materials from libraries across North America. Approximately 1,000 attendees visit the PR XChange event each year.

If you missed the competition, you can still be part of the PR Xchange Event by sending copies of your promotional materials to share with others. All libraries are invited to mail their materials to share with colleagues at the PR XChange Event. Get the mailing instructions and labels at http://www.ala.org/llama/2017-pr-xchange-mailing-labels

Here's what else is going on at this year's event:

·  2017 John Cotton Dana Library Public Relations Award Winners will display their award winning materials.

·  The 2017 Library Marketing and Communications Conference (LMCC) Planning Committee will be here to answer questions about the upcoming 2017 Conference.

·  The ACRL Library Marketing and Outreach (LMaO) Interest Group will talk about their activities.

· Kathy Dempsey (that's me!) will be giving away sample copies of Marketing Library Services newsletter, answering questions as the Libraries Are Essential marketing consultant, and selling copies of her book, The Accidental Library Marketer.

· Rebecca Metzger (current PRMS Chair) and Holly Flynn (incoming PRMS Chair) will be answering questions about the Public Relations and Marketing Community of Practice of LLAMA.

· Representatives of Rowman and Littlefield Publishers and ABC-CLIO will display and sell copies of recent library marketing books.

So stop by on June 25 in Chicago! Chat with me at my table, see winning work on display, buy some new marketing books, and learn about PR efforts from around North America!

For more information, contact:
Fred Reuland, Program Officer, Continuing Education
Library Leadership and Management Association, a division of ALA
312-280-5032, freuland@ala.org

Mark Aaron Polger, PR XChange Committee Chair
Public Relations and Marketing Community of Practice
Library Leadership and Management Association, a division of ALA
718-982-4065, MarkAaron.Polger@csi.cuny.edu

Monday, June 05, 2017

Join Us at LMCC 2017!


It’s time to register for the Library Marketing and Communications Conference (#LMCC17), which will be November 16–17 at the Hotel InterContinental Dallas (in Addison, TX). 

Early Bird Registration (available until July 28) = $349
Regular Registration = $425

Registration includes:
       Continental breakfasts
       Networking lunches
       Snack breaks
       Two full days of practical sessions
       Plenty of networking opportunities

Our conference has sold out in the past, and while we’ve moved to a bigger hotel to accommodate more library professionals, you’ll want to ensure your spot NOW! http://lmcc2017.ezregister.com/


And: We Need Your Session Proposals! 
There’s still time to submit your own proposal for a session at LMCC17! The Call for Proposals is open through June 9th, so don’t delay! http://www.librarymarketingconference.org/lmcc17-cfp

This year we are collecting proposal submissions to fill our 7 selected tracks:
       The Marketing Cycle
       User-Centered Design
       All Things Media
       PR Campaigns
       Engaging Your Audience
       Strategic Partnerships
       Data-Driven Decision-Making

Learn more about each track and how to submit a proposal here. We need your ideas, experiences, best practices, and insights, so send those proposals in now!

While we have a bigger space this year, we anticipate spots going quickly, so don’t delay. Get the best deal possible with Early Bird Registration pricing: http://lmcc2017.ezregister.com/ 
(While we want you to register now, please do not purchase any travel tickets until after July 1st.)

The Library Marketing and Communications Conference is the only event designed exclusively for people who do library marketing and communications (MarCom) work. It's the perfect conference for M Word readers! (And your M Word owner, Kathy Dempsey, is also the conference chair.)

Thanks to our friends at Amigos Library Services for making this event possible with their support and guidance!