Intentional Marketing: A Practical Guide for Librarians

(Paperback)

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User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. This book includes: Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom Ways to identify everyone who affects funding, and how to turn them into stakeholders Ways to increase staff and stakeholder buy-in Examples of successful marketing efforts at other libraries Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use Model feedback and assessment forms This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness.

Reviews

Ottolenghis book comprises eleven chapters with 29 marketing snapshots that provide an innovative approach to marketing your library. She discusses the Intentional Marketing Framework, a set of principles that help you create a unified marketing message. The books themes are: everything is marketing and positioning is the key to success. -- Mark Aaron Polger, Academic Librarian and Library Marketer, City University of New York (CUNY)
This easy-to-read guide is designed to teach librarians in all types of libraries to apply the intentional marketing approach, a user-centric approach that focuses on the needs and desires of users, potential users, potential partners, and other people and organizations, rather than focusing on library products. Chapters and appendices show how to use this approach for branding, social media, digitization projects, displays, exhibits, outreach, programming, word-of-mouth marketing, strategic planning, defining the librarys stakeholders, designing marketing plans, etc. This is the ideal book to re-energize a librarys marketing plan and the library employees who must implement it. -- Carol A. Singer, professor, Library Teaching & Learning Department, Bowling Green State University

Author Bio

Carol Ottolenghi is Director of Library Services for the Office of the Ohio Attorney General. Previously, she served as the public relations/marketing director of two different public library systems. She also ran the Ohio Humanities Council/American Library Associations Lets Talk About It series in which she shepherded 25 different under-funded libraries each year through every aspect of hosting and publicizing eight to twelve weeks of programming.