Book contents
- Frontmatter
- Contents
- Figures
- Tables
- Introduction
- 1 The need for a professional approach to engagement
- 2 Strategic marketing planning for engagement
- 3 Ambition: the basis for all activity
- 4 Understanding users and potential users
- 5 Identifying value and segmentation
- 6 Managing stakeholder engagement
- 7 Making choices and creating engaging offers
- 8 Crafting engaging messages
- 9 Effective marketing channels for engaging messages
- 10 Digital channels and engagement
- 11 Evaluating the response to engagement activity
- 12 How to give marketing and engagement the best chance of success
- References
- Recommended reading
- Index
Introduction
Published online by Cambridge University Press: 15 October 2021
- Frontmatter
- Contents
- Figures
- Tables
- Introduction
- 1 The need for a professional approach to engagement
- 2 Strategic marketing planning for engagement
- 3 Ambition: the basis for all activity
- 4 Understanding users and potential users
- 5 Identifying value and segmentation
- 6 Managing stakeholder engagement
- 7 Making choices and creating engaging offers
- 8 Crafting engaging messages
- 9 Effective marketing channels for engaging messages
- 10 Digital channels and engagement
- 11 Evaluating the response to engagement activity
- 12 How to give marketing and engagement the best chance of success
- References
- Recommended reading
- Index
Summary
Perhaps more than ever before, library staff – regardless of sector – seek to engage with those who will shape the library's destiny. Users should be engaged when they visit libraries. Library staff need to understand why some people do not use libraries and draw them closer. Stakeholders such as admin istrators of funding bodies need to be engaged to ensure alignment of library values, vision and mission with the wider organisational goals.
This book, based on modern engagement and marketing planning principles, has been written as a practical guide to support staff in libraries of all kinds in their efforts to encourage users, non-users and other stakeholders to engage with library services.
Successful engagement arises from a well-managed combination of outreach, advocacy, campaign marketing, user experience, customer service and external relations. Strategic marketing planning offers a process to manage and deliver the major benefits of each of these in search of authentic and sustained engagement with library communities, whether geographical or communities of need or interest.
Although some of the terminology characteristic of these disciplines has been retained, the overriding concern has been to use easy to understand language and avoid jargon wherever possible. Similarly, where there are models that simplify some of the concepts discussed in the book, they have been adapted to have specific relevance for libraries.
Examples given in this book are drawn mainly from public, academic, health services and corporate libraries to explain and inspire.
- Type
- Chapter
- Information
- Engaging your Community through Active Strategic MarketingA practical guide for librarians and information professionals, pp. xiii - xivPublisher: FacetPrint publication year: 2021