This is a practical book for public librarians who are interested in a reflective approach to marketing their library and its services: practical in the sense that there is a bias towards action throughout, and reflective in the sense that there is nothing so practical as a good theory. Marketing theory always needs to be adapted to context if it is to underpin effectively the journey to meet objectives. This book does just that. Here you will find marketing planning made relevant for public library management and pitched at a level where the benefits of thought and actions are brought together. By the end of your journey through this book you will have gained an understanding of the marketing planning process and the key elements within it, backed by a series of templates to help you undertake planning activities and a number of examples to inspire you into action.

You are almost certainly doing marketing Already

Marketing public library services is not new. Public library managers have always instinctively developed services around the needs of the community and then undertaken activities to make that community aware of the services on offer. This has been done in a number of ways, from simple activities such as creating and distributing bookmarks, to compiling and distributing new books lists, to offering events where an overview of the range of activities to be undertaken at the local library can be presented. However, despite a firm commitment to getting the message out this has been in many cases a very disjointed enterprise and, as such, an unconnected series of one-off activities. Things are changing rapidly.

In recent times opportunities have arisen to undertake more professional marketing programmes at reasonable cost and the public librarian is faced with a bewildering set of options, all of which need to be managed within a marketing plan. Advertising, radio slots, press advertising, advocacy activities, e-mail relationship marketing with existing users, direct mail for non-users, promotional activity and a host of other options exist.