2, Issue 1 (Summer 2018)
|Developing Marketing Strategies for Public Libraries
Monica Sanchez, Anaheim Public Library
Chloe R. Van Stralendorff, Anaheim Public Library
Marketing Libraries Journal, volume 2, issue 1, pages 31-38.
Abstract: The objective of marketing is to demonstrate the unlimited
possibilities an institution has to offer to its target audience. For
public libraries, this means engaging current and new users to attend
programs, use resources and view the library as a community center.
This article provides an overview of the importance of marketing in
public libraries, the challenges that arose throughout the campaign,
and the solutions Anaheim Public Library (Anaheim, CA) developed to
meet community needs. The communications team at Anaheim Public Library
extrapolated on existing practices for developing marketing campaigns
for public libraries. Their goal was to transform the library’s
branding by showcasing the innovative resources and services they
provide to the community during National Library Week. This article
discusses the campaign results, which can help illuminate the future of
patron focused marketing and support advocacy for the developing
information environments in public libraries.
Keywords: digital divide, guerrilla branding, branding identity,
National Library Week, external marketing, marketing campaigns, social