ABCs of Marketing Virtual Programs

Kristin Linscott, Plano Public Library
Rachel Hadidi, Phd, Plano Public Library
Benjamin Baron, Plano Public Library

Marketing Libraries Journal, volume 6, issue 1, pages 23-41.
Download PDF

Abstract: Plano Public Library shares tips based on experience marketing over 650 virtual programs since March 2020, drawing more than 15,000 participants. Ideas for building and promoting quality programs are outlined with respect to audience, branding, and coordination. Suggestions provide direction for connecting with adult audiences, as well as children and families. The authors advocate collaborating with community partners to add credibility and reach new audiences. Suggested keys to effective coordination include an inward focus on communication and processes within the library team and an outward focus on developing effective promotional partners and plans. Strategies for continual process improvement are recommended.

Keywords: Virtual Programming, Zoom, Marketing, Branding, Promotion, collaborative partnerships


Conley K. & Tucker T. (2005). Matching media to audience equals marketing success. College & Undergraduate Libraries, 12(1-2), 47-64.

Hadidi, R. & Linscott, K. (2021). Meeting patrons in the virtual world. Public Libraries Journal, 60(1), 52-59.

Kim, C. H. & Little, R. D. (1990). Public library users and uses: A market research handbook. Scarecrow Press.

Lasky, K. (2016). Integrated marketing on a shoestring budget: Strategic planning to
build value for libraries and enhance service. OLA Quarterly, 21(4), 10-14.

Library, P. P. (2020, August 12). Plano Learns: Simple Budgets. Plano Library Learns.
Retrieved May 23, 2022, from

Library, P. P. (2022). Thinking Money at PPL. YouTube. Retrieved May 23, 2022, from

Library, P. P. (2021). Virtual Program Survey. Airtable. Retrieved May 23, 2022, from
Library branding, moving beyond the physical space. (2018). Library Administrator’s Digest, 53(1), 1.

Saunders, L. & Corning, S. (2020). From cooperation to collaboration: Toward a framework for deepening library partnerships. Journal of Library Administration, 60(5), 453-469.

Shumaker, D. (2021). The next normal: The post-pandemic future of library services. Information Today, 38(4), 14-16.

Syosset public library (NY) sees patrons re-engaging during COVID pandemic. (2020, June 10). Library Technology Guides.

Citation to article:

Linscott, K., Hadidi, R., & Baron, B. (2022).  ABCs of Marketing Virtual Programs.  Marketing Libraries Journal, 6(1), 23-41. Retrieved from