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.
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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 media
References
Ciotti, G. (2016). The Psychology of Color in Marketing and Branding. Entrepreneur. Retrieved from https://www.entrepreneur.com/article/233843
Lance, K. C. (2017). Find Your Library | LJ Index 2017. Library Journal. Retrieved from https://lj.libraryjournal.com/2017/12/managing-libraries/lj-index/class-of-2017/findyour-library-2017/
Rajan, V. (2018). The No. 1 Marketing Tool You’re Hardly Using. Forbes. Retrieved from https://www.forbes.com/sites/forbescoachescouncil/2018/01/22/the-no-1-marketingtool-youre-hardly-using/#516991127def
Citation to article:
Sanchez, M., & Van Stralendorff, C.R. (2018). Developing Marketing Strategies for Public Libraries. Marketing Libraries Journal, 2(1), 31-38. Retrieved from https://journal.marketinglibraries.org/august2018/MLJ-v2i1-31-38.pdf |
