Libraries today face competition from online sources, wavering public perceptions, and increasing user demands, and successful marketing is critical to their continued success among users, stakeholders, and society as a whole. The Library Marketing Toolkit covers every aspect of library marketing and branding for a wide range of information organizations, including archives and public, academic, and special libraries. It offers perspectives from experts and includes numerous international examples, as well as innovative and practical techniques. Readers will learn about marketing strategy, essential marketing tools and techniques, social media, marketing on a budget, library branding, marketing to internal stakeholders and third parties, marketing special collections and archives, library advocacy as marketing, and more. This guide is essential reading for anyone involved in promoting a library or information organization, as well as LIS students. As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. The Library Marketing Toolkit provides readers with everything needed to successfully market any library. Author Ned Potter offers expert coverage of every element of library marketing and branding for all types of libraries, including archives and academic, public and special libraries, providing innovative and easy-to-implement techniques and ideas. Included are numerous case studies highlighting best practices and offering expert advice from thought-leaders such as David Lee King, Alison Circle, Terry Kendrick, and Rebecca Jones, plus institutions at the cutting-edge of library marketing including the British Library, New York Public Library, the National Archive, Cambridge University, JISC, the National Library of Singapore and the State Library of New South Wales. Among the key topics covered in the text are: Seven key concepts for marketing libraries Strategic marketing The library brand Marketing and the library building An introduction to marketing online Marketing with social media Marketing with new technologies Marketing and people Internal marketing Library advocacy as marketing Marketing special collections and archives Essential reading for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management, this book is also a useful guide for LIS students internationally who need to understand the practice of library marketing. A guide that offers coverage of various elements of library marketing and branding for different sectors including archives and academic, public and special libraries. It is suitable for those who are involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. This practical guide offers coverage of every element of library marketing and branding for all sectors, including archives and academic, public and special libraries
