04407nam 2200433 450 991081100410332120230630003116.01-78330-385-91-78330-519-3(CKB)4100000011945624(MiAaPQ)EBC6608850(Au-PeEL)EBL6608850(OCoLC)1251446163(EXLCZ)99410000001194562420220121d2021 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierEngaging your community through active strategic marketing a practical guide for librarians and information professionals /Terry KendrickLondon :Facet Publishing,[2021]©20211 online resource (228 pages)1-78330-384-0 Cover -- Praise for Engaging your Community through Active Strategic Marketing -- Half-title Page -- Dedication -- Title Page -- Copyright -- Contents -- Figures -- Tables -- Introduction -- 1 The need for a professional approach to engagement -- Defining engagement and strategic marketing -- Outline of this book -- 2 Strategic marketing planning for engagement -- Identifying planning goals and processes to achieve them -- The engagement story -- 3 Ambition: the basis for all activity -- Vision, mission and values -- How to write a statement of ambition for your library -- 4 Understanding users and potential users -- Defining the marketplace -- Understanding existing users -- Understanding and engaging potential users -- Profiling your potential library community -- Survey research -- Focus groups -- Researching user experience and satisfaction -- Understanding competition -- 5 Identifying value and segmentation -- Creating segment-specific value propositions for stakeholders -- Options for segmenting stakeholders -- Effective segmentation is not easy. . . -- Value propositions by segment -- 6 Managing stakeholder engagement -- Three elements of a stakeholder management programme -- Engaging employees -- 7 Making choices and creating engaging offers -- Priorities -- Engagement objectives -- Engagement strategies -- Creating offers for users, potential users and stakeholders -- The marketing mix -- Engagement and customer relationship management as a strategy -- Finalising engaging offers for specific segments -- Some other aspects of marketing strategy for engagement -- 8 Crafting engaging messages -- How often should users be contacted? -- Should library marketing communications be general or event driven? -- Options for a communications mix -- Communications strategies -- The return on marketing communications investment.Do users and potential users respond to library communications? -- Marketing communications at different stages of the user life cycle -- Event-driven and segment-specific marketing communications messages -- Media kits -- Writing copy for marketing communications -- Promotional activity -- 9 Effective marketing channels for engaging messages -- Non-digital methods of marketing messages -- Traditional media -- In-library messaging -- 10 Digital channels and engagement -- The pivotal role of the library website -- Library blogging -- The major social media -- How social media platforms support libraries' engagement activities -- Social media policies and guidelines -- Practical hints for writing engaging social media posts -- Digital support for engagement strategies -- 11 Evaluating the response to engagement activity -- Evaluating engagement outcomes from social media presence and participation -- Evaluating employee engagement -- Reporting evaluations and assessments -- 12 How to give marketing and engagement the best chance of success -- References -- Recommended reading -- Index.This book provides an overview of best practice strategic marketing with advice on how to implement effective marketing activities in libraries and information services with the best chance of success.LibrariesMarketingLibrariesMarketing.021.7Kendrick Terry1617837MiAaPQMiAaPQMiAaPQBOOK9910811004103321Engaging your community through active strategic marketing3971286UNINA