Creative Library Marketing and Publicity

Robert J. Lackie,MLIS, MA,is Professor-Librarian and Department Chairperson for the Franklin F. Moore Library of Rider University. A frequent presenter at library, education, and technology conferences and meetings and published within various professional and scholarly works, Prof. Lackie has also co-written or co-edited three books, the latest entitled, Identity Theft: What You Need to Know [Kindle Edition] (Amazon Digital Services, Inc., 2014). For his teaching, writing, leadership, and service to the library profession, he has received several accolades, including the NJLA “2014 Public Relations Award—Tech Shoutout Category,” the ACRL/New Jersey Chapter “2011 Distinguished Service Award,” and the ALA “2006 Ken Haycock Award for Promoting Librarianship,” among others. For more details on Prof. Lackie’s publications, presentations, honors, or other information, please visit his directory page .M. Sandra Wood, MLS, MBA, is Librarian Emerita, Penn State University Libraries, and a Fellow of the Medical Library Association. Ms. Wood is founding and current editor of Medical Reference Services Quarterly (in its 34th volume). She was a librarian for over thirty-five years at the George T. Harrell Library, Milton S. Hershey Medical Center, Pennsylvania State University, specializing in reference, education, and database services. Ms. Wood has written or edited more than 12 books, the latest two entitled Health Sciences Librarianship and Successful Library Fundraising: Best Practices (both with Rowman & Littlefield Publishers, 2014).

• PrefaceChapter 1. Building a Foundation for Marketing SuccessJeannie AllenChapter 2. Conversations: Building Relationships and Using Constituent Voice in Outreach Letha Kay GogerChapter 3. Plano Public Library System: Building a Social Media PresenceBrent BloechleChapter 4. Creating Campus Buzz with Promotional VideosHeather A. Dalal, Paris Hannon, and Robert J. LackieChapter 5. Promotion, Publicity, and Beyond: Using a Marketing Plan and Innovative Strategies to Reach Users in an Academic Health Science Center LibraryMary E. Edwards, Hannah F. Norton, Michele R. Tennant, Nina C. Stoyan-Rosenzweig, and Matthew DaleyChapter 6. Branding for Relevance: A Public Library’s Continuing Campaign for AccessJessica Ford and Jim StaleyChapter 7. People Do Still Read E-mail! E-mail Marketing as an Academic Library Outreach ToolJamie HazlittChapter 8. Increasing Library Use: It’s a Long StoryErica ThorsenChapter 9. If You Build It, Will They Come? Marketing a New Library SpaceColeen Meyers-Martin and Lynn D. LampertChapter 10. Marketing on a Shoestring: Publicity and Promotion in a Small Public LibraryHeather NicholsonChapter 11. Library Programming: Methods for Creation, Collaboration, Delivery, and OutreachAmanda Piekart and Bonnie LafazanChapter 12. “Flipping the Switch” for School Library AdvocacySara Kelly JohnsIndexAbout the Editors and Contributors

No matter the community that a particular library serves—small town, large city, or school or college campus—all need to find ways to reach out and connect with their target markets. Discovering new approaches and gaining insights from a variety of institutions can help personnel to build and enhance their own marketing plans and increase the effectiveness of their library’s outreach. This is the strength of this collection of case studies gathered by Lackie and Wood. The 12 investigations come from libraries large and small, public and academic, with marketing budgets of all sizes. Many describe holistic approaches to organizing a library’s marketing strategy, while others detail very specific programs or activities individual libraries have found successful in reaching a particular audience. Verdict: Librarians, marketing directors, and administrators will take away ideas and enlightenment from these success stories of libraries that have hit the mark of connecting with their target audiences.