Friday March 23, 2012

Lindsay Sarin, Andrea Snyder & Julie Strange

Presentation Slides and Resources at

Marketing isn’t scary.


Marketing is like building a house – build it from the ground up. Good foundation, renovate when needed.

Good Foundation

Step 1 - Assessment – start with your staff – must be willing to have an honest conversation though, and be willing to listen; look at your numbers – who’s coming, what’s being asked, what resources are they looking for that you don’t have; ask the user! Gather feedback – doesn’t have to be formal, just ask them.

Sometimes the truth will hurt – must be willing to be honest and actually look at what the problems are.

Figure out what you need to assess.

Step 2 – Create a Blueprint - clear goals – visualize where you want to end up.

Step 3 – Clear the Decks – choose what is essential and eliminate everything else. It will be hard, but needs to be done. Examine things you like from others and replicate it.

Step 4 - Create Your Message – what do you want to convey? Keep the message simple. Think about where it will be – can you read it on your website? Colors are important. Collect ideas – from outside the library world, too. Cut 60% of the words from what you start with.

Step 5 - Reduce Pain – keep current customers happy while you’re making changes. Ask them what’s bothering them. Use your library like a customer – look for the little things you can change that will make a big change in someone’s day.


Step 6 - Be Brave –new programs to reach new audiences and promote the library. Stuffed animal sleep over. Order groceries at your library. Look for a need in your community and address it. Go to where your users are – leave the library!

Step 7 - Give people something to do – tell them why what you offer is applicable to them. Get their input as you’re building new programs/services. Active message.

Step 8 - Steal Ideas – steal ideas from other libraries and outside libraries. DON’T REINVENT THE WHEEL! (Personal note: one of my fave mottos!) Immerse yourself in outside events, how can you bring that into your library?

Step 9 - Get into the Community – go to local events. Represent the library. Constantly suggest the library to help people. Elevator speeches– you will need different speeches for different programs and audiences. Keep your librarian brain on at all times.

BONUS TIP: if this then that -


Step 10 - Asses the Results – will depend on what you were trying to accomplish. Debrief after everything. Talk to your patrons and staff. What went well? what didn’t? what should we never do again? Learn from it.

Step 11 - Build a Toolkit. Capture all ideas. Successes and failures. Templates.

Share your ideas at:
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