{"id":32668,"date":"2024-01-24T10:54:12","date_gmt":"2024-01-24T15:54:12","guid":{"rendered":"https:\/\/live-clarivate-innovative.pantheonsite.io\/?post_type=blog&#038;p=32668"},"modified":"2024-03-12T10:56:10","modified_gmt":"2024-03-12T14:56:10","slug":"invigorate-marketing-efforts-at-your-library","status":"publish","type":"blog","link":"https:\/\/www.iii.com\/whats-new\/invigorate-marketing-efforts-at-your-library\/","title":{"rendered":"Invigorate marketing efforts at your library"},"content":{"rendered":"<p><span data-contrast=\"auto\">Innovative, part of Clarivate\u2122, celebrates Library Marketing Month every November. In November 2023, we hosted marketing expert Cordelia Anderson of Cordelia Anderson Consulting for a webinar on \u201cShifting to an Integrated Marketing Strategy.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Getting started<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For libraries that don\u2019t yet have a marketing plan, Anderson offers the suggestion of starting small \u2013 set a goal of a certain number of attendees at an upcoming event, a circulation goal for items in a new exhibit, or a monetary goal for a fundraiser.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Having a plan not only gives you a roadmap for the current project; it can also help to clarify your priorities so you are better able to say no to projects that don\u2019t further your current goal.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Kinds of messages<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The messages you share as part of your marketing generally fall into the following categories:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Foundational \u2013 Messaging about the library and your mission.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Service \u2013 The services that your libraries offer, including locations and facilities.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Seasonal \u2013 What\u2019s happening this season.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Impact \u2013 how we make a difference \u2013 looking back with stats, stories about the library\u2019s impact.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Elements of an effective message<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Start with the basics: Who is your audience? What are you promoting?\u00a0 When is it happening? Where is it happening? Why are you having the event\/exhibit you are promoting?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The last question, \u201cwhy,\u201d may not be something you share on your public posts, but it will help clarify your priorities\u2014e.g., identifying the \u201cwhy\u201d may help when you are asking for funding, as it can help answer questions about the need being served by your services or programming.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Integrating your marketing plan<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So, what does an\u00a0<\/span><b><span data-contrast=\"auto\">integrated<\/span><\/b><span data-contrast=\"auto\">\u00a0marketing plan look like?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Anderson quoted the\u00a0<\/span><a href=\"http:\/\/business.adobe.com\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Adobe Experience Cloud Blog<\/span><\/a><span data-contrast=\"none\">\u00a0in describing i<\/span><span data-contrast=\"auto\">ntegrated marketing as \u201cdelivering a unified message across all the marketing channels.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">There are several possible channels for getting the word out, and your messaging\u2014with each of the elements above\u2014on each channel should be consistent.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Anderson talked about the\u00a0<\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/PESO_model\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">PESO<\/span><\/a><span data-contrast=\"auto\">\u00a0model coined by Gini Dietrich, which describes the main channels used for marketing: Paid, Earned, Shared\/Social, and Owned.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Paid \u2013 Includes paid advertising, such as ads in a local newspaper or on social media.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Earned \u2013 Media that chooses to share your message, like a local newspaper publishing your press release, or news coverage of a library event in the local newspaper, podcast or TV show.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Shared or Social \u2013 Sharing your message on social media.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Owned \u2013 The library\u2019s own assets such as the library\u2019s website, email newsletter, blog, bulletin board, etc.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Summing up<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cMarketing is about serving the needs and wants of the people that you serve,\u201d says Anderson.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Anderson encourages following the four steps of Research, Planning, Implementation, and Evaluation when creating an integrated marketing plan. Document your audience, create measurable objectives, develop your messaging, and make a record of the strategies and tactics you use.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Going further<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This is only a selection of advice; check out the webinar recording for more information:\u00a0<\/span><a href=\"https:\/\/go.iii.com\/WBN-2023-11-15ShiftingtoanIntegratedMarketingStrategy_LP-Registration.html\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Webinar: Shifting to an Integrated Marketing Strategy<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Cordelia Anderson is author of \u201cLibrary Marketing and Communications: Strategies to Increase Relevance and Results.\u201d You can learn more about Cordelia at\u00a0<\/span><a href=\"https:\/\/cordeliaandersonapr.com\/\"><span data-contrast=\"none\">www.cordeliaandersonpr.com<\/span><\/a><\/p>\n<p><strong>Cordelia will be joining Innovative again on February 6, 2024 for the webinar\u00a0<a href=\"https:\/\/go.iii.com\/WBN-2024-02-06MoreThanProgramsMarketingServicesCollectionsSpacesandMore_LP-Registration.html\" target=\"_blank\" rel=\"noopener\">Promote more than programs with Cordelia Anderson. Click to register!<\/a><\/strong><\/p>\n<p>************<\/p>\n<p><span data-contrast=\"auto\">Still getting oriented in library marketing? Innovative also recently hosted marketing expert Kathy Dempsey, author of \u201cThe Accidental Library Marketer.\u201d Her webinar on Marketing 101 for Librarians is\u00a0<\/span><a href=\"https:\/\/go.iii.com\/WBN-2023-11-09Marketing101forLibrarians_LP-Registration.html\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">available on demand here<\/span><\/a><span data-contrast=\"auto\">. Find out more about Kathy at\u00a0<\/span><a href=\"https:\/\/librariesareessential.com\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">https:\/\/librariesareessential.com\/<\/span><\/a><span data-contrast=\"auto\">.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If you\u2019re interested in learning more about\u00a0<\/span><a href=\"https:\/\/www.iii.com\/products\/vega\/promote\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Vega Promote<\/span><\/a><span data-contrast=\"auto\">, Innovative\u2019s email marketing tool, or other Innovative solutions,\u00a0<\/span><a href=\"https:\/\/www.iii.com\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">contact us for a demo<\/span><\/a><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Library marketing experts shared practical and inspiring tips at Innovative-hosted events<\/p>\n","protected":false},"featured_media":32670,"template":"","categories":[472,415,520,433],"tags":[],"class_list":["post-32668","blog","type-blog","status-publish","has-post-thumbnail","hentry","category-announcements","category-vega","category-vega-promote","category-webinars-resources"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - 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