Rowman & Littlefield Publishers Intentional Marketing: A Practical Guide for Librarians: 51

Product Description User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. This book includes: ·Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive ·Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom ·Ways to identify everyone who affects funding, and how to turn them into stakeholders ·Ways to increase staff and stakeholder buy-in ·Examples of successful marketing efforts at other libraries ·Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use ·Model feedback and assessment forms This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness. Review [This book provides] a steady momentum and an engaging read. Ottolenghi's writing is swift and accessible. She inspires the reader to develop new marketing campaigns derived from the ideas presented and encourages a shift in the reader's thinking from a product-centered to a user-centered model of library marketing . . . The guidance, resources, examples, and tools provided in Intentional Marketing are just what an effective library marketing team needs to implement a unified approach to messaging that will, as Ottolenghi says, help your library "be seen doing good work" (p.2).--Law Library Journal The public forms an impression of a library based on interactions with library staff, knowledge of collections, awareness of programs, and use of the physical spaces and virtual services. Ottolenghi (director of library svcs., the Office of the Ohio Attorney General), who has experience with public relations and marketing in public libraries, argues that since everything is marketing, the library needs to be intentional in its messaging and present a unified approach to communication. The author advocates being user-centric and addressing the needs and wants of current and potential clients. The goal is to show the library doing good work and to build and maintain a relationship with users. This book covers marketing theory but is more of a handbook on establishing a marketing program, with guidance and examples. Twenty-nine marketing snapshots offer tips from many types of libraries; for instance, the Contra Costa Library System teamed with their local transit authority to produce Snap & Go posters with QR codes to allow commuters smartphone access to ebooks, library staff, and more. VERDICT Library administrators and marketers will find here many useful strategies and ideas.--Judy Solberg, Sacramento, CA--Library Journal This easy-to-read guide is designed to teach librarians in all types of libraries to apply the intentional marketing approach, a user-centric approach that focuses on the needs and desires of users, potential users, potential partners, and other people and organizations, rather than focusing on library products. Chapters and appendices show how to use this approach for branding, social media, digitization projects, displays, exhibits, outreach, programming, word-of-mouth marketing, strategic planning, defining the library's stakeholders, designing marketing plans, etc. This is the ideal book to re-energize a library's marketing plan and the library employees who must implement it.--Carol A. Singer, professor, Library Teaching & Learning Department, Bowling Green State University Ottolenghi's book comprises eleven chapter