Marketing Plans in Action. A step-by-step guide for libraries, archives and cultural organizations

You know you need to get the word out. But where do you start? How do you keep track of everything? Don’t work harder—work smarter. The key is to stay organized and focused through solid project management skills, and at the heart of it all lies an efficient workflow. Goodman’s invaluable resource is here to smooth the way with 72 time-saving guides that will streamline your processes. Addressing myriad marketing, publicity, and promotion activities, this book is packed with tried and true best practices and useful tips on such topics as: 

·        efficiently reviewing and tracking task requests from colleagues around your organization;

·        keeping people informed through project management tools and formal reporting;

·        developing and sustaining a network of media contacts in the community who will publicize your events;

·        crafting a consistent brand identity across the organization through language, logo, and colors;

·        creating and maintaining a public calendar for content;

·        designing mobile-friendly email messages and web pages;

·        segmenting email campaigns for maximum impact and engagement;

·        collecting user information while respecting privacy;

·        employing simple surveys for quick and useful feedback; and

·        handling complaints with grace.

With the help of Goodman’s step-by-step advice, you’ll be able to establish and maintain marketing communication strategies and workflows no matter your organization’s size.

Preface

Acknowledgments

Introduction

Chapter 1   Getting Started

What Is Marketing?

A Word on Titles

Where Do You Fit in the Organizational Structure?

Document Everything

The Buck Stops Here

Welcome to the Guides

Chapter 2   Learn About Your Organization

1. Getting Staff Buy-In

2. Outline Your Job Scope

3. Know Your Branding

Chapter 3   Get Notified of Marketing Requests

4. Make an Inventory of Marketing Offerings

5. How to Gather Marketing Requests

6. E-Mail System Setup

7. Ingest Form Setup

Chapter 4   Set Up Project Management

8. Time Management

9. Understand Your Needs

10. Desired Capabilities

11. Analog vs. Digital

12. Comparison of Project Management Tools

13. Personal Knowledge Base

14. Internal Tracking System

15. Publicity Plans

16. Marketing Strategy

17. Example of a Complete Marketing Workflow

Chapter 5   Content Creation

18. File Management

19. Content

20. Copyright

21. Design

22. Mobile-Friendly Content

23. Diversity

24. Images

25. Video

26. Print Materials

27. E-Mail Newsletters

28. CAN-SPAM Act

29. Web Forms

30. Calendars to Develop

31. Photography Policies

Chapter 6   Staff Training and Interactions

32. Build a Network of Support

33. Educational Resources

34. Keep Staff Involved

35. Staff Training Now and in the Future

36. Managing Assistants

Chapter 7   Who Are Your Users?

37. Target Audiences

38. Respecting Privacy

39. Confirmation Methods

40. How to Collect User Information

41. Simple Surveys

42. Program Attendance vs. Door Counts

43. Staff-Sourced User Groups

44. Census

45. Mapping

46. Social Media Insights

47. Other Ways to Learn about Users

Chapter 8   Tracking and Reports

48. Questions to Ask

49. What to Track When

50. Daily Tracking and Reports

51. Weekly Tracking and Reports

52. Monthly Tracking and Reports

53. Quarterly Tracking and Reports

54. Annual Tracking and Reports

55. Single Campaigns

56. Shortened URLs

57. A/B Testing

58. Marketing Report for Staff

Chapter 9   Outside Contacts

59. Document Your Public Relations Contacts

60. Set Up Meetings

61. Find New Contacts

62. Press Releases

63. Other Press Releases to Send

64. One-Off Press Releases

65. Networking

Chapter 10   Bonus Insights

66. Google My Business

67. Handling Complaints

68. How to Apologize

69. Ordering Items

70. Update Content

71. Social Media Tips

72. Two-Factor Authentication

Amanda L. Goodman is the publicity manager at Darien Library, a public library in Connecticut. Prior to this role, she was the user experience librarian there. Goodman's author credits include The Comparative Guide to WordPress in Libraries: A LITA Guide (2014) and the Library Technology Report “Digital Media Labs in Libraries,” and she has written for UX Magazine, Library Journal, and Public Libraries Magazine. Her projects include cofounding LibUX, creating a worldwide map of 3D printers in libraries, and teaching classes on WordPress, UX, and digital signage. She is serving as a LITA Board director-at-large for 2017−2020.