Enhanced descriptions from Syndetics:

This Toolkit provides you with everything you need to successfully market any library. As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. This unique practical guide offers expert coverage of every element of library marketing and branding for all sectors including archives and academic, public and special libraries, providing innovative and easy-to-implement techniques and ideas. The book is packed with case studies highlighting best practice and offering expert advice from thought-leaders including David Lee King and Alison Circle (US), Terry Kendrick and Rosemary Stamp (UK), Alison Wallbutton (New Zealand) and Rebecca Jones (Canada), plus institutions at the cutting-edge of library marketing including the British Library, New York Public Library, the National Archive, Cambridge University, JISC, the National Library of Singapore and the State Library of New South Wales. The key topics covered in the text are:

Readership : The book is supplemented by a companion website and is essential reading for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. It's also a useful guide for LIS students internationally who need to understand the practice of library marketing.

Table of contents provided by Syndetics

• Acknowledgements (p. xi)
• Introduction (p. xiii)
• About marketing (p. xiii)
• About this book (p. xv)
• 1 Seven key concepts for marketing libraries (p. 1)
• The seven concepts (p. 1)
• Anchoring these ideas in marketing theory (p. 7)
• 2 Strategic marketing (p. 11)
• The marketing cycle (p. 11)
• 1 Decide on your goals (p. 16)
• 2 Market research (p. 17)
• 3 Segmentation (p. 27)
• 4 Set objectives (p. 30)
• 5 Promotional activities (p. 30)
• 6 Measurement (p. 30)
• 7 Evaluation (p. 34)
• 8 Modification (p. 34)
• Developing a marketing plan (p. 34)
• 3 The library brand (p. 37)
• Quick definitions (p. 37)
• What is library branding? (p. 38)
• Visual identity (p. 40)
• Merchandise (p. 52)
• Slogans (p. 57)
• Branding and marketing a converged library and IT service (p. 60)
• 4 Marketing and the library building (p. 65)
• Library design (p. 65)
• Signs and displays (p. 69)
• Marketing the library as space (p. 71)
• 5 An introduction to online marketing (p. 79)
• The library website (p. 79)
• Search Engine Optimization (SEO) (p. 81)
• Mobile websites (p. 83)
• E-mail (p. 88)
• 6 Marketing with social media (p. 91)
• Do your patrons use social media? (p. 91)
• General principles of marketing with social media (p. 92)
• Twitter (p. 99)
• Facebook (p. 107)
• Blogs and blogging (p. 113)
• Tumblr (p. 115)
• Google+ (p. 116)
• Linkedlln (p. 116)
• Conclusion (p. 117)
• 7 Marketing with new technologies (p. 119)
• Quick definitions (p. 119)
• Video marketing (p. 121)
• Image sharing (p. 124)
• QR Codes (p. 124)
• Geolocational apps (p. 127)
• Web 2.0 catalogues and live chat (p. 130)
• Podcasts (p. 133)
• Wikis (p. 134)
• Slide sharing (p. 134)
• Viral marketing (p. 135)
• Technology and teenagers (p. 136)
• 8 Marketing and people (p. 139)
• Collaborating with people (p. 139)
• Reaching people (p. 146)
• 9 Internal marketing (p. 153)
• The importance of internal marketing (p. 153)
• Marketing to internal stakeholders (p. 154)
• Marketing with internal stakeholders: co-operative promotion (p. 165)
• 10 Library advocacy as marketing (p. 169)
• National campaigns and local marketing (p. 169)
• Promoting your library in response to criticism of libraries in general (p. 170)
• Advocacy, promotion and positive messages (p. 171)
• The library media narrative (p. 174)
• Trojan horse advocacy (p. 175)
• 11 Marketing special collections and archives (p. 177)
• Introduction (p. 177)
• Access, access, access: marketing digital collections (p. 180)
• Genealogy (p. 185)
• Tailoring your marketing to fit the cultural landscape (p. 186)
• Mounting and promoting a more traditional exhibition (p. 188)
• Learning from museums (p. 189)
• Crowdsourcing (p. 190)
• Marketing audiovisual materials (p. 193)
• A final word on marketing libraries (p. 195)
• Appendix: Glossary of Web 2.0 tools and platforms (p. 197)
• References (p. 201)
• Index (p. 205)