LIBRARY MARKETING

National Parliamentary Library of Georgia

Rusudan Asatiani Marina Alania Tamta Tsutsunava

Maia Simonishvili Tinatin Sharashidze

Library Marketing is a job and function that should include training and support for all staff of the Library.

Marketing the value of any library is a responsibility that should not be fulfilled by "employee job titles or job descriptions" - but should be a responsibility of all who have a stake in the survival of the Library facilities and the services & collections it offers its Community of users.

A Few Words About Library Marketing

Libraries are more than just collections of books and other materials.

“Libraries are dynamic forces in their communities with the power to improve lives” (Jill Stover, www.librarymarketing.blogspot.com)

Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.

To introduce students to the theory and practice of marketing, with particular reference to libraries, information and culture.

Objective

Learning Outcomes

• Students will be able to demonstrate how to conduct a successful marketing campaign in a library.

• Students will be able to choose a marketing strategy which depends on specific factors facing the Library

• Students will be able to segment the market and target appropriate segments

• Students will understand the role of advertising, promotion and public relations.

• Students will be capable of developing a marketing plan.

• Introduction to Library Marketing Course• Library Marketing Overview• Marketing Libraries and Information• Marketing Concepts• Strategic Marketing For Libraries and Information

• The Marketing Environment• Market Segmentation and Targeting• Cultural Programming Overview• Public Relations and Advertising • Distribution and Pricing of Library and Information Services

• Marketing using listserv and Web sites• Building relationships with stakeholders and donors.

Topics

Evaluation Criteria of Students Achievements

• Attendance 30%• Participation in Discussions 20%• Preparation and Presentations 20%• Written Work 30%

Timetable

The course covers 12 main topics, which continue during the semester. The duration of the course including theory and practice is 45 hours.

Among them:• Lectures 24 hours• Practical work 21 hours

The module has the following three assignments:

The 1st assignment:

Students should write a brief report segmenting users of the National Parliamentary Library of Georgia. You should then select one segment and discuss its needs.

Length: 1000 words.

Weighting: 25%

Due : 5th week.

Assignments

The 2nd assignment:

Write a brief report on the marketing of cultural activities (or one particular cultural activity) at the National Parliamentary Library of Georgia.

Length: 1000 words.

Weighting: 25%.

Due : 10th week.

3rd assignment

Students will devise a marketing plan for a product or service at The National Parliamentary Library of Georgia. You should select a group of users and provide a rationale for linking the product or service with the particular group.

Your plan should be linked to marketing theory and practice. You should include references to relevant literature, both general marketing literature and literature specific to library, information, and cultural marketing.

The duration of the presentation will be 20 minutes, which should be followed by a 2500 word write up

Weighting: 50%. (25% for presentation and 25% for write up.)

Due : 15th week.

Topics Weeks Monday Tuesday

Wednes.

Thursd.

Friday

Introduction to Library Marketing Course

I X

Library Marketing Overview

I X

Marketing Libraries and Information

II X Xdiscussion

Marketing Concepts III X Xdiscussion

Strategic Marketing For Libraries and Information

IV X Xdiscussion

1st Assignment V Preparation XX

Marketing Environment VI X Xdiscussion

Market Segmentation and Targeting

VII X Xdiscussion

Cultural Programming Overview

VIII X Xdiscussion

Public Relations& Advertising

IX X Xdiscussion

Topics Weeks Monday Tuesday Wednes. Thursd.

Friday

2nd Assignment X X Xdiscussion

Distribution and Pricing of Library and Information Services

XI X Xdiscussion

Marketing using listserv and Web Sites

XII X Xdiscussion

Building relationships with stakeholders and donors.

XIII X Xdiscussion

Practice XIV XXXX

3nd Assignment XV Preparation

XX

Course Evaluation Made by Students

At the end of the course students will be given the questionnaires to evaluate theory as well as practices in order to take their opinions into account in future.

• Involvement

• Understandability

• New information

• Challenge

• Materials selected properly

• , ლობჟანიძე ვ. (2005) . : მარკეტინგის საფუძვლები თბილისი, 79 .ლამპარი გვ

• , მარშავა ქ. (1990) , : : მარკეტინგის საფუძვლები თბილისი თბილისი. - , 108 .თბ უნტ ის სტამბა გვ

• . (2007) თაყნიაშვილი გ ინოვაციური პროცესების მართვა, ბიბლიოთეკებში ბიბლიოთეკათმცოდნეობისა და საბიბლიოთეკო

, სტანდარტების განყოფილება თბილისი• Kotler, P. (2000) Marketing management: the millennium edition, 10th ed.,

Prentice Hall.• Marshall, N.J. (2001) Public relations in academic libraries: a descriptive

analysis, Journal of Academic Librarianship, 27 (2), 116-21.• Robertson, D.A. (2005) Cultural Programming for Libraries: American

Library Association, Chicago.• Drucker, P. F. (2001) Management Challenges for the 21st Century.• Lovelock, C.H. (1975) A market segmentation approach to transit

planning, modeling and management, Proceedings, Sixteenth Annual Meeting Transportation Research Forum, pp. 247-258

Recommended Readings

Cultural Programming for Libraries

Linking libraries, communities and culture

“Culture is the name for what people are interested in, their thoughts, their models, the books they read and the speeches they hear, their table talk, gossip, controversies, historical senses and scientific painting, the values they appreciate, the quality of life they admire. All communities have a culture. It is the climate of their civilization”.

(Walter Lippmann)

What is Cultural Programming Libraries role and mission in learning and

Society top 10 reasons to do cultural programming Who is doing and why Planning Setting goals and objectives Evaluation, questionnaires, interviews, Data

gathering Program series planning and budgeting

worksheets

Practical training- students will prepare examples

based on the learned materials.

Developing Audiences and Collaboration

What is the library audience Targeting audience and reaching new readers Collaboration, finding new partners Program examples for different audiences Working with community organizations and

partners

Students begin to develop their own program on the bases of the National Parliamentary Library

Series, Formats, Themes

Program formats and series Presentations, literary evenings, lectures,

workshops, thematic exhibitions Performances, differences locally based and

travelling programs Theme, description and ideas for new

programs, planning activities Working with authors Venues organization details

Funding, Marketing and Public Relations for Programming

Organizational support Finding sources for the programs and

activities Proposal writing Networking Defining target audience Choosing communication methods

Public Relations and Marketing Public Relations/PublicityArticles, announcements, websites, web-

publicity, public services, letters Direct Marketing – Direct mailings, mass e-

mail messages, web marketing Personal Contact- public speaking

engagements, telephones, letters Advertising- Print ads, banners, flyers,

bookmarks, posters, displays. Students will develop ideas, find examples of

different types of marketing and pr, they also will present their works on seminars.

Digital Programs

Building of digital materials on culture Digital exhibitions Digital lectures Digital conferencesPreparing all segments of digital programs

Students will choose themes for digital programs and develop the program from beginning to end.

A LOT OF THANKS