How to Effectively Market Today's Library
Just as library services and
customer expectations have changed since the pandemic, so, too, should
our marketing tactics. In this interactive session, two marketing
directors will share marketing challenges, strategies, and solutions
that staff at all levels can apply to get results. Participants will
learn and practice new skills on how to effectively promote the library,
such as crafting and customizing a pitch to even the busiest customer
"on-the-go". By demonstrating success stories and encouraging others to
take the leap, participants will leave imagining what impact they could
make by moving beyond the flyer and thinking about new, innovative, and
engaging ways to spark customer curiosity in interacting with the
library, regardless of their role within the library.
Marketing
what the library has to offer is everyone's job, from administrators to
frontline staff. This session is geared toward anyone interested in
creating a more effective marketing strategy for their library. Tips,
tricks, and tools will be shared that can be applied whether you're a
decision-maker or a library staff member working directly with
customers. While the presenters will speak from their experience working
with public libraries, the skills taught and learning outcomes can be
applied to a variety of library types.
Building
skills to pitch library services include tips, activities, and
resources on how to build an effective “elevator pitch.” For example,
building a quick script on how to promote the same service to the busy
mom on-the-go AND a customer wanting to chat for extended periods of
time, and how to tailor library service pitches everywhere from a formal
setting to sharing a resource in line at the grocery store. These tips
will help library staff in any role, not just marketers, become more
comfortable with promoting library services beyond a flyer and to “hook”
the customer in a way that will lead to engagement.
Learning Outcomes:
- Evaluate and reimagine marketing plans to better educate and engage library customers.
- Build skills to pitch library services in a way that sparks curiosity and meets customers where they are.
- Replicate marketing strategies and trainings to coach their own peers and teams.
Who Should
Attend: Anyone interested in marketing.
Presenters:
Kelly Sitzman is
the Director of Communications & Employee Development for Pioneer
Library System in Norman, Oklahoma. She oversees the brand strategy and
staff training for PLS’s three-county system. Kelly graduated from the
University of Oklahoma in 2015 with an MLIS in Library and Information
Studies. Kelly is a graduate of the ALA Leadership Institute, Oklahoma
Library Association (OLA) Gold Leadership Institute, and civic
leadership programs. She was recognized as OLA's Outstanding New
Librarian, awarded "NEXT Under 40" by the Norman Chamber of Commerce’s
young professionals group, and named a Journal Record Achiever Under 40.
She is the ALA Councilor to the Oklahoma Library Association.
Gregg Dodd joined
the Columbus Metropolitan Library (CML) in 2013 as the Director of
Marketing & Communications. Dodd leads the development, planning and
implementation of the library’s comprehensive and aligned strategic
marketing strategy ensuring that all communications appropriately and
accurately express the organization’s vision, community image, position
and values. Dodd’s work includes crisis communication, media training,
community relations and management of CML’s premier partnerships with
local and regional business and cultural organizations. Dodd served as
CML’s Interim Director of Development and Affinity from Nov. 2014 to
July 2015. Prior to joining CML, Gregg spent seven years as the Deputy
Director of Communications, Marketing and Events for the Ohio Statehouse
and seven years with the Ohio Arts Council serving as their Director of
Public Information and Legislative Affairs. Gregg holds a BA in
Communications from the University of Toledo. Outside of work, Gregg
enjoys traveling, kayaking, cooking and wine tastings.
Tech Requirements