On-Demand 4-Part Webinar Series: Library Marketing 101

Learning Outcomes: Please review learning outcomes listed below.

Who Should Attend: This webinar is geared to workers in public, academic, and special libraries

Webinar Series Presenter: Mark Aaron Polger


Webinar Title: 
Library Marketing 101: Introduction and Basics

Presented on: Tuesday, May 23, 2023

Description: This first session of the Library Marketing 101 webinar series will introduces learners to library marketing terminology and concepts. The presenter will introduce the library marketing "umbrella" and hope to demystify the differences between the terms outreach, marketing, promotions, communications, publicity, and public relations (PR). By the end of this one hour webinar, learners will gain an understanding of how this concepts apply to libraries.

Learning Outcomes: 

By the end of this webinar, attendees will:

  • Define library marketing, as it applies to libraries and non profit organizations 
  • Distinguish the components of the library marketing umbrella (outreach, promotions, communications, public relations, and publicity) 
  • Identify the importance of market research as a way to study your users before engaging in marketing activities
  • Understand the need to split your users into "segments" so that your marketing is tailored and scalable.

Webinar Title: Library Marketing 101: Library Marketing Plans

Date: Wednesday, May 24, 2023

Time: 1 - 2 p.m. CT

Description: This second session introduces the steps in developing a library marketing plan, one of the important components of a library’s strategic plan. A library marketing plan can be created for the overall marketing and communication activities for your library, or can be developed to plan specific events, services, or resources. The presenter will describe the components of a marketing plan; the 4P’s (promotion, price, place, and product- translated to library services), brand statement, mission/vision, target audience/target market, positioning, tangible goals, branding elements, communication tools, ROI (return on investment), and evaluation tools.

Learning Outcomes: 

By the end of this webinar, attendees will:

  • Understand the importance of library marketing plans as a vehicle that informs your organization's mission and vision 
  • Outline the components to be included in your library marketing plan 
  • Identify tangible goals that will be included in your marketing plan 
  • Describe assessment activities (in your library marketing plan) that will be used to evaluate the success of your marketing activities.
  •  Learn how to develop a basic template for a library marketing plan

Webinar Title: Library Marketing 101: Market Segmentation

Date: Tuesday, May 30, 2023

Time: 1 - 2 p.m. CT

Description: This third session will describe how to use a market segmentation to identify, assess, and better understand the different user groups in your library. The presenter will discuss the process of conducting market research to study your overall library community. Once your library’s user groups (or segments), have been identified, then further market research is used to better understand their needs, desires, and expectations.

Learning Outcomes: 

By the end of this webinar, attendees will:

  • Define market segmentation and understand how it directly applies to libraries 
  • Understand the importance of dividing your library users into different segments 
  • Utilize different market research methods that will help identify the different user groups in your library 
  • Understand the importance of the concepts of targeting and positioning, as they relate to marketing to your specific library users 
  • Identify different software applications and tools that can help improve your targeted marketing activities

Webinar Title: Library Marketing 101: Start with Market Research

Date: Wednesday, May 31, 2023

Time: 1 - 2 p.m. CT

Description: This fourth and final session will introduce learners to different market research tools that can be used to study your users and learn more about their needs, desires, expectations, and knowledge base. Learners will be introduced to a SWOT analysis and primary research tools such as interviews, focus groups, surveys. Learners will also glean data from secondary research tools such as Census data, the annual American Community Survey, and survey data from Pew Research, Gallup polls, and Nielsen data.

Learning Outcomes: 

By the end of this webinar, attendees will:

  • Define market research and explain its significance as a way to learn about your users before engaging in marketing activities. 
  • Identity examples of primary and secondary assessment tools that can be used for market research purpose 
  • Understand the advantages and disadvantages of using qualitative and quantitative research methods such as interviews, focus groups, and surveys. 
  • Utilize secondary market research data from the U.S. Census, Pew Research Center, Nielsen Data, and Gallup Poll


Mark Aaron Polgeris an academic librarian and information literacy instructor who has been working in libraries since 1992. He received his MLIS degree in 2000 from the University of Western Ontario (London, Ontario, Canada) and has worked as a librarian in public, hospital, and academic libraries. Currently, he is the Coordinator of Library Outreach at the College of Staten Island, City University of New York (CUNY). 

 At the College of Staten Island, his responsibilities include coordinating the library’s marketing and outreach activities, engage in campus community partnerships, and assists in the assessment of library services and resources. 

He assists in the promotion of library events for CLUE (College Life Unit Experience) credit, coordinates the partnership with local-area high schools and public library branches, and serves as the liaison to the Office of Admissions and Recruitment, Office of Student Life, SEEK office, and the Center for Global Engagement. 

Mark also teaches LIB 102 (Beyond Google: Research for College Success), the Information Literacy course taught in the department. He is the library liaison to the Psychology department and provides library instruction to that discipline and many others.​

Polger’s research interests include library marketing, outreach, and UX (user experience) design. He is most interested in how users interact with the library’s physical and virtual touch points; specifically the web site, terminology, signage, and promotional materials. He has written and presented on topics ranging from library marketing strategies, faculty outreach, library marketing campaigns, library jargon, and library signage. 

Since 2014, he has been co-chairing the Annual PR Xchange Awards Competition, part of the new Core division of the American Library Association. 

Locally, he co-chairs meetings in New York City for ACRL National’s Library Marketing and Outreach Interest Group. He was part of the founding committee of the Library Marketing and Communications Conference (LMCC) from 2015-2019. ​Currently, he is the Founder and Editor-in-Chief of the open-access, peer reviewed journal Marketing Libraries Journal, which was launched in Fall 2017. 

He is the author of three books; Library Signage and Wayfinding Design: Communicating Effectively with your Users (2021), Library Marketing Basics (2019), and Engaging Diverse Learners: Teaching Strategies for Academic Librarians (co-authored with Scott Sheidlower)(2017). 

Originally from Montreal, Canada, Mark holds a DEC in Pure and Applied Sciences from Marianopolis College, a BA honours degree in Sociology from Concordia University, an MLIS from the University of Western Ontario, an MA in Sociology from University of Waterloo, and a B.Ed. in Adult Education from Brock University. 

Currently, he is a PhD candidate in the Graduate School of Education, University at Buffalo, State University of New York (SUNY). He is completing his 7th year and working on his dissertation where he is studying faculty perceptions of academic librarians’ teacher identity. Polger moved to New York City in 2008. He is an avid cyclist and runner, loves studying street maps, and explore the city by foot and on his folding bike.

    Tech Requirements
    Core Webinars are held in Zoom. Speakers or a headset for listening to the presentation are required. You may interact with the presenter and ask questions through text-based chat. Closed captioning is available in the Zoom platform. The webcast will be recorded and the link to the recording shared with registrants shortly after the live event. 

    If you have a question or need to make arrangements for special assistance or additional accessibility, please contact Mia Blixt-Shehan (mblixtshehan@ala.org).