On-Demand Library Marketing Series (Part Two): Library Marketing 101: Library Marketing Plans

Description: This second session of the Library Marketing Series 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.

The four-part webinar series covers the basics of Library Marketing. 

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

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


Mark Aaron PolgarMark Aaron Polger is 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). 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. 

 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).

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.


Online: Complete the individual webinar online registration form. Sessions are listed by date, and you must log in.

By phone: 1-800-545-2433 (press 1 to reach our customer service representatives)

By mail: To register by check or purchase order, please email registration@ala.org. Our registration department will send you an invoice or registration form.

Core Code of Conduct: Please review the Statement of Conduct before registering.


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