�Guerrilla Marketing @ Your Library� by u70DVy


									“Guerrilla Marketing @
    Your Library”
      New Hampshire Libraries Conference
                  May 14, 2004
                   Deb Spratt
      Reference Librarian & Adult Services
          Wadleigh Memorial Library
                49 Nashua Street
               Milford, NH 03055
       E-mail: dspratt@wadleigh.lib.nh.us
Marketing Ideas for Public Libraries
• Adult Programs - computer software classes, Internet
  classes, Internet-based genealogy, book clubs, etc.
• Children’s Programs - story hour , summer reading,
  vacation activities, etc.
• Promote Audio-Visual collection
• Promote library’s meeting room usage for community
• Co-sponsor community programs
• Work with the Friends of the Library
• Promote Library Museum Passes
Marketing Tools for Your Library
• Library web site – update monthly
• “New Material” link to On-Line Catalog
• Monthly Newsletter
• Flyers and other handouts promoting monthly adult &
  children’s programs (target your audience; i.e., high
  school/teens, newcomers )
• Encourage library/school relationship - attend faculty
  meetings, co-sponsor summer reading programs,
  advertise in school program flyers, etc.
  Marketing Tools continued …
• Weekly press releases in local & regional
• Exterior signage (events sandwich board)
• Post to non-library ‘Events’ web pages
  – NH Events (http://www.nh.com/apps/pbcs.dll/eventsadd?Category=EVENTSADD)
  – NHPR Events Calendar

  – Boston Globe Events (http://www.boston.com/cgi-bin/globe_events.cgi)
   Marketing Tools continued…
• Distribute promotional flyers and posters to local
  businesses, town offices, other libraries (GMILCS &
  Hillstown using van service), etc.
• Survey patrons/community – discover what they’d like
  while educating them with what you currently have to
  offer (Setting Goals for the New Millennium – Salem)
• Library promotional materials targeted to market
  segment; i.e., high school informational flyer,
  ‘Newcomers’ info package
        Successful Program Ideas
•   Music @ the Library (Wadleigh & Bedford)
•   Costumed Actors – Solo Together (www.solotogether.com)
•   Culinary Classes
•   Floral Design Classes
•   Health related – Alternative medicine & specific illnesses
•   Book Clubs – Young Adult, Mother/Daughter, Adult &
    Senior groups
• Author discussions & book signings
        Acoustic Café @ the Library

  Acoustic Café is a library-sponsored program showcasing local acoustic
  musicians. Free to the public, it is held the 3rd Saturday from October thru
  April in a smoke-free intimate environment. The goal is to open the doors of
  the library to the community, especially to non-traditional library users.

• Essential to have support of the Trustees, Friends of the Library
  and staff
• Form a committee to oversee the process of performer selection,
   promotional materials, set-up/break-down of stage/room, etc.
• Create a logo identity for continuity & easy recognition
• Promote Café season via posters, flyers, bookmarks, library
  newsletter, library & café websites
• Promote specific monthly performer(s) in press releases
  (newspapers, ‘events’ calendars, radio, etc.), with poster on easel
  in lobby & sandwich board on library lawn
      Acoustic Café continued…
Pluses – Increased library visibility in the community &
   surrounding towns; expanded the number of
   performances and attendance from four programs in
   spring 2000 to six currently; increased attendance from
   40 in January 2000 to 128 in February 2004; increased
   non-traditional library users; performers seek us
Minuses – Staff involvement continues to dwindle; the
   physical setup/breakdown of the room presents
      Future Plans @ Wadleigh
• Survey to be mailed spring 2004 to all Milford
  residents (Trustee generated)
• Library Insight – Web-based software used to help
  promote Summer Reading & Book Clubs; Museum
  Passes & Meeting Room availability (Calendar of
• Monthly Independent Film Series kick-off in May
• Krispy Kreme Donut fund-raiser with Friends
• 24/7 Reference promotion as GMILCS member
      Where to Get Program Ideas
•   ‘Patron Suggestion Box’ at Circulation desk
•   Incorporate query in post-program survey
•   Ask for ideas on the library web page
•   Chase’s Calendar of Events
•   ALA website
•   Humanities Council
•   Brainstorm with staff, Friends, Trustees, etc.
                Thank You
• Art Bryan, Director ,Wadleigh Memorial Library
  staff and GMILCS members

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