Marketing Across Marketing Across the Deskthe Desk

Grassroots Marketing Grassroots Marketing

at the Library Levelat the Library Level

Definition of MarketingDefinition of Marketing

Marketing is the activity, set of institutions, and Marketing is the activity, set of institutions, and processes for processes for

CreatingCreating CommunicatingCommunicating Delivering and Delivering and Exchanging offerings that have VALUE for Exchanging offerings that have VALUE for

customers, clients, partners, and society at customers, clients, partners, and society at large. large.

(American Marketing Association) (American Marketing Association)

Who Markets the Library?Who Markets the Library?

Every staff member from the most visible Every staff member from the most visible person at Patron Services, to Technical person at Patron Services, to Technical Services, to Facility Management. Services, to Facility Management.

You may say I’m not trained or qualified You may say I’m not trained or qualified to “market” our library, but you are!to “market” our library, but you are!

Every staff member is in a unique Every staff member is in a unique position to communicate and deliver the position to communicate and deliver the value that our library offers.value that our library offers.

Why me? Why me? You are the face of You are the face of the La Grange Public Library!the La Grange Public Library!

The staff are friendly and provide apt and The staff are friendly and provide apt and knowledgable assistance. knowledgable assistance. Patron, La Grange 6-18-2009Patron, La Grange 6-18-2009

You are the best You are the best ambassador for La Grange ambassador for La Grange Public LibraryPublic Library

You know the people who use your library, you talk You know the people who use your library, you talk to them each time they visit.to them each time they visit.

The patrons know you as a valued member of their The patrons know you as a valued member of their library and of their community.library and of their community.

If you suggest a program or service to them, they If you suggest a program or service to them, they trust you to give them good advice.trust you to give them good advice.

““I think that you have one of the best libraries in the I think that you have one of the best libraries in the western suburbs. Your staff is so friendly and the western suburbs. Your staff is so friendly and the service is superb.”service is superb.” Patron, La Grange 6-8-2009Patron, La Grange 6-8-2009

Library MessagesLibrary Messages

Broad or “Big Picture” LGPL messagesBroad or “Big Picture” LGPL messages

Value of Your Library Card – all the services Value of Your Library Card – all the services available for free with a LGPL cardavailable for free with a LGPL card

Our new tag line – Learn, Our new tag line – Learn, ExploreExplore, Connect – , Connect – how do we communicate that?how do we communicate that?

What are some other “big picture” messages?What are some other “big picture” messages?

Specific MessagesSpecific Messages

Focused messages, specific to programs and Focused messages, specific to programs and servicesservices Our STAFF is our best Our STAFF is our best andand biggest resource, even before biggest resource, even before

books! books! Summer Reading Programs for Kids, Adults, Teens and Summer Reading Programs for Kids, Adults, Teens and

FamilyFamily The Big ReadThe Big Read DatabasesDatabases Media on DemandMedia on Demand Video games, CDs, DVDsVideo games, CDs, DVDs What are some more specific messages?What are some more specific messages?

Personal TouchPersonal Touch

Know Your Audience – Almost every one Know Your Audience – Almost every one of our staff members has their “personal of our staff members has their “personal patron fan club”.  patron fan club”. 

““If you know which patrons listen to which If you know which patrons listen to which staff members, ask those staff members staff members, ask those staff members to reach out to those patrons with to reach out to those patrons with information on upcoming programs.”information on upcoming programs.”

Shirley Yee, Chicago Public LibraryShirley Yee, Chicago Public Library

More personal touches…More personal touches… Think about keeping a calling/mailing list.  If someone tells Think about keeping a calling/mailing list.  If someone tells

you they are interested in something(books, movies, you they are interested in something(books, movies, programs, take down their contact info. When their programs, take down their contact info. When their interest comes up, let them know personally.  interest comes up, let them know personally. 

Get contact information at the desk when people sign up Get contact information at the desk when people sign up for/attend programs. We will have their number or email to for/attend programs. We will have their number or email to tell them when the next similar program will is scheduled.  tell them when the next similar program will is scheduled. 

Our Writers Workshop group is a good example of a Our Writers Workshop group is a good example of a group that uses the library to “connect”. They group that uses the library to “connect”. They communicate by email to announce when a writer’s article communicate by email to announce when a writer’s article or poem is published. or poem is published.

Connections across the Connections across the desk…or stacksdesk…or stacks

When checking a patron out at the desk or When checking a patron out at the desk or answering question in the stacks remind them answering question in the stacks remind them of the upcoming events in which they might be of the upcoming events in which they might be interested – or info they might need to know.interested – or info they might need to know.

Where you live…Where you live…

Don’t forget that your neighbors want to know Don’t forget that your neighbors want to know what LGPL is doing…take some fliers or what LGPL is doing…take some fliers or brochures with you to your condo building, the brochures with you to your condo building, the dry cleaners, a Girl Scout meeting, your dry cleaners, a Girl Scout meeting, your grocery store or coffee shop. grocery store or coffee shop.

Most places are happy to let you post a flier or Most places are happy to let you post a flier or poster on the bulletin board. Don’t forget your poster on the bulletin board. Don’t forget your church or the churches in your area.church or the churches in your area.

Where you work…Where you work…

Have you thought about taking a flier with you Have you thought about taking a flier with you when you walk to nearby establishments for when you walk to nearby establishments for lunch or to visit the bank? lunch or to visit the bank? 

How about passing out flyers at an MLS How about passing out flyers at an MLS special interest group for other libraries to hang special interest group for other libraries to hang our program information?our program information?

Where else can we post our fliers? Where else can we post our fliers?

Community contactsCommunity contacts The Library partners with organizations like The Library partners with organizations like

the La Grange Business Association the La Grange Business Association (LGBA), park district, local schools, Go (LGBA), park district, local schools, Go Green La Grange, League of Women Green La Grange, League of Women Voters, Aging Care Connections. Voters, Aging Care Connections.

By reaching out to local community groups, By reaching out to local community groups, we can plan joint programming and promote we can plan joint programming and promote our services. our services.

Are you are a member of a local community Are you are a member of a local community group where you could take our message? group where you could take our message? Girl scouts, animal shelter, garden club?Girl scouts, animal shelter, garden club?

OutreachOutreach

We’re fortunate to participate in a variety of We’re fortunate to participate in a variety of events where we go out into the community:events where we go out into the community: Battle of the BooksBattle of the Books Pet ParadePet Parade Park District Family FestPark District Family Fest Parent UniversityParent University

What other outreach opportunities do you think What other outreach opportunities do you think we should invest our time in?we should invest our time in?

The Library has the product, The Library has the product, we just need to spread the we just need to spread the word…word…

Focus groups at the Chicago Public Library Focus groups at the Chicago Public Library confirmed that once adults hear about the confirmed that once adults hear about the following, they say they will give the Library a following, they say they will give the Library a try:try: Free WiFiFree WiFi Movies on DVDMovies on DVD Music CDsMusic CDs Downloadable audio booksDownloadable audio books Access to the InternetAccess to the Internet Access to online subscription databases.Access to online subscription databases.

Match audience to outletMatch audience to outlet Think about who would be interested in a program or Think about who would be interested in a program or

service you offer; who is the target audience? Think service you offer; who is the target audience? Think of it as matchmaking… finding the right patron for of it as matchmaking… finding the right patron for the right program.the right program.

Where do those people get their information? Where do those people get their information? Where do they go each day in their everyday Where do they go each day in their everyday activities?activities?

Think about how to get that information in those Think about how to get that information in those places.places.

Marketing materialsMarketing materials There are a variety of publications like fliers, There are a variety of publications like fliers,

bookmarks, postcards and other marketing bookmarks, postcards and other marketing pieces for specific programs that we can give pieces for specific programs that we can give our patrons - Summer Reading Program, our patrons - Summer Reading Program, bibliographies, The Big Read, book bibliographies, The Big Read, book discussions and more. discussions and more.

Even if the patron doesn’t take the flyer, they Even if the patron doesn’t take the flyer, they may share the information with a family may share the information with a family member, friend or neighbor. member, friend or neighbor.

The old fashioned The old fashioned approachapproach

Talk to the patrons who attend your Talk to the patrons who attend your events or use your services… ask them events or use your services… ask them how they heard about the program, how how they heard about the program, how did they know about our free WiFi or did they know about our free WiFi or DVDs? That is the best way to know DVDs? That is the best way to know what is working and what’s not.what is working and what’s not.

We can’t do it without We can’t do it without you! you!

Thank you for all you do to make the Thank you for all you do to make the La Grange Public Library brand one that La Grange Public Library brand one that is dependable and trustworthy. is dependable and trustworthy.

Our value and reputation really rests on Our value and reputation really rests on your shoulders and we appreciate all you your shoulders and we appreciate all you do to enhance it every day.do to enhance it every day.

Thanks for the Thanks for the opportunity toopportunity to

Learn, Learn, ExploreExplore, Connect , Connect with with youyou today! today!

Special thanks to the Special thanks to the Chicago Public Library for Chicago Public Library for the use of their the use of their Marketing Across the Marketing Across the Desk information.Desk information.