Intentional Marketing

Rowman & Littlefield. (Practical Guides for Librarians). 2018. 188p. photos. index. ISBN 9781538108482. pap. $65; ebk. ISBN 9781538108499. PRO MEDIA
The public forms an impression of a library based on interactions with library staff, knowledge of collections, awareness of programs, and use of the physical spaces and virtual services. Ottolenghi (director of library svcs., the Office of the Ohio Attorney General), who has experience with public relations and marketing in public libraries, argues that since everything is marketing, the library needs to be intentional in its messaging and present a unified approach to communication. The author advocates being user-centric and addressing the needs and wants of current and potential clients. The goal is to show the library doing good work and to build and maintain a relationship with users. This book covers marketing theory but is more of a handbook on establishing a marketing program, with guidance and examples. Twenty-nine marketing snapshots offer tips from many types of libraries; for instance, the Contra Costa Library System teamed with their local transit authority to produce Snap & Go posters with QR codes to allow commuters smartphone access to ebooks, library staff, and more.
VERDICT Library administrators and marketers will find here many useful strategies and ideas.

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