December 6, 2016

Maximum Marketing: Connecting the community, creating and conveying impact | Editorial

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Libraries and LEGO have gone together for ages, but libraries made of LEGO bricks are much more rare. So when I received a box containing a little library constructed of LEGO bricks, it got my attention. That alone is a win for any marketing initiative—getting someone to tune in. Good marketing is hard to do, and harder for organizations such as libraries that do so much already with limited resources. When it’s done right, however, both the community and the library benefit.

Maximizing the Message | LJ 2016 Marketer of the Year Award

COLLATERAL They pushed the idea of the library through (below, clockwise from l.) ads in local movie theaters; 
a Facebook Lifelong Learning page piece; an insert in local utility bills; and an outdoor billboard. 
All photos courtesy of CML

Few libraries were untouched by the economic downturn of the 2000s. As systems began to rebound, however, a challenge was to replace the perception that they were down and out with the new reality of extended hours, replenished staff, and improved services. The strongest marketers among them also focused on the stories behind those comebacks, and information about what users could expect going forward. The Charlotte Mecklenburg Library (CML), in the city of Charlotte and County of Mecklenburg, NC, was determined not just to recover but to come back stronger than ever, to make sure its customers knew it—and to give them a chance to tell their side of the story.

Gale Provides Analytics on Demand to EveryLibrary

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On August 8 Gale, a part of Cengage Learning, announced that it will provide its Analytics on Demand (AOD) service to EveryLibrary, a national nonprofit political action committee for libraries, free of charge, so that it may better analyze data about library supporters in advance of the November elections and on an ongoing basis for future campaigns.

Library.Link Builds Open Web Visibility for Library Catalogs, Events

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Linked data consulting and development company Zepheira is partnering with several vendors and libraries on the Library.Link Network, a project that promises to make relevant information about libraries, library events, and library collections prominent in search engine results. The service aims to address a longstanding problem. The world’s library catalogs contain a wealth of detailed, vetted, and authoritative data about books, movies, music, art—all types of content. But the bulk of library data is stored in MARC records. The bots that major search engines use to scan and index the web generally cannot access those records.

SPONSORED CONTENT

Going Geosocial: Big Data Research

Big Data Research

Professor Matthew Zook, Co-Editor of the journal Big Data & Society and Professor in the Department of Geography at the University of Kentucky, weighed in on the subject of supporting big data research for the third and final piece in our webcast series “Libraries & the Changing Scholarly Environment” presented by Electronic Resources & Libraries (ER&L), and sponsored […]

Core Customer Study Analyzes Library Demographics

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A new report published March 29, “Core Customer Intelligence: Public Library Reach, Relevance, and Resilience,” brings together market segmentation from ten public library systems across the United States to explore how libraries can examine and act on granular data about their core customers—the 20 percent of cardholders who check out the most physical materials. Using 2014 customer and checkout data to group top library users by lifestyles, interests, preferences, and behaviors, the study drills down into community demographics to reveal that core customers aren’t found in any one segment of the population but occur across all lines, reflecting the diversity of their communities.

No More Viewbooks: Higher Ed Marketing is Headed Inbound | From the Bell Tower

Steven Bell

The days when our colleges and universities did mass mailings to huge numbers of high school students is coming to an end. As with many other things, the Internet and social media have changed everything.

The New Fundraising Landscape | Budgets & Funding

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Public libraries in the United States have traditionally relied on local support for the vast majority of their revenue. While this is still largely true, the funding landscape is getting more diverse, and there is a greater need for libraries to be increasingly creative when it comes to balancing base funding with new sources. Money allocated at the local level rarely stretches far enough to cover staffing, operations, collection development, and programming, let alone experimentation to invent or test innovative new services. Local funding is also subject to political winds as administrations change.

World Series Sparks Twitter War Between New York, Kansas City Libraries

Mets Bagels from NYPL Enter Twitter War with KCMO PL

Feats of athleticism and a chance to bond over the thrill of victory and the agony of defeat—looking at you, fellow Cubs fans—are great and all, but let’s face it: the most fun part of any sporting event is the chance to heckle your friends rooting for the opposing team. Need proof? Observe the latest round of Twitter Trash Talk between librarians in Kansas City and New York as the Royals and Mets face off in the World Series.

ALA Launches “Libraries Transform” Campaign

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On October 29 American Library Association (ALA) president Sari Feldman launched the Libraries Transform campaign, a three-year national public awareness initiative focusing on the ways public, academic, school, and special libraries and librarians across the nation transform their communities. Events kicked off in Washington, DC, as the Libraries Transform team visited a cross-section of transformative libraries, and will continue with contributions from libraries—and library lovers—everywhere.