If you need to promote your library but you never studied marketing—and you don’t want to start now—this course is for you. These quick and clear classes will clue you in on the key concepts that make promotion work, without getting too deep. It’s the perfect bite-sized course for “accidental marketers” who want to be effective but can’t devote all their time to marketing.

Lesson 1: Overview of the Four Phases of a Marketing Effort

  • Focusing and Learning
  • Setting Specific Goals
  • Planning Your Communications
  • Taking Action and Tracking Reactions

Lesson 2: Focusing and Learning

  • Define the group of people you want to send promotions to
  • Gather info about them, esp. where / how they get info and what they need / value
  • Keep a brief profile doc on each group you research

Lesson 3: Setting Specific Goals

  • Choose the product, service, or event to market
  • Check your competition
  • Choose SMART goals

Lesson 4: Planning Your Communications

  • Write a mini-marketing plan that details how you’ll reach your goals
  • Include Goals, Tactics, Messages, and Timing
  • Exactly what will your message be, and where will you put it? And when?

Lesson 5: Taking Action and Tracking Reactions

  • Carry out the promotions you’ve planned
  • Note attendance/usage; ask how people heard about it
  • Evaluate the results against your goals: what worked & what didn’t?
  • Document the lessons learned so you can implement them next time around
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Kathy Dempsey wrote the popular how-to book The Accidental Library Marketer and founded her own marketing consultancy, Libraries Are Essential. Her work is dedicated to helping librarians and information professionals promote their value and expertise to gain respect and funding.

Kathy has been the Editor of Marketing Library Services newsletter for 30 years. In 2015, she founded the Library Marketing and Communications Conference and chaired the show’s first 3 years. She’s a longtime member of the New Jersey Library Association and recently finished serving a 3-year term on the Executive Board of LibraryLinkNJ, a statewide co-op.

This writer, editor, and marketing maven likes to sprinkle her presentations with humor to make marketing concepts more interesting and accessible. She continues to fight the stereotypes that librarians are boring and that “marketing” is a dirty word.  Learn more about Kathy at her website, LibrariesAreEssential.com.


To purchase or learn more about this Niche Tutorial, please get in touch with us by email (info@novarelibrary.com), call 844-244-0701, or use our request form.