This document outlines various communication strategies that a library can use to promote its services to customers, including outreach, word of mouth marketing, paid advertising, public relations, and sales promotions. It provides examples for each strategy, such as speaking engagements, social media, radio ads, newsletters, and discounts. The strategies are organized in a table that includes columns for the strategy, ideas for implementing it at the library, the target date, and persons responsible.

1. Communication Strategy Menu
Strategy Library Ideas for Target Persons Results
Customer Our Date Responsible
Target Library
Outreach
Share the message directly. Go where the customers are. Partner with organizations.
Speaking engagements
Interview shows
Sponsorship of community
events/activities
Offsite seminars
Offsite workshops
Service club membership
Other club memberships
Offsite delivery of library services
Offsite demonstrations
Offsite displays
Other
Marketing @ your library ®

2. Communication Strategy Menu
Strategy Library Ideas for Target Persons Results
Customer Our Date Responsible
Target Library
Word of Mouth
Conversation and Storytelling. Create Word of Mouth w/Talking Points and Fact Sheets
for Staff/Supporters.
Online and Social Networking:
Creating the Buzz, Word of Mouth…on Steroids
Buzz = Word of Mouth + Word of Mouse
Marketing @ your library ®

3. Strategy Library Ideas Target Person Results
Customer for Date Responsible
Target Our
Library
Paid Advertising
Radio
Television
Outdoor billboards
Direct Mail
Letters
Newsletters
product/service announcements Flyers
Postcards
"Special customer" offers
Brochures
Direct response
Coupons
Bill stuffers
Other
Marketing @ your library ®

4. Strategy Library Ideas Target Person Results
Customer for Date Responsible
Target Our
Library
Collateral (not as powerful as people)
Print:
Newspaper
Magazines
"Shoppers" (free or classified ad magazines)
Yellow Pages
Special directories (regional, seasonal, Chamber)
Trade or industry directories (e.g., Thomas' Register)
Cooperative ad support from your library vendors
Flyers
Posters
Handouts
Other
Marketing @ your library ®

5. Strategy Library Ideas Target Person Results
Custom for Date Responsible
er Our
Target Library
Public Relations
News releases
Articles in magazines,
journals, etc.
Open houses, coffees, etc.
Other
One-On-One Selling
Presentation materials
Personal letters
Customized proposals
Telemarketing
Library personnel training
Other
Marketing @ your library ®

6. Strategy Library Ideas Target Person Results
Customer for Date Responsible
Target Our
Library
Sales Promotions
Discounts
Loss leaders
Coupons
"Buy one fine, get one free"
Other
Specialty Advertising
Matchbooks, keychains, novelties
Calendars
Datebooks
Bookmarks
Other
Marketing @ your library ®

7. Join us for Computer Training
September 20, 2012
S’Mores Public Library
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