"User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing"--.

• Contents
• Illustrations
• Snapshots
• Preface
• CHAPTER 1: Intentional Marketing and Your Library
• CHAPTER 2: Cultivating Your Library’s #1 Stakeholder Group and Marketing Force
• CHAPTER 3: Adopt and Adapt: Marketing Ideas Come from Everywhere
• CHAPTER 4: Artifacts Are Not Just for Archeologists
• CHAPTER 5: Branding, Social Media, and Communications Best Practices
• CHAPTER 6: Content Is King! (And Not Just in Social Media)
• CHAPTER 7: Digitizing with Intent
• CHAPTER 8: Using Displays and Exhibits to Strut Your (Library’s) Stuff
• CHAPTER 9: Outreach Is Just Getting into Their Space
• CHAPTER 10: Programming to Market
• CHAPTER 11: Spreading the Word Intentionally: Word-of-Mouth Marketing
• APPENDIX A: What Exactly Are You Marketing? Defining Your Library
• APPENDIX B: Who Is “Buying” Your Library? Defining Your Stakeholders
• APPENDIX C: Strategic Plans
• APPENDIX D: Marketing Plans and the Intentional Marketing Initiative Shortcut
• APPENDIX E: Sample Exhibit and Display Policy
• Index