Branding provides a unique way for a library to distinguish itself: its identity, personality, and image. Drawing on five vividly unique case studies from libraries across the country, Breakthrough Branding: Positioning Your Library to Survive and Thrive shows how to mesh your libraryas brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and develop and implement promotional strategies and tactics consistent with your objectives. Experienced marketers and branding consultants Suzanne Walters and Kent Jackson offer clear advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management and evaluation throughout the bookas three sections: aBrandinga explains what a brand is and how to assess, develop and utilize your brand as an important institutional asset, with insider tips on environmental scanning, market research, and situation analysis; aPositioninga leads you through the process of effectively addressing your target audiences; aPromotiona helps you develop an integrated marketing communication strategy, including how to craft on-target messages, leverage your online presence to inform and engage with community members, and capitalize on traditional marketing channels, with guidance on public relations, event strategies, email, websites, and more.Wyoming state Library and the Chilton Auto manual database figure 7.4 Product Life Cycle Curve 1. ... The Chilton Auto Repair database service strategy was an important part of the Wyoming libraries positioning strategy to reach theiranbsp;...
|Author||:||Suzanne Walters, Kent Jackson|
|Publisher||:||American Library Association - 2013|