How can you use library marketing and advocacy to reach new audiences?

1 Define your goals and audience

Before you launch any marketing or advocacy campaign, you need to have a clear idea of what you want to achieve and who you want to target. Do you want to increase membership, attendance, donations, or awareness? Do you want to appeal to a specific demographic, such as young adults, seniors, immigrants, or families? Do you want to promote a particular service, program, or collection? By defining your goals and audience, you can tailor your message and channels to suit their needs and interests.

2 Create a compelling story

People respond to stories more than facts and figures. A story can convey the impact, relevance, and emotion of your library services. It can also showcase your library's unique identity and personality. To create a compelling story, you need to answer some key questions: What is the problem or challenge that your library helps to solve? How does your library make a difference in people's lives and communities? What are some examples or testimonials that illustrate your library's value and benefits? How can you invite people to join or support your library's mission and vision?

4 Engage and empower your community

Your library's community is your best asset for marketing and advocacy. They are the ones who use, enjoy, and support your library services. They are also the ones who can spread the word, influence others, and advocate for your library's needs and interests. To engage and empower your community, you need to: listen to their feedback and suggestions, involve them in your planning and decision-making, recognize and reward their contributions, encourage and facilitate their participation and collaboration, and inspire and equip them to be your library's ambassadors and champions.

5 Align with your values and ethics

As a library professional, you have a responsibility to uphold the values and ethics of your profession and your institution. These include: respect for diversity, inclusion, and equity; commitment to intellectual freedom, privacy, and confidentiality; promotion of literacy, learning, and culture; and adherence to quality standards and best practices. Your marketing and advocacy efforts should reflect and reinforce these values and ethics, as well as the goals and policies of your library and your stakeholders.

6 Learn and improve

Marketing and advocacy are not one-time activities. They are ongoing processes that require constant learning and improvement. You need to monitor and measure the results and outcomes of your marketing and advocacy campaigns, using both quantitative and qualitative data. You also need to analyze and interpret the data, identify the strengths and weaknesses, and make adjustments and improvements as needed. You should also seek and share feedback, ideas, and experiences with your colleagues, peers, and mentors, and learn from their successes and challenges.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?