Free Delivery Over $100
|
|
|||
|
||||
OverviewFull Product DetailsAuthor: Terry KendrickPublisher: Facet Publishing Imprint: Facet Publishing ISBN: 9781783303847ISBN 10: 1783303840 Pages: 224 Publication Date: 11 May 2021 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsFigures Tables Introduction 1. The need for a professional approach to engagement Defining engagement and strategic marketing Outline of this book 2. Strategic marketing planning for engagement Identifying planning goals and processes to achieve them The engagement story 3. Ambition: the basis for all activity Vision, mission and values How to write a statement of ambition for your library 4. Understanding users and potential users Defining the marketplace Understanding existing users Understanding and engaging potential users Profiling your potential library community Survey research Focus groups Researching user experience and satisfaction Understanding competition 5. Identifying value and segmentation Creating segment-specific value propositions for stakeholders Options for segmenting stakeholders Effective segmentation is not easy... Value propositions by segment 6. Managing stakeholder engagement Three elements of a stakeholder management programme Engaging employees 7. Making choices and creating engaging offers Priorities Engagement objectives Engagement strategies Creating offers for users, potential users and stakeholders The marketing mix Engagement and customer relationship management as a strategy Finalising engaging offers for specific segments Some other aspects of marketing strategy for engagement 8. Crafting engaging messages How often should users be contacted? Should library marketing communications be general or event driven? Options for a communications mix Communications strategies The return on marketing communications investment Do users and potential users respond to library communications? Marketing communications at different stages of the user life cycle Event-driven and segment-specific marketing communications messages Media kits Writing copy for marketing communications Promotional activity 9. Effective marketing channels for engaging messages Non-digital methods of marketing messages Traditional media In-library messaging 10. Digital channels and engagement The pivotal role of the library website Library blogging The major social media How social media platforms support libraries’ engagement activities Social media policies and guidelines Practical hints for writing engaging social media posts Digital support for engagement strategies 11. Evaluating the response to engagement activity Evaluating engagement outcomes from social media presence and participation Evaluating employee engagement Reporting evaluations and assessments 12. How to give marketing and engagement the best chance of success References Recommended reading IndexReviewsAuthor InformationTerry Kendrick has over 30 years’ experience of delivering information and marketing training courses. Originally qualified as a librarian, Terry has run his own information and marketing training and consultancy company – Information Now Ltd – which was established in 1989. He specialises in strategic marketing planning facilitation and training, strategic risk management, management consultancy skills, internet search techniques and competitive intelligence. In addition to information activities Terry has in the past been Director of the MBA Programme at the University of East Anglia and Director of Executive Education at Leeds University Business School. In his freelance information and marketing activities Terry has worked on projects in over 20 countries. Terry is a CILIP Onsite trainer, presenting a number of tailored programmes for organisations. He has also written articles on marketing planning and is the author of Developing Strategic Marketing Plans That Really Work: A toolkit for public libraries (2006). Tab Content 6Author Website:Countries AvailableAll regions |
||||
