Marketing vs. Publicity

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Marketing vs. Publicity

• Publicity, PR, promotion are only PART of
  marketing
• Promotion is effective only if the marketing
  foundation is sound

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King County Library System University of
Washington

• Virtual Reference Services Marketing Guidelines
• www.secstate.wa.gov/library/libraries/projects/vir
  tualRef/textdocs/MarketingGuidelines.pdf

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Marketing Plan

• Staff buy-in (ongoing)
• Goals and objectives
• Target audience
• Name, logo, and tagline
• Usability testing
• Publicity and promotion
• Evaluation (ongoing)

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Logos
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But were not PR people!

• Beyond bookmarks and posters
• Professional marketing firm
• Thinking outside the (library) box
• Kickoff (and trinkets)
• Media events
• Proclamation
• Virtual Press Room

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Challenge attracting NEW users

• Beyond those bookmarks and posters, again
• Getting the word out to people who never come IN
  to the library
• Words
• library?
• reference?
• Solution? Movie ads?

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Movie ads

• Point Cinema 16 screens, 16 () weeks
• 3 slides
• Started Thanksgiving weekend, 2003
• 4,000

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