Guerrilla Marketing Your Library

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Guerrilla Marketing _at_ Your Library

• New England Library Association
• October 24, 2006
• Deb Spratt, Director
• Lawrence Library
• Pepperell, MA 01463
• (formerly Wadleigh Memorial Library, Milford, NH
  GMILCS member)

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Marketing Ideas for Public Libraries

• Adult Programs - computer software classes,
  Internet classes, Internet-based genealogy, book
  clubs, etc.
• Childrens Programs - story hour , summer
  reading, vacation activities, etc.
• Promote Audio-Visual collection, E-books,
  Play-Aways
• Offer free Wi Fi pluses for patrons are no
  waiting nor time limitations for library pcs
• Offer self-service coffee and tea either at a
  nominal fee or by donation
• Promote librarys meeting room usage for
  non-profit community activities (Scouts, DI,
  etc.)
• Co-sponsor community programs with local
  businesses or organizations
• Work with the Friends of the Library (offer free
  babysitting)
• Promote Library Museum Passes

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Marketing Tools for Your Library

• Library web site update frequently, user
  friendly post to local cable channel using Power
  Point to create an identity
• New Material link to On-Line Catalog, allowing
  holds
• Monthly Newsletter (limited mailing to Friends,
  available as a pick up at Circ desk)
• Flyers and other handouts promoting monthly adult
  childrens programs (target your audience
  i.e., high school/teens, newcomers )
• Encourage library/school relationship - attend
  faculty meetings, co-sponsor summer reading
  programs, advertise in school program flyers,
  etc.

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Marketing Tools continued

• Weekly press releases in local regional
  newspapers
• Exterior signage (events sandwich board)
• Post to non-library Events web pages
• NH Events (http//www.nh.com/apps/pbcs.dll/eventsa
  dd?CategoryEVENTSADD)
• NHPR Events Calendar (http//events.publicbroadcas
  ting.net/nhpr/events.eventsmain?actionsubmitEvent
  )
• Boston Globe Events (http//www.boston.com/cgi-bin
  /globe_events.cgi)

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Marketing Tools continued

• Distribute promotional flyers and posters to
  local businesses, town offices, other libraries
  (using van service), etc.
• Survey patrons/community discover what theyd
  like while educating them with what you currently
  have to offer (Promotion of Wi-Fi)
• Library promotional materials targeted to market
  segment i.e., high school informational flyer,
  Newcomers info package

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Successful Program Ideas

• Music _at_ the Library (Wadleigh Bedford)
• Costumed Actors Solo Together
  (www.solotogether.com)
• Culinary Classes
• Floral Design Classes
• Health related Alternative medicine specific
  illnesses
• Book Clubs Young Adult, Mother/Daughter, Adult
  Senior groups, Nonfiction
• Author discussions book signings

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Acoustic Café _at_ the Libraryhttp//www.acousticcaf
enh.com

• Acoustic Café is a library-sponsored program
  showcasing local acoustic musicians. Free to the
  public, it is held the 3rd Saturday from October
  thru April in a smoke-free intimate environment.
  The goal is to open the doors of the library to
  the community, especially to non-traditional
  library users.
• Essential to have support of the Trustees,
  Friends of the Library and staff
• Form a committee to oversee the process of
  performer selection,
• promotional materials, set-up/break-down of
  stage/room, etc.
• Create a logo identity for continuity easy
  recognition
• Promote Café season via posters, flyers,
  bookmarks, library newsletter, library café
  websites
• Promote specific monthly performer(s) in press
  releases (newspapers, events calendars, radio,
  etc.), with poster on easel in lobby sandwich
  board on library lawn

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Acoustic Café continued

• Pluses Increased library visibility in the
  community surrounding towns expanded the
  number of performances and attendance from four
  programs in spring 2000 to six currently
  increased attendance from 40 in January 2000 to
  128 in February 2004 increased non-traditional
  library users performers now seek us
• Minuses Staff involvement continues to dwindle
  the physical setup/breakdown of the room
  presents challenges

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Where to Get Program Ideas

• Patron Suggestion Box at Circulation desk
• Seek ideas at community presentations (Rotary,
  Womens Club, town events, etc.)
• Incorporate query in post-program survey
• Ask for ideas on the event page on librarys web
  site
• Chases Calendar of Events
• ALA website
• Humanities Council
• Brainstorm with at staff, Friends or Trustee
  meetings

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Thank You

• GMILCS members
• Art Bryan, Retired Director, Wadleigh Memorial
  Library