I went to a marketing/design mini-conference for UNL today and it was a really good experience. I learned a lot about the design specifications I need to follow, and saw a couple of sessions on Photoshop and Indesign. In the keynote, Christopher P. Kirchner, Vice President of corporate Affairs for ConAgra Foods talked about the Peter Pan Peanut Butter Recall (talk about a marketing nightmare.)
I thought a lot during the day about how libraries need to become good at this kind of marketing. I came home and saw this post in my feed reader., in which Emily at Library Revolution talked about the insanely poor job libraries do marketing themselves. I’ve run into the “libraries are for the poor, the old, and children” opinion already more times than I can count. When a friend talks about a book they want to read, I suggest the library, and am met with a blank stare. There are lots of reasons, (including the lack of convenience) but one of the big problems is that libraries just don’t market themselves well.
I have some ideas about this, which I will talk about over the next few days. Individual libraries need to take control of all aspects of library marketing and, especially, branding the library.
One thing I really wish would happen is that the ALA would create a comprehensive marketing kit for libraries- including great fonts, graphics, layouts, even programs – and provide it free of charge to all libraries. It could be done surprisingly cheap (free fonts, open source programs, royalty free clip art) – the hard part would be creating the packet and a training program/instruction booklet for librarians without previous design skills. I would love to create such a kit myself- and may try. (It’ll probably take a while – if anyone wants to help, let me know.)
Anyway, look forward to more thoughts from me on the topic.
Actually, ALA does have a set of marketing tools wrapped up in the @ Your Library campaign. I think the only things that libraries have to pay for are material costs for the commercial spot videos (about $25 if I remember correctly).
However, not to sound harsh, but I pretty much hate the campaign. It’s stodgy and traditional and not exciting. Its the same stuff I saw on TV when I was a kid. The same posters the same everything. It’s pretty…flat. Marketing has changed. People have changed. People resent being marketed to…they want to be invited to participate and join a conversation about services. To feel like their input matters…to buy in to the library and “own” it. Why not get some dynamic marketing strategies and tools up there? /rant
Thanks for the link- I had seen the @your library page before, but didn’t realize there were downloads besides the logo there.
I agree with your assessment. What I don’t like about the downloads is that they’re pretty much a finished solution- just download, stick on a flyer, and you’re done. What I was envisioning is a kit and lessons that would allow libraries to create their own brand (and EVERYTHING they need to do so – fonts, images, templates, programs).
There’s no question that the look needs updating. I’m sure it’s hard to keep things fresh and current. I certainly don’t think one kit will do it all, but it might at least be a good start.
I actually like some of the photos on the website- some are a little hokey, but good quality and generic enough for multiple applications. Some of the links are broken, though.
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Exactly! What the ala has available is very generic and not very customizable. Something that would allow libraries to easily include their information would be fabulous. Especially items that allow individual libraries/library systems to advertise what they have to offer potential patrons.
Shucks! I wish I’d seen this post earlier — but now that we’re back from ALA, this post seems even more relevant than ever. Karin, I’m so glad you’re bringing your artist’s eye to the library field. I think that will be invaluable wherever you go. And what should we do about this whole library image issue? I think I need to take a couple marketing classes because I don’t even know what to suggest or where to start. I’m glad to see you pointed out the downsides of the @ your library stuff … the campaign is a great start, but now it’s time to step it up.
One thing we definitely need is new, good logos. I’m not a big fan of the standard library logo- which doesn’t really matter, but does the public like it? Does it help reinforce our dated image? I wish I was better at logo design.
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