2013 PLA Virtual Spring Symposium
Marketing/Customer Service Track: Program 1
- 2:30 –3:30 PM Eastern
- 1:30–2:30 PM Central
- 12:30–1:30 PM Mountain
- 11:30 AM–12:30 PM Pacific
Over the past few years libraries have grown in understanding the value of marketing and have adapted many marketing fundamentals. But like all professional disciplines, marketing is subject to trends and innovations. There are numerous developments that libraries should understand and utilize to enhance reach and effectiveness: Big Data, content marketing, mobile marketing, social media, and crowd-sourcing. In addition, customer behaviors—including reading behavior—are changing, demanding libraries update how they communicate with the public.
At the conclusion of this program, participants will:
- Be aware of the latest marketing trends and developments and how they can benefit libraries
- Have real world/library examples of communication strategies put into practice
- Understand how to incorporate new marketing trends and developments into their own marketing plans
Alison Circle, chief customer experience officer for Columbus (Ohio) Metropolitan Library (CML), has more than 25 years marketing experience. For 13 years she was national marketing director for Garrison Keillor and "A Prairie Home Companion," which included performances, tours, products and international media coverage. Following that she was account director at Jack Morton Worldwide, a global branding agency, where her primary client was Target. In 2004 she joined CML as director of marketing and strategic planning. In that capacity she rebranded the organization, introduced professional marketing expertise and won over 20 national and international awards for her work. She blogged about libraries and marketing for Library Journal and speaks extensively around the nation on the subject. In 2011 Library Journal recognized her work with the Mover & Shaker award. She was promoted to her current and newly created position in May 2012.
Jim Staley is the marketing & communications director at Mid-Continent Public Library in Kansas City, Mo. As the first marketing director for the three-county library system, Jim was responsible for developing a system-wide approach to focused, patron-centered marketing. In his six years at the library, his department has concentrated on providing marketing support that incorporates more than publicity and promotion. Instead, the group emphasizes the cultivation of appropriate service offerings, adaptation of new technology, and a brand that expands the community’s view of what the Library offers. Before coming to MCPL, Jim worked as both a nonprofit do-gooder and advertising agency stooge. He has degrees in advertising and public administration.