Successful Outreach and Marketing for any Library

Monday, 7/31/2017 - Friday, 9/8/2017


Do you want to improve your libraries outreach and marketing activities? Do you want to attract new patrons and reach out to underserved communities? Want to develop a plan that will make your outreach and marketing more efficient and effective? If you answered yes to any of these questions, this course is for you. Over the course of six weeks, participants will learn how to assess marketing needs, expand the reach of outreach activities, integrate free and low-cost tools into their outreach activities, and develop an outreach and marketing plan for the library of their choice. In addition, participants will have numerous opportunities to interact directly with their classmates and with the instructor to learn from their experiences. By the end of the course, participants will have concrete skills to apply in their work and a portfolio of materials to use at their library.


Week 1
Identifying your audiences, building your brand, setting your goalsĀ 

Week 2
Designing Compelling Materials on a Budget (Note: This will cover both design principles and free or low-cost tools for developing print and online materials internally)

Week 3
Technology, Social Media, and Library Outreach (Note: This section will be customized based on the interests of the participants, but will include social media platform evaluation and use as well as other technology tools that have outreach implications)

Week 4
Reaching Underserved Populations (Note: This section will be customized based on interests of the participants, but could include content on patrons with disabilities, the elderly, non-English speaking populations, and prison/juvenile detention populations, for example)

Week 5
Developing an Outreach and Marketing Plan

Week 6
Group Discussion and Wrap Up

Learning Outcomes

  • Participants will learn how to develop, implement, and assess targeted outreach and marketing plans.
  • Participants will learn how to use free and low cost tools for both online and print marketing efforts.
  • Participants will learn how to expand the reach of their outreach and marketing activities to currently underserved members of their communities.

Who Should Attend

Librarians who assist with or are in charge of outreach and marketing efforts for their libraries, whether they are library administrators or frontline staff responsible for marketing specific services or departments within the library. The course will be useful for those new to outreach and marketing as well as those who are looking for new techniques to improve their marketing impact. The course will be applicable to all types of libraries, particularly public and academic libraries.


Carli Spina is the Head Librarian, Assessment & Outreach at the Boston College Libraries, where she oversees assessment, outreach, and marketing projects for several libraries. In addition to her library science degree, she also has a master’s degree in education and a JD. She is the chair of LITA’s Diversity & Inclusion Committee and a member of the advisory board for YALSA’s Hub blog. She has experience teaching professional development courses, workshops, and webinars on a variety of topics including technology and accessibility. If you have any questions regarding the course, you can contact her on Twitter where she is @CarliSpina



  • $130 for RUSA members
  • $175 for ALA members
  • $210 for non-ALA members
  • $100 for student members and retired members

How to Register

  • Online
  • By Fax: download, complete, and fax form (PDF format) to (312) 280-1538
  • By Mail: download, complete, and mail form (PDF format) to American Library Association, ATTN: MACS/Online CE Registration, 50 E. Huron Street, Chicago, IL 60611

Tech Requirements

ALA will use Moodle for all online educational courses. Learn more about Moodle at

The Moodle login instructions will be sent the Friday before the start date. The course site will remain open one week after the end date for students to complete any assignments and submit the course evaluation survey.


Questions about your registration should be directed to Technical questions about the webinar should be directed to Jennifer Cross, RUSA Web Manager, at

Thank you and we look forward to your participation!