After reading about that PLA grant, I’m ready to share my project/grant proposal with all of you.
Over the next eight months, I’m going to be putting together a website called the Library Marketing Toolbox (working title). I’m going to be working with nonprofit marketing and advocacy folks, as well as some traditional marketing people to develop a set of tools to help libraries begin their own campaign of promotion. There will be four separate toolboxes on the site: advocacy, marketing, fundraising, and public relations. I would also like the site to have a social networking component, so that librarians could share their own experiences and successes as well as critique the effectiveness of the tools on the site (so they can be revised in the future). Some of the marketing-specific tools would include a database of creative-commons/open-source stock library photography for use on websites and posters, templates for flyers or pamphlets, and creative ideas for promoting the library within the community.
Since I want this project to be maintained and updated, I’m pitching a course on advocacy and marketing that would be taught at my graduate school. This course would teach future librarians about advocacy and marketing, but also give them hands-on experience in designing tools for marketing and advocacy. Students would revise and add to the toolbox website each year, and launch a marketing campaign to promote it to librarians.
The funding necessary for such a site would be minimal, since I hope to get the experts to work pro bono, but I will be writing a small grant in the hopes of possibly covering an adjunct professor’s salary.
I feel very optimistic about this project, but I will be the first to admit that I am not an expert in marketing. I only have a desire to learn, and share what I’m learning with others. I know there is a need for library advocacy tools, and even if the site has no earth-shattering revelations or cutting edge marketing campaigns, it will at least gather relevant information together in one place. My goal is to have tools that will help those just getting started create some quality marketing materials, but also to help those with the time/resources available develop a fully-realized marketing and advocacy campaign.
This is all a work in progress, and I welcome any input or criticisms you may have. Currently, the title of the site is sticking in my craw a bit. The tools that will be on the site truly encompass the idea of advocacy…but what is marketing if not advocacy? So even the title is up for slings and arrows.
I was just poking around on PLA’s website (why don’t they have an RSS feed!) when I found that PLA launched a Toolkit for Success at ALA annual this year. Since I didn’t go to annual, I hadn’t heard of this toolkit, which PLA charges $100 for ($90 with ALA membership). Although I am disappointed that the name Toolkit necessitates a name change for the site I’m developing (far too similar), I believe Project M (new working title) will be a much different venture. The PLA publication sounds like a marketing manual which may be very useful, but there are many marketing manuals out there. What I’m trying to bring together are actual tools and resources that libraries can use to their benefit, and a social network to collaborate and create new marketing tools for the library community. I do plan to pick up a copy of the PLA’s Toolkit, but $90 seems a bit steep. Maybe I should write that into my grant….