CE200 Maintain Momentum in Marketing

Level: Beginning+
Prerequisite: None
Cost: $240 (nonmember, $445)
Attendance maximum: 30

Instructor(s): Patricia C. Higginbottom, AHIP, Associate Professor and Associate Director, Public Services, and Valerie S.Gordon, AHIP, Associate Professor and Head, Cataloging and Staff Development, Lister Hill Library of the Health Sciences, University of Alabama-Birmingham

Offered: Friday, May 3, 8:00 a.m.–12:00 p.m.

It is essential for libraries to build and promote their brand even if they do not have a dedicated staff or a huge budget. This course, taught by librarians with real-world marketing experience, will focus on planning strategic marketing campaigns for health sciences libraries. We will help people with limited time and skills see how they can create and implement a campaign, establish goals and objectives, identify key messages and audiences, and use appropriate strategies and tools. We will talk about the value of the library brand and how to promote it visually to clientele and include social media tools and marketing techniques for engaging users. We will discuss how to budget time for marketing and ways to share the workload among key library staff. We will outline ways to evaluate a campaign's effectiveness and how to build on its success. We will identify key books, blogs, people, and websites to follow and emulate.