Libraries are increasingly adopting new technologies as they strive to improve their marketing program performance. Whether it’s one-off announcements, product- or service-specific promotions, or monthly newsletter offerings, the current state of the art in library marketing is increasingly identified with personalized and preference-based experiences for the patron.
At the same time, as with any advances in new technology and practices, there come some expected and unexpected opportunities and challenges. Whether it’s in the collection of patron preferences, consideration of privacy issues, or matters of branding and marketing “voice”, as libraries implement more advanced marketing programs, they are faced with a variety of issues that they might not have had to previously consider.
The objective of this “Marketing Gets Personal” program is to provide attendees with real-life examples of how two distinctly different library systems have implemented and are currently conducting state of the art marketing programs.
Scott Duimstra, Executive Director at Capital Area District Libraries in Lansing, MI will talk about his library’s experience in conducting a multi-tiered personalized and preference-driven marketing program which includes an automated new patron welcome email campaign and continues with personalized e-newsletters and library card renewal notifications .
John Goodman is the Director of the Chemeketa Cooperative Regional Library Service. He brings a deep background of technology early adopter experience to our panel and will speak on their early-stage implementation of automated marketing programs within a consortium environment. He’ll discuss technical issues involved with satisfying needs of independent member libraries that range from system-specific issues to customizing communications to achieve promote unique library brands within his consortium.
Both speakers will touch on the specifics of their organization’s resources, the challenges faced and outcomes of their efforts, and their plans for next phase program rollouts.
The session will leave time for a question and answer period where attendees will have the opportunity to delve further into issues and considerations of interest.
While of most interest to public libraries and consortium systems that have public library members, this session will be of interest to any library that is interested in more fully engaging their patrons (and non-patron) on the web. It is intended to be highly-relevant to both marketing practitioners such as Library Marketing Professionals, Library Senior Management, and Web Designers/Copywriters as well as those seeking to expand the usefulness of their library network and ILS systems including Library IT Management and System Librarians.
Introduction of session and panelists (Shimshock)
Implementing a Multi-Tiered Marketing Program at Capital Area District Libraries (Scott Duimstra, Director, CADL)
Implementing a marketing technology platform in a consortium environment (John Goodman, Executive Director, CCRLS)
Moderated Q&A (Shimshock)
ALA Unit/Subunit: Exhibits RT
Meeting Type: Program
Cost: Included with full conference registration.