Crash Course in Marketing for Libraries, 2nd Edition

by Susan W. Alman and Sara Gillespie Swanson


Create a comprehensive market plan—including use of social media—to promote your library to your patrons with this expanded and updated text.

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Cover image for Crash Course in Marketing for Libraries

December 2014

Libraries Unlimited

Pages 203
Volumes 1
Size 8 1/2x11
Topics Management and Administration/Marketing and Promotion
  Management and Administration/General

Explains effective marketing strategies and identifies the tools needed to boost the visibility and increase the use of your library in the community.

Marketing a library's programs or services takes more than sending out a flyer or posting an announcement on the website. Effective marketing is important for every library, as it can lead to a significant increase in library use—which is a major factor in budget justification. Crash Course in Marketing for Libraries: Second Edition will help you develop a strategic direction for your organization and identify methods for employing your best marketing and public relations strategies.

Each chapter of this second edition has been updated and expanded, comprehensively addressing the planning, implementation, and evaluation stages of the marketing and public relations process in libraries. The rise of social media as a powerful marketing tool is discussed in particular detail. The authors cover topics such as planning, promoting through the use of the existing media or advertising, and assessing the project. The book's appendixes provide examples of marketing plans and projects as well as other helpful marketing resources.


  • Provides an essential resource that instructs and guides librarians from all types of organizations throughout each stage of the marketing and public relations process
  • Enables librarians with little or no experience in marketing to plan, implement, and evaluate a marketing campaign
  • Addresses all the key tools to promote library resources and services: social media, traditional media, publications, and collateral materials
  • Describes ways to gather information about the community and identifies factors that affect library use
Series Description

Crash Course

The Crash Course series was created for library staff who need basic information on various service-specific topics. The titles in this series take a simple, "how-to" approach that focuses on providing all the fundamental knowledge needed for day-to-day library services. The books can serve as handy references, practical workshop guides, or effective training manuals, and will be useful to new librarians as well as staff who may need refresher information for new areas of responsibility.
Author Info

Susan W. Alman is a lecturer at San Jose State University, San Jose, CA, and she has held teaching posts at the University of Michigan and University of Pittsburgh. She has experience in marketing and public relations for public, academic, and special libraries as a teacher and practitioner. Her published works include ABC-CLIO's Designing Online Learning: A Primer for Librarians. Alman holds a doctoral degree in library science from the University of Pittsburgh.

Sara Gillespie Swanson is assistant director for information literacy at Davidson College, Davidson, NC. She holds a master's degree in English from the University of Chicago and a master's degree in library and information science from the University of Pittsburgh.

Table of Contents


  • Introduction
  • Chapter 1: The Planning Process for Your Marketing Plan Chapter 2: Develop a Marketing Plan Chapter 3: Communicate to the Community: Using the Media, Newsletters, and Annual Reports to Market the Library Chapter 4: Using Social Media to Market the Library Chapter 5: Fund-Raising
  • Appendix A: Glossary Appendix B: Boilerplate Example Appendix C: Nominal Group Technique Appendix D: John Cotton Dana Library Public Relations Awards Appendix E: Sample Marketing Plans Appendix F: Sample Promotional Materials Appendix G: Sample Annual Appeal Appendix H: Sample Annual Reports Appendix I: Sample Newsletters Appendix J: Sample Friends of the Library Newsletters Appendix K: Sample Press Release Index



    "The primary benefit of this work is that it shows marketing skills in action at public libraries across the U.S. While the content and the accompanying examples are primarily about and for public libraries, librarians in other settings will still be able to learn and benefit from this book. . . . [T]his book will be an essential resource. The curated lists of recommended sources and links to more information are incredibly valuable."—Marketing Library Services

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