Marketing Moxie for Librarians
Fresh Ideas, Proven Techniques, and Innovative Approaches
by Paula Watson-Lakamp
May 2015, 120pp, 7x10
1 volume, Libraries Unlimited

Paperback: 978-1-61069-893-1
$55, £43, 48€, A76
eBook Available: 978-1-61069-894-8
Please contact your preferred eBook vendor for pricing.

Ramp up your moxie marketing skills to achieve more and stress less!

Fun and easy to read, this marketing and promotion guide offers you the "big picture" of how best to spend your limited funds and energy to create a successful marketing strategy—from traditional promotions such as advertising and posters to social media marketing.

Robust, resilient, and flexible marketing is an absolute necessity for today’s libraries. Fortunately, marketing can be fun. Through this savvy guide, you’ll discover a wealth of fresh, actionable ideas and approaches that can be combined with tried-and-true marketing techniques to serve any library. Focusing on building platforms rather than chasing trends, the book offers low- and no-budget ideas for those in small libraries as well as information that can be used by libraries that have a staff of professionals.

The guide opens with an overview of the basics of marketing and continues through the numerous channels that should be incorporated into a modern-day marketing strategy mix. Branding, merchandising, and media relations are covered, as are social media, new technologies, fundraising, and advocacy. You’ll also learn how to use tools such as data-driven information gathering and email segmentation to help your library compete and stay relevant. Perfect for beginners, the book will be equally useful to seasoned communicators who are looking for creative ideas, new techniques, and innovative approaches to boost the effectiveness of their existing marketing efforts.


  • Takes you through a step-by-step process of creating a marketing campaign that meets the needs of your patrons and your library
  • Covers conventional marketing strategies such as print and broadcast media along with new social media venues
  • Includes a guide to marketing plans and content calendars
  • Offers chapter-by-chapter" Moxie Tips and Tricks" to help you get started and succeed in marketing your library
  • Presents ways to bolster your creativity toolkit when the ideas just won't come
Paula Watson-Lakamp is communications manager at Poudre River Public Library District, Fort Collins, CO. She has worked in governmental and nonprofit communications and graphic design for more than 25 years, owning her own marketing firm for 11 years.


"Watson-Lakamp speaks directly to the reader in an accessible voice that will encourage even the most reluctant to climb aboard the marketing bandwagon, while never losing sight of the fact that effective marketing emerges from a clearly understood mission. . . . This step-by-step handbook makes the process of developing a whole-library marketing plan transparent and achievable."—VOYA, March 17, 2016
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