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Also available on request
If your library struggles to get the right messages to the right people and show those people how valuable the library is to help them solve their problems, a solid marketing plan can make all the difference. By performing an analysis of the environment in your library and service area (also known as a SWOT analysis), and selecting the right channels for your messages, you'll define your target audience, understand what that audience wants and needs, and develop a messaging strategy that resonates with them. You'll walk away with the beginnings of a winning marketing plan for any size or type of library you support.
Chris Boivin has been using marketing and communications to help people and brands get the right message to the right people for 30 years. During the last nine years, he led marketing at Jacksonville Public Library, Florida's largest library system with 21 locations and more than 650,000 cardholders. Boivin co-founded the Jacksonville, Florida, chapter of the American Marketing Association, served on the board of the Library Marketing Conference Group, is a judge for EBSCO's John Cotton Dana Awards, and founded the Library Marketing Book Club (www.librarymarketingbookclub.org) — which currently has more than 1,000 members. He taught marketing as an adjunct professor at Florida State College at Jacksonville, and speaks at library marketing events across the U.S. and Canada.
