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• Create awareness – if no one knows about it, what’s the point of doing it? • Great opportunity to reach out to
community and build relationships• This will allow you to have a solid foundation
and support for future projects, causes, etc.
• Chance to build awareness about the unique role the library plays in the community – highlight what you offer that folks can’t get anywhere else
Marketing – why do it?
• Decide who you’re trying to reach• Create the message
• Include relevant details• Use language your audience will understand• Does it need to be translated into more than
one language?
• Assess your resources and determine needs• What existing communication channels can you
utilize?• Do you need to reach out to the community for
assistance? If so, who do you reach out to?
Three Easy Steps to Plan
• Create a marketing plan & schedule, by identifying:• The best vehicle(s) for getting the message
out (library web site, schools, local radio or news stations, social media, community partner resources, etc.) • The kind of promotional materials you will
use (fliers, graphics for web use, emails, posters, etc.) • When to get the message out and how often
Get Organized
• Implement marketing plan• Revisit and make adjustments as
needed throughout the process
• Evaluate marketing plan• What worked? • What didn’t?• Did we reach our goals? • Write down suggestions for next
year
Implement & Follow-up
• TRW Flier/Poster Contest• Hold a TRW poster contest where teens create
their own TRW promotional flier• Flier can be of anything TRW related
• favorite book, theme interpretation, etc.
• Hang up entries around library/school• Hold a vote to determine winner, or have local
VIPs pick the winner• Winner receives a free book of their choice (or
whatever the library sees fit)• Use winning flier to promote your TRW
activities
Engage Teens
• Create a TRW display at entrance• Have interested teens create a TRW display
or bulletin board • Place display in an area with high visibility
and patron traffic• Provide little “take home” postcards or fliers
with info about TRW
Be Visual
• Place a TRW banner on library website that links to info about your TRW activities• General TRW logo can be found on the TRW
website under the planning tab• TRW digital files can be purchased from the
ALA Store.
• Create regular reminders and announcements about TRW on library website, Twitter, and Facebook accounts
On the Web
• TRW bookmark contest• Create a TRW recommended book list• Ask teens for their favorite titles of the year• Compile the list and create a display of the
books
Other ideas
• Press Release• Use the press release template located on
the TRW website and distribute to local media
• Proclamation• Ask your local town councilor school board to
make a proclamation about TRW in your community• Bring teens with you to the meeting to make the
request• Be sure to get photos to post on your web site
• Use the sample proclamation on the TRW site
Promoting in your community
• Public Service Announcements• Contact local radio stations and ask them to
promote TRW as a courtesy (sample PSA scripts & recordings can be found on the TRW website) • Contact local news stations and ask them to
promote TRW • Ask schools to promote TRW using their
outdoor announcement display or closed circuit TV• Make it easy for them by providing them with
messaging and artwork/graphics
Promoting in your community
• Presentations• Ask teachers and after school providers if you
can visit to talk about TRW
• Social Media• Tweet local schools, community partners,
bookstores, etc. and ask them to help promote TRW through tweets and retweets
Promoting in your community
• Promoting• Be consistent!
• Make it a priority to promote TRW & create a marketing schedule
• Clearly state the benefits• What will schools, teachers, the community, and
most importantly, teens get out of TRW?
• Make adjustments as needed to the message or method • Contact the local college or university to see
if any marketing students can help you out
Other tips and ideas
• Enlist help of others on all levels• Library, school, youth focused organizations, city,
bookstores, the PTA, etc.
• Engage others• Internal: recruit circulation and reference desk
staff and other library staff who interact with teens
• External: reach out to parents, grandparents, local businesses, community centers, etc.
• Don’t reinvent the wheel• Get marketing resources by researching about
similar events, causes, and ‘cause marketing’
Other tips and ideas
• For TRW planning and promotional materials, please visit the official YALSA Teen Read Week website at www.ala.org/teenread• American Library Association Marketing R
esources Wiki• Media Relations Handbook
Resources
• Know This – Principles of Marketing • Curators of the University of Missouri –
Marketing• Small Business Trends – One Page Marketi
ng Plans
Resources on Creating Marketing Plans