Creative Library Marketing and Publicity: Best Practices

No matter the community that a particular library serves—small town, large city, or school or college campus—all need to find ways to reach out and connect with their target markets. Discovering new approaches and gaining insights from a variety of institutions can help personnel to build and enhance their own marketing plans and increase the effectiveness of their library's outreach. This is the strength of this collection of case studies gathered by Lackie (librarian, Rider Univ.; coauthor, Identity Theft) and Wood (emeritus, Pennsylvania State Univ.; Health Sciences Librarianship). The 12 investigations come from libraries large and small, public and academic, with marketing budgets of all sizes. Many describe holistic approaches to organizing a library's marketing strategy, while others detail very specific programs or activities individual libraries have found successful in reaching a particular audience.