Market your event
Ten tips for making the most of Libraries Week
- Target your marketing
- Build digital into your marketing
- Don’t forget traditional media!
- Have your own library channels
- Use the right tone, images and video
- Make use of your library’s resources
- A few simple web tools
- Libraries Week design, branding and materials
- Develop your audience
- Useful resources
- Be clear about who you want to reach with your marketing.
- Identify what you know about your target audience including what they’re interested in, what values they hold, what media they use and places they visit.
- Ideally understand their attitudes to libraries and their needs that you can meet.
- Identify how you can reach the audience you have including what contact data you have.
- Develop your offer, messages and presentation to appeal to your audience.
- Deliver your messages, monitor results, repeat messages and adjust as needed.
Talking to your audiences relies very much on being part of the community – both on and offline. There are so many good reasons to promote your activities online.
Online channels let your library have a visible and continuous presence in your community.
You can readily keep in touch with your users and get in front of new audiences; or engage directly with the people you really want to interest, such as local politicians, journalists etc.
Creating your own simple designs and marketing events online can be quick and free.
But above all, so many people rely on their devices to make plans and keep up with what’s happening.
With Libraries Week branding, templates and freely available tools it should be quick and easy to create high quality printed materials. Digital print companies deliver materials quickly and at relatively low cost.
- A Libraries Week promotional display outside your library or in the windows.
- Posters and flyers in local bookshops, community centres, coffee shops, doctors’ surgeries or anywhere else your target audience visits.
- Handing out flyers on the street (as long as you have permission).
- Your organisation and the printed materials it produces, perhaps it prints a magazine and you could run an advert promoting your Libraries Week activities.
It’s worth taking care to develop your online presence. As well as your organisation’s own website, it’s great if the library can be present on its own online channels, be it Twitter stream, Facebook or Instagram pages, a YouTube channel etc.
Event posting and blogging platforms are another great way to post your news and make your event discoverable online, and show up in other people’s news feeds. If you are regularly posting content and sharing links to your activity, you will more readily be found online – simple as that.
We’d encourage you to publish your Libraries Week events and share your information and activities as early as possible, so that you have time to promote and share the content.
Use the hashtag #LibrariesWeek so that you are part of the bigger conversation in the lead-up to and during Libraries Week.
Share news and updates in the lead up to and after any events you’re organising e.g. post photos, tweet about speakers and more details of activities, publish a graphic or event flyer etc.
Good visuals and an informal, conversational tone are key to standing out and getting people to engage on social media.
Showing your personality – and using good quality images and simple online tools to produce nice looking posts – is how you master social media and market to people in the process.
People expect to see good quality visually appealing adverts, videos, images and content on the web and on social media.
If you don’t have a library of relevant, good quality images to use in your marketing, there are plenty places where you can find great photos and visuals that you can use under a creative commons license. You can try these:
Use Libraries Week to generate images and videos for promotion during the week and for future marketing campaigns. We generally respond to people more than places in images and video – so make sure they include people and they showcase what you do in a positive and aspirational way.
No matter how big, small or resourced your library is, you have a goldmine of sources for pictures and content within the library and your community of users that you can use to create a real presence, show off what you do and engage people in your upcoming events.
It’s worth looking at how these library accounts combine images of the library collections, services, users, building and other assets with an easy tone to create interest in their news and special events:
Gloucestershire Libraries Social Media accounts
Orkney library on Twitter
IOE Library on Twitter
Leeds Libraries on Twitter
Newcastle University Library on Facebook
Bodelian Library on Instagram
You have so many ways to make an impact and produce high quality promotional material with free online publishing and design tools. Simple platforms to try include:
Canva: A great tool for bringing your campaign to life with the creation of banners posters and flyers made through a user friendly tool. The service provides you with a range of template sizes (eg banners for Twitter posts, A4 posters) as well as the option to create assets to your own custom sizes, bringing together text, photos and graphics. You can catch a tutorial aimed at beginners here
WordPress, Blogger, Wix: A blog provides a place where you can tell your community what’s coming up, how they can get involved and hopefully develop a more longer term relationship with them. There’s a range of blogging services available that you will be able to get quickly online without worrying about making changes to your library’s website.
Twitter, Facebook, Instagram: Libraries need to be where your users are and its no secret that people are spending more time on these three platforms. Twitter is great for making announcements about what’s going on, Instagram is great for more visually led content and Facebook will reward you pushing out more interesting stories and images.
Twitter Moments: a great tool to create a story by curating tweets. Make sure you promote your story to your followers and use #LibrariesWeek
Eventbrite: Eventbrite provides a user friendly solution if you want to run an event where you want to sell tickets or restrict numbers. The service is free to use for free events and there’s a relatively small charge for paid events.
Animoto: Video is becoming increasingly important on the web and Animoto provides you with a great tool for stitching your own photos and video clips together. This beginner’s guide will help get you started.
YouTube and Facebook Video: provide great solutions for sharing video content. YouTube provides embeddable links so that you can share your videos across a range of media whilst video content typically gets you higher engagement on Facebook than text and pictures.
Use our posters, templates and graphics and the Libraries Week branding to advertise what’s on and to help you get word out.
Help show your support for Libraries Week by changing your Facebook or Twitter header to the Libraries Week design. (Canva is great for making your own if you prefer). You can also add a Libraries Week autosignature to your emails.
Encourage your users and followers to take part and share their experience on the #LibrariesWeek hashtag.
All of our graphics can be used and shared online and on social media.
Everything you need can be downloaded from the website.
Do all you can to develop relationships with your audience by:
- Encouraging visitors to join the library, sign up to your email newsletter, attend an event and recommend the library to a friend.
- Encouraging social media followers to sign up to your email newsletter, to attend special events or visit the library.
- Identifying ways in which people can support i.e. by becoming a ‘friend of’ the library, by proving a quote or testimonial for your marketing, or contacting your local politicians or decision makers about the importance of the library.
- Libraries and social media: the activity is important, not the tool – Phil Bradley, 19 January 2015
- Marketing your library– Emerald Publishing
- CILIP PPRG Marketing Excellence Award winners
- Expert tips for marketing your library – Liber, 3 June 2013
- The library marketing toolkit, Facet Publishing.