For my project marketing, I will take on several different methods to reach my target audience: Clover Hill High School students.
- Social Media: Instagram and Twitter
Currently, Clover Hill has an active Instagram and Twitter account used to advertise new books and events in the library. I would adapt a strategy, as Angela Hursh suggests in her YouTube video in order to ensure that there is a plan as to what types of posts are published at what times. I will also implement a linktree within the bio of the accounts to link to the library website and other online resources.
- Updates on Library and school website
Regularly updating the library website and working with the school webmaster to provide up-to-date information is essential. I would use this to highlight certain books each week (which are also posted on social media), as well as to provide dates and times for book club meetings and guest speaker events. Hursh notes, “You can do over-arching campaigns tied across channels” (Hursh, 2020), indicating the importance of connecting these online platforms.
- Announcements in school Canvas page, morning announcements, and weekly school newsletter
Currently, we have weekly announcements pre-recorded and posted to every student’s Canvas page on Monday mornings; this is a great way to advertise the existence of the program as well as dates for meetings. Likewise, morning announcements are a good way to share this information with the whole school.
In addition, the principal puts together “The Hill Headlines” every week and emails this google doc out to parents on Sunday afternoons. This is another opportunity to reach students through their parents to encourage participation in the program.
- Flyers
Assuming students are in the building, flyers are a great way to advertise upcoming events. Printing these on bright paper and cycling them out so that they stand out will be important. In the beginning of the year, flyers will be a great way to advertise the implementation of the program. Likewise, encouraging teachers to hang these in their classrooms will help viewership.
- Displays in Library
Utilizing the glass windows/wall on the outside of the library for displays will help entice students to come in and check out books associated with the program. “Communications that provide basic instructions or guides can be useful in convincing customers that they can easily learn to use the item” (Lamb & Johnson, p. 15, 2020). Creating displays at the entrance of the library will make it clear that the program exists and to find the relevant books.
In addition, it will be essential to review the effectiveness of all of these approaches. According to Moran and Morner, “Marketing is a valuable tool librarians use to demonstrate organizational effectiveness to funding sources; the evaluation of a marketing strategy addresses the question of ‘How are we doing?’” (2018, p. 135). Looking at what works and what doesn’t will help ensure success of the program and that the library is meeting the needs of its audience: students.
References:
Hursh, A. (2020, September 23). Five big reasons why your library needs a targeted social media strategy. [Video file]. Retrieved from https://www.youtube.com/watch?v=M9rdPz5I8Rs
Lamb, A., & Johnson, L. (2020, May 4). Message design, branding, and the library’s story. eduscapes: Marketing for Libraries. https://eduscapes.com/wp/marketing-for-libraries/
Moran, B. B., & Morner, C. J. (2018). Library and Information Center Management (9th ed.). ABC-CLIO.