Course:LIBR 570: Marketing in Information Organizations
General Marketing Resources
UBC Library Marketing LibGuide
- List of best databases/tools to use when developing a marketing plan
- Industry & Market Research
- Marketing Mix information
ACRL Library Marketing and Outreach Interest Group LibGuide
- "The conveners of ACRL’s Library Marketing and Outreach Interest Group have put together a growing beginner’s marketing guide that includes groups to join, blogs and websites to read, free and low-cost graphic design tools, collections of free images and icons, and other resources that spark inspiration when you have hit the proverbial creativity wall."
UBC Small Business Accelerator
- "The Small Business Accelerator offers free online access to reliable business information and tools for secondary market research for BC businesses and entrepreneurs. This initiative is led by UBC Library’s Irving K. Barber Learning Centre."
- This site includes a wealth of resources that can inform marketing plans, including:
Library Marketing Sites
- Ad/Lib: Library Advertising, Marketing & Branding
- The 'M' Word: Marketing Libraries
- Super Library Marketing: Great Marketing Ideas for Libraries Everywhere
- ACRL Marketing the Academic Library
- Association of European Research Libraries: Expert Tips for Marketing Your Library
- Ned Potter (author of the Library Marketing Toolkit) Blog and Website
Library Design Websites
- Librarian Design Share: "Inspiration for library creatives"
- Library Marketing Design:"Select Projects, Resources, & Related Issues for Designers of Library Communications"
- Designing Libraries: "A resource for library planning and design, a database of library buildings and a marketplace for services"
Marketing Strategy
General Resources
UBC Library Industry & Market Research LibGuide
- An overview of strategies and tools to assist with your situation analysis.
Segmenting
- Enables users to develop interactive thematic maps and reports using Canadian and US demographic, business, and marketing data.
- Official government source for statistics on many aspects of Canadian life.
CANSIM (CANadian Socioeconomic Information Management)
- Government source that contains data on many aspects of Canadian life, including population, language, income, product sales, and much more.
Marketing Mix
Promotion
UBC Library Marketing Research Guide: Promotion
Anything Merchandising Guidelines
People
ALA Customer Service in Libraries Page
Marketing Plan Resources
- New Mexico State Library: Library Marketing Plan Workbook (PDF)
- Decisions skills, "Creating SMART goals: quick overview" (video)
- International Association of Business Communicators (IABC) award-winning student communications plans. These are high-level summary plans 2-3 pages, but provide a great starting point for examples of marketing and communications plans:
Project Management Tools
- IntelliCraft Research: Mind Mapping for Library Marketing Planning
- Trello - project management tool
- MindTools
Implementation
- Project brief template (UBC Sauder)
- Creative brief template / "Take to Market" template (UBC Brand and Marketing, 2017)
- Post-implementation review template (UBC Brand and Marketing, 2017)
Social Media and Analytics Tools
- 5 Minute Guide to Twitter Audiences by Brandwatch.
- Later. Get tips, valuable insight and trends for how brands are using Instagram. Daily or weekly basis emails, as well as a blog.
- Hootsuite. Online platform for managing social media accounts (up to 3 social media accounts available in the free version). They also offer a great certification program for social media advertising, marketing on social media, and videos on how to use the platform to get great results (some courses free, some paid).
- Google Analytics. Free online management tool for tracking activity on your website(s). They also offer free online academy courses to help you set up your dashboard, make sense of the data, and learn about the more advanced features of the program.
- Klear. Social insights for influencer marketing. Some free tools for finding influencers on Twitter, Instagram, Facebook and YouTube.
- Social Mention. Searches social networks for blog, microblog, image, and video content related to the search term you provide. Currently free.
- SumAll. Free to connect two social networks, plus a paid version for more accounts.Provides combined insights about your followers, interactions, and engagements.
- Mentionmapp. Connects to your Twitter network to scan who mentions you the most, who retweets you the most. Tracks the impact of your brand across Twitter. Free for 15 searches per month, plus paid plans.
- MailChimp. Send customized emails en masse, easily manage subscriber lists, and track analytics of open rates and click through rates for emails. Check their 2018 Benchmarks guide for analytics tips.
Free Design Tools and Resources
- Canva: Simple DIY design tool. Good for social media posts and small posters.
- Piktochart: Good for print or digital design, plus infographics
- Infogr.am: Infographic maker
- Venngage: Infographic maker
- Pixlr - "A free online image editor"
- UBC's Small Business Accelerator Graphic Design section has a great list of free tools, visualization software, stock image sources and more that can be used to create attractive designs.
- Five Minute Guide to Better Typography. Tips on making simple design changes using text bolding, structuring and more.
- Muzli Design Inspiration. Advertising and promotional campaign eye-candy. Get inspired with these designs.
Marketing Books, Podcasts and other Resources
- Seth Godin. This Is Marketing: You Can't Be Seen Until You Learn to See. New York: Penguin Books, 2018.
- Alfred Hermida. Tell Everyone: Why we share and why it matters. Doubleday Canada, 2014.
- Joe Lazauskas and Shane Snow. The Storytelling Edge: How to Transform Your Business, Stop Screaming Into the Void, and Make People Love You. Wiley and Sons, 2018.
- MOZ SEO. The Beginner's Guide to Search Engine Optimization. 10 Chapters, all free online.
- HubSpot. Blog with weekly email option. Marketing tips, software reviews and trends for marketers.