Webinar Descriptions

Below are descriptions of webinars I have delivered. Unless otherwise indicated, these webinars are geared toward public, academic and special libraries. Length varies from 60-90 minutes and can be customized to your needs. 

COVID-19 and Trending Topics


Best Practices for Marketing Virtual Programs

Now that you have created an engaging virtual or socially distant program that meets your customers’ wants and needs, what are some best practices that you can use to increase awareness, participation and engagement? Whether your program is live or recorded, there are some simple steps that you can take to help your customers find, access and participate in programs. We’ll discuss concepts such as the “hub and spoke” model for digital marketing, “outside the box” program ideas for the post-COVID-19 era, how to encourage word-of-mouth marketing and how to continue to derive value from your program even after it is over. Join us for a roundup of best practices and share some ideas of your own.

Communication Strategies for COVID-19

Libraries are operating during an especially challenging time right now. Most libraries have closed due to the impacts of COVID-19. Like many other organizations, libraries had to close quickly, shift to a remote working model without much lead time, and pivot to offering “virtual” and remote services and programs. Throughout this process, libraries have had to communicate with customers and other audiences in new and different ways. Now, faced with the potential to reopen, libraries must shift their strategies yet again, while facing potential funding cuts as the result of an uncertain economy. In this web-based session, we will discuss the impacts of COVID-19 on how we communicate, what we have learned thus far, and how we can apply that going forward. We will also discuss communications strategies for reopening libraries, and how we can become more nimble and prepared for future potential disruptions.

Crisis Communications for Libraries

A crisis is any situation that threatens the integrity or reputation of your organization. This could include funding reductions, safety or security events or health issues at your library. In this webinar you will learn how to create a Crisis Communications Plan so you can be prepared and know how you will communicate in the event of a crisis. This includes who will communicate, what they will say, what audiences need to hear the message, and how you will reach them. We will also discuss the distinction between a Crisis Communications Plan and a Crisis Response Plan.

Marketing Library Services for Schoolchildren 

The COVID-19 pandemic has changed how schools operate, and with that, the children who have the greatest needs may be left behind. That’s where libraries can step in – by offering technology and internet access, digital literacy skills, educational support, access to reading materials, and other valuable services. In this session, we will talk about how you can use marketing strategies to identify the wants and needs of schoolchildren and their families. Then we’ll cover different strategies you can use to communicate with them about what your library has to offer in support of their needs. Finally, we’ll discuss one case study of a library-public schools partnership and how marketing contributed to its success.

Marketing Strategies to Use During Covid-19 Closures and Beyond

Digital marketing provides an opportunity for libraries to engage with people outside of the four walls of the library. Libraries have been using digital marketing tools such as social media, email and websites for many years, but we have typically relied on them for promotion, not engagement. In this webinar, we’ll discuss how to shift from promotion, which is a one-way conversation, to engagement, which is a two-way conversation. We will discuss strategies such as active listening, trending topics, analytics, social media as a customer service point, and much more. We will also discuss how to partner across campus to get your messaging out to broader audiences.

Offering Virtual Programming with a Marketing Mindset

Libraries have been offering programming for decades, and in many cases the model has been, “Let’s plan a program, promote it, and see who shows up.” This approach hasn’t changed much, even with the proliferation of virtual and streaming programs. In this session, we will discuss a method for planning programs that begins with the end in. Marketing starts with identifying your customer’s needs and wants, then developing programs and services to meet those needs and wants. We’ll discuss how to use research – quantitative and qualitative – to plan and market virtual programs that will engage your customers. We’ll talk about “bundling” programs and services for different audience segments. We’ll also cover how this more strategic approach can save time and resources for your library.

Social Media Strategies to Use During COVID-19 Closures and Beyond

Social media provides an opportunity for libraries to engage with people outside of the four walls of the library. Libraries have been using social media since its inception, but we have typically relied on it for promotion, not engagement. In this webinar, we’ll discuss how to shift from promotion, which is a one-way conversation, to engagement, which is a two-way conversation. We will discuss strategies such as active listening, trending topics, analytics, social media as a customer service point, and much more. We will also discuss the pros and cons for centralized and decentralized management of social media, and how governance and policy can be balanced with creativity and flexibility.

Strengthening Your Marketing During COVID-19

COVID-19 has created challenges for libraries How can we tell our stories, demonstrate relevance, and grow usership in the midst of shutdowns, closures and limited services? As the old saying goes, “never let a crisis go to waste.” These unprecedented times provide an opportunity for library marketers and their library professional colleagues to solve some of the “big problems” facing library marketing. We’ll focus on four key areas – programming, storytelling, social media, and email marketing – where greater collaboration between different areas of your library can yield better results and improve your marketing. With a lot of perseverance and luck, your library could come out of this crisis with stronger, more effective marketing and better relationships within your organization.

General Marketing and PR for Libraries


Back to Basics: Creating a Marketing Plan

Have you been tasked with doing marketing for your library, but don’t know where to start? Work is always easier when you have a plan. Fortunately, creating a marketing and communications plan doesn’t have to be difficult. In this session we will discuss how to create a simple marketing and communications plan for your library with audiences, goals, key messages and strategies. Then we’ll talk about how you can use that framework to create plans for special projects, programs, events and other initiatives. The more you can plan ahead, the easier it will be tor respond to requests when they come.

“Level Up” Your Library’s Marketing & Communications 

Tired of using the same old strategies for promoting your library’s services and programs, and getting the same, or diminishing, results? We will discuss ways you can “level up” your library’s marketing and communications efforts by identifying your key audiences, conducting an audit of your communications channels, developing an editorial calendar for your library, and seeking out partners to amplify your efforts.

Measure Your Marketing Campaigns With Google Analytics

Most library websites use Google Analytics, but is your library marketing getting the most out of it? Learn how you can use Google’s “Campaign URL Builder” to track the success of your digital marketing campaigns and provide valuable intel for your marketing and communications plans. This tool can help you help you answer questions such as, “Which marketing tools are driving the most traffic to our programs and services?” “How are library customers learning about our programs and services?” and “Where should we invest our time and effort in future campaigns?” This webinar will provide a basic overview as well as some tips and best practices to take back to your library.

More Than Programs: Marketing Collections, Spaces and More

Programs have become a popular offering among library employees and customers alike. However, most libraries spend the bulk of their budgets on three things: books, buildings and employees. So why do we spend the bulk of our time marketing programs? In this session we will discuss how to expand your marketing efforts to include and even prioritize other offerings such as collections, online resources, physical spaces and staff expertise. include. Using real examples, we’ll review how marketing and communications are essential to supporting and communicating a library’s strategic priorities. Finally, we will explore how this broader approach can actually help to strengthen your library’s reputation and brand.

Moving from Promotion to Engagement

Too often, when we talk about promoting libraries, the strategy resembles a megaphone. Tell as many people as you can as many things as you can about your library, all the time. True engagement is not a megaphone, it’s a two-way conversation, and though it requires more effort, it yields better results. In this one-hour session you will learn the rationale for shifting to an engagement strategy, as well as examples of engagement strategies such as active listening, customer feedback and stories of impact.

Putting the “Relationship” in Media Relations 

Libraries rely on earned media coverage as a way to get the word out about their services and programs. However, as the media landscape shifts and shrinks, we can no longer rely on traditional tactics like press releases to garner media coverage. Using case studies, we will look at ways to build relationships with reporters and producers at traditional media outlets, as well as the entrepreneur-minded owners of new media outlets. We will talk about the importance of reaching out to potential media partners before we want something, so we can learn more about their goals and business models. Then we will discuss ways to work with the media to generate coverage and give it longer and broader life on social media.

Take Your Academic Library’s Marketing & Communications to the Next Level

Academic libraries face many hurdles when communicating with their constituents: barriers to email usage, challenges when collaborating with University communications, aligning with the University brand, working with other departments to reach audiences, and conveying a vast array of resources with limited time and resources. In addition, they have a responsibility to reach out to community audiences beyond campus. This session will provide clear strategies for how to map out all of your audiences, overcome the hurdles, and get your message out to the right people at the right time for maximum results.

The “Marketing Funnel” Approach to Customer Engagement

When marketing our libraries, w create and share messaging across many platforms such as email, social media, website, news media and more. But have you ever paused to think about the many ways your customers interact with your library outside of your promotional messaging? In most libraries, the policies, procedures and processes that dictate the customer experience are managed separately from marketing. But they shouldn’t be! After all, your marketing messages are promising an experience that your library has to deliver. If you’re going to keep your marketing promises, you need to think holistically, looking at every customer touchpoint from when they first become aware of your library to when they use your service. That’s where the “marketing funnel” comes in. Join us and learn more!

Welcoming New Customers to the Library

When was the last time you signed up for a library card? Most of us who work in libraries have had a card for such a long time that we may be out of touch with the new customer experience. When someone signs up for a library card, your library has a one-time opportunity to welcome them and make them aware of all the great services and programs you offer. This session will provide recommendations on strategies you can use to welcome new customers, get them engaged with your library and encourage them to use different services and programs. We will also discuss potential barriers that prevent new customers from signing up and/or using their card, and how to remove those barriers to increase engagement.

Why Marketing Matters

We who work in the library industry know that libraries are more relevant today than ever before. So why doesn’t everyone else know that? It all comes down to telling your story. In today’s environment, with so many different things competing for people’s attention, it simply isn’t enough to open your doors and wait for people to come. Libraries must market their services in ways that are compelling to their potential customers. In this webinar, we’ll discuss what goes into marketing your library, beginning with the audience in mind; how you can work within the larger framework of your college environment to get your message to the right people; and finally, how programs and events can be a part of your marketing strategy.

Courses


Webinar Series: Making the Most of Going Digital: Optimizing Virtual Services for Customer Engagement

1: Developing Virtual Programming
Libraries have been offering programming for decades, and in many cases the model has been, “Let’s plan a program, promote it, and see who shows up.” This approach hasn’t changed much, even with the proliferation of virtual and streaming programs. In this session, we will discuss a method for planning programs that begins with the end in mind. Starting with identifying your customer’s needs and wants, then developing programs and services to meet those needs and wants. We’ll discuss how to use research – quantitative and qualitative – to plan virtual programs that will engage your customers. We’ll talk about “bundling” programs and services for different audience segments. We’ll also cover how this more strategic approach can save time and resources for your library.

2: Best Practices for Virtual or Socially Distant Programs
Now that you have created an engaging virtual or socially distant program that meets your customers’ wants and needs, what are some best practices that you can use to increase awareness, participation and engagement? Whether your program is live or recorded, there are some simple steps that you can take to help your customers find, access and participate in programs. We’ll discuss concepts such as the “hub and spoke” model for digital marketing, “outside the box” program ideas for the post-COVID-19 era, how to encourage word-of-mouth marketing and how to continue to derive value from your program even after it is over. Join us for a roundup of best practices and share some ideas of your own.

3: Social Media Strategies to Use During COVID-19 and Beyond
Social media provides an opportunity for libraries to engage with people outside of the four walls of the library. Libraries have been using social media since its inception, but we have typically relied on it for promotion, not engagement. In this webinar, we’ll discuss how to shift from promotion, which is a one-way conversation, to engagement, which is a two-way conversation. We will discuss strategies such as active listening, trending topics, analytics, social media as a customer service point, and much more. We will also discuss the pros and cons for centralized and decentralized management of social media, and how governance and policy can be balanced with creativity and flexibility.

Five-Part Course: How to Build a Strategic Library Marketing & Communications Plan

  1. Kickoff session covering the “why” and “how” of creating a strategic marketing and communications plan. This would include the benefits of having a plan, the components of a strong plan, and a general overview of course objectives and expectations.
  2. Web-based session on how to identify audiences using the following categories: internal, external and funding stakeholders. Participants will begin brainstorming their unique audiences and we will review as a group.
  3. Web-based session on how to set goals and objectives, including definitions of each and how to construct a measurable objective. Will also incorporate content from previous session on audiences.
  4. Web-based session on developing strategies and tactics, including an audit of existing communications/marketing channels and an exploration of new or potential channels. Will demonstrate how to align strategies and tactics with goals and objectives from previous session.
  5. Web-based session on how to pull all the components – audiences, goals, objectives, strategies and tactics – together into a comprehensive marketing and communications plan. Will include case studies illustrating how the process works in a real-world library environment. Finally, wrap up and provide additional resources.