External Promotion, Networking & Partnerships

Several benefits to promoting the library externally were uncovered in the survey, including establishing the library as a community asset, attracting donations, establishing networks with library colleagues and other affiliated professionals, and to create a sense of ‘value’ in the collection and build a network of stakeholder advocates. It is beneficial to raise the visibility of the library not only to attract potential users, but to build a broad network of supporters, and to cement a solid public reputation. Encourage external inquirers, and make it easy for anybody to contact the library.

Below are some promotional methods, vehicles and activities which are recommended to promote library services and collections to, and to build relationships with, those external to your organisation.

Ask-a-librarian
Consider implementing an ask-a-librarian service. This could take the form of a live chat service, or just a simple online form.

Attend events
Attend relevant events with library related resources or handouts if appropriate, or as a networking opportunity.

Business cards
First-impressions are important, and your business card provides tangible information about you, your organisation, and your brand. Keep business cards on you at all times and hand them out whenever possible and appropriate.

Conferences
Consider what aspects of your work you might be able to present at conferences. Lightning talks can be as short as 5-10 minutes, and so the preparation for these talks need not be overly time-consuming. Presentations should not be limited to library conferences, try and appeal to other groups where possible: for example, why not highlight the opportunity for researchers to utilise under-used areas of the library collections. If you cannot present, lobby your organisation to be able to attend conferences or seminars as they are great professional development and networking opportunities.

Conferences
Present at conferences and events. Consider presenting to other organisations, rather than just library conferences. For example: if you have worked on a resource for engineers, try and present to an engineering group or body. Or perhaps take more of a GLAM focus.

Donor
Special collections are not only significant for their content, but also by the identity and history of donors. Highlight these connections and accompanying stories, and celebrate donors often as this will likely resonate with other potential donors. When a person or group donates a book or collection, take a photograph of the donor giving you that book or collection, then write a press release or blog post about it.

Front-facing
Explore or brainstorm ways to develop more of a front-facing presence. Make it as easy as possible for potential customers to find the library, both physical and online. If you do not have a front-facing physical presence, be sure to offer face-to-face appointments by request, and make it as easy as possible for potential visitors to request such appointments.

Fundraising and Philanthropy
Consider the opportunities for fundraising and appealing to philanthropists. For example: you may raise awareness of the need for funding for preservation or conservation work.

Listservs and email lists
Join as many relevant mailing lists and Listservs as possible in order to keep up-to-date with current and future events, and to share information with other interested parties. Such lists also contain a ‘hive mind’, so are a great place to share problems or seek advice, and also to make contacts.

Loans
Lending material free of charge to the media for inclusion in books, newspapers, documentaries or similar will often lead to an acknowledgement, which you can consider free advertising.

Networking
Be active and get involved in groups and committees where possible. Join and play an active role in national and regional professional bodies. By being active and visible you are promoting your library and your organisation, not to mention yourself. Talk to other librarians as much as possible, you can benefit from their ideas and experiences.

OPAC
Where possible, ensure the library catalogue is accessible from the organisation’s website. Alternatively, ensure that your holdings can be access online through Trove or WorldCat. Make it as easy as possible for potential customers to find your catalogue and search your holdings.

Outreach
When creating your marketing plan, you will consider how your products (in this case, your library services and collections) will be provided to customers. It is important to meet customers where they are, where possible.

Partnerships
Partner with local organisations, such as genealogical and historical societies, ‘friends’ organisations, and preservation societies.

Physical space
The library’s physical location within the organisation has the potential to increase awareness. Where possible, ensure that the library has an attractive reading room which is easily accessible to visitors. It is important to have a space where people can come and visit, you can host researchers and other external clients, and you can run sessions. The library’s physical space can be an important marketing tool and is an important first-impression for visitors.

Press kits
Assemble and send a yearly press kit or letter to reporters including material about the collections and the people who work there, and upcoming events and programs, along with your contact information and photographs. Journalists are always looking for opportunities for stories and for contacts who can be consulted as experts.

Press releases
If you have something newsworthy to promote, perhaps an upcoming exhibit or a recent donation, write and send a press release to members of your local or national media. Seek assistance from your organisation’s marketing and communications where possible.

Professional development
Professional development can also be an opportunity to build networks and make new contacts. Consider making personal visits to other libraries, for example: this is a chance to compare and contrast your service with other similar library, and to make new professional contacts at the same time.

Research
Conduct and share research related to your work, where possible try and get published in academic journals or trade magazines. Highlight any research that has been published where researchers have used your library or archival collections.

Research opportunities
Highlight under-used areas of the collection and invite researchers in to look these collections.

Resource-sharing
Is it possible to share resources with another library? Perhaps you can cross-promote events, services, collections.

Social programs
Raise the profile of the library and connect with clients in a fun and casual way through social programs such as book clubs. Galbraith & Smith suggest starting a book club dedicated to books about books!

Sponsorship
Consider sponsoring contests, such as art or essay contests, or providing bursaries or fellowships. As Galbraith & Smith note: ''“if your library has strong collections that should be attracting scholars beyond your local communities, then you need to think strongly about offering fellowships. For a modest investment, you may get a substantial return”'' (p.148). If some of your collection is featured in an exhibition, encourage your organisation to consider sponsoring the exhibition: this cost can lead to significant exposure, particularly if the exhibition is travelling.

Supporters
If your organisation has a ‘friends of the library’ group or similar, or an alumni base, consider or brainstorm how to active them as a source of passion and knowledge. Also, take suggestions from such groups: members may have ideas and suggestions fundraising, public relations, and outreach.

Testimonials
Collect positive feedback, such as letters and emails of thanks, and copies of acknowledgements in books and journals, so that the value external clients place on the library’s services can be demonstrated. As Currie notes: “Happy clients can become potential donors” (p.183).

Tour groups
Expand the number of tour groups visiting the library. Let your organisation’s marketing and communications department know that you are open to taking tour groups around the library, it may be possible to monetise tours, and these departments are often looking for activities for corporate groups, donors and stakeholders.

User guides
Everyone has a different learning style, and some patrons will prefer to read instructions rather than to ask or be instructed by a librarian. Provide as much information on any resources and services you can or do offer to external clients as possible and provide a user guide on your website, alongside contact information.

Volunteers
Consider using volunteers, crowd-sourcing and historical groups to assist in describing collections. For example: if you have a collection of photographs which need to be identified and described, invite interested groups or members of the public to assist. You could make a day of it, or a monthly event. If you have the time and resources you could copy the photographs and let visitors write on the copies.