The Marketing Manifesto

Make it Your Public Declaration

Part of creating an image for any library includes defining the library’s belief system.

Marketing

• Marketing provides for research-based planning
• Marketing involves action: telling customers about available services and providing the expertise and support to make those services work
• Marketing allows choice
• Marketing focuses on the customer’s wants and needs

Public Relations

• Public relations views the library in terms of the community
• Public relations is part of every contact between library staff and customers
• Public relations is only one part of the “selling” process
• Public relations identifies library resources and makes them known to the public

Customer Service

• Customer service focuses on the “ultimate customer experience” possible in a library environment
• Customer service reinforces and improves existing services
• Customer service promotes an understanding and identification with library users
• Customer service responds to customer needs appropriately and conveniently

Staff Focus

• Staff focus is on the customer and the information needs of the customer
• Staff focus is active and proactive when responding to customer requests
• Staff focus is to be helpful, attentive, and accommodating at all times
• Staff focus is to create a safe and pleasant environment for all

“Customers are not captives. They will go elsewhere if not satisfied.” H. Baird Tenney

Image: guides.library.cornell.edu/HADM2243