This document discusses using social marketing techniques to promote library services and resources to diverse users. It begins by defining social marketing and its focus on understanding user wants/needs. Examples of successful social marketing campaigns like "Click it or Ticket" and anti-smoking campaigns are provided. The document then outlines the key steps to developing an effective social marketing campaign: choosing a target audience, selecting a specific desired action, crafting a message that appeals to audience values and offers an immediate reward, and identifying optimal communication channels and times. Attendees are guided through applying these steps to develop a hypothetical library marketing campaign.

4. B. Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible.“-- Katya Andresen Robin Hood Marketing “ In the information age…Libraries of all types are redefining who they are and whom they serve in a complex algorithm of changing informational infrastructures and shrinking budgets and financial resources. Marketing as a process, provides a mechanism to assist libraries in this evolution.” Lee, D (Fall, 2003) Lib.Adm.Manage.17:4

5. “ Social Marketing’s advantage…is its single-minded focus on understanding who people are and what people want as the key to providing …products, programs and services.” [Smith, 2008.SMQ 14:1,93] "complicated issues" like preventing forest fires pollution drunk driving

9. War Bonds - An early Social Marketing Campaign Example

10. A. Social Marketing Today

11. B. Social Marketing Today ->Journals Social Marketing Quarterly The Social Marketing Institute -> Consultants Fearless Future ->Listserv -> Conferences Social Marketing -> Bibliography attached at the end

14. A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months

15. Important change in message From: To:

17. Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In 2006, a court found that tobacco companies manipulate nicotine levels to keep smokers addicted

18. Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry

21. SIDS Success Little information Simple Action Variety of channels

22. https://energystar.gov/index.cfm?c=about.ab_index

23. First step : choose narrow target audiences and do tons of research

26. Your turn: choose your target audience

28. Second step:choose an action Go beyond awareness to action Choose specific and feasible action

29. Sample action 1

30. Sample action 2

31. Sample Action 3

33. Third Step: begin crafting message with reward that is directly related to target audience

34. Teens want to rebel In Your Face campaign

35. It’s about your audiences values

38. Core Calendar Opportunities New Year’s Eve Prom/Graduation Super Bowl July 4th CPS Week Labor Day Spring Break Back-to-School St. Patrick’s Day Tailgating BUA Week World Series - Halloween Alcohol Awareness Month Thanksgiving Holiday Cinco de Mayo 3D Month

39. Optimal time: Place

40. Optimal Channel and Best Time