Part F

Marketing and promotion

Children’s librarians should be strong advocates for libraries at national and regional leader level evidencing their impact and value for reinforcing reading and literacy skills. Children librarians are focused on their communities and able to engage children and young adults in the promotion of resources and services. Reading and literacy are vital skills in 21st century society and their value must be constantly reinforced. Children’s librarians can use marketing techniques to find out what their users need and to plan effectively to meet those needs. The library should also promote its services and resources to the children and the community.  Children and young adults can be encouraged to help promote library services and resources that are of interest and value to them, and volunteering can be encouraged.

Marketing is about anticipating and meeting customer needs. It is also about reaching customers and making connections. This will require effort and creativity by library staff to effectively reach out to groups and individuals who do not have a tradition of using the library or where there is no reading culture. Children’s librarians should be proactive in outreach work and not wait for the underserved to come to the library.  

It is important for the children’s library to develop a plan for promoting and marketing the library and its resources in the most appropriate way for the target audience. This could include the following:

  • Making positive use of print, electronic and communications media 
  • Use of social media to connect to children, young adults and families
  • Displays and exhibits
  • Effective interior and exterior signage and way finding 
  • Regular publications and the preparation of resource lists and pamphlets
  • Reading and literacy campaigns and author visits
  • Designing campaigns to meet the needs of children with physical and sensory disabilities 
  • Book fairs 
  • Annual library week celebrations and other collective promotional activities
  • Public-speaking activities and liaison with community groups

This list is not exhaustive and other marketing and promotional activities can be included depending on local circumstances.