Introduction:
The Library Marketing Toolkit is designed for use by Library Managers, Directors, Library Trustees, Library Employees and Friends of libraries who want to enhance their patrons' experience. As a long time library advocate, fundraiser, grant writer and former Director - I hope you find this toolkit helpful and will use it to help increase awareness of your vital services. Part 1 features products that will increase awareness of library services and opportunities in the physical environment. Subsequent editions will include print, broadcast media, political and on-line marketing.
The competition for the necessary resources required to fund libraries has become extraordinarily keen. The benefit of libraries to the public and academic research is clearly much greater than the intrinsic value of resources expended. However, without effectively marketing Library services so that relative value is common knowledge - branches are closed for lack of funding, library acquisitions are cut back, library hours are diminished and critical services to patrons are curtailed.
The products described have been tested for effectiveness in many commercial and non-profit environments. Commercial bookstores have long utilized library techniques to increase their visibility. Many of the products described are also used by bookstores to increase their visibility too. Libraries can be on equal footing by employing the techniques of both worlds and embracing the full range of marketing techniques available to get the word out.
Copyrighted © images have been provided courtesy of George Patton Associates - leading national manufacturer and
distributer of displays and Franklin Fixtures - manufacturer and installer of fine library furnishings.
Section 1: Outside Spaces
Exterior sign systems convey information and, along with the architectural features of your facility and conditions of your grounds, create an important and lasting first impression. You can take advantage of that first impression and inform your patrons at the same time by using these products and methods:
Outdoor Signs
Wall Mounted Signs
Exterior rated bulletin boards, also called tackboards or noticeboards are designed to stand up to the elements. Features such as extruded aluminum encasements and multiple door seals will help to keep water and debris out. Security doors and locks keep people from tampering with your notices. Exterior rated bulletin boards are a great way to post, present, and market messages, announcements, up-and-coming events and library hours.
Sidewalk Signs and Sandwich Boards
A-Frame Signs, also known as sandwich boards, are used commercially to promote, describe and sell products and services. They are extremely mobile - you can put them where the traffic is - and it is very hard not to notice them. A-frame signs can include added features such as poster holders, letter boards, and write-on surfaces. Sturdy aluminum 
construction will help to ensure durability outdoors.
Snap-open technology allows you to swap out posters and advertisements quickly. Some a-frame sign systems offer re-writable surfaces for daily changes. These marker boards are great for posting event notices, directions and other messages for your patrons. Like banners hung on a building, sidewalk signs displaying their vibrant advertisements get noticed. Many models of a-frame signs are very mobile - they can be simply folded up, rolled, or carried inside for storing. Some signs have water weighted bases that make them secure in the wind. Others have spring holders that allow them to withstand high winds by swaying and aligning to the wind direction.
Portability, versatility and ease of use makes this type of sign frame a great choice for marketing library services.
Illuminated Sign Systems
Illuminated sign systems - in neon style - backlit - or LED, get your library noticed night and day. Programmable signs in windows giving special notices or Open 24 hour signs for book drops are great ways to give direction.
Let your patrons know that you have a Notary Public on staff or that you have a drive through pick up and return. Tell them about all of your special services. Announce your upcoming board meeting or let them know that you are hosting a great guest lecture on thermo-dynamics. Harness the creativity of your staff and let them promote a question of the day. Have a contest to find the answer first. Get your patrons engaged and thinking.
Pole Banners
Banner stands offer a great way to market and advertise your library services or upcoming events. 
With bright, colorful custom graphics, banner displays can help draw attention in almost any environment. Outdoor banner stands are great for advertising your products or sponsors at sporting events or outside of your business.
Retractable banner displays are especially great for conventions because they are portable and easy to setup. Non-retracting displays often cost less than other models, while Expand Media banner systems are the highest in quality that you can buy. Outdoor banner stands offer a great way to advertise your library services and events at sporting events, fairs, or just outside of your building. Outdoor rated banner stands are durably built to withstand wind or adverse weather. Banner stands are available with customized graphics. You can proudly display your library logo and motto! The answer is blowing in the wind.
Outdoor Amenities
Brochure Holders
Use weather resistant outdoor brochure holders when you want to distribute materials such as tri-folds or leaflets outside of your library. Outdoor brochure holders can be a 24/7 marketing device for your library.
Trash Containers
Outdoor amenities are not complete without good trash containers, waste receptacles. Never create the opportunity for the passersby or patrons to leave their trash on library grounds. Covered trash containers keep out pests and help keep your grounds clean. Stray diapers, cigarette butts, and fast food remains should be out of sight.
Ash Containers
It is very likely that some of your patrons and maybe some of the library employees are smokers. Give them a place to dispose of their smoking materials safely. Keep the butts off your grounds. Many styles are available in steel and plastic that can match your architectural style and stand up to long-term use. The trash containers, ash containers will help you encourage library patrons and employees to pitch in and keep your facility litter-free.
Desirable features of ash containers include - oxygen-restricted designs to extinguish cigarette butts, that eliminate the need for sand or water - and minimal maintenance with easy-to-clean steel, lift-out pails.
Benches and Tables
In the springtime, people love to be outdoors. Give them a place to sit and read and enjoy the spring air. Durable benches and tables can accent your grounds and help create an inviting facility inside and out.
Section 2: Entryways and Lobbies
Library entries should be warm and inviting. You impressed them driving up, why should it be any different when they come in the door? Entryways, foyers, and lobbies provide numerous opportunities to direct your patrons, provide layout information, and set the mood for entertainment, education, socializing and information gathering.
Floor Standing Directories
A back-lit floor standing Library Directory, similar to the style used in malls, can be one of the most effective directory tools. The floor plan orientation is much more effective than a wall mounted floor plan, since the axis of orientation and perspective closely aligns with the building. Illuminating the graphics means the directory will be visible even in low-light conditions.
Lobby directories are available with features such as a 24"h x 36"w light box that will attract attention with bright illumination, anodized, powder coated aluminum bodies, clear acrylic bases and frames. Lobby directories, also known as directory stands, 
are perfect for anywhere else you need to display information.
LED light boxes have longlasting bulbs that use very little energy, illuminate from the side and work best with translucent graphics. Silver edges frame your graphics.
Many illuminated lobby directories are easy to update, and require no special tools to change graphics, so if your floor plan configuration changes, so can your sign. To insert a directory, or sign, you would simply unfasten the screws and remove the top acrylic plate; this will allow you to access the light box.
Then, you would unsnap the edges of the light box, insert your graphics and snap shut. Finally, replace the top acrylic plate and fasten the screws back into place. With its sleek designs and neutral materials, these lobby directories look great in almost any environment.
Wall Directories
Tack boards are the cork boards most people use for interiors to display notices while protecting the contents.
Cork board features include wood framed models that can be finished in various colors to match your decor. Aluminum framed cork boards can be a good fit with more modern settings. With multiple locking doors and varying widths, there are numerous configurations possible. Cork boards are also available with a fabric finish instead of the natural cork. Cork can also be painted to match or contrast your walls. Enclosed cork boards can be perfect for versatile directories - showcasing your library.
Section 3: Special Collections
Display Cabinets
Special collections need to be protected. However, if no one can see them, how special are they? Many styles of locking cabinets are available that can match modern to traditional and rustic decors. Locking lighted curio cabinets will proudly display your rare books and incunables, while keeping out dust and keeping your special collections from walking out the door.
Enclosed, built-in shelving units are available in many styles from many vendors. Corner cabinets and free standing box units are great additions, mobile, flexible and can fit where you need them to be.
Museum display cases
Also known as museum showcases, museum display cases are perfect for exhibits and show casing valuable artifacts. The cases are commonly used for displaying fine china, art, heirlooms, collectibles, acrylic figurines, lead soldiers, flags, jewelry, memorabilia, and thousands of other items. Got a Gutenburg?
Section 4: Marketing in the Stacks
In almost every library setting, other than virtual, the most prevalent feature is the stacks. There can be miles of shelving holding millions of books or a few hundred feet holds thousands of volumes.
When your patrons enter the stacks either seeking out a specific item they just located on the OPAC or merely to browse, you have an prefect opportunity to market your services - in fact you have many potentially perfect opportunities to use the ends and the tops of the ranges for display.
Basic marketing products for your stacks.
Range markers:
One of the best ways to market your collection is through the use of highly visible range markers. At a minimum, range markers should show the beginning and ending call numbers for your collection. But why stop there? You brought attention to the range marker so you have the patron's eye.Poster frames:
Poster frames are available in many styles including wall mounted, floor standing, hanging, swing open, snap open and much more. Snap frames selections are very popular and allow posters to be quickly changed in and out. The sides of snap frames snap open and closed to grasp your poster.
Movie poster frames - the same frames found in cinemas and movie theatres -are perfect to display the latest Indiana Jones poster or Michael Jordan reading for ALA. Use the ends of the ranges to display posters along with your range markers. Increase the visual experience.
Swing open poster frames are excellent for holding newspapers and other large graphics. Wooden frames create a classic, stylish appearance and showcase your favorite leaves.
Slatwall Displays:
Slatwall displays offer extraordinary flexibility in a system that can easily match your library decor. Slatwall is essentially a grooved, slotted grid system that can hold multiple types of displays. Acrylic frames can be used to display the biography of a featured author or explain a database related to your resident hard copy. Maybe you just received funding for a new wing or research project and use the kiosk to display a description of the funding and news stories announcing your success. Or perhaps you want to let patrons know their information rights and programs available to them through a series of posters.
You can even use a freestanding slatwall kiosk to announce information on all the happenings at your library.
End of the range slatwall systems can hold range markers, poster frames and more. Display your favorite ALA READ poster, while saving space. The flexibility of the system means when new information arrives, in whatever shape or size, you can place it where your patrons will see it. Make you library brochures visible and accessible.
Magazine Racks:
Wire magazine racks are lightweight and versatile. Durable and cost-effective, a wire display rack will hold all of those drop-off newspapers and keep your floors from being littered. Open shelf design encourages browsing.
In addition to book browsing layout space, three and two shelf high lower level stacks open up additional possibilities to promote you newest part of the collection. You can also use the surface to display -
Brochure Holders:
Brochure holders, also known as pamphlet displays, help to get your message out. There are all sorts of brochure holders including: single pocket, multi pockets, and rotating displays. Brochure holders can save valuable counter top space. They are available in materials including acrylic, plastic, wood, metal, cardboard, and glass.
Brochure holders or wire holders, are commonly used in retail settings, lobbies, offices, waiting rooms, or anywhere literature promotion is needed. You can customize them for your library and have them distributed off-site to tell other agencies and organizations about your services.
Tabletents:
Table tents such as those known as 'spindles' have card-holding inserts that span outwards from an integral spine. They can be fabricated from a single piece of clear acrylic and heat-formed various shapes.
Curio Displays:
Curio displays such as acrylic showcase, display case unique items and protect cherished awards, trophies, in a stylish manner. Clear acrylic displays will get attention, while keeping out dust and dirt.
Section 5: Media Centers
Media collections and new interactive gaming and listening centers have become more and more prevelant in American libraries. Of course, there are also thousands of computer clusters as the online information medium has proliferated. Use the techniques mastered by the booksellers to enhance access to your services and promote your collections.
patrons,
CD and DVD Holders and Accessories
You can display your latest DVD and CD acquisitions using a variety of displays. Styles include a-frames that present featured titles and racks of all shapes and sizes.
Investment in media has grown over the last ten years, why not display it with style?
Plasma and LCD TV Stands
Monitor stands, flat panel TV stands, plasma displays, LCD monitor displays, and wide screen tv stands can fit 12" to 72" wide flat screen lcd & plasma monitors. Adjustable monitor stands and flat panel TV stands, are designed to hold LCD monitor stands weighing from 30 lbs. up to 150 lbs.
LCD and Plasma monitor stands, also known as TV stands, should be manufactured with strong materials for stability and security. Using the stands you can display your promotional video clips, instructional pieces, and other video presentations. Mobile stands can be moved to where they need to be or stowed away to save space. Wall mounted holders can permanently and safely affix your LCD or plasma display to the wall. Models are also available allowing back to back displays to maximize space and visibility.
Widescreen monitor displays are offered with or without a "tilting" feature. You should try to present your monitors at the right height and angle to best be seen. Flat screen media displays are perfect for Universities, conference rooms and libraries. Virtual conferencing with a remote professor or a regional Wii tournament can all be facilitated using the right configuration.
Make sure that you use the VESA standards to determine what size of stand and configuration you require.
Section 6: Meeting Rooms - Classrooms and Auditoriums
Libraries are public meeting places, educational centers and government centers. Every group that uses your facility is potentially an organized advocacy group. If you meet their needs, your facility can become multi-purpose and even more essential to the community.
Podiums Lecterns and Pulpits
Podiums, also known as lecterns, pulpits and presentation stands, are a necessity libraries, colleges and auditoriums. Podiums can be used in a 
number of different settings and events such as, lectures, seminars, concerts and presentations. Treat your 
speakers to high quality traditional wood podiums. Customize your podium with a donor plaque on the front or back and your library logo. Solid wood podiums and wooden veneer podiums offer the traditional look and feel preferred by presidents, professors and preachers. Podiums with laminate finishes are a great lower cost alternative to solid wood without sacrificing the traditional look.
There are also excellent acrylic podiums on the market. Clear acrylic lecterns can be the perfect podiums and appear to take up no space while creating the illusion of a larger room. Acrylic pulpits, podiums look great for business meetings and motivational speeches. The surface can be etched to create a three dimensional logo.
Adjustable podiums work well for speakers of varied heights. There are also weather resistant outdoor molded plastic podiums, that will let your speakers take their show outside.
Sound systems, public address systems, tripod stands, and other podium accessories let your groups be heard. All presenters want their message to be heard loud and clear to everyone present.
Adding a Sound system to your podium allows your speakers to deliver a powerful presentation. Sound systems are available
wireless, on lapels, and with traditional microphones. 
Wireless systems will allow your presenter to move freely while giving a speech.
The world is becoming increasingly wireless and interactive. Battery powered PA systems are perfect to raise the power of your presentations and to keep you ahead of the sound technology curve.
Section 7: Galleries and Artwork
Libraries often have the opportunity to display artwork from students, patrons, donors and local art clubs. Having the right way to display artwork - safe and secure - may determine if you will be able to facilitate your local art groups.
Hanging Kits
Poster hangers
Poster hangers suspend your graphics from the ceiling. Poster hangers are affordable and available in chain or nylon.
Poster hangers and banner rails give you an easy method to change out materials from drop ceiling and maximize your display space.
Sign Standoffs
Sign standoffs come in three panel mounting styles: Through, Tamper proof, and Border. The "through" style means the sign panel requires holes for the sign supports. Once your graphic display is in place all that's left to do is screw on the standoff caps. The "tamper proof" style, which installs just like through standoffs, uses set screws to fasten the whole sign panel assembly together.
This can be an important consideration especially if you mount signage in public areas. The "border" style does not require holes since the panel fasteners attach to the edges of your sign. Standoffs, which are expensive-looking sign hardware, perform the task of elevating your artwork and graphic displays into elegance.
Sign Clamps
Sign clamps are the sign supports that many installers buy for displaying information signs and branding information. You can use sign clamps to elegantly display signs throughout your facility with matching finishes and styles. Sign systems should not only provide information about your library, they should also show your style.
Section 8: Offices
You have a new potential donor, a local business tycoon coming to meet the Director and the Board of Trustees. What can you do to demonstrate that you are professional and your library is a great place for a donation?
Business Card Holders
When organization is required, a display accessory can make a big difference to your business and to your customers. Business card holders, such as name card or card displays, help to promote your professionalism. The holders invite your patrons to help themselves and your business cards are out in front, working hard for you!
There are many styes of card holders: desktop, wall mount, or multi-purpose. They represent a minimal investment with an excellent return. Designer aluminum models are great for the offices and multiple-pocket units can be place anywhere in your library facility to promote local business opportunities. Multi-purpose business card holders, also called advertising displays, can hold your cards along with flyers. This is a great way to feature your latest speaker.
Section 9: Retail Operations
Large and small libraries have been looking for ways to increase their revenue. The small book sale on a cart has been replaced by major bookselling events and even full-time retail sales staffed by volunteers and paid staff. How do you make sales appealing? How do you learn the lessons of full-time retail environments? How do you maximize the profit and value of the space that you designate for 
sales?
Retail Sales Displays
Retail sales displays are designed to be ergonomic and show off the books, bookmarks, mugs, library bags and book related items. Use proven designs to increase your cash flow and ease of operation.
Cash Boxes
Cash Boxes provide a safe place for your cash and valuables. Safety cases, security boxes, and other banking supplies are an affordable and effective way to ensure the safety of your library cash funds. Cash boxes are available in many different sizes and styles.
Features include removable plastic cash trays to organize and separate money and valuables. You might consider fire retardant cash boxes that can preserve paper contents up to 750°C. Using a cash box system also helps to remove the opportunity to miscount or mismanage funds. Keep your credibility as an institution safe, by keeping your funds organized and protected.
Section 10: Food Services
In the mid 1990's, there was still a furious debate about whether food should be allowed in Libraries. Then, in the name of learning and hydration, covered drink holders were begrudgingly allowed by preservationists. Soon after the major chain bookstores started putting in full blown coffee shops and bistros along with providing story-times and author events. If retail book sellers could have food around new books, why would libraries be any different? Enter the era of the Library Coffee Shop. Now, from East Coast to West Coast, from Academic to Public, libraries are featuring food and drink - for profit. The Library Coffee Shop, along with creating cash flow, appeasing the hungry patrons and providing a bit of respite for the weary library worker - also present numerous marketing opportunities.
Table tents have been used for years by restaurants and bistros for advertisements showcasing specials and other food and drink lists. Printed cards on stiff card stock are easily inserted into any number of displays. Cards are easily changed to handle your changing message. 
There are flipcharts and spinners, menu stands and a-frame signs. With full color printed cards as your advertisements, your patrons can't help but notice. They are always on display.
Sign placement is all about location. This sign style can also be used in the stacks. Tell them about your latest fund-raising efforts, your newest speaker and your latest acquisitions. Give them a lesson in Dewey or LC!
Bulk Food Dispensers
Bulk food dispensers that portion control dry foods and coffee can also be used to market your library. Name a coffee blend as a theme. Call your candy by color. With changeable name plates, you can keep them thinking.
Section 11: Circulation & Reference
Circulation and Reference services are the keys to library services and the front lines of marketing.
Led Displays
Use LED displays behind the Circulation Desk or above your Reference and Information Services. Programmable LED displays can get your message across. Use trivia to keep them thinking, remind them about your latest speaker, let them know when you are closing - Five Minute Warning - and more. Changing messages keep the public engaged.
Crowd Control
Crowd control stanchions, posts and barriers are great for busy circulation departments. You can even connect a sign to the stanchions to let them know that they need to have their library card ready. Or set up a brochure holder that gives them instructions on how to get a library card.
Keep your patrons moving in an orderly fashion using retractable belt or traditional crowd control stanchions. Crowd control stanchions help maintain and facilitate an orderly environment - there is little question who was there first. Crowd control stanchions help guide your patron to the exact service point they need. Have one set for self-check out and another for those who want face-to-face service.
Stanchions can be retractable belt or traditional rope & post style. Retractable belt stanchions are better for quick changes and areas where versatility is key. Traditional rope and post stanchions are more upscale looking and give a classic look to your elegant check out area.
Public control post systems such as Tensabarrier stanchions and posts are perfect for guiding your patrons in the right direction. A stanchion post can be one of two major styles. The most popular type of stanchion post is a retractable belt stanchion. The retractable belt, Tensabarrier stanchion is versatile since the posts can be set to varied widths. The 2nd style is a crowd control rope and post. The crowd control rope and posts have a more traditional, classic look but are less versatile.
Section 12: Childrens Rooms
Children's rooms need to be extremely versatile. Often, the highest traffic with the greatest usage of materials, Children's rooms can be the first place to promote library services, collections, and reading. Floor plans that allow for flexible use of space can allow to keep your displays interesting, appealing and multifunctional.
Mobile, dry erase white boards
Whiteboards or portable blackboards offer versatility and mobility. Double-side dry erase boards, white boards, let you keep information that you need on one side, 
while still allowing you to write on the other. Portable marker boards are great where you do not have much available wall space and wheeled units can be placed anywhere in a room, moved to where it is needed, and easily stored away when not in use.
Marker boards with magnetic surfaces let you mix the media for a collage effect. A ledged board will hold your markers and erasers.
Snap Frames
You can make your graphics changeable with snap frames. Change out posters for seasonable themes without tacks or tack. Roll up the replaced graphics and stow them away for the next season. Poster frames can feature a locking device to prevent tampering and damage from occurring and include anti-reflective overlays to keep sunlight from hindering the visibility of your artwork as well.
Snap-open poster holders and sign frames, allow you to easily change your graphics in minutes. Using snap open technology to change your graphics - you simply unlock and snap open the bottom edge, then the two sides, and the top edge last. Snap down the four edges in the reverse order (top, sides, then bottom last), and replace the allen lock to once again secure your graphics.
Prize Wheels and Raffle Drums
At the end of your summer reading program, your participation was great and many friendly donors provided gifts to reward your diligent and engaged new readers. A changeable prize wheel or a raffle drum is a great way to make distribution of awards and gifts exciting and fair. Prize wheels with templates can be modified for each event, describing your featured giveaways.
Prize Wheels and Raffle Drums are great on-site resources for any of the groups that use your meeting rooms too. Is your Friends group holding a raffle? Are you having a staff appreciation day? Make it fun!
Section 13: Young Adult
Young adult areas are relatively new configurations for library services. They require creativity and sensitivity to design, plan and administer. Marketing to the young adult population sets the tone and stage for their future library interactions.
Section 14: Remote Advertising
ALA conventions, state Library Associations, Chambers of Commerce and the State Fair are just a few of the potential venues for remote advertising of your library services. Go equipped!
Table Runners and Table Skirts
Table skirts, such as table covers and throws, dress up registration and other public events such as voting events with presentable flair. Table covers, table skirts are one of the simplest decorative tools. You can drape them over banquet tables for instant results! Table skirting has fluted fabric that wraps around the perimeter of the table and attaches to a table top section of the same color with Velcro.
Table Covers, on the other hand, are simply table cloths. Table covers give full coverage over the sides of the table on 3 or 4 sides, depending on the style. Convertible Table Covers "convert" down from large to smaller tables, with full coverage on all 4 sides. Table Runners are smaller pieces of fabric often draped on top of table covers of a different color and used to accent. You may have custom printed logos and graphics printed on the front to highlight your library's name or friends organization.
Table covers make excellent mobile signs. They are lightweight and can be compactly folded - making transportation and storage a breeze.Human Billboards
Sign them up for library cards at the beach! The human billboard with brochure pockets is hands-free and mobile. It really attracts attention.
Conclusion:
These are just a few of the marketing ideas available to your institution that have been tested in some of the most dynamic retail environments in the world. You can make your library environments more competitive and better equipped to inform, educate, and entertain your patrons.
Solicite ideas from your patrons and employees. Use a suggestion box. Then, think outside the box and move those ideas forward.
Get more ideas here!
Robert L. Balliot BS, MLIS
rballiot@oceanstatelibrarian.com
401-396-2655
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