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- Description
- Table of Contents
- About the author
The library is a universal resource where knowledge and information meet. To advertise this resource and advance equal access in positive ways, libraries must develop strategies, campaigns, and messages that show they care about the lives of their diverse communities.
Empathy by Design: Empathy-Driven Marketing for Libraries offers step-by-step strategies for understanding why people visit the library and tailoring your marketing with personalization that resonates with users on a deeper level. It provides real-world solutions for understanding your target audience through empathy and demonstrates how to gather and use data to develop messages and programming that fosters meaningful connections and engagement. You’ll find ideas for understanding the customer journey, creating an empathic library brand, and creating empathy-driven marketing strategies, campaigns, content, and tactics.
Today’s library marketers should both understand the effectiveness of using empathy in marketing and use it as a radical tool for advancing our profession’s values of diversity, equity, inclusion, and access. The strategies outlined in Empathy by Design can give you the tools you need to make your marketing—and your library—more targeted and empathic.
Dedication
Acknowledgments
Preface. Crafting a Foundation for Empowerment and Change: Exploring the Use of Empathy in Library Marketing and DEIA Values
Overview of the Book
Terminology
Purpose and Audience
Chapter 1. Empathy in Libraries: A New Way to Engage with Your Community
What is Empathy?
Empower Your Library’s Marketing with Empathy
The Process of Empathy in Library Marketing
The Takeaway: Empathy in Libraries
Chapter 2. Leveraging Compassionate Library Marketing Practices through Empathy and DEIA Values
Empathy as the Foundation of DEIA Practices
Empathy and DEIA Practices Lead to Compassionate Actions
Cultivating Empathy through Practice
Tailor Your Empathic Marketing Approach to DEIA Values
Addressing DEIA Values
The Takeaway: Bridging the Gap between Libraries and Diverse Audiences
Chapter 3. Empathic Design: A Human-centered Solution
Empathic Design Explained
Why is Empathic Design Important?
Empathic Design in Library Marketing
Creating Messages That Resonate
Empathic Design Steps
Achieving Resource/Program/Service “Nirvana”
The Takeaway: Empathtic Design in Action
References
Chapter 4. Observation and Identifying the Needs of Users
Triggers of Use
Interactions with the User’s Environment
User Customization
Intangible Attributes of the Library
Unarticulated User Needs
Identifying User Motivations
The Takeaway: Observation and Identification of the Needs of Users
References
Chapter 5. Gathering Accurate, Reliable Data for Informed Decisions
Let’s Talk About Market Research
How to Begin Your Market Research Journey
Gathering User Feedback through Surveys, Focus Groups, and Interviews
Tips for Creating a Survey or Questionnaire
The Takeaway: Capturing Data and Marketing Research
Chapter 6. Uncovering Insights from Data: Reflection and Interpretation
Examining and Synthesizing Data from Market Research
Organize the Data into Groups
Addressing Equity for All Users
Organizing Data to Address Pain Points
Conducting a Needs Assessment for Empathic Library Marketing Solutions
Finding Your Target Audience
The Takeaway: Reflection and Analysis
Chapter 7. Brainstorming or Ideating Solutions
Brainstorming for Solutions
Setting up Ground Rules
Creative Brainstorming Strategies
The Importance of Brainstorming to Understand the Users’ Needs
The Takeaway: Brainstorming to Develop Solutions
Chapter 8. Crafting Empathic Library Marketing Solutions through Prototyping and Testing
Library Marketing Solutions (Ideas, Tactics, and Strategies)
The Differences Between Library Marketing Solutions, Channels, Campaigns, Goals, and Strategies
Comparing a Marketing and an Action Plan: Understanding the Distinctions
Crafting a Marketing Plan
Prototyping an Empathy-driven Library Marketing Solution
Testing the Effectiveness of a Library Marketing Prototype
Tools and Techniques for Continuous Improvement in Prototyping
Managing Continuous Improvement in Prototyping
Strategies for Communicating Library Marketing Prototypes
The Takeaway: Using the Prototype to Launch Your Library Marketing Solution(s)
Chapter 9. The FIRST Values Framework: Putting Empathy into Action or Empathy-Centered Library Marketing Strategies
Fellow-feeling
Identification
Responsiveness
Self-awareness
Thoughtfulness
The Takeaway: The FIRST Framework
Chapter 10. Evaluating and Measuring Success: Gauging the Impact of Your Library Marketing Strategies
How to Measure the Success of Your Library Marketing Solutions
Common Metrics for Measuring Success
Qualitative Versus Quantitative Evaluation Methods
Evaluating Library Marketing Effectiveness
Improving Library Marketing Results
The Takeaway: Gauging the Impact of Your Library Marketing Strategies
Appendix A: Empathic Library Marketing Solutions Toolkit
Empathic Library Brand
Conduct Research and Collect Customer Feedback
Create, Refine, or Revise the Library Mission Statement
Develop an Empathic Brand Strategy
Create an Outreach Plan
Communication Plan
Empathy-driven Marketing Plan
Appendix B: The FIRST Framework for Library Marketing Questions
Appendix C: Marketing Plan
Vision
Core Values
Executive Summary
Target Audiences
Situation Analysis
Marketing and Outreach Strategies and Tactics (or Objectives)
Brand Identity
Key Messages
Campaign/Action Plan Schedule/Timeline
Budget
Communication Samples and Prototypes
Assessment Results/Reporting/Evaluation/Indicators of Success
Media List
Glossary
About the Author