Management: Promoting Materials

Promotion is an important element of audio and video collection management.

Promotional activities are often tied to using materials more effectively. For example, you can advertise your collect with posters, brochures, and good signage. Simple things like well-labeled shelves, colored icons for each media type, and shelf label recommendation such as "science fiction lovers must see" can promote the collection. Also, be sure that patrons clearly understand the checkout procedure and how to use the item.

Provide instructions on new technologies detailing operation of equipment or handling of materials. Bulletin boards and poster with generic messages about caring for DVDs and rewinding tape are also useful in promoting the idea of audio and video use.

Center Promotion

Promote your video collection by placing some items face-out so the video/audio jackets can be seen. Create shelf labels highlighting audio or video selections such as "if you liked... you've love..."

Also consider a bulletin board or display to highlight genres and attract attention. You might even set up a preview station to highlight a genre. Imagine a "how-to" instructional video display featuring your favorite titles along with an exercise mat, plant potting tools, or cooking supplies. How about a Native American center with audio and video along with a native rug, pot, books, and other materials? Consider a "jazz" area featuring music along with the book Bud, Not Buddy and the Ken Burns's Jazz DVD and CD series. Also remember holidays and specific topics of interest. Many centers rotate displays each month.

Some movies such as X-Men and Spiderman are based on popular comic books. You can create an fun display with costumes, videos, and comic books. Be sure to include drawing books. You can make other connections between books and movies. For example, display all the science fiction books and their matching movies such as The Lord of the Rings. The same can be done with children's books such as The Night of the Twister.

Some movies such as The Fugitive, The Day of the Jackal, and The Bourne Identity are remade and updated. Some patrons may want to watch the original and remake side by side. This would make a fun display.

Incorporate movies into programs. Go to Movie Licensing USA for ideas.

Integrated Promotion

Remember to incorporate audio and video materials into the regular library promotion plan. In other words when you organize Banned Book week activities, be sure to integrate audio and videos. Add media to your "new book" lists. When making a subject area guide be sure to incorporate a variety of media. If you're creating a pathfinder web page, be sure to incorporate sites with audio and video features.

Consider creating video, audiobook, video game, or music clubs along side your book clubs.

Outside Promotion

Newsletters, websites, and public service announcements are three great ways to get the message out.

Newsletters. Use the following examples for newsletter ideas. Look for the audio and video articles.

• The Source - An Edmonton Public Library Magazine and Program Guide
• Library Lines by Carolyn Hesselink from the Heartland Library Cooperative
• Library Media Center Newsletter (pdf doc) from DeKalb High School, IL
• Library Notes (Online) from Lisle Library District, IL
• Media and Technology Newsletters from the Missouri Department of Elementary and Secondary Education

Websites. Add a section to your website highlighting audio and video materials. For example, you might create an entry page for your audiobooks. Use the following links for ideas:

• Canton Public Library: Special Multimedia Collection: Audiobooks

Format Promotion

Many centers focus on promotion of specific formats such as the DVD movie or audiobook collection. For example, you might design a series of activities for National Audiobook Month in June. The Audio Publishers Association promotes this campaign.

Join a national Audio Book Club. Every other week, you get the beginning of an audio book to try. Listen first, decide if you like it. You can purchase the entire book online using the link in each day's email.

Donations and Grants

Besides marketing your program's services, you might also seek out donations and grants.

Funding is an increasing concern. Some people go to the community to request assistance with particular sections of the collection. Others look for grants.

• Grants for Audiobooks from Audio Bookshelf - This great webpage provides ideas and guidelines for writing a grant that involved audiobooks.

Look for donations of expensive items such as DVD series and abridged audiobooks. This is particularly true of HBO and PBS series such as Band of Brothers or Baseball. Busy people don't want to take the time to record them, but want to see the entire series in sequence. Once they've watched it, they may not be interested in keeping it. Remind people that these types of donations are tax-deductible.

Read the off-site article, Systemic Analysis (Marketing) and Media Librarians, by John W. Ellison and Kathy J. Lucisano. It discusses the rationale for systematic analysis, common barriers, and ideas for marketing. Also, explore the Library Media & PR website by Stephanie Stokes. It contains ideas and article for library promotion.

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