Toolkit

already know your program, your goals, and your audience. Take a few moments
to think intentionally about matching your objectives to the appropriate vehicles.
See the chart listed under “Communication” in the “Tools and Resources” section
of this toolkit to help with this exercise.
Working with Others
Other people can also help share your message with those who need to hear it.
Marketing communication involves assessing the needs of your community and
describing through words or actions how your school library program meets those
needs—working with others is the key to making this happen. Whether by word of
mouth, presentations at meetings, through relationships, or via social media, your
interactions count.
The relationships you’ve built with other people in your school and community—
as discussed in the “Advocacy” section—are a good place to start. Your students,
parents, colleagues, and district and community leaders can all deliver your message
and be vocal proponents of your library program. However, this kind of teamwork
requires sustained investment and a commitment to hearing the input and serving
the needs of your constituent groups.
Practical Suggestions for Working with Others
Marketing Your Program Inside of Your School
• Form a Library Advisory Committee composed of representatives from
various stakeholder groups in your community (i.e., students, teachers,
administrators, staff, parents, community business leaders). Seek their
input and perspective on goals, objectives, and major initiatives of the
school library program.
• Create a mission statement for the school library program that is aligned
with the school’s mission and display it proudly—and prominently—in
the school library, on your website, and throughout the school.
• Share powerful but brief success stories—in staff meetings, publications,
on the website, whenever and wherever possible. Keep success stories brief
but make sure they are powerful. Spontaneous opportunities to share
success stories, when you have only a “minute to win it,” are often referred
to as “elevator speeches.”
• Send welcome packets to new administrators, faculty, and staff at the
beginning of the school year. Include a library brochure of services, a
bookmark, and a survey of needs. One school librarian in North Carolina
offered treats in exchange for completed surveys that helped her plan for
the upcoming year.
Communication 27