It's often difficult to juggle promoting a library's electronic resources effectively at the same time as building basic visibility within the community it serves. Useful for librarians at any type of institution, this How-To-Do-It Manual guides readers through every step of developing, implementing, and evaluating plans to market e-resources in an approachable and user-friendly way. Kennedy and LaGuardia show how front line librarians can improve awareness of under-utilized resources and increase demand for more of the same, thereby encouraging increased funding.

Part 1. How to design your marketing plan : Determine the purpose of your marketing plan : What you can discover about your e-resources right now ; Speak with one message ; Everybody does the marketing ; Be mindful of competing interests ; Marketing makes your patrons smarter ; Gather the troops -- Fashion your marketing plan : Components of a marketing place -- Implement your marketing plan : Make your plan a reality ; Marketing your electronic resources can change your library -- Constructing your written marketing plan report : Write for your audience ; Address the components in your report ; Wrap it up -- Assess your marketing plan : First, take a good, long, hard look at your library website ; Then, take a good, long, hard look at your electronic resources ; Now, ask yourself assessment questions ; A rubric may help ; Marketing takes money, and assessing the marketing takes money ; Market your electronic resources ethically -- Revise and update your marketing plan ("lather, rinse, and repeat") : Give yourself time to think ; Revise your plan ; Communicate your successes or failures in marketing -- Part 2. Sample marketing plan reports : Example 1. Marketing plan from an all-electronic library : Statewide marketing and communications plan, NOVELny: New York Online Virtual Electronic Library -- Example 2. Marketing plan from a public library, sample 1 : Winnetka-Northfield Public Library District, "Building a buzz" -- Example 3. Marketing plan from a public library, sample 2 : Worthington Libraries 2012 communication and development plan -- Example 4. Marketing plan from a university library : Milner Library, Illinois State University 2012-2014 marketing plan -- Appendix 1. Milner Library logo -- Appendix 2. Activity planning feedback -- Appendix 3. Speaker assessment form -- Appendix 4. Target audience/specific media -- Appendix 5. Media contacts -- Appendix 6. Marketing timeline for standing annual activities -- Appendix 7. Public relation/marketing request -- Appendix 8. Flier posting information ; Mailbox stuffing information -- Appendix 9. Table tent guidelines for campus dining halls.