I’ve been thinking of this as the LMCC issue, because all three features are written by people who were accepted to present at last November’s Library Marketing and Communications Conference (https://www.librarymarketingconference.org). While there, I spied a few sessions that I knew would benefit MLS readers. So I asked the speakers if they’d be willing to turn their presentations into articles. I’m so glad they said yes—and I think you will be too. As if that’s not enough, there’s another insightful AdTech Tools column that will help you level up your marketing. Don’t miss it!

Examples to Emulate

Communicating the Value Proposition at Syracuse University Libraries
By Cristina Hatem
It’s vital to consistently communicate your libraries’ value to all of its stakeholders, whoever they are. At Syracuse University in New York, there are numerous audiences to reach. But Cristina Hatem handles them all, and in this cover story, she illuminates the strategies, tools, and tactics she uses for each situation. Which actions from her long list might you want to add to your own?

How-To

Convincing Colleagues to Move Beyond Print Newsletters
By Sarah Ormeo
Usually, marketers face reticence when trying to get co-workers’ buy-in for changing the status quo. And if you’re trying to upgrade a printed publication that’s “something we’ve always done,” the task can be even more challenging. But there is hope! Sarah Ormeo shares how she worked for more than a year to move her academic library at the Colorado School of Mines toward electronic communication.

How-To

Decreasing Program Fliers Without Decreasing Attendance
By Hannah Simpson
It’s a “universal truth” in libraries that program planners want to have individual fliers and promotions created for every little thing they do. This can make marketers’ jobs overwhelming, if not impossible. After being inspired by a session at LMCC 2019, Hannah Simpson overcame this problem by creating Canva templates so her co-workers at the Delaware County District Library in Ohio could make their own fliers. She solved her problem and came back to share the solution with others.

AdTech Tools With Trent

Using Ad Attribution Tech to Measure the Effectiveness of Digital Advertising
By Trenton Smiley
Columnist Trenton Smiley introduces MLS readers to the concept of ad attribution. He explains how radio and TV stations can now combine their technology with library analytics to measure how many clicks happen on library sites following the airing of each digital advertisement. This tracking shows the advertiser which time slots and programs bring in the most clicks from each of the library’s ads. His stats prove that this feature is a real game-changer for spending ad dollars wisely.