Library Marketing Institute

[via NYLINE Listserv]


In partnership with the Ad Council of Rochester (ACR) and the New York Library Association (NYLA), the Rochester Regional Library Council (RRLC) will be offering a special six-session course specifically designed for libraries. The ACR will take academic principles of marketing and communication and apply them to different library circumstances, goals, and objectives. These topics include, but are not limited to:

  • Why marketing is essential to a library’s success
  • Finding the link between marketing and the strategic goals of a library
  • Identifying and prioritizing target audiences
  • What is your brand? (Hint: it’s a lot more than your logo)
  • Your brand and customer service
  • Library positioning / messaging
  • Outcomes and goals / Research and assessment
  • Strategy development and planning
  • Budgeting for marketing
  • Tactical implementation, with practical tips on public relations, advertising, direct mail, e-marketing, social media, etc.

All types of libraries are welcome to participate. The principles will be appropriate for all library types – diversity among the group will only aid participants’ learning. The target audience for this includes library directors, assistant or associate directors, library trustees, and public service or outreach staff.

The Institute will consist of six full-day class sessions, with reading assignments and exercises to be completed between class sessions. An online forum will be established to facilitate communication among members of the group and the instructor.


The full-day sessions fall on Wednesdays each month:
– October 13, November 17, and December 15, 2010; and January 12, February 9 and March 16, 2011

It is expected that all registrants are committed to attending all six class sessions. All classes will be held at the Rochester Regional Library Council.


$300. This includes morning coffee and lunch on each class day. Members from any of the NY3Rs and all NYLA members are welcome to register and attend at this special member rate. Participants will receive a certificate of completion.


To register for the Institute, please visit and click on “Register for Courses”. If you are a first-time visitor to the RRLC website, please call the office at 585-223-7570 to set up a username and password for the registration system.

Payment may be made by credit card or by check. All checks should be made out to the Rochester Regional Library Council. If paying by credit card, you will complete an online form.


Since 1950, the Ad Council of Rochester has been the country’s only community-based service organization committed to bringing voice to community issues and needs in partnership with nonprofit organizations from all segments of the community. We serve our one client – the community – by creating impactful public service campaigns and building capacity within the nonprofit organizations we serve. This is possible through the generous support of 31 local media outlets, 75 local businesses, and a cadre of over 350 dedicated volunteer marketing professionals.

Fairport Public Library
Geneva Public Library
Hamlin Public Library
Macedon Public Library
Memorial Art Gallery Library
Mendon Public Library
Monroe County Library System
Nazareth College Library
Newark Public Library
Pioneer Library System
RIT Wallace Library
Roberts Wesleyan College Library
Rochester City School District Libraries
Rochester Regional Library Council
Seymour Library, Brockport
Sodus Free Library
St John Fisher College Library
SUNY Brockport Library
University of Rochester Medical Libraries
ViaHealth Museum & Archives


Adrienne Frank Cavallaro joined the Advertising Council of Rochester in January 2005. Her responsibilities have included managing public service campaigns, membership development, grant writing, government relations, program delivery, and volunteer recruitment and retention.

During her time at the Ad Council, Adrienne has worked with dozens of libraries and library systems, helping them with strategic planning, brand development, communications planning, positioning, and creative problem-solving. In collaboration with RRLC and Pioneer Library System, she has delivered several educational trainings for all types of libraries. She draws on her marketing background as well as her years as a Page at the Seymour Library in Brockport and as a Reference Desk Assistant at Nazareth College.

Adrienne is a marketing communications professional with 10 years of nonprofit experience at organizations such as the Greater Boston Food Bank, the American Red Cross of Massachusetts Bay, and Prevention Partners.

She is a graduate of Nazareth College, where she double-majored in English and Religious Studies and earned a concentration in Professional Communication & Information Design. She also has a MBA from the Simmons School of Management in Boston.

Guest Instructors will be invited to present on specific areas to broaden the class’ perspective. These presenters will be drawn from the Ad Council’s rich network of professionals in the marketing field.
This program is sponsored by the Rochester Regional Library Council and the New York Library Association, and supported by Regional Bibliographic Data Bases and Interlibrary Resources Sharing (RBDB) funds awarded through the New York State Library.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s