Monthly Marketing Idea: Spread the word with a press release

When launching your digital collection, it's important to get the word out and start marketing. We've shared many promotional ideas in the past about using print materials, events and social media to help raise awareness about your eBooks. But one of the simplest and most cost effective marketing tools is a press release. For public libraries, a press release sent to local blogs, newspapers, radio and TV stations can alert your community that the library card in their wallet is a pass to a large collection of free digital titles. It may also bring in new users who don't currently have an active library card. They might live within your district but not within a convenient drive to a local branch. Maybe they work long hours and can't get to the library during business hours. Reading your press release in the paper or seeing a story on the news could be the catalyst that encourages people to get a library card and try your digital collection for the first time. For schools and academic libraries, a press release serves a different function. Issuing a statement to your community that your school now offers eBooks for all students highlights your dedication to technology and your forward-thinking investment in the future. In this case, reaching out to your community isn't about getting the URL to the masses since only your students and faculty will have access. The goal is to focus on this enhancement for your student body and gain positive publicity for your school at the same time. Remember, a press release is a vital part of any marketing campaign when first starting your digital collection, but it doesn't have to stop there. You can issue press releases for eBook-related library events, new format additions and exciting site enhancements. In the Partner Portal, you'll find sample public relations templates that can be edited and customized to share with local media. We also have communication templates for library and school newsletters and other internal memos and emails.   Melissa Marin is a Marketing Specialist at OverDrive.

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