How attending the Library Marketing and Communications Conference Molded our 2021 Marketing Plan 

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Shayna Hibbard
Logan Regional Hospital
Logan, Utah

As a first-year attendee of the Library Marketing and Communications Conference in 2020, I was blown away.  After being placed in a library marketing role this past year, under a new manager, with changing job roles I knew I could use some help.  To say I was overwhelmed would be an understatement.  The medical librarian team within our organization was newly centralized with each of us taking on different portions of the work.  Where was I to start in getting acclimated in such a recently organized department in a new role under changing management?  Enter, the Library Marketing and Communications Conference 2020! 

One of my fellow marketing librarians shared information about a grant that would help to cover the expense of the conference and suggested we both apply.   After filling out a straightforward application about what I hoped to gain and apply from the experience, I was fortunate to be chosen as one of the recipients of the Library Marketing Professional Development Award  from the NNLM MCR.  This award included funding to attend the conference, inclusion in cohort meetings and discussions, as well as a mentorship piece which would include one-on-one meetings with a marketing mentor.  Given budget constraints in our department the chances of receiving funding to attend would have been nearly impossible.  This grant was truly a miracle in giving me the privilege to attend this conference and learn from my cohort and mentor. 

The speakers were inspiring with each one bringing a fresh perspective and insights to the many barriers and issues facing marketing librarians this past year.  From COVID-19 to budgeting bumps in the road to the ever-changing technology involved in marketing, these speakers covered how to approach these issues in a new light bringing digital marketing to the forefront.   

Being part of the 2020 Library Marketing Professional Development Cohort expanded my sense of community of this conference, especially when attending virtually.  It was great to share the experience with like-minded people and to be able to join in group discussions in a time when connection is so valuable.  It was great to see a familiar face online or recognize a name or two within the masses.  Through the cohort experience I was able to gain from the input of others and build relationships with colleagues across the United States.  

The mentorship portion of this experience was incredibly valuable as well.  Jim Staley did a remarkable job of walking me through processes and helping me see the bigger picture when creating a marketing plan.  It was great to be able to learn from Jim and get a different perspective on what marketing means.  I never realized how universally marketing tools could be applied.  Whether in the sales and business world, or in the medical library arena, many of the approaches were the same.  It was amazing to collaborate with a mentor to come up with a marketing strategy and address blind spots in our marketing plan. 

One of the greatest tools I discovered during the conference was the book “Library Marketing and Communications” authored by Cordelia Anderson.  Within the pages I found many tools that were easy to understand and execute within our team.  As I started collaborating with fellow team members on our 2021 marking plan, I relied a great deal on this book as our guide.  Information covered throughout each chapter was incredibly useful in helping us organize our goals and priorities as well as navigate the best ways to make these dreams a reality. 

The Library Marketing and Communications Conference of 2020 was a pleasure to attend!  Information gleaned through the many talented speakers has molded my marketing strategy and tools I have learned through attending will certainly shape my marketing strategies for years to come.  Big thanks to all who organized and participated in the conference, members of my cohort, and my mentor for making this experience unforgettable in the best ways!