Targeting: The Basics

What is it?

  • A focused marketing effort on a specific group of people an organization wants to reach.
  • Identifying and developing products, services, and/or materials for a specific group.

Why do it?

  • Climate for library funding is more competitive than ever before.
  • Opportunity to build new and stronger connections within the community.
  • Gain more supporters (and yes voters) for your library.
  • Work smarter rather than harder in your library's marketing efforts.

    According to Carroll and Carroll (2000) of Ed Marketing: How Smart Schools Get and Keep Community Support, targeted marketing can help your library in the following ways

  • Create a deeper awareness
  • Generate interest
  • Inform and educate
  • Establish credibility
  • Boost reputation and image
  • Increase visibility
  • Promote important programs and services
  • Develop a communications link with the community
  • Enhance relationships

Learn More:

This toolkit was created on behalf of the 2007-2008 Building Your Base (BYB) project. BYB is funded by Federal Library Services and
Technology Act funds, awarded to the New York State Library by the Federal Institute of Museum and Library Services.


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