It's a process

I love how enthusiastic librarians are about marketing!  Maybe it's because we care so much about our services and want so much for our patrons to find those services, maybe it's just because it's fun.
That said, I want to share that there is a formal process we can go through that makes our efforts more effective.

1. Start by recognizing your library's mission.
2. Then do a SWOT analysis to see what's going on in your library and in your community.
3. Do market research to see how your patrons feel abut your services and to determine exactly who uses (and doesn't use!) your services -- and why.
4. Determine a value proposition for each user group and each service you want to promote.
5. Determine if there are services you need to alter, new services you should provide, and if there are services that are no longer worthwhile.
6. Match the message to venue (as determined by your market research).
7. Honestly assess your efforts. 
8. Be flexible!  You need to recognize what's working and what's not.  See things through the eyes of your patrons!  Are you reaching them?  Are you meeting your objectives?  Don't wait until the next year to make changes.