This chapter from The Library Marketing Toolkit focuses on Internal stakeholders. They often hold the purse-strings to our libraries, so marketing successfully to them is absolutely essential. The first part of this chapter covers language, telling stories, using statistics, marketing upwards and communicating your message well. The second part covers marketing with internal stakeholders, such as a parent company within whose branding guidelines you must promote the library, or marketing as part of a converged library and IT service.
Contains case studies from Stephen Pinfield, Andy Priestner, Rosemary Stamp, Susan Moor
