About the Contributors
The Library Marketing Toolkit is strengthened by the voices and expertise of library professionals who have shared their insights, case studies, and practical know-how.
Meet the people behind the toolkit
This resource draws on contributions from librarians, marketing specialists, and communicators working across the sector. Their real-world experience grounds the toolkit in practice — not just theory.
Each contributor has brought a unique perspective, from digital outreach and social media strategy to community engagement and event promotion. Together, their work forms a rich collection of approaches that libraries of all sizes can adapt and apply.
Ned Potter
Author of the Toolkit and lead contributor. Ned is an academic librarian and trainer specialising in digital marketing, presentation skills, and innovative library outreach.
Alison Wallbutton
Provided an in-depth case study on email marketing for libraries, featured in the Toolkit book. Her work focuses on practical, measurable communication strategies.
Andy Priestner
Contributed expertise on user experience (UX) in libraries, helping practitioners understand how to gather and act on user feedback effectively.
Oriana Acevedo
Shared insights from the MyLanguage Project, including a YouTube campaign that demonstrated how libraries can reach multilingual audiences through video.
Jonathan Clarkson
Offered guidance on digital tools and platforms that help libraries streamline their marketing workflows and extend their reach online.
Want to learn more about the author?
Read about Ned Potter's background, training work, and the story behind the Toolkit.
The contributors to this toolkit represent a wide cross-section of library professionals who understand that marketing is not just about promotion but about building genuine connections with communities. These practitioners come from public libraries, academic institutions, and specialist information services, bringing with them a wealth of hands-on experience. They have tested strategies for social media engagement, crafted compelling email campaigns, and developed creative programming that draws new audiences through the doors. Their shared stories of what worked, what did not, and what they learned along the way form the practical backbone of this resource. The toolkit is richer for their willingness to share both successes and honest reflections on challenges faced.
Each contributor has approached library marketing from a slightly different angle, reflecting the diverse nature of library work itself. Some specialise in digital outreach, using platforms like Twitter and blogs to amplify library voices and connect with users online. Others focus on the physical library experience, designing welcoming spaces and events that encourage return visits and word-of-mouth recommendations. A number have deep expertise in user experience and ethnographic research, helping libraries understand patron behaviour on a deeper level. This variety ensures that the toolkit offers something useful whether you are just starting out in marketing or looking to refresh an established strategy with new ideas.
What unites all the contributors is a shared commitment to the core mission of libraries: serving their communities effectively and equitably. They believe that good marketing is an essential part of that mission, helping people discover services they might otherwise miss. The techniques shared here are grounded in real library settings, not abstract theory, making them adaptable to different budgets and team sizes. From small rural branches to large urban library systems, the advice has been shaped by practitioners who understand the constraints and opportunities of library work. Their collective expertise demonstrates that effective library marketing is achievable for anyone willing to learn, experiment, and connect with their audience.