Call for Papers

Management and Marketing Section

Marketing on a Shoestring: A Lightning Round of Ideas


Libraries of all types are challenged to stretch limited resources to respond to diverse customer group wants and needs. Enthusiastic library users are calling on libraries to provide popular services such as e-books, government information and Internet access. Libraries serve as the premiere providers of lifelong learning resources and as repositories for society’s knowledge bank. These growing and disparate roles require increased financial support from funders and other key stakeholders. Strategic marketing planning is critical if today’s library staff are to maintain services and resources, as well as to effectively communicate funding needs. In this changing environment, budgets for marketing the library are minimal or non-existent.

Yet sometimes good partners, ideas, strategy and support have more impact than even an increase in funding. “Marketing on a Shoestring: A Lightning Round of Ideas” will “spark” creativity by offering illustrative case studies and points of view for successful marketing strategies that are not costly, but will gain recognition and resources. We are planning for an “electrical” exchange that will help attendees promote their libraries in communities where it counts.

We have the following suggested themes for potential speakers, but feel free to come up with your own ideas:

  • Successful marketing outcomes with little financial support – how does this work?
  • “Free” social media tools – how can these best facilitate marketing?
  • Unpaid partners, stakeholders and advocates: what role can they play in implementing the library’s marketing strategy?
  • Marketing mix strategies: how can the library change the place of delivery, cost to customer and/or promotion without driving up library costs?
  • No or little cost advertising: how can the library gain cooperation from the media?
  • Secondary data such as census reports or other marketing data: how can this best be used for today’s library?

Submission Guidelines

Papers can be written and given in any of the official IFLA languages: English, French, German, Russian, Spanish. However, abstracts should be submitted in English.

Proposals for Marketing Papers must be submitted by January 31, 2013, must be in English and must include the following:

  1. Title of proposed presentation
  2. Outline/abstract of the proposed paper/presentation (no more than 300 words)
  3. Name(s) of presenter(s)
  4. Position or title of presenter(s)
  5. Presenter(s) employer or affiliated institution
  6. E-mail address
  7. Telephone/fax numbers
  8. Short biographical statement regarding the presenter/s
  9. Language of presentation

Because this is a lightning round, 10 minutes will be allowed for a summary delivery of the paper at the session, followed by a 5 minute period to raise questions. The questions will be taken down and during the last half hour, presenters will be asked to answer the questions, and additional questions will also be taken from the audience. The full written paper is not to be read.

Important Dates


Submission deadline: January 31, 2013. Please indicate "IFLA Proposal WLIC 2013" on the subject line.

Proposals should be sent by email to: Hella Klauser

Review Process

The Review Committee will evaluate all submitted materials and successful applicants will be notified by March 8, 2013.

Complete accepted papers must be between 3000 and 6000 words in length, be an original submission not published elsewhere and are due by May 31, 2013, so that translations can be organized.

All papers will be published on

For more information, please contact: Hella Klauser


All proposals must be in before 31 January 2013.

Please note

All expenses, including registration for the conference, travel, accommodation etc., are the responsibility of the authors/presenters. No financial support can be provided by IFLA, but a special invitation can be issued to authors.

Congress Attendance Grants

The Singapore National Committee and IFLA have worked hard to secure funds for Conference Participation Grants. Up-to-date information will be available on our Conference Participation Grants webpage.

Last update: 11 January 2013