University of Wisconsin–Madison

Inclusive Marketing: What is Your Marketing Really Saying?

Is your library unintentionally excluding current and potential users through messaging and images used in its marketing campaigns? Learn the foundations of inclusive marketing and its importance in the retention and acquisition of library patrons. Gain an understanding of cultural intelligence through market research and craft better messaging that reflects your target audience. At the conclusion of this online course, you will have the tools to create campaigns that resonate with more of your patrons and are free of the barriers that exclude underserved communities.

At a glance

When: Dates TBD

Where: Online

Cost: $250 (register 2 weeks early for 10% off)

CE Credit: 2.0 CEUs/20 LEUs

Program#: 304223

Questions? Contact Meredith Lowe

This program is in the progress of being rescheduled. Please check back for details!

Please use the online registration option. If you need alternate arrangements, email Meredith Lowe, Alternate registration options may result in delays.

Payment and Cancellation Policy

Course details

At the end of this course you will be able to:

  • Define Inclusive Marketing and its importance
  • Determine proper messaging for your target audience(s)
  • Review strategies to avoid incorporating implicit bias into marketing campaigns
  • Use data to identify and message those members of the community not using the library
  • Leverage library assets to connect with new communities

Expectations: Pass/fail grade is based on completing assigned lessons, discussions and a final project based on concepts learned.

Instructor: Trenton Smiley is the Marketing & Communications Director for Capital Area District Libraries in Lansing, Michigan. He has an MBA in Marketing and over 20 years’ experience. He serves as Board Treasurer for the Library Marketing Conference Group which oversees a national conference and other professional development.

Trenton has given marketing presentations around the country and earned numerous achievements, including the prestigious John Cotton Dana Public Relations Award.