Conference of Academic Library Management

Marketing & Outreach for CALM:

Developing Strategic Branding & Digital Engagement

Overview

Focus:
Full-scale Rebranding &
Digital Communications Strategies

Deliverables:
Branding, Web Development, Email Campaigns, and Digital Engagement Strategies

Tools Used:
Canva Pro, Wix - Website Builder, Google Workspace, Slack, Zoom

As the Marketing & Outreach Lead for CALM, I spearheaded a full rebranding and communications overhaul of the Conference of Academic Library Management (CALM), with strategic emphasis on visibility, audience engagement, and long-term growth. Prior to my involvement, CALM lacked a unified marketing strategy. I led the development of a multi-platform plan supporting CALM’s core initiatives, including its IMLS-funded grant project: Identifying Gaps and Opportunities in Professional Development Support for Managers.

This comprehensive campaign included redesigning CALM’s branding elements, streamlining website content strategy, creating consistent newsletter communications, launching a blog, and integrating an accessible, audience-driven approach to email outreach and digital messaging.

Key Goals & Strategy

1. Establish a cohesive and inclusive brand identity that reflects CALM’s mission, values, and professional tone.

2. Strengthen engagement with CALM’s diverse community by producing relevant, consistent content across email, blog, and social media platforms.

3. Align marketing outputs with IMLS grant objectives, translating complex research goals into digestible and compelling public messaging.

4. Develop internal documentation to support ongoing implementation and hand-off for future team members.

5. Increase participation in CALM programs, surveys, and forums through streamlined digital outreach and tailored communications.

Campaign Deliverables

Logo & Branding Palette (colors, typefaces, iconography)

Website Content Strategy: Rewritten landing page and restructured sections for clarity and engagement

CALM Chronicle Monthly Newsletter: Developed a branded newsletter highlighting events, DEI holidays, and blog content

Blog Launch: Curated article topics and edited blog posts to support professional development and inclusivity

Email Campaigns: Created segmented email campaigns with customized calls to action for survey participation and event registration

Outreach Strategy: Wrote the foundational marketing and outreach plan including audience segmentation, goal setting, and performance metrics

  • Brand Identity & Visual Design

    Designed CALM’s new logo and visual system, including a color palette, typography, and iconography tailored for academic and professional audiences.

    Updated slide templates and visual assets for the CALM Forum and grant-related presentations.

    Marketing & Outreach Plan Overview

  • Website & Content Strategy

    Developed a streamlined website content strategy focused on clarity, accessibility, and long-term usability.

    Rewrote homepage and navigation content to better reflect CALM’s initiatives, improve usability, and guide visitors to key actions. Developed a streamlined website content strategy focused on clarity, accessibility, and long-term usability.

    CALM Website

  • Email Campaigns & Outreach

    Developed audience-specific email campaigns with customized calls-to-action that increased survey participation and registration for events.

    Built segmentation logic to reach LIS students, library staff, and administrative professionals with tailored messaging.

    Email Campaigns

  • CALM Chronicle Newsletter

    Created and branded the newsletter, CALM Chronicle, to share CALM updates, highlight professional development opportunities, and strengthen community engagement.

    Developed a comprehensive newsletter guide (View Here) to ensure consistent voice, formatting, and content structure for future contributors and team members.

    CALM Chronicle Archive

  • CALM Blog

    Launched and developed the CALM Blog as a platform to share inclusive, equity-driven content focused on academic library leadership and professional development. =

    Created contributor guidelines (View Here) and collaborated with team members to draft, edit, and publish posts aligned with CALM’s mission. Ensured all posts maintained a clear structure and accessible tone.

    blog page