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
Marketing & Outreach Plan Overview: Created the foundational marketing and outreach plan including audience segmentation, goal setting, and performance metrics
Logo & Branding Palette: Developed new branding colors, logo, and typography
Website Content Updates: Rewrote & restructured landing page and launched new pages for clarity and engagement
CALM Chronicle Monthly Newsletter: Developed a branded newsletter highlighting CALM research & events, employment opportunities, and educational/professional resources
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
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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.
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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.
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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.
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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.
Social Media Strategy & Campaigns
Role: Project Manager & Social Media Lead
Goal: Drive engagement, amplify grant programming
As the lead strategist for CALM’s social media and digital outreach efforts, I developed and implemented a comprehensive engagement plan designed to foster interaction, increase awareness of CALM’s grant-related initiatives, and promote our annual conference.
Social media served as a central channel to amplify key updates such as conference registration deadlines, IMLS grant survey and focus group opportunities, and post-conference outcomes. We also spotlighted insights from our 2024 Forum and issued calls for collaboration on future implementation efforts.
Key Tactics
Designed and maintained a cross-platform content calendar, aligned with content and updates from newsletters, blog posts, grant initiatives, and upcoming events
Utilized in tandem with a monthly campaign tracker to organize social media posts for collaborative proof reading & editing before formal scheduling.
Ensured consistent weekly posting cadence (2x/week minimum) across all platforms using WIX’s scheduler
Utilized real-time and evergreen content to ensure continued visibility and relevance
Tools Used: CanvaPro, WIX, Google Workspace, Instagram, LinkedIn
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CALM Forum Debrief
Over two impactful days in San Diego, 43 library professionals from the U.S. and Canada collaborated to address key challenges and opportunities in supporting academic library managers.
A big thank you to our participants, the UC San Diego Library, and IMLS for making this possible!
Read more ➡️https://lnkd.in/dw3ipyCF
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IMLS Grant Survey
Calling all academic library workers! 📚
Help shape the future of professional development for managers in academic libraries by participating in our survey! Your input could lead to positive changes in our field! Plus, you could win a $10 gift card!
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Beyond A Land Acknowledgement
The 2023 Logistics Committee reimagined traditional land acknowledgements to focus on reparative actions, sharing insights from their year-long revision process. Join us in shaping the ongoing dialogue about land acknowledgements and justice.
📖 Learn more by reading the full article here: https://lnkd.in/eXucBMJ3
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IMLS Survey Updates
We’re working on identifying gaps and opportunities in professional development for library managers! Thank you to everyone who participated in our survey to give us insights into your experiences. If you were a part of the first 400 recipients, please check your emails for your gift cards.
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CALM Chronicle
Discover the latest from the CALM Forum, explore tips for thriving in virtual professional spaces, and join us in celebrating Hispanic Heritage Month, Banned Books Week📚, and National Wilderness Month. We also shared our first blog on navigating professional virtual spaces, plus exciting features on Hispanic Heritage Month, Banned Books Week, and the 60th anniversary of the Wilderness Act!
Learn more 🔗: https://lnkd.in/dw3ipyCF
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What's Next for CALM?
From nationwide surveys to the 2024 CALM Forum, read all about it in our latest blog post and explore what’s next for CALM.
Want to know more about this transformative project?
🔗 Read more on our blog: https://lnkd.in/eRPMfBPQ
