Final presentation-PR Campaigns (MRL)

Account Executive: Bree RiddickResearch Director: Kortney Brand

Client Relations Director: Bri Sayasithsena

Table of Contents Chapter 1:

RESEARCH

Chapter 2:ACTION

Chapter 3:COMMUNICATION

Chapter 4:

EVALUATION

introduction

secondary researchIndustry

Competitors

Recent Changes

Cuts in Public FundingDigital Trends

Local BusinessesTechnology

Fiscal Budgetof 2017

pages 18-21

secondary research

Social Media

YouthPrograms

DigitalServices

page 27

primary research

Methods

PopulationsAnalysis

6 Research QuestionsQualtrics Online SurveyPaper-Pencil Surveys JMU Students

Harrisonburg Residents Ages Under 24 (202)25-35 (10)36-46 (7)47-57 (7)

58 and Older (17)

pages 31-32

primary research

26% 20%

Ages Under 24 awareof Teen Events

Ages 25-35 awareof Homework Helpline

42%

Ages 36-46 awareof Teen Events

page 42

primary research

PartnershipsPartnerships Big Brothers BigSisters

Local SportsTeams

page 46

primary research

Unaware ofE-Resources

MostlyRentingBooks

SpareTime SpentElsewhere

pages 56-58

Strengths

Weaknesses

Opportunities

Seven Branches with a Central Hub

Funding &the Economy

Ability to offer morehigh quality and

interesting services/programs

SWOT analysisThreats

Technological Competition andInterest in Other

Activitiespage 60

ProblemStatement

1

ProblemStatement

2

ProblemStatement

3

MRL faces issues due to the lack of resources

Potential patrons are finding other ways to entertain themselves

Programming efforts could be better tailored to varying age groups

~ page 64

~ page 64

~ page 64

Active publics

MRL Staff&

Volunteerspage 65

Aware publics

MRL Patrons&

Community Leaders

Latent publics

Local Teens&

JMU Students

Goals and Objectives

Generate a Higher Level of awareness for MRL's educational resourcesamong those in the Harrisonburg Community

To strengthen Massanutten Regional Library's relationship withorganizations and leaders in the Harrisonburg community.

Improve the resources for the Massanutten RegionalLibrary

page 72

Goal 1

Increased awareness of MRL'sEduational Resources

Increase the amount of JMUstudents interacting

page 73

Goal 2

Increased Partnershipswith Nonprofits

Increase Partnerships with Local HighSchool Organizations

Goal 3

Increase the amount of Book Donations

Increase in the amount of teens holdingLibrary Cards

key messages

"...Well-Rounded andMeaningful Lives..."

page 72

key messages

"...Dedicated toincorporating the

community..."

page 72

key messages

"...Continuallyproviding quality andbeneficial services to

its patrons..."

page 72

Sample #1

Sample #2

Sample #3

page 76

Strategy 1:ALLIANCE

Strategy 2:AUDIENCE

ENGAGEMENT

Strategy 3:PUBLICITY

Local High Schools; Local Nonprofit Organizations;Local Political Leaders

Audience Awareness, Engagement, & Participation

Generate Newsworthy Information Through Events page 78

SampleTactic

page 91

September October November December

Strategy 1

Strategy 2

Strategy 3

Strategy 1

Strategy 2

Strategy 3

Strategy 1

Strategy 2

Strategy 3

Strategy 1

Strategy 2

Strategy 3

Tactics 1-3

Tactic 1

Tactics 1 & 4

Tactics 1-3 Tactics 1 & 3 Tactics 1-4

Tactics 1 & 3

Tactic 4

Tactics 1 & 2

Tactics 2 & 4

Tactic 1

Tactics 3 & 4

page 86

budget

$1,469$629

$379

page 87

Evaluation

Generate a Higher Level of awareness for MRL's educationalresources among those in the Harrisonburg Community

To strengthen Massanutten Regional Library's relationship withorganizations and leaders in the Harrisonburg community.

Improve the resources for the Massanutten RegionalLibrary

page 89