Marketing Plans for the Faint of Heart (PLA Webinar)

• 1. Christine Niels Cigler

2. Im too busyto write amarketingplan! 3. We are after all, asking people to spend theirvaluable time at the library. 4. Why do we even need libraries? Everything is online. 5. Bookstores Park districts Senior centers Free WiFi Google Amazon 6. Shhhh! Donot saymarketing! 7. No public relations is about trying toconvince the public to have good will towardsomething 8. No to that, too. Publicity is sending outinformation through outlets like pressreleases 9. Not quite. Promotion is encouraging peopleto use your product through flyers, handouts,bookmarks, giveaways. 10. Advertising is paid exposure, such as an ad ina newspaper or magazine. 11. No branding is defining a librarys story,developing your personality which may beconveyed in a tag line, a color scheme, and alogo. 12. Advocacy is getting other people to speakand act on your behalf. 13. It kind of depends on who you ask, althoughthere are certain things most definitions havein common. 14. processes for creating, communicating,delivering, and exchanging offerings thathave value for customers, clients, partners,and society at large. 15. Marketing is all about creating,communicating, delivering, and exchangingofferings that provide value. By Marian Burk Wood 16. In a library context, the aim of marketing isto satisfy the library users and achieve a setof articulated goals. From Fundamentals of CollectionDevelopment and Management 17. A librarian should be as unwilling to allow aninquirer to leave the library with his questionunanswered as a shop-keeper is to have acustomer go out of his store without makinga purchase. Samuel Sweet Green in Library Journal 18. marketing is a process where the ultimategoal is moving goods and/or services fromthe producer and/or provider to aconsumerthis cyclical process is themissing link that librarians need to knowabout. By Kathy Dempsey 19. Research 20. Research Target audience 21. Research Target audience Goal 22. Research Target audience and/or product Goal Strategies 23. Research Target audience and/or product Goal Strategies Evaluation 24. Survey Analysis Focus groups Community/library trends Demographics/census data Cultural understanding Patron comments/program evaluations Economic factors/competition 25. Yes it does. Strategic planning is more closely alignedwith the concepts of the mission and vision ofthe library. A strategic plan sets priorities for the growthand direction for your library. Impacts entire library 26. Age Location Demographics Lifestyle Education Culture 27. Specific, time-defined, measurable Realistic, but challenging Consistent with your mission Doable, considering your resources 28. Advertising/promotions/publicity Customer service Word of mouth marketing Events Schedule of communications Social media Website updates Timeline/budget 29. This term is focused solely on analyzing yourcommunications. May include a communications audit. May set out a schedule of communications,such as newsletter, e-newsletter, or socialmedia posts. 30. Set metrics to track Get feedback Program Evaluations Define outcomes Activities that signal progress Analyze Adjust 31. Increase library usage by teachers Improve communication between schools andlibrary 32. Teachers of grades 6-8 School librarians Principals Three junior high schools 33. Determine research projects Evaluate school library Contact school librarians and principals forinformal chat about their school libraries Create focus group of school librarians,principals, teachers Create survey for teachers 34. Analyze results of survey Review focus group results Summarize meeting findings Create comprehensive report 35. To participate in three teacher orientationsessions in the fall - one at each school To conduct training sessions on remote useof library resources at each school To host before school or after school toursfor teachers/librarians/principals To issue teacher library cards to 80% ofteachers at the three schools 36. List of resources library has to meet needs ofresearch projects Dedicate section of website to teachers Streamline process for assignment alerts Update teachers twice yearly re: collection Create email list Solicit teacher comments regularly 37. Consider school curriculum in collectiondevelopment Send staff to schools to demonstrateresources Create drawing and prizes for teachers whoget library card 38. Events/activities scheduled for yearlongprocess 18 months of activities 39. Did we distribute resource list? Participate in orientation? Comments? Create teacher section on website? How many hits? How many new teacher cards? Evaluate comments collected through year Did we conduct trainings at school? Collect and analyze comments? Track assignment alerts? 40. Increase new cardholders Reach out to new residents 41. 123 letters sent one returned 182 letters sent none returned 42. Why did you get a library card today? 39% renewals/replacements 19% love books/reading 7% just moved here 43. What do you think? 44. Survey tell us what community wants: Reliable financial information 45. Men and women Ages 50-65 Still working Planning for retirement Computer literate Use library for entertainment Receive e-newsletter 46. Review survey results Assess community for similar programs Check statistics on database usage Which are most popular Accessed from home or library 47. Increase use of financial databases Could get more specific name of thedatabase, percentage increase, time frame 48. Create promotional pieces that emphasize thebenefits: trust, reliability, current Programs about financial issues Handouts available at programs How to programs for financial databases Highlight specific scenario, monthly, in e-newsletter Collect testimonials 49. Series in print newsletter Signage highlights features TrustworthyReliableFreeConvenient 50. Compare database usage figures Check attendance at programs Review evaluations Consider another survey Adjust 51. What do you think? 52. Your audience changes Todays juniors are tomorrows seniors Todays new parents will be selectingpreschools, then high schools, then colleges,then retiring! 53. Give it time 54. OCLC Perceptions of Libraries Report Pew Research Center 55. The future of libraries is identifying thewants and needs of our communities andstakeholders and meeting them. Matthew Ciszek A Blog on LIST Libraries, Information Services,and Technology 56. many librarians agreeing that this is anoptimal way forward for libraries that havebeen historically concerned more with products collections, services, spaces, etc. thanwith finding the wants and needs of theircommunities and meeting them. 57. Library Innovation article by Arne J. AlmquistThe library places its focus on users,collaborating with them to create new productsand services that are truly wanted and needed. 58. Christine Niels Cigler Manager, Public Relations and Outreach Fox River Valley Libraries [email protected] 224-699-5884