Creating Marketing Plans on a small Budget Karen Thistle, Service Team Lead - Capacity Building, Ontario Library Service – North Douglas Davey, Chair of the Marketing Committee - Halton Hills Public Library A Toolkit and Proof it works! A Toolkit and Proof it works!

Agenda Karen Why libraries need to engage in marketing planning Why libraries need to engage in marketing planning What that means for a small / medium size library What that means for a small / medium size library The Toolkit The ToolkitDouglas The HHPLs marketing plan The HHPLs marketing plan How the plan was developed How the plan was developed Implementation & Evaluation Implementation & Evaluation Q&A Q&A

Ontario Library Services - North Marketing Tool Kit

Marketing- What are we really talking about. Marketing is: Marketing is: –Increasing awareness of the value of a product or service. –The process of through which services are planned, values are assigned to services, services are promoted and through which they are delivered.

For the Public Library Marketing is… Making sure the public knows Making sure the public knows –Who you are –Where you are –What you do and –The Value you bring to the community

Why Market a Public Library? Raise profile in community Raise profile in community –Library users –Library non-users –Community Stakeholders and Decision Makers Promote the Library as a Community Destination Point Promote the Library as a Community Destination Point Directly promote services and programs Directly promote services and programs

Small and Medium Size Libraries… the quest for resources Making the most of free opportunities Making the most of free opportunities Using resources already in the library Using resources already in the library Establishing a plan of action Establishing a plan of action Keeping it Realistic and Manageable Keeping it Realistic and Manageable

The Toolkit Created by OLS-North to assist libraries in creating a marketing plan for the library. Created by OLS-North to assist libraries in creating a marketing plan for the library.

Situational Analysis To better understand Environment: To better understand Environment: –SWOT Internal Environment Internal Environment –Mission Statement –Vision Statement –Statement of Values

Understanding Services What services does the library offer? What services does the library offer? –What value do they have to clients? What services should be continued? What services should be continued? What services should be discontinued? What services should be discontinued? What services should be developed? What services should be developed?

Assessing Goals What are the long term plans for the library? What are the long term plans for the library? –(Strategic Plans) What are the libraries goals over the next three years? What are the libraries goals over the next three years? Which goals are priorities? Which goals are priorities? What are the libraries timelines in achieving these goals? What are the libraries timelines in achieving these goals?

Target Markets Geographic, Demographic, Psychographic and Behavioral Geographic, Demographic, Psychographic and Behavioral Who is currently receiving the libraries message? Who is currently receiving the libraries message? Who in the community is not receiving the libraries message? Who in the community is not receiving the libraries message? Who in the community does the library want to reach? Who in the community does the library want to reach?

Understanding Competition Who are the libraries competitors? Who are the libraries competitors? What are the libraries threats? What are the libraries threats? How does the library compete? How does the library compete? How can threats be turned around? How can threats be turned around?

Marketing Strategies / Budget Direct Marketing Direct Marketing Advertising Advertising Networking Networking Web Resources Web Resources Campaigns Campaigns Media Media Events at the library Events at the library Public Displays Public Displays

Drafting the Plan Library Background Library Background Mission Statement Mission Statement Services Services Goals Goals Target Markets Target Markets Strategy Strategy Timeline Timeline Budget Budget Measures of Success Measures of Success

Evaluations What does success look like? What does success look like? How will the library measure success? How will the library measure success? –Increased Public Awareness –Increase in library usage –Circulation increase –Program Use –Customer Satisfaction Tools to measure success Tools to measure success

And now for the proof… Halton Hills Public Library

Halton Hills – Georgetown and Acton Halton Hills – Georgetown and Acton 2 branches 2 branches Total Pop. 55, 300 Total Pop. 55, 300

Who Created our Plan? No marketing staff No marketing staff The Marketing Committee The Marketing Committee –representatives from different departments and branches within the Library –input from other relevant staff Met once a month during development Met once a month during development

Why a Marketing Plan? To remain vibrant and relevant To remain vibrant and relevant To support current users and reach new ones To support current users and reach new ones To direct our resources effectively To direct our resources effectively To meet the objectives of the Strategic Plan To meet the objectives of the Strategic Plan

Steps Called in an expert to teach us how to market our services Called in an expert to teach us how to market our services Decided to market ourselves via expanding and promoting our services Decided to market ourselves via expanding and promoting our services Research to get results Research to get results

Marketing – Then and Now THEN = Broad-based marketing THEN = Broad-based marketing –traditional –focus is on product NOW = Service-based marketing NOW = Service-based marketing –modern –focus is on customer

Service-Based Marketing Shift the way we think about services Shift the way we think about services Instead of trying to please everyone, think about certain segments of users Instead of trying to please everyone, think about certain segments of users What can you do for them? What can you do for them?

What is our Marketing Plan? In general, we followed these steps: 1. Segment the market 2. Develop representative personae 3. Develop service initiatives 4. Implement service initiatives

Step One: Segmenting Our Market What are our hot demographics? What are our hot demographics? Determined using info from demographic and other documents Determined using info from demographic and other documents Segment: Age (now part of registration) Segment: Age (now part of registration) Sub-Segment: Library use associated with that age Sub-Segment: Library use associated with that age Defining the segments

What are our Segments? Youth aged 8-14 Youth aged 8-14 Adults aged Adults aged Adults aged 65+ Adults aged 65+

Segmentation Worksheet

Youth aged 8-14 Sub-segments*: Youth who select library material for fun Youth who select library material for fun Youth who select library material for school Youth who select library material for school Youth who use the library computers Youth who use the library computers Youth who use library as study space Youth who use library as study space *These came from an earlier study we conducted

Adults aged Sub-segments*: E-resource users E-resource users Small business users Small business users Recreational users Recreational users *These came from a desire to reach these groups

Adults aged 65+ Sub-segments*: Recently retired and active Recently retired and active Elderly and homebound Elderly and homebound Recently retired with ability issues Recently retired with ability issues *These came from a comparison of mobility and stage of life

Step Two: Developing Personae For each sub-segment representative personae were created For each sub-segment representative personae were created Details of the personae were created by Marketing Committee members using a combination of personal experience and reasonable supposition Details of the personae were created by Marketing Committee members using a combination of personal experience and reasonable supposition

Persona Worksheet

Step Three: Developing Initiatives A service initiative was developed for each persona A service initiative was developed for each persona Each initiative matches its personas characteristics (age, etc.) and also its values (e.g. a healthy community) Each initiative matches its personas characteristics (age, etc.) and also its values (e.g. a healthy community)

Initiative Worksheet

The Initiatives Youth aged 8-14 Youth aged 8-14 Film Festival - fun Film Festival - fun Exploration Stations - computers Exploration Stations - computers Homework Help Zone - homework Homework Help Zone - homework

The Initiatives Adults aged Adults aged HOP-ping Titles – recreational /e-resouce HOP-ping Titles – recreational /e-resouce Information is Our Business – small business Information is Our Business – small business Are you E-Ware Pt. 1 – e-resource Are you E-Ware Pt. 1 – e-resource Are you E-Ware Pt. 2 – e-resource Are you E-Ware Pt. 2 – e-resource Stay Connected – e-resource Stay Connected – e-resource

The Initiatives Seniors aged 65+ Seniors aged 65+ Coffee, Books and Conversation Coffee, Books and Conversation Expand Your World Expand Your World Silver Learning Silver Learning Volunteer Connection Volunteer Connection Are you an E-Ware Senior Are you an E-Ware Senior Friendly Faces Friendly Faces

Step Four: Implement Initiatives Each initiative has a detailed implementation strategy including: Each initiative has a detailed implementation strategy including: Who will be involved? Who will be involved? How will it be promoted? How will it be promoted? When/where will it happen? When/where will it happen? How much will it cost? How much will it cost? What will be the outcomes? What will be the outcomes?

When Will the Plan Begin? Half of the initiatives were to begin in 2007 Half of the initiatives were to begin in 2007 The rest to start over the next four years The rest to start over the next four years An assigned Coordinator investigates the best possible timing for each initiative An assigned Coordinator investigates the best possible timing for each initiative Initiatives will be rolled out progressively to avoid staff overload Initiatives will be rolled out progressively to avoid staff overload

What does the Plan cost? Each coordinator will assess the cost of their initiative Each coordinator will assess the cost of their initiative No initiative should cause undue strain No initiative should cause undue strain Soliciting alternate funding has already begun Soliciting alternate funding has already begun

How is the plan evaluated? Each initiative will have a complete report created to evaluate the different aspects of the program Each initiative will have a complete report created to evaluate the different aspects of the program

Status of the Initiatives Film Festival Film Festival Ran one film festival (Indiana Jones) and just began another (Creature Feature) Ran one film festival (Indiana Jones) and just began another (Creature Feature) Approx. 10 teens per showing Approx. 10 teens per showing Increased interest in / cachet of library Increased interest in / cachet of library Moderate success Moderate success

Status of the Initiatives Exploration Stations Exploration Stations Early Literacy Station - one up and running and one more on the way Early Literacy Station - one up and running and one more on the way Approx. 600 uses / month Approx. 600 uses / month Increased customer satisfaction, improved computer skills and literacy Increased customer satisfaction, improved computer skills and literacy Huge success Huge success

Status of the Initiatives Expand Your World Expand Your World 9 displays targeted to seniors - displayed in prominent local spaces 9 displays targeted to seniors - displayed in prominent local spaces Statistics are hard to track Statistics are hard to track Positive feedback – a success Positive feedback – a success

Status of the Initiatives Coffee, Books and Conversation – Acton Coffee, Books and Conversation – Acton 2 sessions have been held 2 sessions have been held 8 first session, 5 second 8 first session, 5 second 2 circs / participant 2 circs / participant Increased interest, patron satisfaction and interaction Increased interest, patron satisfaction and interaction Good success Good success

Status of the Initiatives CBC – Georgetown CBC – Georgetown 3 sessions have been held 3 sessions have been held 12 each session (12 on a wait list + more) 12 each session (12 on a wait list + more) Circd stacks Circd stacks Library knowledge and Library knowledge andappreciation Amazing success Amazing success

Status of the Initiatives H.O.P.-ping Titles H.O.P.-ping Titles Available to public since Dec. 07 Available to public since Dec. 07 No stats yet No stats yet Increased use, satisfaction and tech cred Increased use, satisfaction and tech cred Success? TBA Success? TBA

Questions? Karen Thistle Karen Thistle ext. 206 ext ext ext.507 Douglas P. Davey Douglas P. Davey ext ext Contact Us: