Marketing Inside Out Christina Pryor Public Relations Committee

Agenda Common lingo Common lingo Elements of the marketing plan Elements of the marketing plan Helpful tips Helpful tips Inside the walls Inside the walls Reaching outside of the walls Reaching outside of the walls Breaking down the walls Breaking down the walls

Common Marketing Lingo Public relations Public relations Advertising Advertising Promotions Promotions Merchandizing Merchandizing

Common Marketing Lingo Brand Brand Top of Mind Awareness Top of Mind Awareness Brand Loyalty Brand Loyalty Target Audience Target Audience Call to Action Call to Action Perceived Value Perceived Value Value-added Value-added

Common Marketing Lingo Medium or Media Medium or Media Benchmark Benchmark Reach Reach Frequency Frequency

“Marketing takes more than cauldrons or brainstorming: Marketing needs a plan.” Dyal, D. H., & Daniel, K. (2010, August). Up, up, and away: A bird's-eye view of mission marketing. American Libraries,

Elements of the Marketing Plan Executive Summary Executive Summary Mission Statement Mission Statement Environmental Analysis Environmental Analysis SWOT Analysis SWOT Analysis Target Markets Target Markets

Elements of the Marketing Plan Goals and Objectives Goals and Objectives Strategies Strategies Tactics or Tactical Actions Tactics or Tactical Actions Monitoring and Evaluation Monitoring and Evaluation

Inside the Walls

Typically dealing with the current library user or someone attending a special event Typically dealing with the current library user or someone attending a special event Captive audience but may not know everything that is available to them in the library Captive audience but may not know everything that is available to them in the library Keep in mind that online tactics may not reach outside of the walls Keep in mind that online tactics may not reach outside of the walls

Advantages of Having a Plan Coordinated and collaborated efforts across departments or system Coordinated and collaborated efforts across departments or system Matching tactics up with a strategy Matching tactics up with a strategy Multifaceted marketing attack Multifaceted marketing attack Measurable and often improved outcomes Measurable and often improved outcomes

Classes and Special Events Author events Author events Computer or software classes Computer or software classes Information literacy classes Information literacy classes Special exhibits Special exhibits

Posters and Signage READ posters READ posters Promotional posters Promotional posters Directional signage Directional signage

Swag and Prizes Candy bar wrappers Candy bar wrappers Pens Pens Flash drives Flash drives Apparel Apparel Gift certificates Gift certificates

Computers Wallpaper Wallpaper Screensavers Screensavers Computer signage Computer signage

Website Colors and design Colors and design Advertisements Advertisements Social networking connections Social networking connections Services Services Blogs Blogs Wikis Wikis

Outside the Walls

Reaching Outside of the Walls Going after the non-user Going after the non-user This audience may or may not know about the library This audience may or may not know about the library Building a library brand Building a library brand

Advantages of Having a Plan Consistent and persuasive branding and image being presented Consistent and persuasive branding and image being presented Entice non-users to visit the library Entice non-users to visit the library Increase impact of marketing inside the walls Increase impact of marketing inside the walls

Advertisements Newspaper or magazine Newspaper or magazine Radio Radio Television Television Web Web Apps Apps

Partnerships Health organizations Health organizations Schools Schools Faculty organizations Faculty organizations Registered student organizations Registered student organizations

Direct Marketing Postcards Postcards Brochures Brochures s s Newsletters Newsletters Banner ads Banner ads Telemarketing Telemarketing

Social Networking Facebook Facebook Twitter Twitter LinkedIn LinkedIn

The Librarians and Staff Embedded librarians Embedded librarians Faculty outreach and organizations Faculty outreach and organizations Community outreach Community outreach Word of mouth marketing Word of mouth marketing

Any other ideas?

Breaking Down the Walls Marketing inside and out is the way to go Marketing inside and out is the way to go Tying tactics to a well-developed marketing plan improves success Tying tactics to a well-developed marketing plan improves success Marketing plans are worth the time Marketing plans are worth the time Remember… Remember… Who is the audience? Who is the audience? What is your goal? What is your goal? How do you reach the target? How do you reach the target? Was it successful? Was it successful?

Thanks! Christina Pryor Public Relations Committee