Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive
by Patricia H. Fisher and Marseille M. Pride
American Library Association, 2006
eISBN: 978-0-8389-9144-2 | Paper: 978-0-8389-0909-6
Library of Congress Classification Z716.3.F57 2006
Dewey Decimal Classification 021.7
eISBN: 978-0-8389-9144-2 | Paper: 978-0-8389-0909-6
Library of Congress Classification Z716.3.F57 2006
Dewey Decimal Classification 021.7
TOC
TABLE OF CONTENTS
Acknowledgements Introduction PART I: Laying the Groundwork Chapter 1 Strategic Plans: Dust Catchers or Power Tools for your Marketing Plan? The Strategic Plan What's Your Grade On Return On Investment (ROI)? How Libraries Use Strategic Plans Strategic Planning vs. Marketing Planning Using the Strategic Plan for Marketing Outreach to Service Providers Outreach to Children Conclusion Quick Start Tips Chapter 2 Mining Data: Discovering Trends Pre-Planning What are Trends? Trend Extrapolation Why Consider Data Mining and Trend Analysis? What are Demographics? What are Behavioral Data? Occasion User Status Usage Rate Library Resource Data Collecting the Data Using the Data What is Psychographics? Secondary Sources of Demographic and Psychographic Data Drawing Conclusions from the Data Quick Start Tips PART II: Writing The Marketing Plan Chapter 3 Developing the Marketing Plan Planning Origins Types of Marketing Plans Existing Product/Service Marketing Plans New Product/Service Marketing Plans The Structure of the Marketing Plan Quick Start Tips Chapter 4 Marketing Plan Introduction: Product/Service Details Marketing Plan Introduction What Are the Benefits of the Product/Service Offer? Core Benefits Social Benefits What Are the Characteristics of the Product/Service Offer? Product Characteristics Service Characteristics What Resources Do You Need to Deliver the Product? Library Resources Partnerships Where Does the Service Fall in the Service Family Hierarchy? Where is the Service in its Life Cycle? What is a Life Cycle for a Service? Adapting the Classic Life Cycle for Library Services Service Description Conclusion Quick Start Tips Chapter 5 Target Markets: Will the Service Meet Their Needs? Market Segmentation Selecting the Target Market Reviewing Target Market Needs and Product/Service Benefits Quick Start Tips Chapter 6 Assessing the Current Marketing Situation: How Does Your Service Stack Up in the Marketplace? The Marketing Audit Questions About Service (Product) What's Your Service's Competition? How is Your Service Branded and Positioned? Branding Positioning How Does Your Service Fit Into the Market? Questions About Place Are There Barriers to Using Your Products/Services? What Are the Atmospherics Associates with Your Services? Questions About Price What Price Does the Customer Pay to Use the Library? Questions About Promotion What is Promotion? Opportunity and Issue Analysis Quick Start Tips Chapter 7 Setting Goals and Objectives with Supporting Strategies: The Art of Focusing Your Resources Goals and Objectives Setting Goals? Creating Objectives? Marketing Strategies What Are the Levels of Strategy in Marketing Planning? Market Position Strategies Market Leaders Market Challengers Market Followers Market Nichers Service Life-Cycle Strategies Introductory Stage Strategies Growth Stage Strategies Maturity Stage Strategies Decline Stage Strategies Marketing Mix Strategies for the Marketing Plan Service (Product) Strategies Place Strategies Price Strategies Promotion Strategies Quick Start Tips Chapter 8 Promotion: Assessment, Goals, Objectives, Strategies and Tactics Marketing and Public Relations Promoting Your Library Marketing Tools and Techniques Public Relations Tools and Techniques Promotional Tools and Techniques Common to both Marketing and Public Relations Assessing Promotional Techniques Promotional Campaigns, Strategies and Tactics Promotional Campaigns Promotional Strategies Promotional Tactics Quick Start Tips Part III: Putting It All Together Chapter 9 Implementing Your Strategies: Developing Tactics, Budget and Controls Developing Marketing Tactics Determining Marketing Budgets The Percentage Method The Affordable Method The Competitive-Based Method The Objective-and-Task Method Tactics for the Controllable Variables Service (Product) Tactics Place Tactics Price Tactics Promotional Tactics Implementing the Marketing Plan Establishing Controls Establishing Start and End Dates Monitoring the Budget Staying on Schedule Five Tips for a Smooth Implementation Quick Start Tips Chapter 10 Closing Thoughts: Summaries and Evaluation Summarizing the Marketing Plan Lessons Learned Evaluation in a Few Words Conclusion List of Figures APPENDIX : Marketing Plan Worksheets 1. Strategic Plan Self Grade Card 2. Public Library - Data 3. Academic Library - Data 4. The Marketing Plan Template 5. Service Life Cycle 6. Service Competitive Audit 7. Semantic Differential Worksheet 8. Positioning Map Worksheet 9. Place and Price Audit 10. Goal, Objective, Strategy Worksheet 11. Promotion Audit 12. Tactics, Budgets and Control Worksheet
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