Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive

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