A Bold New A Bold New Marketing Plan: Marketing Plan:

Communicating the Communicating the Library’s Role in Library’s Role in

Pharmacy EducationPharmacy Education

A workshop for the AACP

Presented by Library Communication Strategies

GoalsGoals

Explore basic marketing Explore basic marketing principles.principles.

Learn how to build a marketing Learn how to build a marketing communication plan that communication plan that works. works.

Identify ideas and strategies to Identify ideas and strategies to help market your library.help market your library.

““Marketing is that function of Marketing is that function of the organization that can keep the organization that can keep

in constant touch with the in constant touch with the organization’s consumers, organization’s consumers, read their needs, develop read their needs, develop products that meet these products that meet these

needs, and build a program of needs, and build a program of communication to express the communication to express the

organization’s purposes.”organization’s purposes.”

—Kotler/Levy

Key Elements:Key Elements:

ResearchResearch

PlanPlan

CommunicateCommunicate

EvaluateEvaluate

Organized.Organized.

Focused.Focused.

Consistent.Consistent.

The Communication The Communication PlanPlan

1. Introduction: 1. Introduction:

Why?Why?

2. Goals:2. Goals:

The Dream.

3. Objectives:3. Objectives: Measurable. Doable.

4. Positioning Statement4. Positioning Statement:

What is your “unique selling proposition”?

Learning? Teaching? Exploring? We can help you do it better and easier. With our resources, our services, and

our people, the library helps you meet the challenge.

55. Key Message + 3. Key Message + 3

WWe can help you do it e can help you do it better and easier. better and easier.

The Smart Library has theresources you need to succeed.

Our expert librarians are here to guide you. We’re where you are! Use us online 24/7.

TheThe Three C’sThree C’s ClearClear ConsciousConscious ConsistentConsistent

66. Target Audiences. Target Audiences

Who needs to hearthe message?

InternalInternal

ExternalExternal

7. Communication7. Communication Strategies Strategies

How will you deliver the How will you deliver the message?message?

8. Evaluation8. Evaluation

How will you know what How will you know what worked and what didn’t?worked and what didn’t?

“Getting people to talk often, favorably, to the right people in the right way about your product is far and away the

most important thing that you can do as a marketer.”

—George Silverman, The Secrets of Word-of-Mouth Marketing

Word of Mouth vs. Word of Mouth vs. Word-of-MouthWord-of-Mouth

MarketingMarketing

Conscious.Conscious.

Organized.Organized.

Consistent.Consistent.

Word-of-MouthWord-of-Mouth “Must Have’s”. . . “Must Have’s”. . .

A planA plan A good product. . .A good product. . . GREAT customer relations!GREAT customer relations! A clear, conscious,A clear, conscious, consistent messageconsistent message People willing to testifyPeople willing to testify A prepared and committedA prepared and committed sales forcesales force

10x10x1010x10x10