Marketing Inside Marketing Inside OutOut

Christina PryorChristina Pryor

Public Relations CommitteePublic Relations Committee

AgendaAgenda

Common lingoCommon lingo Elements of the marketing planElements of the marketing plan Helpful tipsHelpful tips Inside the wallsInside the walls Reaching outside of the wallsReaching outside of the walls Breaking down the wallsBreaking down the walls

Common Marketing Common Marketing LingoLingo

Public relationsPublic relations AdvertisingAdvertising PromotionsPromotions MerchandizingMerchandizing

Common Marketing Common Marketing LingoLingo

BrandBrand Top of Mind Awareness Top of Mind Awareness Brand Loyalty Brand Loyalty Target Audience Target Audience Call to ActionCall to Action Perceived ValuePerceived Value Value-addedValue-added

Common Marketing Common Marketing LingoLingo

Medium or MediaMedium or Media BenchmarkBenchmark ReachReach FrequencyFrequency

““Marketing takes Marketing takes more than more than

cauldrons or cauldrons or brainstorming: brainstorming:

Marketing needs a Marketing needs a plan.”plan.”

Dyal, D. H., & Daniel, K. (2010, Dyal, D. H., & Daniel, K. (2010, August). Up, up, and away: A August). Up, up, and away: A bird's-eye view of mission bird's-eye view of mission marketing. marketing. American LibrariesAmerican Libraries, , 31-33. 31-33.

Elements of the Elements of the Marketing PlanMarketing Plan

Executive SummaryExecutive Summary Mission StatementMission Statement Environmental Environmental

AnalysisAnalysis SWOT AnalysisSWOT Analysis Target MarketsTarget Markets

Elements of the Elements of the Marketing PlanMarketing Plan

Goals and ObjectivesGoals and Objectives StrategiesStrategies Tactics or Tactical Tactics or Tactical

ActionsActions Monitoring and Monitoring and

EvaluationEvaluation

Inside the WallsInside the Walls

Inside the WallsInside the Walls

Typically dealing with the current Typically dealing with the current library user or someone attending a library user or someone attending a special eventspecial event

Captive audience but may not know Captive audience but may not know everything that is available to them everything that is available to them in the libraryin the library

Keep in mind that online tactics may Keep in mind that online tactics may not reach outside of the wallsnot reach outside of the walls

Advantages of Having a Advantages of Having a PlanPlan

Coordinated and collaborated efforts Coordinated and collaborated efforts across departments or systemacross departments or system

Matching tactics up with a strategyMatching tactics up with a strategy Multifaceted marketing attackMultifaceted marketing attack Measurable and often improved Measurable and often improved

outcomesoutcomes

Classes and Special Classes and Special EventsEvents

Author eventsAuthor events Computer or software classesComputer or software classes Information literacy classesInformation literacy classes Special exhibitsSpecial exhibits

Posters and SignagePosters and Signage

READ postersREAD posters Promotional postersPromotional posters Directional signageDirectional signage

Swag and PrizesSwag and Prizes

Candy bar wrappersCandy bar wrappers PensPens Flash drivesFlash drives ApparelApparel Gift certificatesGift certificates

ComputersComputers

WallpaperWallpaper ScreensaversScreensavers Computer signageComputer signage

WebsiteWebsite

Colors and designColors and design AdvertisementsAdvertisements Social networking connectionsSocial networking connections ServicesServices BlogsBlogs WikisWikis

Outside the WallsOutside the Walls

Reaching Outside of the Reaching Outside of the WallsWalls

Going after the non-userGoing after the non-user This audience may or may not know This audience may or may not know

about the libraryabout the library Building a library brandBuilding a library brand

Advantages of Having a Advantages of Having a PlanPlan

Consistent and persuasive branding Consistent and persuasive branding and image being presentedand image being presented

Entice non-users to visit the libraryEntice non-users to visit the library Increase impact of marketing inside Increase impact of marketing inside

the wallsthe walls

AdvertisementsAdvertisements

Newspaper or magazineNewspaper or magazine RadioRadio TelevisionTelevision WebWeb AppsApps

PartnershipsPartnerships

Health organizationsHealth organizations SchoolsSchools Faculty organizationsFaculty organizations Registered student organizationsRegistered student organizations

Direct MarketingDirect Marketing

PostcardsPostcards BrochuresBrochures EmailsEmails NewslettersNewsletters Banner adsBanner ads TelemarketingTelemarketing

Social NetworkingSocial Networking

FacebookFacebook TwitterTwitter LinkedInLinkedIn

The Librarians and StaffThe Librarians and Staff

Embedded librariansEmbedded librarians Faculty outreach and organizationsFaculty outreach and organizations Community outreachCommunity outreach Word of mouth marketingWord of mouth marketing

Any other ideas?Any other ideas?

Breaking Down the WallsBreaking Down the Walls

Marketing inside and out is the way to Marketing inside and out is the way to gogo

Tying tactics to a well-developed Tying tactics to a well-developed marketing plan improves successmarketing plan improves success

Marketing plans are worth the timeMarketing 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!Thanks!

Christina PryorChristina Pryor

Public Relations CommitteePublic Relations Committee

cnpryor@gmail.comcnpryor@gmail.com