Notes from MAT Feb. 2006 meeting

Courtesy of Leslie:

Marketing Advisory Taskforce

Goals:

1. Develop a model for a marketing plan based on the library’s current mix of products and services that will serve as a template for future plans.

2. Implement marketing plan

3. Develop tools to evaluate plans success, and use those tools.

4. Conduct a marketing audit

5. Evaluate the library’s current promotional pieces.

Definitions:

1. Marketing: a series of activities that starts with a community analysis and ends with the development of activities relative to the community. (This is a strategic plan)

2. Promotions/PR: Communicate services to present and potential clients or customers (This is the implementation of the strategic plan.)

3. Target Market/Audience: the potential clients or customers whom we are trying to reach.

4. Product Mix: What we offer in terms of services, materials and resources. In a business market it would be what we had for sale.

5. Current Market Situation: who are our current competitors what issues do we face in the social environment and perceptions of potential customers.

6. Branding: Identification of the library. How do people see it? What do they associate with the Library (logo, color) Our recognition factor in the community.

7. Positioning: Where we need to be, and how we want people to perceive us.

8. Marketing Strategies: Plan by which we intend to promote the library.

9. “4 P’s” of Marketing: Product, Placement, Price, Promotion.

Target Audience:

1. Who do we currently reach?

Students – preschool (1), elementary (2), high school (3).
Teachers – preschool and elementary
Mobile senior adults
Homebound Senior Adults
Library Users (one time users and multiple users)
Other organizations
Girl Scouts
Information Seekers
Homeschoolers
Families (all age ranges)

2. Who do we want to reach?

Everyone – taxpayers
Potential library supporters
College students
Internet users
Recreational readers
Convert one time users to multiple users
People with disabilities
Non-mobile children
Local legislators, opinion makers and influencers
Corporations
New readers
Retail Users who use book stores and media stores
Ethnic populations

3. Who can’t we reach?

20 something’s
Users who have had a bad relationship or interaction with the library
People who don’t have time

Product Mix

1. Current Products (concrete)

Print materials: Books in different genres, reference material, informational material, children’s books, best sellers, etc.

Media: audio books, e-audio books, music (broad spectrum) movies including entertainment and informational.

Technology: computers, software, Internet access, Microsoft products adaptive technology and databases.

Meeting rooms at library

Distribution center for community information

2. Current Products ( services)

Programs: story times, crafts, investments, book clubs, anime, outreach to all ages, speaker’s bureau, homebound services, summer reading, senior programs, one to one internet training, specialized programs for teachers.

Information Services: Reference services, readers advisory services, books for babies,

Volunteer opportunities and Friends groups

Meeting space for tutors, friends, conversation, study groups, test takers, etc.

3. Dream Products:

Rated R Movies
IM reference
Library blog on homepage
Recipe database
Podcasting
Music with Parental advisories
Programming without budget parameters
AV stations in the libraries
Self check out
Circulating MP3 players, laptops,
Self Service Holds
games
Roving reference
Video game check out
CCPL 24 reference service
Cross Agency promotions
Better signage
Drive through at all locations
Drive up book drops
Larger genealogical collection
More bestsellers
Public fax
Book bags for public

Assignments for next meeting:

1. Readings in OCLC Book: be prepared to summarize what you read, think about and discuss how it relates to CCPL and discuss the implications for our task.
Introduction – All
Chapter 1 – Lisa B.
Chapter 2 – Julie and Laura
Chapter 3 – Teri and Tammy
Chapter 4 – Chris W.
Chapter 5 – Kristen and Tracey
Conclusions – All

2. Marketing Template – Read through it and bring any questions to meeting

3. Review SWOT Information

4. Facility Scan – fill one out for your assigned branch and return it prior to the meeting.

Amelia – Teri
Batavia – Laura
Bethel – Tammy
Felicity – Chris W.
Goshen – Julie
Milford – Tracey
New Richmond – Chris W.
Owensville – Lisa B.
Union Township – Kristen
Williamsburg - Tammy