Transcript Marketing Inside Out

Marketing Inside Out
Christina Pryor
Public Relations Committee
Agenda
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Common lingo
Elements of the marketing plan
Helpful tips
Inside the walls
Reaching outside of the walls
Breaking down the walls
Common Marketing Lingo
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Public relations
Advertising
Promotions
Merchandizing
Common Marketing Lingo
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Brand
Top of Mind Awareness
Brand Loyalty
Target Audience
Call to Action
Perceived Value
Value-added
Common Marketing Lingo
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Medium or Media
Benchmark
Reach
Frequency
“Marketing takes more
than cauldrons or
brainstorming:
Marketing needs a plan.”
Dyal, D. H., & Daniel, K. (2010, August).
Up, up, and away: A bird's-eye view of
mission marketing. American Libraries, 31-33.
Elements of the Marketing Plan
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Executive Summary
Mission Statement
Environmental Analysis
SWOT Analysis
Target Markets
Elements of the Marketing Plan
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Goals and Objectives
Strategies
Tactics or Tactical Actions
Monitoring and Evaluation
Inside the Walls
Inside the Walls
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Typically dealing with the current library user or
someone attending a special event
Captive audience but may not know everything
that is available to them in the library
Keep in mind that online tactics may not reach
outside of the walls
Advantages of Having a Plan
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Coordinated and collaborated efforts across
departments or system
Matching tactics up with a strategy
Multifaceted marketing attack
Measurable and often improved outcomes
Classes and Special Events
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Author events
Computer or software classes
Information literacy classes
Special exhibits
Posters and Signage
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READ posters
Promotional posters
Directional signage
Swag and Prizes
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Candy bar wrappers
Pens
Flash drives
Apparel
Gift certificates
Computers
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Wallpaper
Screensavers
Computer signage
Website
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Colors and design
Advertisements
Social networking connections
Services
Blogs
Wikis
Outside the Walls
Reaching Outside of the Walls
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Going after the non-user
This audience may or may not know about the
library
Building a library brand
Advantages of Having a Plan
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Consistent and persuasive branding and image
being presented
Entice non-users to visit the library
Increase impact of marketing inside the walls
Advertisements
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Newspaper or magazine
Radio
Television
Web
Apps
Partnerships
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Health organizations
Schools
Faculty organizations
Registered student organizations
Direct Marketing
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Postcards
Brochures
Emails
Newsletters
Banner ads
Telemarketing
Social Networking
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Facebook
Twitter
LinkedIn
The Librarians and Staff
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Embedded librarians
Faculty outreach and organizations
Community outreach
Word of mouth marketing
Any other ideas?
Breaking Down the Walls
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Marketing inside and out is the way to go
Tying tactics to a well-developed marketing plan
improves success
Marketing plans are worth the time
Remember…
Who is the audience?
 What is your goal?
 How do you reach the target?
 Was it successful?
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Thanks!
Christina Pryor
Public Relations Committee
[email protected]