Transcript Lee-Whiting-Marketing-Outreach-Services

Marketing Outreach Services
Lee Whiting
Outreach Services Librarian
Summit County Library, Park City, UT
Aesop’s Fable: The Man the Boy
and the Donkey
• http://www.aesops-fables.org.uk/aesopfable-the-man-the-boy-and-thedonkey.htm
Steps in Strategic Planning
What is your Mission or Purpose?
• Questions the mission statement should answer
include:
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What is our business?
Who is our customer?
What do consumers value?
What should our business be?
• Mission statements should be market oriented,
not product oriented.
• Remember the fable’s moral- Try to please all
and you shall please none.
A Simple Model
of the Marketing Process
Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall
1-6
Managing Marketing Strategies &
the Marketing Mix
Three Levels of Product
Four Service Characteristics
Three Types of Service Marketing
The Service-Profit Chain
• The service profit chain links employee and
customer satisfaction to firm profits.
• Five links exist within the chain:
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Internal service quality.
Satisfied and productive service employees.
Great service value.
Satisfied and loyal customers.
Healthy service profits and growth.
Market Research Surveys
• Methods:
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Intercept
Mail
Phone
Online
• Survey Monkey
– http://www.surveymonkey.com
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Check Box
Survey Gizmo
Zoomerang
Opinio
KeySurvey
Market Research Surveys
I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
-Rudyard Kipling, The Elephant Child
• Start with the end in mind
• Design, Methodology, Sampling
• Data Sources for online- internal mail/
distribution lists
• Patron privacy policies
Brand Positioning
• Marketers can position brands
clearly in customers’ minds at
any of three levels:
– Product attributes
– Product benefits
– Beliefs and values
• Marketers should create a
brand mission and vision of
what the brand must be and do
when positioning the brand.
Branding
• Adams County Library, CO
– http://www.anythinklibraries.org/
Internal Organization Web Pages
• Custom Built Sites
• Extensions of Library System Software
Presence at Events
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Fairs
Parades
Farmers Markets
Concerts
Special Appearances/ Author
Appearances
• Back-to-school nights
• National Bookmobile Day
Events
ALA Ready-Made Marketing
Collateral
Traditional Media
• FREE
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Radio PSA’s
Radio Interviews
Local News Articles
Local Event Listings
Local Television
Library Newsletters
Partnerships with other
community organizations,
such as Park City
Leadership and the
Education Foundation
– Reading Guides
– Bulletin Boards
Traditional Media
• PAID
– Newspaper
– Direct Mail
– Electronic Radio/TV
– Outdoor Advertising
New Media
• “FREE”
– Library’s Website
– Facebook
– Twitter
– RSS
– You Tube
– Vimeo
– Email campaign management tools
• Constant Contact
New Media
• PAID
– Banner Ads
– Google Adwords key search terms
– Purchase ads on Facebook
– Search Engine Optimization
– QR Codes
– PURL’s
Programming
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Story Times English and Spanish
Reading Contests
Design Concept Contest
Summer School Programs
Reading Guides
Direct engagement/curricular support with
school teachers
• Community Volunteer Programs
Augmented Services
• On-line Request Systems
• Training/Workshops for use of webbased/self services: Universal Class/
OverDrive, etc.
• Special home stops
Post Purchase Behavior
• Consumer satisfaction is a function of
consumer expectations and perceived
product performance.
– Performance < Expectations --- Disappointment
– Performance = Expectations --- Satisfaction
– Performance > Expectations --- Delight
Other Resources
• http://olos.ala.org/bookmobiles/index.php?
title=Marketing_to_Your_Target_Communi
ties
• http://www.olc.org/marketing/index.html
• http://www.ala.org/ala/aboutala/offices/olo
s/nbdhome.cfm