44. State “the Five W’s” up front: Who, What, When, Where and Why
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Hinweis der Redaktion
(talk through bullets)What do you need? MARKETINGRe: last bullet… we’ll touch on a range of library types today. I’ll use the terms ‘customer’… ‘user’… ‘patron’… and ‘student’, please know that they all refer to our marketing target.Technically, someone becomes a “customer” when they visit your library more than once. Until then, they’re a prospective customer or “prospect”
[talk through bullets]
[Talk thru bullet points]You could jump in at the “promote” stage of the process, but it won’t be as effective as when you start from the top. Marketing professionals find it extremely helpful to create a plan, and then work the plan.
[talk thru slide]—need to add a bit more on conclusions/how usedThe DNA Project was the passion of user experience librarian Brian Mathews, who recently moved from Georgia to UC/Santa Barbara [change slide]
[add a bit more color about Brian and his passion, any results]
If you’re a school librarian or media specialist, to reach students you need to be where they are: on social media. Anastasia Goodstein has some great insights on tweens and teens as customers. She is author of the Ypulse blog, which chronicles areas where marketing and popular teen culture overlap—that’s a very specialized area and Forbes magazine named it “Best of the Web”. She wrote a great article last year for School Library Journal, and was keynote speaker for the Michigan Library Association.
Use techniques such as publicity (news releases to local community or campus media—low cost, labor only. Have others promote an event or service for youadvertising (in vehicles most targeted to your community), but always with a “call to action” promoting something specific for readers to do to come to the library or your websiteevents (get them inside with something fun)
At holiday and tax-prep time, people are rightly budget conscious… but they still can be convinced to join or renew their Friends of the Library membership.The Farmington (Michigan) Community Library sends a simple letter with a direct appeal for membership, highlighting the ways the library helps people--especially during a tight economy. They normally just include a reply envelope that also lists Friends benefits.Recently, someone donated a number of autographed books, and the Library used them in a raffle to encourage response within a two-week period. Both the renewal mailing and the new-member solicitation saw several hundred immediate replies, and with these two mailings the Library increased Friends membership from 900 to 1400 members (even with an increase in membership dues).
Once you have your broad objectives identified, it’s time to turn them into a marketing plan.
cite the source of the ROI calculator. It originally comes from Chelmsford Public Library in Massachusetts. Brian Herzog developed it and then the Maine State Library reformatted it and cleaned it up in 2006.
Describe contents of job search kitAlso mention example from Sioux City Library – Letter Promoting Job Search Resources. Bring letter to the library and they waive all fines.
http://www.spinebreakers.co.uk/Pages/Home.aspxEnlist teens to manage your social media. Even if your library already has its own Web site or page, have them set up a MySpace profile or create a Facebook page for your library. Students can also help you upload videos and photos, or add widgets and other Web applications. The U.K. division of Penguin Books has taken things one step further: it has recruited kids between the ages of 13 and 18 to run its new teen Web site, Spinebreakers.
Not just the templates in downloadable Word format, but also directions on how to get materials in hands of the media