Blueprint for Your Library Marketing Plan : A Guide to Help You Survive and Thrive

by Fisher, Patricia H.

• ISBN13: 9780838909096
• ISBN10: 0838909094
• Format: Paperback
• Copyright: 2005-10-24
• Publisher: Ala Editions

Summary

Drawing on the authors' many decades of experience in marketing and as librarians and trustees, Blueprint for Your Library Marketing Plan offers a step-by-step program to get any library up to speed with minimal angst. These easy-to-implement techniques help librarians: - Lay the groundwork through strategic planning and data collection- Write the plan, including targeting the market, defining services, setting goals, and taking action to promote the library- Use marketing planning to create and position new and existing services and programs- Implement and track the plan then evaluate results

Table of Contents

List of Figures	v
Preface	vii
Acknowledgments	xi
Strategic Plans: Dust Catchers or Power Tools for Your Marketing Plan?	1	(10)
Mining Data: Discovering Trends	11	(13)
Developing the Marketing Plan: Getting Started	24	(6)
Marketing Plan Introduction: Product/Service Details	30	(13)
Target Markets: Will the Service Meet Their Needs?	43	(8)
Assessing the Current Marketing Situation: How Does Your Service Stack Up in the Marketplace?	51	(15)
Setting Goals and Objectives with Supporting Strategies: The Art of Focusing Your Resources	66	(9)
Promotion: Assessment, Goals, Objectives, and Strategies	75	(8)
Implementing Your Strategies: Developing Tactics, Budget, and Controls	83	(7)
Closing Thoughts: Summaries and Evaluation	90	(7)
MARKETING PLAN WORKSHEETS
Strategic Planning Self-Grade Card	97	(2)
Data Collection---Public Library	99	(6)
Data Collection---Academic Library	105	(8)
Marketing Plan Template	113	(12)
Service Life Cycle	125	(1)
Service Competitive Audit	126	(1)
Semantic Differential	127	(1)
Positioning Map	128	(1)
Place and Price Audit	129	(2)
Goal, Objectives, and Strategies	131	(1)
Promotion Audit	132	(1)
Index	133