In these challenging times, libraries face fierce competition for customers and funding. Creating and implementing a marketing plan can help libraries make a compelling case and address both issues attracting funding and customers by focusing on specific needs. But where and how do you start?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. * 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 resultsReproducible forms and worksheets, quick start tips, strategies and models from other libraries, and resources for more information enhance this one-stop handbook. Librarians and directors in public, academic, and special libraries, marketing specialists, and students and instructors in library programs can learn to tailor marketing plans, prioritize services, and address community needs using this library-focused, hands-on guide.
Author(s): Patricia H. Fisher, Marseille M. Pride, Ellen G. Miller
Year: 2009
Language: English
Pages: 152
Contents......Page 4
Figures......Page 6
Preface......Page 8
Acknowledgments......Page 12
1 - Strategic Plans......Page 14
2 - Mining Data......Page 24
3 - Developing the Marketing Plan......Page 37
4 - Marketing Plan Introduction......Page 43
5 - Target Markets......Page 56
6 - Assessing the Current Marketing Situation......Page 64
7 - Setting Goals and Objectives with Supporting Strategies......Page 79
8 - Promotion......Page 88
9 - Implementing Your Strategies......Page 96
10 - Closing Thoughts......Page 103
Marketing Plan Worksheets......Page 108
Index......Page 146
