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MLA 2008: Soaring Above the Competition – Building a Strong Foundation for a Successful Library Marketing Plan October 6, 2008

Posted by cynhudson in Innovation in Libraries, Library Stuff.

With a background in commercial marketing, Christina Pryor, a student at the University of Missouri, Columbia – SISLT, conducted a session highlighting the necessity and how-to of a library marketing plan.

Instead of just jumping into random marketing tactics, Chris recommends that all libraries develop a marketing plan to define a target audience, set reachable goals, and develop strategies.  A library’s marketing plan should seek to do something new, not copy an existing brand.  According to Chris, you would ideally want your library to be recognized by the branding, which might include a slogan or emblem.

Elements of a marketing plan include:

  • Executive summary
  • Mission statement
  • Environmental analysis
  • Target markets
  • Goals/Objectives
  • Strategies
  • Monitoring/Evaluation

Since developing a plan is a rather large task, she recommends that those individuals interested in producing a marketing plan break the work into chunks and form committees, conduct focus groups and survey the target audience.  Regularly reviewing and updating the marketing plan is also essential.



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