Librarycareers.org Librarycareers.org Marketing PlanMarketing Plan

2007 Emerging Leaders 2007 Emerging Leaders Project TeamProject Team

Regina Cortez, MLISRegina Cortez, MLISAlexia Hudson, MLISAlexia Hudson, MLISQiana Johnson, MLISQiana Johnson, MLISRobin Rousu, MLISRobin Rousu, MLIS

Carolyn Wood, MSLIS Carolyn Wood, MSLIS

Larry Neal -Team MentorLarry Neal -Team Mentor

Beatrice Calvin - ALA Beatrice Calvin - ALA ContactContact

2007 Emerging Leaders 2007 Emerging Leaders Presentation AgendaPresentation Agenda

Team’s Planning Process & ToolsTeam’s Planning Process & Tools

Marketing Plan Overview Marketing Plan Overview

Recommended Action Plan Recommended Action Plan

Questions & Answers Questions & Answers

2007 Emerging Leaders 2007 Emerging Leaders Planning Process & Planning Process &

ToolsTools

Planning Plan Process & ToolsPlanning Plan Process & Tools

First team meeting – ALA Midwinter 2007 First team meeting – ALA Midwinter 2007

Seattle, WA with Larry Neal & Beatrice CalvinSeattle, WA with Larry Neal & Beatrice Calvin

Assigned team responsibilities for project Assigned team responsibilities for project

(ALA-EL wiki, blog, listserv, mentor, ALA (ALA-EL wiki, blog, listserv, mentor, ALA contact)contact)

Project managed 100% via virtual meetingsProject managed 100% via virtual meetings online conferencing & standard telephone conference calling online conferencing & standard telephone conference calling

(Washington Talking Book & Braille Library/ (Washington Talking Book & Braille Library/ FreeConferenceCall.com)FreeConferenceCall.com)

Planning Process & Tools con’tPlanning Process & Tools con’t

Team conducted an analysis of website Team conducted an analysis of website modeled after traditional SWOT process modeled after traditional SWOT process

Plan workflow process established Plan workflow process established

SWOT detail transformed to highlight SWOT detail transformed to highlight immediate/long term recommendations & immediate/long term recommendations & challengeschallenges

Marketing Plan Template Marketing Plan Template

2007 Emerging Leaders 2007 Emerging Leaders Marketing Plan Marketing Plan

OverviewOverview

Marketing Plan OverviewMarketing Plan Overview

28 Pages with budget, timeline, 28 Pages with budget, timeline, references, & EL opinion poll datareferences, & EL opinion poll data

Includes Executive Summary & Includes Executive Summary & Analysis of External EnvironmentAnalysis of External Environment

Full documents housed on ALA Full documents housed on ALA Emerging Leaders Wiki Emerging Leaders Wiki

2007 Emerging Leaders2007 Emerging LeadersRecommended Action Recommended Action

PlanPlan

Marketing Plan RecommendationsMarketing Plan Recommendations

Immediate RecommendationsImmediate Recommendations

Long Term Recommendations Long Term Recommendations

Challenges for Plan ImplementationChallenges for Plan Implementation

Immediate RecommendationsImmediate Recommendations Update salary range information Update salary range information

Expand information about paraprofessional Expand information about paraprofessional & technical positions& technical positions

Publicity materials to college career centersPublicity materials to college career centers

Linking with appropriate ALA related Linking with appropriate ALA related entitiesentities

Long Term RecommendationsLong Term Recommendations

Revise website navigationRevise website navigation

Conduct usability study Conduct usability study

Include content that enhances library careers reputationInclude content that enhances library careers reputation

Facilitate reciprocal linking with related websites & Facilitate reciprocal linking with related websites & blogs (include downloadable button ads)blogs (include downloadable button ads)

Generate printable handouts & flyers Generate printable handouts & flyers

Establish presence in multi-user virtual environment, Establish presence in multi-user virtual environment, Second Life Second Life

Challenges To Challenges To Plan ImplementationPlan Implementation

Overcoming persistent stereotypes of Overcoming persistent stereotypes of library workerslibrary workers

Ensuring recruitment of minorities Ensuring recruitment of minorities

Accurately conveying technological Accurately conveying technological skills required for 21skills required for 21stst Century Century workplaceworkplace

Establishing long-term support for plan Establishing long-term support for plan from ALAfrom ALA

Thank You For Thank You For This Opportunity! This Opportunity!

Questions & AnswersQuestions & Answers