A public library based on the game: Candy Land

MARKETING PLAN ELEMENTS

IS 590 Marketing Library and Information Services To Communities (8/2013)

Nicole Carney

Sarah Holmes

Mary Thomas

Description

K LAND PUBLIC LIBRARY

Sarah

A Community and Public Library Based on the Children’s Game Candyland

INTRODUCTION

Candyland is a town located in the county of Confections First.

The confection industry is the largest industry

KandyLand Confections and Treats is the largest employer.

Mr ‘King Kandy’ Land, as the CEO of KandyLand Confections and Treats, is a primary donor to the public library

The city’s community newspaper: Sweet Treats,

COMMUNITY

The K Land Public Library (KLPL) is located in down town Candyland.

Located on the Candyland Express bus route

KLPL is a joint effort between the county and the town of Candyland

Website: http://klandpubliclibrary.wordpress.com/

K LAND PUBLIC LIBRARY

Image Credit: http://www.bing.com/images/search?q=historical+buildings+gigngerbread&qpvt=historical+buildings+gigngerbread&FORM=IGRE#view=detail&id=C0F50C5179F4FC3C516F157B973275E4450CBCED&selectedIndex=61

S.W.O.T.analysis

K LAND PUBLIC LIBRARY

Sarah

KLPL has a well organized & capable staff.

KLPL has 5 online access computers wireless service and computer training classes Grant funding: expand the number of computers for

library users and staff

Located downtown Interesting architecture On main bus route

STRENGTHS

Sarah

KLPL is not an obvious main attraction. many of the residence do not know the location of the library. library is in a small building off of the main street.

Many of the services are outsourced to other locations.

Limited operating hours of the library. Residence would like the library to that take into consideration shift work. staffi ng issues, transportation service hours and the fluctuation in shift

hours at the Kandy Factory.

Online services need to be developed more to attract “digitally” oriented library users

WEAKNESS

Sarah

KLPL is placed in a great spot in Candyland. The library is downtown on a major transportation route and has lots of room to expand.

The library has the capability to teach Candyland residents new job skills.

The library could easily expand the technologies classes to include job opportunities, retraining and creating a new business.

OPPORTUNITIES

Sarah

Bookstores duplicate services and provide a coff ee shop atmosphere. Bakers and Nibbles has a relaxed and inviting atmosphere. KLPL has rules prohibiting any food or drink in the library.

King Kandy must be convinced that the l ibrary is sti l l relevant and he is not sure a tradition library is eff ective in the digital age. Since he is the major benefactor the library needs to convince him that

the library in a traditional sense is still relevant while growing into the digital community.

The library needs to expand its online services and off er & make available a greater number of public access computers. The library needs to develop a user-friendly website as access to the

library on ‘off hours’.

The library needs to develop an online presence util izing social media for example FaceBook, Twitter, Pinterest and other relevant platforms.

THREATS - PRIMARY

Sarah

Logos& Tag Lines BRANDING

Mary

Read the rainbow; explore the colors of your world

K Land Publ ic Library

LOGO AND TAG LINE

Previous Library Tag Line:

Open windows to your world; become an explorer

Mary

Healthy Living Week

LOGO AND TAG LINE

An apple a day… is better than you

think

Mary

Healthy Living Week

PROGRAM: MARKETING & DEVELOPMENT

Mary

Mr. ‘King Kandy’ Land

Medical Community

County Health

City & County Government

Library Board

Families in the community

STAKEHOLDERS

The KLPL is developing a weeklong event that emphasizes healthy living tips and habits. The events will include cooking classes, book reviews, exercise sessions and public forums focusing on healthy living.

The recent national study indicated that the Towne of Candyland had a significantly higher than the national average risk for specific health issues.

Healthy Living Week

PROGRAM OVERVIEW

Mary

Healthy Living Week will cover multiple issues helping young families making healthy choices.

Healthy Living Week

PRIMARY TARGET

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Addressing the issues of obesity and the rise of diabetes in teens.

Healthy Living Week

SECONDARY TARGET

Image Credits: http://thumbs.ifood.tv/files/images/Teen_eating_disorder_is_now_becoming_a_big_problem.jpg -- http://kidshealth.org/teen/food_fitness/problems/headers_88944/T_bingeEatingDisorder1.jpg Mary

PROPOSAL: HEALTHY LIVING WEEK

An apple a day… is better than you

think

Sarah

Promote Family Healthy & Well-being Collection Highlight the new health services collection

Director Quennie Frostine, started developing this collection Decided to develop a program to build community awarness

for the collections

Week long events Various classes (cooking, exercise, mental health,

preventive health care) Cooking class with Alton Brown Other events: Blood pressure, calculate BMI, talk with a

personal trainer

Health Fair Day Grant funded Day long events on the topic of health and well-being

PROGRAM PROPOSAL

Sarah

Community Involvement

Master Chefs from local restaurants

Personal Trainers from local health clubs

Healthcare professionals, Nurses & Physicians

Final Day 5K Run/Walk

Highlight local athletes

PROGRAM PROPOSAL

Sarah

Cooking Healthy: Alton Brown The concept of diet A Healthy eating plan Cooking demonstration: ‘Tofulicious’

Cooking Healthy is Funded by donations from the Friends of the Library the Soy Bean Federation of Farmers

PROGRAM PROPOSAL

Sarah

ProgramingPromotionStrategies

PROMOTION OF HEALTHY LIVING WEEK

An apple a day… is better than you

think

Mary

Posters in the community

Brochures distributed through out the

community

Elevator ‘speech’ by all staff and volunteers

Broadcast Media Print, Radio and TV press releases

Interviews of healthcare professional

Morning show healthy cooking demos

Physical fitness trainers demo easy home exercises

MARKETING TOOLS

Mary

Social Media Start a healthy conversation

tips, recipes, work out guides on a day basis

Utilizing Library Website, Facebook, Twitter, Pintrest and

YouTube

Local sponsors for various events

Develop community ownership

T-shirts for the 5K walk/run event

Free T-shirt at registration

Find the Sliced Apple scavenger hunt

Facebook, Twitter & Radio hints

MARKETING TOOLS

Mary

T h e K a n d y L a n d Pu b l i c L i b r a r y w i l l h o l d a h e a l t h f a i r f o r r e s i d e n t s .

Fo r i m m e d i a t e r e l e a s e

M o n d a y , J u l y 9 , 2 0 1 3

C o n t a c t : M r. M i n tM e d i a Re l a t i o n s M a n a g e rK a n d y L a n d Pu b l i c L i b r a r y6 5 4 C a n d y c a n e Fo r e s t L a n e8 6 5 - 5 5 5 - 6 7 8 9m rm i n t @ g m a i l . c o m Healthy

Living Week

PRESS RELEASE

Kandy Land – The executive board of the Kandy Land Publ ic Library is pleased to announce it wi l l hold a health fair for residents of Kandy Land next month. The event is part ial ly funded through a grant from the Library Services and Technology Act (LSTA).

The Kandy Land Health Fair, presents a week of healthy l iving programs including activit ies at the l ibrary that promote healthy l iving and health screenings to assess health r isks: diabetes screening, body mass index (BMI), blood pressure screening and cholesterol screening.  The l ibrary wi l l pick out several of the cookbooks to demonstrate how healthy cooking can be fun and tasty. On the fi nal day of the health fair a 5K run/walk takes place. Princess Lol ly serves as chair of the executive board of the Kandy Land Publ ic Library. Nicole

A 2010 report f rom the Centers for Disease Control and

Prevent ion (CDC) says that s ince 1980 obesity prevalence

among chi ldren and adolescents has almost tr ip led. A

2012 survey conducted by Blue Cross Blue Shie ld of

Kandy Land showed that seventy percent of adults ages

40 and over indicated that they desired more information

on making appropriate health decis ions in their everyday

l ives. I t is the intent of the execut ive board of the Kandy

Land Publ ic Library to h ighl ight d iff erent aspects of their

new nutr i t ion and exercise col lect ion as wel l as focus on

healthy l iv ing for fami l ies of al l ages.

About the Library Services and Technology Act

Developed by the American Library Associat ion and other

l ibrary groups, the Library Services and Technology Act

(LSTA) was s igned into law in 1996. I t is a United States

federal l ibrary grant program administered by the state

l ibrary of each state.

About Kandy Land Public Library

Establ ished in 1906, the Kandy Land Publ ic Library is committed to extending the benefi ts and joys of reading, l i fe long learning, and discovery to al l people through col lect ions and services.

Healthy Living Week

PRESS RELEASE

Nicole

The residents of Kandy Land were found in one recent study to have signifi cantly higher rates of obesity. The director of the Kandy Land Publ ic Library (KLPL) has been expanding the health sciences col lection over the past year.

The KLPL is in a unique posit ion as the leader in health information distr ibution. The KLPL off ers residents of i ts community an opportunity to reevaluate their personal health.

The KLPL has received a grant to host a health fair. “Where the sweet, the sour, and the rainbow meet for you” is the name.

The KLPL information professionals off er residents the opportunity to gather unbiased information.

Healthy Living Week

ELEVATOR SPEECH

Nicole

Healthy Living Week

POSTER

Healthy Living Week

POSTER

Healthy Living Week

POSTER

Budget / Evaluation

Library annual BudgetOverlapping

expenses

Healthy Living Week Budget

Promotional ItemsOpening ReceptionWorkshops &

SpeakersHealth Fair Day5K Run/Walk

GrantsDonationsLibrary Budget

BUDGET

Health & Well-being collection Books E-database E-Journals

Technology Additional computers Staff training

Healthy Living Events Health Fair Alton Brown, speaker 5K Run/Walk

Staff /Building Expenses Staffi ng hours Janitorial services Color-scaping the grounds Extra cost of utilities

Promotional Expenses In house & Out sourced Donated time

Survey Longitudinal study Pre/post and 2 follow up

surveys

BUDGET CATEGORIES

Library Budget: $600,000

Collection Development: $175,000Technology: $50,000Healthy Living Week Total: $127,4905K Run/Walk: $12,918Survey/Evaluation $12,000

GENERAL TOTALS

Community Evaluation Preliminary Evaluation to determine need for health and

wellbeing programs and services Pre and Post Healthy Living Week community survey Follow up surveys – one year and two years out

Library Evaluation (staff and stats) Branding events focus group Cost analysis of Continuing Healthy Living as an annual

event Statistics of use of Health and Wellbeing collection after

one month, six months and one year.

EVALUATION