Marketing Outreach Services
Lee Whiting
Outreach Services Librarian
Summit County Library, Park City, UT
Aesop’s Fable: The Man the Boy and the Donkey
• http://www.aesops-fables.org.uk/aesop-fable-the-man-the-boy-and-the-donkey.htm
Steps in Strategic Planning
What is your Mission or Purpose?
• Questions the mission statement should answer include:– What is our business?– Who is our customer?– What do consumers value?– What should our business be?
• Mission statements should be market oriented, not product oriented.
• Remember the fable’s moral- Try to please all and you shall please none.
1-6Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 1-6
A Simple Model A Simple Model of the Marketing Processof the Marketing Process
Managing Marketing Strategies & the Marketing Mix
Three Levels of ProductThree Levels of Product
Four Service CharacteristicsFour Service Characteristics
Three Types of Service MarketingThree Types of Service Marketing
The Service-Profit ChainThe Service-Profit Chain
• The service profit chain links employee and customer satisfaction to firm profits.
• Five links exist within the chain:– Internal service quality.– Satisfied and productive service employees.– Great service value.– Satisfied and loyal customers.– Healthy service profits and growth.
Market Research Surveys
• Methods:– Intercept– Mail– Phone– Online
• Survey Monkey– http://www.surveymonkey.com
• Check Box• Survey Gizmo• Zoomerang• Opinio• KeySurvey
Market Research SurveysI keep six honest serving-men
(They taught me all I knew);Their names are What and Why and When
And How and Where and Who.
-Rudyard Kipling, The Elephant Child • Start with the end in mind• Design, Methodology, Sampling• Data Sources for online- internal mail/
distribution lists• Patron privacy policies
Brand PositioningBrand Positioning
• Marketers can position brands clearly in customers’ minds at any of three levels:– Product attributes– Product benefits– Beliefs and values
• Marketers should create a brand mission and vision of what the brand must be and do when positioning the brand.
Branding
• Adams County Library, CO– http://www.anythinklibraries.org/
Internal Organization Web Pages
• Custom Built Sites
• Extensions of Library System Software
Presence at Events
• Fairs• Parades• Farmers Markets• Concerts• Special Appearances/ Author
Appearances• Back-to-school nights• National Bookmobile Day
Events
ALA Ready-Made Marketing Collateral
Traditional Media
• FREE– Radio PSA’s– Radio Interviews– Local News Articles– Local Event Listings– Local Television– Library Newsletters– Partnerships with other
community organizations, such as Park City Leadership and the Education Foundation
– Reading Guides– Bulletin Boards
Traditional Media
• PAID– Newspaper– Direct Mail– Electronic Radio/TV– Outdoor Advertising
New Media
• “FREE”– Library’s Website– Facebook– Twitter– RSS– You Tube– Vimeo– Email campaign management tools
• Constant Contact
New Media
• PAID– Banner Ads– Google Adwords key search terms– Purchase ads on Facebook– Search Engine Optimization– QR Codes– PURL’s
Programming
• Story Times English and Spanish• Reading Contests• Design Concept Contest• Summer School Programs• Reading Guides• Direct engagement/curricular support with
school teachers• Community Volunteer Programs
Augmented Services
• On-line Request Systems
• Training/Workshops for use of web-based/self services: Universal Class/ OverDrive, etc.
• Special home stops
• Consumer satisfaction is a function of consumer expectations and perceived product performance.– Performance < Expectations --- Disappointment– Performance = Expectations --- Satisfaction– Performance > Expectations --- Delight
Post Purchase BehaviorPost Purchase Behavior
Other Resources
• http://olos.ala.org/bookmobiles/index.php?title=Marketing_to_Your_Target_Communities
• http://www.olc.org/marketing/index.html
• http://www.ala.org/ala/aboutala/offices/olos/nbdhome.cfm