Embed Size (px)
Citation preview
MAKING PUBLIC RELATIONS
FUN & GAMES!
…skills for promoting your events and
programs
Fun & Games @ Your Public Library
March 21, 2012
Dr. Curtis R. Rogers, Communications Director
AGENDA
Understanding Your
Community & Customers
Developing your Marketing
Message & Budget
Brainstorming Group
Project = BE CREATIVE!
Wrap up
UNDERSTANDING YOUR COMMUNITY
Are there segments of the
community underserved?
Does my community want or
value my unique competitive
offering?
Is there too much
competition in the segment of
my market to be competitive?
UNDERSTAND YOUR TARGET AUDIENCE
What kinds of habits does my
customer have? Where are they?
How does my potential
customer get information
products and/or services (in a
store, on the web)?
What are my target customer’s
primary motivations for seeking
out this kind of workshop?
DEVELOP YOUR MESSAGE
Two parts: brief tagline | marketing
message/description
Tagline – short and right to the point!
Marketing message/description• An explanation of your target prospect’s
problem.• An explanation about why you are the only
organization that can solve your target audience’s problem.
• An explanation of the benefits people will receive from attending your workshop.
• Examples and testimonials from customers you have benefitted from your workshops.
• Your unconditional guarantee.
1.Newspaper ads2.Social Media3.Posters4.Contests5.Playing card decks6.Seminars7.Television ads8.Signs9.Radio ads10.Banners11.Articles12.Classified ads
13.Newsletters14.Charity events15.Networking16.Billboards17.Magazine ads 18.Special events19.Flyers20.Email21.Postcards/Rack Cards22.Doorhangers23.Media releases24.Fax broadcasts
25.Brochures26.Gift certificates27.Word-of-mouth28.Website29.Sign picketing30.Business cards31.Catalogs32.Public speaking33.Window display
33 PR METHODS
Determine how much
money is available,
detail the financial
aspects,
and show how
implementation of your
plan will be profitable to
the library.
DEVELOPING THE PR BUDGET
BRAINSTORMING SESSION
In small groups, take ____ minutes to work through the following items (see worksheet) to BRAINSTORM and develop the PR PLAN for a Fun & Games workshop for the Anytown Library.
1. What is the CREATIVELY DESCRIPTIVE title of the workshop?
2. Develop your workshop tagline and message/description but be brief and to the point.
3. Who is your target audience and How many people do you want to attend?
4. What specific news/media/other outlets will you alert and What materials will you use to promote your workshop?
5. How much $$$ will you spend and on what?
Each group will have time to report.
ADDITIONAL RESOURCES
Kivi’s Nonprofit Communications Blog• http://www.nonprofitmarketingguide.com/b
log/
LIS News - http://lisnews.org/ PR Squared - http://www.pr-squared.com The Marketing Blog
• http://marketing-expert.blogspot.com Visibility @ Your Library - http://www.pio.ala.org/visibility
