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In these challenging times, libraries face fierce competition for customers and funding. Creating and implementing a marketing plan can help libraries make a compelling case and address both issues attracting funding and customers by focusing on specific needs. But where and how do you start?Drawing on the authors many decades of experience in marketing and as librarians and trustees, Blueprint for Your Library Marketing Plan offers a step-by-step program to get any library up to speed with minimal angst. * Lay the groundwork through strategic planning and data collection * Write the plan, including targeting the market, defining services, setting goals, and taking action to promote the library * Use marketing planning to create and position new and existing services and programs * Implement and track the plan then evaluate resultsReproducible forms and worksheets, quick start tips, strategies and models from other libraries, and resources for more information enhance this one-stop handbook. Librarians and directors in public, academic, and special libraries, marketing specialists, and students and instructors in library programs can learn to tailor marketing plans, prioritize services, and address community needs using this library-focused, hands-on guide.
E-Book Content
BLUEPRINT LIBRARY MARKETING PLAN for Your
A Guide to Help You Survive and Thrive
PATRICIA H. FISHER MARSEILLE M. PRIDE
BLUEPRINT LIBRARY MARKETING PLAN for Your
A Guide to Help You Survive and Thrive
PATRICIA H. FISHER MARSEILLE M. PRIDE With assistance from Ellen G. Miller
AMERICAN LIBRARY ASSOCIATION Chicago
2006
While extensive effort has gone into ensuring the reliability of information appearing in this book, the publisher makes no warranty, express or implied, on the accuracy or reliability of the information, and does not assume and hereby disclaims any liability to any person for any loss or damage caused by errors or omissions in this publication. Design and composition by ALA Editions in Minion and Univers using QuarkXPress 5.0 on a PC platform. Printed on 5-pound white offset, a pH-neutral stock, and bound in 10-point cover stock by McNaughton & Gunn. The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI Z39.48-1992. ∞ Library of Congress Cataloging-in-Publication Data Fisher, Patricia H. (Patricia Holts) Blueprint for your library marketing plan : a guide to help you survive and thrive / by Patricia H. Fisher and Marseille M. Pride ; with assistance from Ellen G. Miller. p. cm. Includes bibliographical references and index. ISBN 0-8389-0909-4 1. Libraries––United States––Marketing. 2. Libraries––Public relations–– United States. 3. Library planning––United States. 4. Strategic planning–– United States. I. Pride, Marseille M. (Marseille Miles) II. Miller, Ellen G. III. Title. Z716.3.F57 2005 021.7––dc22 2005015016 Copyright © 2006 by Patricia Holts Fisher and Marseille Miles Pride. All rights reserved except those which may be granted by Sections 107 and 108 of the Copyright Revision Act of 1976. Printed in the United States of America 10 09 08 07 06
5 4 3 2 1
CO N T E N T S
LIST OF FIGURES
v
PREFACE
vii
ACKNOWLEDGMENTS
xi
1
Strategic Plans: Dust Catchers or Power Tools for Your Marketing Plan?
1
2
Mining Data: Discovering Trends
11
3
Developing the Marketing Plan: Getting Started
24
4
Marketing Plan Introduction: Product/Service Details
30
5
Target Markets: Will the Service Meet Their Needs?
43
6
Assessing the Current Marketing Situation: