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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/aesopfable-the-man-the-boy-and-thedonkey.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. A Simple Model of the Marketing Process Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 1-6 Managing Marketing Strategies & the Marketing Mix Three Levels of Product Four Service Characteristics Three Types of Service Marketing The 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 Surveys I 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 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 webbased/self services: Universal Class/ OverDrive, etc. • Special home stops Post Purchase Behavior • Consumer satisfaction is a function of consumer expectations and perceived product performance. – Performance < Expectations --- Disappointment – Performance = Expectations --- Satisfaction – Performance > Expectations --- Delight Other Resources • http://olos.ala.org/bookmobiles/index.php? title=Marketing_to_Your_Target_Communi ties • http://www.olc.org/marketing/index.html • http://www.ala.org/ala/aboutala/offices/olo s/nbdhome.cfm