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Marketing Inside Out

Marketing Inside Out. Christina Pryor Public Relations Committee. Agenda. Common lingo Elements of the marketing plan Helpful tips Inside the walls Reaching outside of the walls Breaking down the walls. Common Marketing Lingo. Public relations Advertising Promotions Merchandizing.

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Marketing Inside Out

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  1. Marketing Inside Out Christina Pryor Public Relations Committee

  2. Agenda • Common lingo • Elements of the marketing plan • Helpful tips • Inside the walls • Reaching outside of the walls • Breaking down the walls

  3. Common Marketing Lingo • Public relations • Advertising • Promotions • Merchandizing

  4. Common Marketing Lingo • Brand • Top of Mind Awareness • Brand Loyalty • Target Audience • Call to Action • Perceived Value • Value-added

  5. Common Marketing Lingo • Medium or Media • Benchmark • Reach • Frequency

  6. “Marketing takes more than cauldrons or brainstorming: Marketing needs a plan.” Dyal, D. H., & Daniel, K. (2010, August). Up, up, and away: A bird's-eye view of mission marketing. American Libraries, 31-33.

  7. Elements of the Marketing Plan • Executive Summary • Mission Statement • Environmental Analysis • SWOT Analysis • Target Markets

  8. Elements of the Marketing Plan • Goals and Objectives • Strategies • Tactics or Tactical Actions • Monitoring and Evaluation

  9. Inside the Walls

  10. Inside the Walls • Typically dealing with the current library user or someone attending a special event • Captive audience but may not know everything that is available to them in the library • Keep in mind that online tactics may not reach outside of the walls

  11. Advantages of Having a Plan • Coordinated and collaborated efforts across departments or system • Matching tactics up with a strategy • Multifaceted marketing attack • Measurable and often improved outcomes

  12. Classes and Special Events • Author events • Computer or software classes • Information literacy classes • Special exhibits

  13. Posters and Signage • READ posters • Promotional posters • Directional signage

  14. Swag and Prizes • Candy bar wrappers • Pens • Flash drives • Apparel • Gift certificates

  15. Computers • Wallpaper • Screensavers • Computer signage

  16. Website • Colors and design • Advertisements • Social networking connections • Services • Blogs • Wikis

  17. Outside the Walls

  18. Reaching Outside of the Walls • Going after the non-user • This audience may or may not know about the library • Building a library brand

  19. Advantages of Having a Plan • Consistent and persuasive branding and image being presented • Entice non-users to visit the library • Increase impact of marketing inside the walls

  20. Advertisements • Newspaper or magazine • Radio • Television • Web • Apps

  21. Partnerships • Health organizations • Schools • Faculty organizations • Registered student organizations

  22. Direct Marketing • Postcards • Brochures • Emails • Newsletters • Banner ads • Telemarketing

  23. Social Networking • Facebook • Twitter • LinkedIn

  24. The Librarians and Staff • Embedded librarians • Faculty outreach and organizations • Community outreach • Word of mouth marketing

  25. Any other ideas?

  26. Breaking Down the Walls • Marketing inside and out is the way to go • Tying tactics to a well-developed marketing plan improves success • Marketing plans are worth the time • Remember… • Who is the audience? • What is your goal? • How do you reach the target? • Was it successful?

  27. Thanks! Christina Pryor Public Relations Committee cnpryor@gmail.com

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