Date post: | 24-May-2015 |
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Page 1
Marketing DNA:
Best Fit for
Small and Rural Libraries
Page 2
Presented by
The Settlement Library Project
Promoting an Eclectic
Librarianshipin Rural Appalachia
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“Library service responds to
community needs, and the community
responds to that library which meets
those needs.”Darlene E. Weingand
Page 4
Passionate Players Association
Recruit An Idea Person A Writer/Editor A Finance Person A Human Resource
Person A Project Manager
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Raw Beginnings
• Create the Power of Intention
• Believe you can be successful
• Communicate• Facilitate• Delegate
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Prepare Your Toolkit
Get Focused Know Your Value Identify Your Goals Determine What You
Can Deliver
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Get Help Identify Resources Accentuate Support
Systems Network, Network,
Network
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Get Noticed Be Human Be Smart Be Everywhere
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Get In Gear Expect Success Buck the Trends Commit to a Positive
Outcome
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Get Moving Create Targets Create an Emotional
Connection Create an Identity
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The Point and The Plan
Analyze your situation Who are we and how did we
get here? How do we fit into the
community? What is our community
looking for? What drives our
community?
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Strategic Beginnings
• SWOT Yourself• Start the Writing Process• Build a Team• Organize Partnerships• Begin Dialog with
Funders• Be Persistent
Page 13
Identify Champions
• Focus on Loyal Donors• Create Donor Events• Locate Civic Minded People• Institute Membership
Campaigns• Broaden Mailing List• Offer Planned Giving Options
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Funder Development
• Private Foundations• Corporate Giving• Family Foundations• Local Organizations• Small Business• Individuals• Government
Page 15
Define Yourself
• Research Based Plan• Public Relations• Customer Service• Staff Focus
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Resonate Success
• Package Yourself• Communicate
Accomplishments• Expand Your Skills• Demonstrate Your
Value• Be Compelling
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Preparation
• Manage First Impressions• Uncover Needs and
Problems• Communicate Appropriate
Strengths• Anticipate Objections• Present a Consistent
Message• Become Problem Solvers
Page 18
Set Your Priorities
• Vision Statement• Mission Statement• Positioning Statement• Build the Brand• Connect with Social
Media• Create the Image• Expedite Goals
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Embrace Engagement
Identify Promotional Methods
Define Advantages Determine
Disadvantages Feature Creativity Show your Face
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“The most important group you can
cooperate with are the people in your own
community.”Anne Gervasi
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Become Visible
• Signage• Printed Sources• Local Newspapers• Cable T.V.• Radio Spots/Interviews• Public Presentations
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Ensure Involvement
• Attend Public Gatherings• Offer Premiums/Contests• Offer Raffles/Auctions• Host Local Community
Programs• Attend Community
Festivals• Offer Memorial Funds
Page 23
Grow With Your Community
• Build a Community Bridge• Build Educational
Advancement • Build Recreational
Collections• Build Local Culture• Build Opportunities for
Service
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Keep It Real
• Create the Vision• Make a Plan• Qualify the Staff• Solidify the Image• Implement the
Strategy
Page 25
Marketing Mantra
“There is no safety net in being cheap
because we will never be cheap enough. Our
safety lies in being essential.”
Herbert White
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The Settlement Library Project
http://circuit-out-rider.blogspot.com/