Marketing Plans 101

Marketing Plans 101 Presented by Christine Kujawa M.S., M.M. March 2009 Session Overview What is marketing? Do libraries need to market? What are the marketing theories/concepts related to basic marketing plans? How do I create a basic marketing plan? What is Marketing? The performance of business activities that direct the flow of goods and services to the customer or user. Do Libraries Need to Market? Budget cuts Library closings Increase in cost of resources Community lack of interest Marketing in Libraries Marketing Theories/Concepts Mission Statement The mission statement tells you what the organization is now. It concentrates on the present; it defines critical processes and informs you about the desired level of performance. Marketing Theories/Concepts Mission Statement Jefferson Public Library enriches the lives of citizens within Jefferson City by collecting, organizing and providing open access to educational, informational, recreational and cultural resources. Marketing Theories/Concepts Vision Statement The vision statement outlines what an organization wants to be. It concentrates on the future; it is a source of inspiration; it provides clear decision-making criteria. Marketing Theories/Concepts Vision Statement Jefferson Public Library will strive to anticipate the changing needs of Jefferson City citizens in their lifelong quest for information. Marketing Theories/Concepts Value Statements Value statements are traits or qualities that are considered worthwhile. They represent an organization’s highest priorities and deeply held driving forces. Marketing Theories/Concepts Value Statements Jefferson Public Library promises to: •Ensure fast access to information. •Treat all patrons with respect and equity. •Respond to community needs. •Protect freedom of information, privacy and confidentiality. •Provide a safe and secure environment. •Encourage programming and display of the arts. Marketing Theories/Concepts SWOT! Strengths are attributes of the organization that are helpful to achieving the objective. Weaknesses are attributes of the organization that are harmful to achieving the objective. Opportunities are external conditions that are helpful to achieving the objective. Threats are external conditions that are harmful to achieving the objective. Marketing Theories/Concepts SWOT! Marketing Theories/Concepts SWOT! Strengths Strong, positive relationships with our patrons. Friendly and welcoming staff. Evening and weekend hours to accommodate working families. Opportunities Relationships with local organizations and clubs. Requests from patrons for international newspapers. Limited information on free newspaper websites. NewspaperDirect offers entire newspaper and same-day service. Marketing Theories/Concepts SWOT! Weaknesses Continued changes in technology. Limited financial resources. Some Reference Librarians are not comfortable using databases and technology in general. Threats Convenience of newspaper subscriptions from abroad (home delivery). Older patrons may not want to use the database to read the newspaper (prefer in print). Barnes and Noble sell a couple major international newspapers from countries where English is not the native language. Marketing Theories/Concepts Environmental Scan An analysis and evaluation of internal conditions and external data and factors that affect the organization. 1. Gather information. 2. Analyze and interpret the information. 3. Apply the analyzed information to the decision making process. Marketing Theories/Concepts Environmental Scan Keys to a Successful Scan -Active and open exploration of our communities -Incorporate diverse sources of information -Diverse viewpoints Marketing Theories/Concepts Environmental Scan Data/Factors relating to: Economic, Social, Cultural, Environmental, Health, Technological and Political trends, situations and events. Marketing Theories/Concepts Environmental Scan Statistics from the US Census Bureau tell us that 30% of Jefferson City residents are non-native English speakers. Over the past 15 years there has been a steady increase in the number of non-native English speakers. In January 2009, we conducted a survey (paper copies in the library and web-based on the library’s web site) inquiring about additional non-English resources in the library. The Jefferson City Community Center ESL program coordinator handed out surveys to her students and returned the completed surveys to the library. We also had focus groups with members of the local International Club. There was an overwhelming response to adding international newspapers to the library’s collection. The International Club president provided membership statistics. 90% of their members were born outside of the United States and speak English as a second language. The Jefferson City Community Center ESL instructor provided statistics on the current number of students, age and place of birth. All students are adults, age range 28-74. Marketing Theories/Concepts Market Segmentation is done to appropriately distribute and communicate products and services to a subset of consumers, those who seem most likely to use the particular product or service. Marketing Theories/Concepts Market Segmentation 4 areas: 1-Geographic 2-Demographic 3-Psychographic 4-Behavior Marketing Theories/Concepts Market Segmentation Segmentation •Patrons who speak more than one language. •Non-native English speaking patrons. •Patrons who were born outside of the United States. Marketing Theories/Concepts Target Market The intended audience of a marketer’s efforts. Marketing Theories/Concepts Target Market Target Markets •Citizens enrolled in ESL courses at the Jefferson City Community Center. •Citizens who are members of the International Club. •Non-native English speaking citizens who are not involved in any of the above. Marketing Theories/Concepts Competition other companies that satisfy the same consumer needs. Direct: primary competitors with a company Indirect: pose less of a risk but must be monitored as they could become direct competitors. Marketing Theories/Concepts Competition Marketing Theories/Concepts Competition We are the only place in the community that offers this type of database and service. We may face some competition with the Internet. Patrons may view international newspapers on the Internet from home. However, they can only view some articles. They have to pay to view the rest. This limits the information they have access to. Some patrons pay for home-delivery services for international newspapers. It is convenient to receive the paper copy at your front door. However, there is a fee for this and there is a gap between when the paper was published and when they receive it in the mail. On the other hand, NewspaperDirect is free and posts the newspapers the same day they are published. Some patrons purchase the major international newspapers at Barnes and Noble. However, their selection is very limited and you have to buy them. Marketing Theories/Concepts 4 P’s or Marketing Mix Major controllable factors of any marketing mix Product (or Service) Price Place Promotion Marketing Theories/Concepts 4 P’s or Marketing Mix Marketing Theories/Concepts 4 P’s or Marketing Mix Marketing Theories/Concepts 4 P’s or Marketing Mix Product •Tangible product: NewspaperDirect. •Services: Library staff will train patrons to use NewspaperDirect. Price •Promotion: library budget, operating expenses. •Ongoing subscription costs for NewspaperDirect: library budget, electronic resources expenses. •Staff time: library budget, personnel expenses or funding from Friends of the Library. Marketing Theories/Concepts 4 P’s or Marketing Mix Place •Library: main floor, just south of the Reference Desk. •Computer stations have been configured for use of NewspaperDirect. Extra Reference Librarians and Reference Assistants will be scheduled during prime hours to work at the Reference Desk. They will monitor the area and assist patrons who need assistance using NewspaperDirect. Promotion •Posters, brochures, flyers and bookmarks distributed throughout the library, to the International Club and Jefferson City Community Center. •Scheduled interviews with Jefferson City Times and JCFY-TV. •Press releases sent to Jefferson City Times and JCFY-TV. •Public service announcements sent to all local radio stations. Additional Resources http://www.christinekujawa.com/marketing101