Marketing Your Library Presented by: Tiffany McClary Director of Communications, Marketing Outreach New Jersey State Library Connecting people with information through libraries 1 Agenda Meet the NJSL Marketing Team The Marketing Mix
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Presentation Transcript
01
Marketing @Your Library Presented by:
Tiffany McClary
Director of Communications, Marketing & Outreach
New Jersey State Library Connecting people with information through libraries 1<br>
02
Agenda Meet the NJSL Marketing Team
The Marketing Mix
Setting SMART Marketing Goals
Your Marketing Plan
PR Tactics Connecting people with information through libraries 2<br>
03
Meet the NJSL Office of Communications, Marketing & Outreach Connecting people with information through libraries 3 Director of
Comm., Marketing & Outreach
Tiffany McClary
609-278-2640 x122
tmcclary@njstatelib.org Public Relations &
News Media Contact
Gary Cooper
609-278-2640 x108
gcooper@njstatelib.org Graphic Designer, Webmaster &
Comm. Specialist
Anthony Schiavino
609-278-2640 x 132
aschiavino@njstatelib.org<br>
04
The Marketing Mix The 4 P’s of Marketing
Product (or Service)
Place
Price
Promotion Connecting people with information through libraries 4<br>
05
Marketing Goals Does your library have name recognition in your community?
Do people know what you offer?
Have you built trust and rapport within your community?
Do you have a plan to attract new prospects?
How are you telling your story?
Are your marketing goals SMART? Connecting people with information through libraries 5<br>
06
Key Components of a Marketing Plan Market Research
Target Market
Product and/or Service
Competition
Mission Statement
Market Strategies
Positioning & Branding
Budget
Marketing Goals
Monitor Results Connecting people with information through libraries 6<br>
07
PR Tactics Media Relations
Content Development
Promotion
Events
Social Media
Strategic Partnerships & Influencer Relationships
Employee Communications
Issues Management and Crisis Communications Connecting people with information through libraries 7<br>
08
Media Relations Generate positive news coverage
Be a resource to your local reporters
Be proactive to identify opportunities
Give your library a voice through contributed content
What if there was a PR tool that costs nothing and could establish your reputation as an expert?
That's exactly what well-placed contributed content can do! Connecting people with information through libraries 8<br>
09
Your Website Hub and Spoke Model Connecting people with information through libraries 9<br>
10
Marketing Your Events Tailor event promotions to your specific audiences
Develop a PR plan around the event
Drive conversation before and after events
Use hashtags when promoting via social media Connecting people with information through libraries 10<br>
11
Strategic Partnerships Step outside of your library’s walls and become a part of the greater community
Find ways to partner to meet community needs
Join forces for resource sharing and leveraging
Look for natural fits
Target decision makers, thought leaders, politicians, “movers & shakers” Connecting people with information through libraries 11<br>
12
Crisis Communication Planning Identify Your Crisis Communications Team
Train Spokespeople
Establish Notification and Monitoring Systems
Develop Holding Statements
Finalize and Adapt Key Messages
Post-Crisis Analysis Connecting people with information through libraries 12<br>
13
Connect with us! Subscribe to the NJSL Direct Newsletter
Check out our Marketing Trends Blog
Email us directly at: marketing@njstatelib.org
Follow us on our social networks! Connecting people with information through libraries 13<br>
