Marketing @Your Library Presented by: Tiffany

Transcript:Marketing @Your Library Presented by: Tiffany:
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 Setting SMART Marketing Goals Your Marketing Plan PR Tactics Connecting people with information through libraries 2 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 The Marketing Mix The 4 P’s of Marketing Product (or Service) Place Price Promotion Connecting people with information through libraries 4 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 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 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 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 Your Website Hub and Spoke Model Connecting people with information through libraries 9 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 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 Crisis Communication Planning Identify Your