Elstad Public Library
Marketing Plan 2010-2011
7/30/2010
Contact: Kate Taddeo
ketaddeo@syr.edu
Executive Summary:
Elstad Public Library has recently completed an environmental scan of the community through the use of surveys and small focus groups and it was determined that we are not successfully marketing our children’s and teen programming at the library. Many library and community members were either unaware of events and programs provided by the library or commented that they only saw notification when they were in the library proper.
By initiating a concerted and organized campaign to inform the community of our events using multimedia online tools, we believe we can increase community participation in our children’s and teen programming.
Some of the strategies we will implement are using both the existing Facebook and Twitter accounts to actively engage the community in a continuing discussion about our programming, creating video overviews of available programming, and providing easier ways for community members to submit comments and suggestions.
Mission Statement:
The mission of the Elstad Public Library is to provide materials and information to its community for both recreation and education, while instilling an appreciation for reading and learning of all types. Elstad Public Library also serves as a center in which the community may come together. Specific programs will be provided to facilitate imagination and learning in children of all ages.
Situation Analysis:
Currently Elstad Public Library offers an array of programming for both children and teens, including Read-Aloud for children ages 2-10 and Book to Craft Connections for children ages 8-14 which are offered on a weekly basis. In addition a book club for teens ages 13-18 which includes author chats and book discussions are offered on a bi-weekly basis.
Enrollment numbers in our current program indicate that we are not reaching the community. While the survey responses and focus group results indicated that the type and frequency of such programs are sufficient, where we are falling short is in engaging the community about the programs and their scheduling. The responses we received most frequently was that most community members were unaware of the programs, that the only way to find out about programming and submit suggestions was to come into the library, and that if we post about the event on Facebook or Twitter, that the announcement is too late for them to make arrangements to attend.
Audience Profile:
The target audience of our marketing plan is not only the children and teens who we want to attend to programs, but also their parents who will be the ones to bring them to the library. We want to make sure that we not only advertise the programming in a way that is interesting to the children, but in a way that shows the parents that the programming is worth working into what can be already busy schedules.
Campaign Goal:
Our goal is create a multimedia campaign geared towards the youth in our community and their parents which will results in a 15% increase in children’s participation and 10% increase in teen participation in our programming over the next year.
Strategies:
We have decided on 4 different strategies that will be implemented as we raise awareness of our programming and increase enrollment over the course of this campaign.
1. More interactivity through Elstad Public Library's existing Facebook and Twitter accounts.
Action: Announce events and programming on both Facebook and Twitter at the beginning of each month, a week before a specific event as well as the day before an event. In addition, elicit feedback from members on events and programs, as well as the library on the whole, through the use of quick survey questions.
Example: “Hope you all had a great time at Book Club yesterday! What did you all think of this month’s book?”
Target Date: August 15, 2010
Cost: $0.00
2. Creating an online suggestion/comment area on Library Facebook page.
- Action: Using the discussion tab, create a space in which members can submit suggestions or comments to the library. In addition, create a link directly to the library’s email address so that members who wish to submit comments and suggestions anonymously can do so easily.
- Example:
- Target Date: August 30, 2010
- Cost: $0.00
3. Create a video tour of the library, including introduction to our programming.
Action: Create a script that highlights both the library as a whole and the specific programs we offer. Film, edit and post the video to our website and Facebook page. The video can be uploaded directly to Facebook as well as being uploaded to YouTube which will allow us to embed it on our website.
Preparatory Action: Training will need to be undertaken on both the video equipment and editing software.
Example: Below is a video tour of the Matthews Public Library in Lebanon, PA and will give you a very basic idea of one route a video tour can take. (Click here)
Target Date: September 15, 2010- Cost: Video camera- $300.00, there is free movie making software available for both Mac’s and PC’s that will be sufficient for our needs.
4. Video archives of programming after the fact.
Action: Videotaping and posting video of programming and events. Video’s will be uploaded to YouTube.
Preparatory Action: Training on video equipment. Additionally, library privacy policies will need to be reviewed and any release forms will need to be created to comply with those policies. Release forms will need to be collected at the start of every program/event where we will be filming and we will need to record and edit any footage to comply with those releases.
Example: Below is an example of a storytelling session at the Webster Public Library (click here)
- Target Date: September 30, 2010
- Cost: cost for video equipment is rolled into strategy #3.
Continuing Evaluation:
We realize that this campaign needs to be continually monitored so that we can assure that we are meeting the needs of our community. We intend to evaluate on a quarterly basis by monitoring several factors including: enrollment and participation numbers at library programs, community involvement on Facebook, Twitter and YouTube by tracking the number of followers, views and comments made, and with additional surveys of the community.
This marketing plan was created for IST600 at Syracuse University’s iSchool
The Elstad Public Library was created for the purposes of this assignment.
7/30/2010
