Marketing Outreach Services

Lee Whiting

Outreach Services Librarian

Summit County Library, Park City, UT

Aesop’s Fable: The Man the Boy and the Donkey

• http://www.aesops-fables.org.uk/aesop-fable-the-man-the-boy-and-the-donkey.htm

Steps in Strategic Planning

What is your Mission or Purpose?

• Questions the mission statement should answer include:– What is our business?– Who is our customer?– What do consumers value?– What should our business be?

• Mission statements should be market oriented, not product oriented.

• Remember the fable’s moral- Try to please all and you shall please none.

1-6Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 1-6

A Simple Model A Simple Model of the Marketing Processof the Marketing Process

Managing Marketing Strategies & the Marketing Mix

Three Levels of ProductThree Levels of Product

Four Service CharacteristicsFour Service Characteristics

Three Types of Service MarketingThree Types of Service Marketing

The Service-Profit ChainThe Service-Profit Chain

• The service profit chain links employee and customer satisfaction to firm profits.

• Five links exist within the chain:– Internal service quality.– Satisfied and productive service employees.– Great service value.– Satisfied and loyal customers.– Healthy service profits and growth.

Market Research Surveys

• Methods:– Intercept– Mail– Phone– Online

• Survey Monkey– http://www.surveymonkey.com

• Check Box• Survey Gizmo• Zoomerang• Opinio• KeySurvey

Market Research SurveysI keep six honest serving-men 

(They taught me all I knew);Their names are What and Why and When 

And How and Where and Who.

-Rudyard Kipling, The Elephant Child • Start with the end in mind• Design, Methodology, Sampling• Data Sources for online- internal mail/

distribution lists• Patron privacy policies

Brand PositioningBrand Positioning

• Marketers can position brands clearly in customers’ minds at any of three levels:– Product attributes– Product benefits– Beliefs and values

• Marketers should create a brand mission and vision of what the brand must be and do when positioning the brand.

Branding

• Adams County Library, CO– http://www.anythinklibraries.org/

Internal Organization Web Pages

• Custom Built Sites

• Extensions of Library System Software

Presence at Events

• Fairs• Parades• Farmers Markets• Concerts• Special Appearances/ Author

Appearances• Back-to-school nights• National Bookmobile Day

Events

ALA Ready-Made Marketing Collateral

Traditional Media

• FREE– Radio PSA’s– Radio Interviews– Local News Articles– Local Event Listings– Local Television– Library Newsletters– Partnerships with other

community organizations, such as Park City Leadership and the Education Foundation

– Reading Guides– Bulletin Boards

Traditional Media

• PAID– Newspaper– Direct Mail– Electronic Radio/TV– Outdoor Advertising

New Media

• “FREE”– Library’s Website– Facebook– Twitter– RSS– You Tube– Vimeo– Email campaign management tools

• Constant Contact

New Media

• PAID– Banner Ads– Google Adwords key search terms– Purchase ads on Facebook– Search Engine Optimization– QR Codes– PURL’s

Programming

• Story Times English and Spanish• Reading Contests• Design Concept Contest• Summer School Programs• Reading Guides• Direct engagement/curricular support with

school teachers• Community Volunteer Programs

Augmented Services

• On-line Request Systems

• Training/Workshops for use of web-based/self services: Universal Class/ OverDrive, etc.

• Special home stops

• Consumer satisfaction is a function of consumer expectations and perceived product performance.– Performance < Expectations --- Disappointment– Performance = Expectations --- Satisfaction– Performance > Expectations --- Delight

Post Purchase BehaviorPost Purchase Behavior

Other Resources

• http://olos.ala.org/bookmobiles/index.php?title=Marketing_to_Your_Target_Communities

• http://www.olc.org/marketing/index.html

• http://www.ala.org/ala/aboutala/offices/olos/nbdhome.cfm