Marketing Plan

After the audit and research...

Writing the Plan

The marketing audit provides information about your products and services, and the library's strengths and limitations. Market research lets you know what users and potential users need. After the audit and research, the next step is to use the information gathered to establish goals and create a marketing plan. The plan spells out in a specific, detailed, step by step way how you will change what you have determined needs to be changed.

The Goals

The marketing plan includes marketing goals and objectives.

• The goals are based on your mission and the results of your internal audit and external research into what customers want. Goals and objectives should be specific and measurable. For example, your goal could be to establish an annual event for the YA market. One objective would be to attract 50 people to the event. Another objective would be to get all of the attendees to sign up for a library card. (Module 2)

Strategies

The plan specifies marketing strategies, the promotional methods chosen to suit the target audience and meet your stated goals.

• Strategies in the plan depend on the user group and/or the service being offered. The "marketing mix" that you need to consider consists of the four Ps (product, place, price, promotion).(Module 3)

• Select the Products research determined were needed, use the Place or method of delivery your users want, calculate the Price or budget to develop and promote the service, and choose Promotion methods targeted to your users. (Module 4)

• Strategies include public relations, advertising, direct mail, telemarketing, Internet (Module 5), public service spots on TV, local radio station, monthly book review column in your local paper or in a blog, visual displays, press releases, comprehensive media campaign, podcasts, etc. Methods are based on assessment of users and the nature of the product. (An example for a YA event would be a letter to teachers or advertising in the school paper.) Learn from others! (Module 6)

Plan of Action

A plan of action (outline of specific tasks) is developed to describe how the strategies will be carried out.

• Each goal will have a detailed timeline of daily tasks and responsibilities. Consider any budget restraints.

Evaluation

The plan specifies how to measure how well goals and objectives were met.

• Specific measures (metrics) are given for each strategy. How many, what percentage, more than before, new users, percentage of a particular market, etc. If your objective was to have 50 attendees, the evaluation is easy -- count them! If your measure of evaluation is customer satisfaction, you will need another method, an evaluation survey form for example.

The Written Plan

Many web sites describe the contents of a marketing plan. Suggested components include the following*:

• Brief overview
• Description of team
• Marketing audit
• Market research analysis
• Barriers, challenges, and threats
• Goals and Objectives
• Strategies, 4Ps
• Action plan, timeline and tasks
• Budget
• Methods of evaluation

[*Suggested in: Lee, Deborah. "Marketing For Libraries: Theory and Practice." Missisippi Libraries 64 no. 3 (Winter 2000): 101-3.]

Consider the purpose

Some libraries use the process to develop a broad marketing plan for the entire library and all of its services. Other libraries do not have separate marketing plans, but instead include marketing objectives for each department as part of the library's overall strategic plan.

A broad, long-range plan may not be what's needed. A smaller focus may be beneficial. Look at library capabilities and user needs to identify which of your existing services to market, or limit the planning to focus on a new service that research indicates should be developed. Availability of staff, money, and time will play a part in the scope of the project!

For the library as a whole, or for a particular service or department, the marketing plan establishes goals to match a product with customer needs, based on the results of your audit and marketing research. Details of the plan include all steps necessary to meet the established goals.

Does your library or another library in the area have a marketing plan?

• Read through the plan.
• Is the plan current?
• Does it include internal assessment of the library's capabilities and external research into user needs and wants?

If you do not have access to a library marketing plan, look at sample library marketing plans from Module 2 or Sample Marketing Plans from NSLS and Members. You may also look at online plans for several types of business available on a commercial site. Choose one or two of the non-profit plans to scan. These plans are more complex than the plan you will be working on in Module 2 Planning, but will give you an idea of the way that marketing audits, market research, and the whole planning process are reflected in the final marketing plan.

Review of Module 1 Overview