Who Is Involved?

Choosing team members is critical.

Involve the community.

To begin the market planning process, select a mix of team members that will provide a broad range of viewpoints and expertise. If you are looking at library-wide market planning, select a team that represents the various segments of the community.

Look around you!

Does your community have a large group of retirees, urban commuters, a high school, large numbers of singles, dedicated Internet users, non-English speaking groups, many families with small children, large industries, small businesses, or home schoolers? Involve them in the planning! Consider staff, users, non-users, board members, local businesses, vendors, supporters, media representatives, and others. Also consider non-library-users who have planning skills, are interested in community involvement, and are willing to learn more about the library.

After the marketing audit and market research steps of the marketing process are completed, use the resulting information as guidance in selecting the members of the team who will develop the actual market plan. Keep in mind that a thorough market plan involves a lot of time. Who can follow through?

Be realistic

Who will organize the planning, keep track of the process, provide analytical and technology backup? Look at each task as you develop the plan. What skills are required? For example, is anybody on the staff or in the community familiar with planning techniques or project management techniques and/or software? Is there a member of the business community who does strategic planning? Is there a local college with a marketing program?

Any endeavor involving a group of people can become complicated, interesting, fun, or painfully not-so-fun! Consider the commitment level of potential participants and the ability of the group to work well together. Someone who truly wants to be involved may be a better choice than a non-volunteer with outstanding expertise.

For market planning, consider a mix of team members to provide a broad viewpoint. Consider staff, users, non-users, board members, local businesses, vendors, supporters, media representatives, and others, to represent the specific demographics of your community. Look for expertise, willingness, and motivation.

For the marketing plan you are working on for this module, specify a planning team.

• Include at least four members, including some who do not work at the library.

• Explain why each person would be a good member of the team for the service or user group that you have selected from the previous exercise.

• 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 this module, 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.

Marketing process steps