Mission & Goals for Internet Marketing

Marketing starts with the mission

How does the Web site contribute to the library's mission?

The marketing process explores the library's capabilities and matches them to user needs. (Module 1 and Module 2). The foundation of the process is knowing what the library's purpose or mission is in the community. This applies to marketing the library web site -- as a service or as a location to market other library services. Marketing, on or off the Web, begins with knowing the purpose of the library: the mission, vision, or goals.

How does the site contribute to the library's mission of serving the community? As a marketing tool, the site contributes by offering a highly visible and readily accessible place for marketing other library products (services, events, programs, training, collections, etc.). Regarded as a product/service in itself, the web site contributes by offering access to library functions via the Web and is a way for public libraries to create a new community of users.

Goal of the web site

What is the purpose or goal of the web site? This may be specified in the library's overall technology plan or in the marketing plan.

One goal that applies to all Ohio libraries is specified in the Communications Standards for Public Library Service in Ohio, (2002 Revision, updated by the Library Development Committee of the Ohio Library Council). The Communications Standard describes the requirements for communicating with the community in the four following areas: A. Public Relations, B. Annual Report, C. Web Site, and D. Public Comment.

For web sites, the standard states that "the library will maintain a Web site which provides electronic access to information about services and programs and Ohio Public Library Information Network (OPLIN) databases so that a patron can "enter" the library remotely."

Web sites also offer a mechanism to accomplish part D, Public Comment:  "All Ohio residents should have the opportunity to provide input into the design and development of library services within their community."

Everybody gets their own library!

The Web is a logical way to extend access to more users than those who can physically come to the library. It's also a way to target specific groups of users, tailoring information to more diverse markets than the traditional adult or children's services. After all, it's easier to rearrange a web site than a building!

For example, the web site might begin with one page for each department, service, or special program. Next, additional pages can be created that link (index and point to) the unique pages in a variety of ways, to suit various groups of users. The pages targeted for specific user groups would appeal to different ages, professions, interests, or locations, and include only relevant subject matter, current events, etc. The pages would point only to the information (unique product pages) of interest to that group. This is like rearranging the library building to suit each patron! With the addition of external Internet links that coordinate with the interests of the different groups, it's the equivalent of rearranging and then expanding the library to suit each individual user!

The virtual world of the Internet offers ways to overcome the limitations of the library facility and the constraints of time, increasing the ability of the library to carry out its mission.

Look at the library's technology plan.

• Describe how the web site fits into the library's overall technology plan.

• How is the web site expected to contribute to the library's mission?

The Planning Process