The Planning Process

Developing a marketing plan

It's the same on the web!

Marketing on the Internet requires the same process of planning as other library marketing. Creating an effective plan requires following the steps of the process.

1. Mission

Develop a product (web site) that contributes to your library's mission or purpose. What will be the purpose or mission for the web site, i.e. how will it contribute to the library's mission?

• As an information-only site that lists basic information about the library and its services ("brochureware").

• As an extension of the library, a fully interactive site with 24/7 access to electronic resources, catalog, directories, reference live, calendars, simultaneous searching of multiple sites, blogs, podcasts, wikis, RSS feeds, etc. (perhaps using an open-source framework and content management system or other web applications software).

• Or as something in between that promotes the library to the community, but can be easily maintained and updated.

2. Audit

Assess library capabilities with a marketing audit, i.e. an internal assessment. What are your strengths, weaknesses, opportunities, threats (SWOT)?

• What are your resources and staff skills for web site development and maintenance? Do you have a systems department and web team -- or a staff of one! Will you need to outsource (translation: find a volunteer)?

• What is your environmental situation, your connection to networks and online systems, your overall technology plan?

• Do you have funds and time to keep everything on the site current?

3. Market Research

Do your market research! Find out what content users will want to see on the site, what  their expectations and needs are. Do research to find what will make them decide to use the site: for what purpose, how often, and how long. How do they want to be able to navigate through the site, and what type of design would be appealing?

Stay aware of the trends globally and locally. To find out what users do and want online, review sources such as "Library Technology Reports" from ALA Techsource, "Surveying the Digital Future: Digital Future Reports", the PEW Internet & American Life Project reports, or Nielsen/NetRatings (Internet media and market research). Locally, you can use surveys or polls on the site to find out what your users want, and use comment and feedback forms to make sure you're meeting expectations. Make sure that the surveys or polls are BRIEF! If humanly possible, make them fun -- so users are tempted to stay around (this is called "stickiness" in web marketing). Try contests. Try bribes. Do whatever it takes to get solid information about your users' wants and needs before you establish goals for your web plan.

4. Goals and Objectives

Develop well-defined goals and specific objectives for marketing the site, based on your mission and the results of your internal audit and external research into what customers want.

5. Strategies and Marketing Mix

To meet goals, select strategies to promote the site that will be most effective for your customers, your target groups. Consider the 4Ps: product, place, price, and promotion. Look at what others are doing (Module 6).

6. Plan of Action

Create a plan of action that describes all the steps needed to carry out the strategies for meeting goals. Outline the specific tasks, timelines, and assignment of responsibilities. Consider budget restraints.

7. Evaluation

Plan how you will evaluate how well your site is working.

The result of the marketing process is to produce a plan for marketing the product - the web site - and strategies to promote the product. A good plan helps you develop a web site that satisfies customer needs and creates a positive and effective Web presence for the library.

Use what you have learned in the first four modules to assess how your library is marketing on the Web.

• Look at your library web site. Briefly describe how your library is marketing on the Web.

• Consider market research, product, place, promotion, and price in your description.

Product design, designing the site