Marketing Ohio Libraries

Washington-Centerville Public Library

The marketing process at WCPL: plan, research, promotion, evaluation.

Web success

Annually, the library web site is part of a strategy for promoting a writing contest. The promotion has been written up as an outstanding success in Internet Marketing, in the ClickZ Case Studies.

"We will be expanding our web site and its capabilities over the coming months. Hopefully we will be able to serve as a model in the future in the use of web technology to promote the library to the community."

Marketing success at WCPL

Washington-Centerville Public Library believes in utilizing the power of the Internet and email to speed up the time it takes to communicate with users.

"Email gives the impression of one-to-one communication in a way that makes it very powerful. Plus turnaround time is quick so you can be more spontaneous in promoting something versus waiting 6-7 weeks lead-time to get a printed piece done."

WCPL incorporates marketing in its overall library plan of goals, objectives, and strategies.

"The advantage to this approach, rather than having a separate marketing plan, is that it reinforces the notion that marketing is a function of every department in the library - not just the job of those of us in the marketing department."

Market Audit and Research

At Washington-Centerville Public Library, core values reflect commitment to marketing: WCPL is proactive and responsive; patron and community centered; and forward thinking and dedicated to going beyond traditional offerings.

• They use both formal and information market research. Most recently, they conducted a community survey (2001) and several series of focus groups (2002). WCPL collects anecdotal data from patrons across the desk and from program participants on a regular basis. Much of what WCPL knows about their target audiences is derived from market research.

• Each department of the library conducts a quarterly SWOT analysis in their meetings. Staff are encouraged to be diligent in following new consumer trends (both demographic and otherwise) and forwarding those to management and appropriate staff.

• For WCPL, identifying competition depends on the audience. Bookstores are definitely competitors, but no more so than any other outlet that competes for people's time.

Promotional strategies

"Direct mail and email work best for our users. We have had much success in the areas of direct mail marketing as well as success in training staff on the importance of marketing as it relates to planning programs and services."

• To develop promotional strategies, WCPL considers the audience they are trying to reach and what medium the customers are most likely to use (i.e. print newspaper, email, the web, etc.) to find out about new services, etc.

• The library tries to target their message so that it spells out the benefits of that service, program, etc. to the specific audience. Most of the promotional activities have to do with targeted, one to one promotion, and reaching out to the community in new ways.

Examples of strategies

• Attend business community events, open houses, etc.

• Use direct marketing effectively for annual reports or launching new services like expanded hours.

• Limit advertising in print media and target it to the local service area.

• Hold several internet training classes and classes on accessing online databases.

• Submit press releases - everything from simple releases about programs to full length feature articles. "On average we get 3 hits per week in local papers."

• Establish good PR with special events such as the annual arts endowment event to raise the image of the library.

• Speak to local community and civic organizations.

Evaluation

To evaluate marketing strategies, WCPL measures in many ways depending on the goals that were set. They use evaluation to improve promotions. For example they continually hone promotion of the Summer Reading Club. Typical methods include looking at increased circulation, participation in a program, media hits, web traffic, etc.

[From email interview with Georgia Mergler, Community Relations Manager, Washington-Centerville Public Library, January 2003.]

Examples of marketing the mission