Marketing training on the web for public library staff

PLANNING

Introduction

Who plans?

Process Steps

Audit

Strengths & Weaknesses

Marketing Audit Form

for Exercises in Module 2 Planning.

TIP: To work on the form, highlight the table, copy and paste into your word processor.

SWOT: strengths, weaknesses, opportunities, threats Date
Internal Elements
	Strengths	Ways to exploit	Weaknesses	Ways to Neutralize
Staff
Staff skills
Staff motivation
Facilities
Technology
Resources
Collection
Budget
Supporters
Structure of organization
External Elements and Environmental Analysis (Situational Analysis)
	Strengths	Ways to exploit	Weaknesses	Ways to Neutralize
Examples: Are there changes in your community economically or politically?
What is the political situation in your community?
What educational and media resources are available to you?
Is funding going to be particularly difficult? Can you emphasize the contribution a new service might make to the community?
What is the demand for a product, the number of people in a group who can actually be expected to use a product or service?
What is your competition? What services do you have that bookstores don't? What resources do you offer that aren't free and easier on the Web?
How can you demonstrate the advantages and benefits of your product/service?
Demographic information. This may be available from a Chamber of Commerce brochure or web site, or from Census resources or a library fact sheet that answers the basic questions about the demographics in the area. Include information that's easily available such as percentage of population by age, sex, income, occupation, educational level, language, marital status, etc.

Marketing Audit Form

for Exercises in Module 2 Planning.

SWOT: strengths, weaknesses, opportunities, threats

Date

Internal Elements

Strengths

Ways to exploit

Weaknesses

Ways to Neutralize

Staff

Staff skills

Staff motivation

Facilities

Technology

Resources

Collection

Budget

Supporters

Structure of organization

External Elements and Environmental Analysis (Situational Analysis)

Strengths

Ways to exploit

Weaknesses

Ways to Neutralize

Examples: Are there changes in your community economically or politically?

What is the political situation in your community?

What educational and media resources are available to you?

Is funding going to be particularly difficult? Can you emphasize the contribution a new service might make to the community?

What is the demand for a product, the number of people in a group who can actually be expected to use a product or service?

What is your competition? What services do you have that bookstores don't? What resources do you offer that aren't free and easier on the Web?

How can you demonstrate the advantages and benefits of your product/service?

Demographic information. This may be available from a Chamber of Commerce brochure or web site, or from Census resources or a library fact sheet that answers the basic questions about the demographics in the area.

Include information that's easily available such as percentage of population by age, sex, income, occupation, educational level, language, marital status, etc.