Marketing training on the web for public library staff

PLANNING

Introduction

Who plans?

Process Steps

Audit

Strengths & Weaknesses

Market Research

Challenges

Plans

Evaluation

Review

Quiz

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Marketing Plan Worksheet Form

Outline and worksheet for exercises in Module 2.

Typical contents of a marketing plan

1. Overview

1. Executive Summary: brief description of the major points of the plan.
2. Planning Team: brief description of what each team member contributes.

2. Situation (environmental) Analysis, SWOT

1. Internal Strengths and Weaknesses: summary of the information from your audit about the library's capabilities.
2. External Opportunities and Threats: summary of the information from your audit about the community & political situation, and your competition.

3. Market Research

1. Summarize the results of your direct research with customers, and how that influences the goals you choose.

4. Goals and Objectives

1. These are your desired Outcomes. Specify what you expect your results to be. These should be measurable. Each goal will have a few objectives.

5. Marketing Strategies

1. Target Market Selection: either a specific target market or a specific product, such as event, program, new service, existing service, etc.
2. Marketing Mix: description of the Product, it's features, Price, Promotion activities, Place.

6. Action Plan

1. An outline of each specific step or task that will need to be done to reach your goal. Include person responsible, timeline, budget. Note any tasks which can hold up the project or prevent others from accomplishing their own tasks.

7. Implementation, Controls, and Evaluation

1. Measures of performance: what are the metrics, statistics, or method of measurement that you will use?
2. Monitoring and evaluating performance: how exactly will you measure if your goal was reached? How will you collect the data and analyze it?

8. Financial Projections and Budget

1. Description of Costs.
2. Estimates of funding that you expect to receive.

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

Worksheet

Executive Summary or brief overview of the plan. How does your plan fit into the library mission? (See Introduction)

Information about the planning group. Consider staff, users, non-users, board members, local businesses, vendors, supporters, media representatives. (See Who plans?)

Internal Strengths and weaknesses, and the environmental analysis. These are the strengths and weaknesses from the SWOT. (See Market Audit.)

Challenges and barriers section identifies possible barriers and ways to overcome them. These are the "threats and opportunities" from the SWOT. (See Market Audit.)

Market Research summary provides analysis of customer needs. Who will be your targeted market segment?



What is the survey method you have selected? How will you do it?




Goals and Objectives section defines the goals and specific measurable objectives. For example, if your goal is to bring in more retirees to an event, an objective might be to state the percentage attending who will be retirees.

Marketing strategy section outlines the approach that will be used to achieve the plan’s objectives. Discussion includes the marketing mix: product, place, price, promotion.

The action plan details programs and promotions designed to meet the objectives, with timelines and assignment of tasks. Describe every step you need to take, who will do it, and when.

Evaluation section provides measures of assessment and feedback. How will you measure whether your goals have been achieved?

Budget section details any financial constraints or profits.