Marketing training on the web for public library staff
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Sample Job Description
Community Relations Manager
Duties and Responsibilities
Courtesy of Washington-Centerville Public Library. This is a revision of a sample job description posted on the State Library of Ohio site.
External Communications
- Oversee planning, implementation, and evaluation of public relations and marketing
activities that support WCPL mission and goals. Work with other departments in
implementation of activities that further external communications efforts.
- Develop and produce messages that communicate the value of library products and services
to constituents; evaluate message effectiveness.
- Oversee web team in the vision and development of library website.
- Actively seek opportunities to promote the Library to its publics, implement and
evaluate outcomes.
- Represent the Library publicly at meetings and other activities as required/directed.
Internal Communication
- Develop internal communications messages that ensure staff remain informed, empowered.
Coordinate interdepartmental and intradepartmental communication to all personnel.
- Plan and orchestrate the most effective vehicles/channels for communicating internal
messages.
- Advise and support the management team on global level projects related to marketing.
- Maintain a reporting, problem solving, concept approval and working relationship with
the Director, the management team and other personnel as assigned.
- Develop policies and procedures as assigned.
- Provide evaluation, statistical analysis and recommendations as necessary or requested.
- Provide written and verbal reports on both routine and special projects, including
monthly and annual reports.
Adult Services
- Oversee the planning, development, and implementation of adult programming that draws
people to the library and motivates them to utilize library products and services.
Calendarize programming activities annually and coordinate with all departments as needed.
- Oversee Extension Services in the planning, development and implementation of services
to seniors.
- Oversee Reader's Advisory Committee in the planning and implementation of activities
that promote reading.
- Evaluate success of programs in fulfilling the needs of the target audience, as well as
promoting WCPL usage, awareness and image.
- Oversee design and implementation of publicity for adult and special programs,
continually seeking to broaden reach and refine design via both vehicles and delivery.
- Oversee and coordinate Summer Reading Clubs.
- Report on adult services/programming activities to Director and staff in writing and/or
at meetings as required.
- Present programs, tours, etc. as needed.
Employee Relations and Support
- Work with supervisors and managers to create a visionary and future-focused staff.
- Educate & develop staff in concepts including, but not limited to, needs assessment,
resource planning, cost/benefit analysis, and return on investment.
- Educate and develop staff in concepts including, but not limited to, marketing mix,
market segmentation, and targeted marketing.
- Supervise, monitor the performance of, and evaluate Public Information, Adult
programming, and Extension Services staff and provide coaching and counseling as needed.
- Provide performance feedback to direct report staff as needed; document and forward
documentation. In the event of substantial performance problems, review with Personnel
Coordinator and Director.
- Serve as an informed source to staff for guidance in marketing, public relations,
planning and analytical decision-making.
- Provide public relations and other related training to staff as needed or directed, to
enable staff to best represent the Library to patrons and visiting groups.
- Serve as a desktop publishing resource to staff and provide assistance with desktop
publishing projects as needed.
Marketing and Planning
- Develop and implement a product line approach to promoting library programs and
services.
- Coordinate marketing and promotion of library and its product lines to special groups,
including but not limited to business, senior citizens and teachers.
- Assess library service and program needs of Centerville & Washington Township
residents, library patrons and special target groups via formal and informal market
research methods.
- Oversee, develop, and evaluate the library's long range planning process, providing
departments with market research data to drive annual planning to achieve library goals
and objectives.
- Research and develop potential new products and their positive impact on the library and
the community in anticipation of patron needs.
- Assist Management Team in marketing efforts and public information issues including but
not limited to long and mid range planning efforts.
- Develop planning/budget relationship to ensure activities yield maximum return on
investment.
- Develop and support the staff in their effective use of the project management model,
and other library-approved processes, in carrying out library annual plan activities.
- Participate in budget development for the Programming/Public Information area.
Development
Oversee and develop fundraising efforts for library foundation.
Manage Woodbourne Library Arts Endowment events and programs.
Develop and implement publicity materials to encourage and espouse
benefits of library donations.
Communicate regularly and maintain positive relations with library
foundation donors.
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