every student succeeds @ your library ™

@ your library@ your library™™ALA, AASL and 3M Library SystemsALA, AASL and 3M Library Systems

Every Student Every Student Succeeds Succeeds @ your library@ your library™™

Strategic Marketing for Strategic Marketing for School Library Media School Library Media CentersCenters


WELCOME!WELCOME!• FacilitatorFacilitator• HandoutsHandouts

Page 1


This workshop’s goals…This workshop’s goals…• To learn marketing terminology and processTo learn marketing terminology and process• To use some new toolsTo use some new tools• To brainstorm and share ideasTo brainstorm and share ideas• To have the framework for a marketing effort in To have the framework for a marketing effort in

your schoolyour school


Half-Day Workshop AgendaHalf-Day Workshop Agenda• Workshop Workshop

introduction (10 min.)introduction (10 min.)• Process introduction Process introduction

(20 min.)(20 min.)• Identification of Identification of

SLMC materials and SLMC materials and services and the services and the benefits the users gain benefits the users gain (30 min.)(30 min.)

• Table teams follow Table teams follow steps and build a steps and build a sample campaign (1 sample campaign (1 hour)hour)

• Teams share (30 min.)Teams share (30 min.)• Q&A (15 min.)Q&A (15 min.)


Rationale for MarketingRationale for MarketingWhy marketing?Why marketing? • It is a process that any organization must It is a process that any organization must

complete from time-to-time to be sure:complete from time-to-time to be sure:– it is still serving its customers/usersit is still serving its customers/users– customers/users are aware how their needs are customers/users are aware how their needs are

metmetWhy now?Why now?• Budget shortfalls and information Budget shortfalls and information

technology advances call into question the technology advances call into question the role and value of the school library media role and value of the school library media centercenter


Before the wrong decisions are Before the wrong decisions are made …made …

School library media specialists must:School library media specialists must:• Become advocatesBecome advocates• Reveal the link to student academic successReveal the link to student academic success• Tell the story in an honest and compelling wayTell the story in an honest and compelling way


ALA, AASL and 3M Programs and ALA, AASL and 3M Programs and MaterialsMaterials

To make your job easier:To make your job easier:• Campaign for America’s LibrariesCampaign for America’s Libraries• @ your library@ your library™ brand™ brand• Helpful tips, tools, examples, guides Helpful tips, tools, examples, guides • Other resources: ALA, AASL, 3MOther resources: ALA, AASL, 3M

Page 6 &Appendix


The Key: The Key: Linking the school library media Linking the school library media center and specialists to student center and specialists to student academic success.academic success.

What are some of our What are some of our major challenges in MN?major challenges in MN?


Four Steps of MarketingFour Steps of MarketingCustomers/Users

Met NeedsUnmet Needs

1. User and Market Research

Customer NeedsCustomer View

2. Strategic SLMC Plan

Vision and MissionGoals & Measures Materials/Services &Customer Benefits

3. Promotional Campaign

MessagesVehiclesCampaignImplementation

4. Deliver Materials and Services

DeliveryEvaluationAdjustments

Page 7


Status inventory – 5 minutesStatus inventory – 5 minutes

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A Look at the Steps…A Look at the Steps…Step 1:Step 1: Brainstorm --Users and identify their needs Brainstorm --Users and identify their needsStep 2:Step 2: Select one user to address at your table Select one user to address at your tableStep 3:Step 3: Brainstorm –Materials, services and benefits Brainstorm –Materials, services and benefitsStep 4:Step 4: Turn benefits in “@ your library Turn benefits in “@ your library” msgs” msgsStep 5:Step 5: Identify the vehicles to carry the messages Identify the vehicles to carry the messagesStep 6:Step 6: Schedule a 3 year campaign Schedule a 3 year campaignStep 7:Step 7: Identify resources Identify resourcesStep 8:Step 8: Identify evaluation methods Identify evaluation methods


Steps 1-3Steps 1-3Brainstorm: 30 minutesBrainstorm: 30 minutes

#1 SLMC users (as group)#1 SLMC users (as group)#2. Their needs#2. Their needs#3. Materials and services of the SLMC#3. Materials and services of the SLMC#4. Benefits received by user#4. Benefits received by user#5#5 Sticky wall Sticky wall

Quick reportsQuick reports


Key TerminologyKey Terminology• Users:Users: the people who the people who

use the SLMCuse the SLMC• Influencers:Influencers: the people the people

who decide on the role, who decide on the role, funding and operations of funding and operations of the SLMCthe SLMC

• Catalysts:Catalysts: the people the people who act to sustain and who act to sustain and extend the SLMCextend the SLMC


Step 1: Users and their Needs Step 1: Users and their Needs (LG)(LG)Brainstorm #1Brainstorm #1 Brainstorm #2Brainstorm #2Who are the users that Who are the users that your SLMC serves?your SLMC serves?

Who needs to know Who needs to know about how you serve about how you serve those users?those users?

What are the needs of What are the needs of these users?these users?

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Using Sticky WallsUsing Sticky Walls• One wall per team One wall per team • Place to display, arrange, Place to display, arrange,

re-arrange, add, delete, re-arrange, add, delete, combine ideascombine ideas

• Work at your tablesWork at your tables• Work in front of the walls Work in front of the walls

(standing, sitting)(standing, sitting)• Manage your time Manage your time • Labels listLabels list• Recommended layout Recommended layout

provided for stepsprovided for steps

• Time frames provided for Time frames provided for stepssteps

• Select for each table:Select for each table:– FacilitatorFacilitator– Recorder for final product, Recorder for final product,

other useful ideasother useful ideas– Presenter Presenter

• Everyone helpsEveryone helps


Sticky wall arrangement for Step Sticky wall arrangement for Step 11User Need Need Need

User 1 Need Need Need

Labels

Examples




Step 2: Selecting the FocusStep 2: Selecting the Focus• Which user group will your table team Which user group will your table team

focus on?focus on?• Will you narrow your focus to a sub-group, Will you narrow your focus to a sub-group,

e.g., ninth grade students, curriculum e.g., ninth grade students, curriculum specialists, certain board committees, etc.?specialists, certain board committees, etc.?


Step 2: Selecting the FocusStep 2: Selecting the FocusCriteria for selecting a groupCriteria for selecting a group• LargeLarge• Central to missionCentral to mission• Under-using the SLMCUnder-using the SLMC• Have influence on fundingHave influence on funding• Receive less than adequate servicesReceive less than adequate services

Page 16


Step 3: Materials/Services and Step 3: Materials/Services and BenefitsBenefitsBrainstorm #3Brainstorm #3 Brainstorm #4Brainstorm #4What specifically does What specifically does the SLMC offer to the the SLMC offer to the user?user?

–Learning and teachingLearning and teaching–Program administrationProgram administration–Information access and Information access and deliverydelivery

How do the users benefit How do the users benefit from what the materials from what the materials and services?and services?

Page 26


Sticky wall arrangement for Steps 2-Sticky wall arrangement for Steps 2-33User Service Benefit

Need 1 Service Benefit

Labels

Examples



(leave space)


Quick Team ReportsQuick Team Reports• On which user are On which user are

you focusing?you focusing?• What are the key What are the key

needs re: student needs re: student success?success?

• Who is the “owner” Who is the “owner” of this campaign?of this campaign?


Tips for Campaign PlanningTips for Campaign Planning• Identify and know your target audiencesIdentify and know your target audiences• ““Speak” to your audiences – people do things for Speak” to your audiences – people do things for

their reasons, not yourstheir reasons, not yours• Use a message because it is effective, not just cuteUse a message because it is effective, not just cute• Have a plan …revisit and revise oftenHave a plan …revisit and revise often• Involve others … collaboration strengthens your Involve others … collaboration strengthens your

program and recruits advocatesprogram and recruits advocates• Keep it simpleKeep it simple• Evaluate so you can see resultsEvaluate so you can see results


Step 4Step 4Table teams: Table teams: (30 min.)(30 min.)Step 4: Turn benefits statements intoStep 4: Turn benefits statements into

“@ your library “@ your library™” messages™” messages


Benefits to MessagesBenefits to Messages

BenefitsBenefits MessagesMessagesInformation is availableInformation is available The right stuff @ your libraryThe right stuff @ your library™™

Key tools are availableKey tools are available Tech it out @ your libraryTech it out @ your library™™

Help to fill skills holesHelp to fill skills holes Results @ your libraryResults @ your library™™

Find things for meFind things for me Find it fast @ your library Find it fast @ your library ™™

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Do your messages suggest a Do your messages suggest a visual?visual?

• LogoLogo• Graphic designGraphic design• Color schemeColor scheme


Top Ten @ your library slogans Top Ten @ your library slogans notnot recommended by ALA recommended by ALA10. 10. fool the security systemfool the security system @ your library @ your library9. 9. find books that don’t suckfind books that don’t suck @ your library @ your library8. 8. pull the fire alarmpull the fire alarm @ your library @ your library7. 7. surf for pornsurf for porn @ your library @ your library6.6. take a naptake a nap @ your library @ your library5. 5. download a term paperdownload a term paper @ your library @ your library4. 4. wedgieswedgies @ your library @ your library3. 3. scan your buttscan your butt @ your library @ your library2. 2. hack and chathack and chat @ your library @ your library1. 1. get lucky in the stacksget lucky in the stacks @ your library @ your library


Sticky wall arrangement for Step Sticky wall arrangement for Step 44User Service Benefit


Labels

Examples



Message

Message

Message

Message

Page 33


Steps 5-6Steps 5-6Table teams: Table teams: (30 (30

min.)min.)Step 5: Identify the Step 5: Identify the

vehicles to carry the vehicles to carry the messagesmessages

Step 6: Schedule the Step 6: Schedule the messages/vehicles into messages/vehicles into a 3 year campaigna 3 year campaign Page 36-7


Vehicles Vehicles • Advertising:Advertising: posters, posters,

flyers, newsletters, flyers, newsletters, bulletin boards, signsbulletin boards, signs

• Direct marketing:Direct marketing: special flyers, group email special flyers, group email messages, focused posters, messages, focused posters, guidesguides

• Personal selling:Personal selling: meetings, presentations, meetings, presentations, interviews, coaching, interviews, coaching, advocacyadvocacy

• Sales promotions:Sales promotions: expositions, contexts, expositions, contexts, coupons, ice cream social, coupons, ice cream social, pointspoints

• Public relations:Public relations: district district newsletter, community newsletter, community paper column, TV show, paper column, TV show,

• Publicity:Publicity: special event special event coverage, press releases, coverage, press releases, letters to editorletters to editor

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Brainstorming VehiclesBrainstorming VehiclesQuickly brainstorm:Quickly brainstorm:• Vehicles current used by the “owner” Vehicles current used by the “owner” • Other vehicles that could be usedOther vehicles that could be used


Sticky wall arrangement for Step Sticky wall arrangement for Step 55User Message Message

Need 1

Service

Benefit

Labels

Examples

Message

Vehicle Vehicle Vehicle




Campaign SequenceCampaign SequenceRepeat some Repeat some

messages every year messages every year for:for:

• Students at a new grade Students at a new grade levels levels

• Teachers, principals new Teachers, principals new to the schoolto the school

• Teacher new to a grade Teacher new to a grade levellevel

• New board membersNew board members

New messages for:New messages for:• New materialsNew materials• New servicesNew services• New needs metNew needs metRemember:Remember:• Your resourcesYour resources• Your energyYour energy• Focus on student successFocus on student success• Keep it simpleKeep it simple

Page 39


Sticky wall arrangement for Step Sticky wall arrangement for Step 66User Messages 2003-04

N/S/B 1

2004-05

Msg #1 Vehicle Vehicle

Msg #2 Vehicle Vehicle

2005-06

Vehicle

Vehicle

Msg #3 Vehicle Vehicle Vehicle


Steps 7-8 ImplementationSteps 7-8 ImplementationStep 7: BrainstormStep 7: Brainstorm Step 8: BrainstormStep 8: Brainstorm

What human, material What human, material and other resources are and other resources are essential to accomplish essential to accomplish your campaign?your campaign?

What will you measure to What will you measure to see if your campaign is see if your campaign is working?working?

Page 43 Page 48


Team ReportsTeam ReportsTeams present Teams present oneone exampleexample: :

(30 min.) (30 min.) • User + Need + BenefitUser + Need + Benefit• Message Message • VehicleVehicle• ScheduleSchedule• ResourcesResources• EvaluationEvaluation


Where do Where do youyou go from here? go from here?


Questions? Questions? Observations?Observations?

Workshop AssessmentWorkshop AssessmentPage 54


Every Student Every Student Succeeds Succeeds @ your library@ your library™™

Strategic Marketing for Strategic Marketing for School Library Media School Library Media CentersCenters

every student succeeds @ your library ™

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