Library branding, marketing and customer service part i

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  • 1. Branding and Marketing. So What’s Customer Service Have To Do With It? Part I Presented by Libby Post, President for Upper Hudson Library System January 18, 2008What is Branding and Marketing?• A necessary evil for libraries?• A comprehensive approach to conveying your library’s message to your target audiences 2 1
  • 2. What is Customer Service?• A waste of time since patrons come to us anyway?• A way to increase patron use and enhance your library’s position in the community? 3Working Together Success!• If you coordinate your library’s branding, marketing and customer service, you’re more likely to win more friends and build a loyal patron base 4 2
  • 3. What is Branding?• Integral part of marketing • Emotional branding:• Sets libraries apart from – Love other public institutions – Hate• Sum total of all attitudes, – Hope perceptions and beliefs – Fear about your library • Libraries give people hope, a sense of community, a long life of learning 5What is Marketing?• All activities geared to raising the identity and use of the library• Libraries need to market – Reinforces position as an essential service for the community – Reinforces that libraries are very relevant and haven’t been replaced by the internet – Positions library to garner community support for 414s, referendums or other voter initiatives 6 3
  • 4. What is Customer Service?• The way your patrons are treated – How their questions are answered – How valued they are when interacting with staff – How they feel when they leave – Whether patrons’ expectations are met or exceeded 7What Today’s About• Make the connection between your branding/marketing and your customer service• Enable you to boost your branding, marketing and customer service• Strategies to live your brand through your customer service 8 4
  • 5. Marketing 101• Define mission and programs• Define audiences: children, adults, seniors, families, potential donors, opinion leaders, elected officials, etc.• Examine strengths and weaknesses• Define messages and supporting points• Establish graphic identification—logo—and graphic standards• Develop initiatives/campaigns to brand the library in the community as an essential service 9Examine your strengths &weaknesses: SWOT session• INTERNAL • EXTERNAL – Opportunities – Strengths – Threats – Weaknesses • EXPLORE• EXPLORE – Position of the library in the – People community • Staff – What values the library stands for in the community • Board – What’s important to the • Patrons community – Programs and Services 10 5
  • 6. Establish logo and graphic standards• One logo for library• Vertical and Horizontal format, if necessary• Consistent color palette• Consistent typefaces• Graphic standards: how it is used – Published guidelines 11 Organizational identification 12 6
  • 7. Marketing ToolsUse each opportunity to reinforce your message and the importanceof the library—tell your story and build relationships.• Identity Brochure • Web Site• Newsletter • Annual Reports• Direct Mail • Displays• Advertising: • PowerPoint presentation – Newspaper • Speaking engagements – TV • Flyers, Posters – Radio • Campaigns 13Campaign Planning Questions• What are the issues facing the • Who are your audiences? Who library? needs to hear your message?• What are your goals? What do • What are your messages? you want to have happen? What proof do you have to• How will you accomplish back them up? goals? What are the • What strategy/tools will you objectives? use to get your message to• How do you want the library to your audiences? be perceived? What is your • How well did you do? positioning statement? 14 7
  • 8. Case Study: Saugerties Public Library• Needed to raise the identity of the Library before asking public to vote on a $6.5 million referendum• SWOT analysis – Library was important but not as important as town recreation activities• Strategy – Triangulate recreation, make it integral to the library 15Case Study: Saugerties Public Library• Rebranded Library – New slogan – New look – New logo 16 8
  • 9. Case Study: Saugerties Public Library 17Case Study: Saugerties Public Library 18 9
  • 10. Case Study: Saugerties Public Library 19Case Study: Saugerties Public Library 20 10
  • 11. Case Study: Saugerties Public Library 21Case Study: Saugerties Public Library 22 11
  • 12. Case Study: Saugerties Public Library 23Case Study: Goshen Public Library• Need to raise $2 million to offset cost of taxpayer share of $19.8 building referendum – Raise expectations – Reinforce role of library in the community – Make the case for a new library 24 12
  • 13. Case Study: Goshen Public Library 25Case Study: Goshen Public Library 26 13
  • 14. Case Study: Goshen Public Library 27Case Study: Goshen Public Library 28 14
  • 15. Case Study: Goshen Public Library 29PR as a Part of Marketing• Pro-Active – Get your message out in an “objective” medium – Educate the public – Establish yourself as an expert – Place positive stories about issues – Respond to negative stories 30 15
  • 16. Defining the Media Print Media Electronic Dailies TV Weeklies Radio Monthlies Web Sites News Magazines Blogs Topical Magazines Wire services 31Accessing the Media• They come to you – Want your comment as expert – Negative story about you• You go to them – Press Advisories − Letters to the Editor – Press Releases − OpEd Pieces/Commentary – Press Events − Editorial Board Meetings 32 16
  • 17. Types of Press Releases• Informational – Bulleted and concise• Media Advisories – Issued a few days before an event• Media Alerts – Issued right before event as a reminder• Photo Ops• Stories – For smaller, local outlets 33Types of News Stories• Hard news• News feature• Series• Human Interest feature• Business• Sports• Editorial 34 17
  • 18. The First Steps• Develop a press list – Address – Telephone – Fax – E-mail• Find out who covers library/local news – Print: various editors/reporters & beats – TV & Radio: Assignment Editors 35The First Steps• Know How the Media Wants to Get Info – Smaller local papers (weeklies) often prefer press releases that are written as news articles that can be directly placed in their papers or minimally edited – Larger news outlets (dailies) prefer press releases with bulleted info that can be scanned for topics of interest – TV stations want shorter, topical stories with good visuals – Radio wants shorter, topical stories with good sound bites 36 18
  • 19. The First Steps• Decide who your spokesperson is – Press are busy – Make it easy for them – Make sure they have your name and number(s)• Professional look to communications • Printed letterhead • Graphics file 37The First Steps• Develop system of distribution based on media outlet preference – E-mail • Release in body of e-mail • Also as an attachment – Broadcast fax – Mail 38 19
  • 20. The First Steps• Revolving Media Door – Type of media market drives personnel turn-over – Keep your lists up to date• Understand how journalists see themselves – Their job is to uncover and report – They are busy – Do their work for them 39Defining Your Message in the Media• Who is the audience• What do you want the public to hear• Develop talking points – Reinforce your perspective – Sound bites – Answer how you want to• Integrate message into all media relations 40 20
  • 21. Defining Your Message• Talking Point Tactics: distinguish and add credibility to your message – Facts: statements that describe the way things are – Statistics: effective when easily understood – Analogy or Comparison: make statements more engaging – Authorities or Experts: adds credibility – Personal Experience: illustrate points 41Defining Your Message• Libraries are essential to the communities they serve• Talking Points – Children come here to learn – Families come here to have fun – Seniors come here to remain active and vital 42 21
  • 22. Press Release 101• Who, what, where, when & why• Inverted pyramid – Most important information upfront – Edit from the bottom up• Contact information and date for release at the top• Headline before beginning of text• Proofread 43SamplePress Release 50 Colvin Ave., Albany, NY 12206 518/438-2826 For more information For Release Libby Post Immediate 438-2826 January 7, 2008 Quick Identifier Company President Gives Workshop Contact Info For Upper Hudson Library System Libby Post, President of Communication Services, Headline will present a workshop entitled Branding and Marketing: So What’s Customer Service Have to do Inverted pyramid style With It? at the Hudson Valley Library System office, 28 Essex Street, Albany on Friday, January 18 from 9:30 to release 3:30 p.m. The workshop will cover the connection between branding/marketing and customer service and how Ending marker building relationships with audiences enhances a library’s ability to reinforce it’s message that libraries are for everyone and bring value to the community. --30-- 44 22
  • 23. It’s All About Relationships• Branding/Marketing is about developing relationships with your audiences• Customer Service is about developing relationship with your patrons• Media relations is about developing a relationship with the media 45Tips on Developing GreatRelationships with Your Media Outlets• Be accessible: be sure the media knows when and how to reach you• Be honest: credibility takes a long time to build and can be destroyed quickly• Be polite: even if a reporter asks a question you prefer not to answer• Provide simple, direct responses to all questions and plan key messages to discuss 46 23
  • 24. Tips on Developing GreatRelationships with Your Media Outlets• Don’t say “no comment”: Screams “I have something to hide.” Say “I don’t have an answer to that” or “I can’t comment on that.”• Respect deadlines: get back to them on time, even if it is to tell them you don’t have the info they want• Avoid speaking off the record or on background 47Reporters have the right to• Evaluate and report the story as s/he sees it• Reasonable access to news sources• Receive timely response• Have deadlines and other needs respected• Receive concise and direct answers• Redirect the interview if it strays 48 24
  • 25. Reporters have the right to• Conduct follow-up inquiries, as needed, for clarification• Receive available collateral material to help build the story• Receive corrected information if incorrect info is inadvertently given• The same kind of courtesy and respect you expect 49You have the right to• A measure of control over the interview• Have advance knowledge of interview topic(s)• Know the reporter’s identity and affiliation• State Your Key Messages and restate when appropriate• Finish responses without interruption (your answer should be concise and relevant) 50 25
  • 26. You have the right to• Discuss relevant topics and messages not specifically asked for in the interview• Correct misinformation and misstatements during the interview• Know how the interview material will be used and whether others are being interviewed• Respond to allegations 51How to Speak with the Press• Be prepared• Have your talking points ready• Answer the questions the way you want to answer them• If you’re called to respond to a story, you can call them back after preparing• Don’t lie 52 26
  • 27. How to Speak with the Press• Print: clear, concise, a bit more depth• Radio & TV: 30 second (or less) sound bites – Be prepared – Radio: most interviews done on phone unless there’s a press event of some sort – TV: come to you, look at reporter not camera, don’t wear a lot of jewelry 53Power of the Editorial Page• Editorials: – Meet with Editorial Board, present your case – Send Editorial Page editor/writer information asking for supportive editorial• Letters to the Editor – Won’t print without name• Op Ed pieces – Opportunity to reach opinion leaders in the community – Can present your message thoughtfully, in-depth – 1000 words 54 27
  • 28. Telling Your Library’s Story• Define your message• Define your audience• Define your tactics• Make it happen 55 28