Welcome to Become Market Ready Mary Evangeliste Not a morning person, but Owner of Fearless Future email@example.com Amy Ward Not a morning person, but A great Cataloger and library Marketer firstname.lastname@example.org
LearningObjectives You will learn and apply to your home organization:
Key concepts of planning to market
Meeting management tools that facilitate the process
Main ideas behind conducting a publication audit
Style sheets and other visual consistency tools
Finally, you will identify what the next steps are in your home marketing program.
Defining Terms - Strategic Planning The process of identifying an organization’s long-term goals and objectives and then determining the best approach for achieving those goals and objectives.
Defining Terms – Shared Values Represent the core priorities in an organization’s culture. Including what drives an organization and how they truly act in the organization. Examples include:
Having respect for diverse opinions and allowing everyone to voice their opinion (Internal).
Providing the best service you can to your diverse audiences (External).
Defining Terms – Creative Conflict Used as a proactive tool toward:
Creating potential for constructive growth
Maximizing this potential for positive change
Resulting in action, engaging the opportunity, and tilting toward involvement.
Defining Terms - Communication Styles by Christopher L. Heffner, M.S.
Activity 1 Take a Moment to Answer 1. A) Do you find the majority of your colleagues impetuous (loves the shiny, sexy stuff) or B) are they steadfast in their planning? 2. A) Are the staff in your library generally supportive of your library’s endeavors or B) in competition with one another? 3. Are people civil in your organization when they disagree? Yes or No. 4. Do you feel that the majority of your library share common values? Yes or No. Hey, let’s take a 10 minute break.
Meeting Management - Good Facilitation
Ideally facilitator should be neutral-but slim chance ‘cause we are all doing 80 things
Enforce ground rules
Stop cross talking and stick to agenda and times
Summarize at end
Meeting Management - Ground Rules
Listen: simply listen carefully to the other speakers and to your own reactions.
Respect: accept the validity of another point of view, even if you disagree.
Suspend judgement: consider the possibility that others may be right or have an approach that you had not considered.
Speak up: share your views fully and honestly with everyone.
Meeting Management - Minute taking
Contributes to planning-SWOT etc.
Helps to document
Activity 2 Communication Styles Amy and Mary will now model two different communication styles. Listen carefully, your next group activity will model one of the three communication styles.
Activity 2 Aggressive Communication
Activity 2 Assertive Communication
Activity 2 Commercial 1
Activity 2 Commercial 2
Activity 2 Commercial 3
Activity 2 - Communication Styles by Christopher L. Heffner, M.S.
What happens if we market everything?
Potential to create Over-Choice A term describing a problem facing consumers in post-industrial society: too many choices. First coined by futurist Alvin Toffler (b. 1928).
Host a Publication Audit
First Ask Yourself
Are there many different looks and treatments in the publications?
Are there different colors, fonts, and designs used in the publications?
Are there too many publications going out? Could some of these publications be combined?
Does this exercise make it clear that your library publications need a more consistent look?
Then Ask Your Colleagues
What do you think was the most successful marketing campaign for an event or program? Why?
Do you notice any similarities or differences in these publications? Can you elaborate?
Which design elements do you like? Which design elements don’t you like? Examples:Fonts? Colors? Images?
If you could redesign one publication, which one would it be? Why?
Publication Audit Tips
Provide enough time for all staff to attend, this might be setting up for a whole afternoon or morning
Provide note cards so that staff can write down honest anonymous comments and feedback
Have at least one member of your marketing committee available for questions
Publication Audit Tips
Have a sign up sheet for department, teams, or committees who want a follow up meeting with the marketing committee
Snacks and beverages
Find an impartial person to compile results and to produce a written report to share with institution
Activity 3 Over-Choice in Your Organization
Think about the many publications, marketing materials and other stuff that your organization creates.
Can you list them?
How can these be contributing to Over-Choice?
Does it really matter if all my material looks the same?
Consistent Visual Identity through Style Guides
How an organization presents itself to both internal and external community by establishing standard practices from the get-go.
Contains elements such as color, font, and/or shapes used to convey your organization and its message.
Establishes consistent use of word mark and logo
Overall goal is Visual Standardization.
Brand Logo Evolution
Sample Style Sheets
Starting a Style Guide The color wheel is an invention credited to Sir Isaac Newton (1706).
Starting a Style Guide Phenix American Times New Roman ITC Avant Garde Gothic Medium
Starting a Style Guide ITC Officina® Sans Bold & Book ITC Avant Garde Gothic Bold Rockwell Condensed
Activity 1 Results 1. A) Do you find the majority of your colleagues impetuous (loves the shiny, sexy stuff) or B) are they steadfast in their planning? 2. A) Are the staff in your library generally supportive of your library’s endeavors or B) in competition with one another? 3. Are people civil in your organization when they disagree? Yes or No. 4. Do you feel that the majority of your library share common values? Yes or No.