Market ready p res final
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  • We each introduce ourselves
  • Mary
  • Mary
  • Mary
  • Mary
  • Mary
  • Amy explains ; Mary passes out…cards
  • Mary
  • Mary
  • Mary
  • Amy explains ; Mary passes out…cards
  • Mary as bad cop
  • Amy is good cop
  • Amy
  • Amy
  • Amy -- Gather all of your publications from the past 1-3 years.
  • Amy
  • Amy
  • Amy -- Put them all up in a place where they can be viewed together.
  • Amy
  • Amy
  • Mary
  • Amy
  • Amy
  • Amy
  • Amy
  • Amy
  • Mary Real quick, can you right down three colors that your organization uses.Could you do this in 3 seconds? Show of Hands.If you cannot, then you need to start thinking about starting a color palette.
  • Amy
  • MaryQuick, can you write down the names of three fonts your organization uses?Do you know if they are used for print or the web?
  • Audience Participation

Market ready p res final Market ready p res final Presentation Transcript

  • Welcome to
    Become Market Ready
    Mary Evangeliste
    Not a morning person, but
    Owner of Fearless Future
    marye@fearless-future.com
    Amy Ward
    Not a morning person, but
    A great Cataloger and library Marketer
    award@gettysburg.edu
  • 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.
    • Mission
    • Vision
    • Goals
  • 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
    • Rotate facilitator
    • 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
    • Executive summery
    • 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?
     
  • In Action
  • 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
    • Music
    • 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
  • In Use
  • 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.
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