“ Marketing is that function of the organization that can keep in constant touch with the organization’s consumers, read their needs, develop products that meet these needs, and build a program of communication to express the organization’s purposes.” —Kotler/Levy
Organized Focused Consistent
The Communication Plan 1. Introduction: Why? 2. Goals: The Dream. 3. Objectives: Measurable. Doable.
4. Positioning Statement:
What is your “unique selling proposition”?
Our library combines big city service with small town friendliness. We have something
for everyone on- and off-line. Our staff
provides personal, flexible and hassle free
service. Our library is a best value for taxpayers.
5 . Key Message + 3 You’ll find big city service and small town friendliness at your --- Library.
We have something for everyone.
If we don’t have it, we’ll get it for you.
Our library is a best value.
Big city service. Small town friendliness
@ your library.
6 . Target Audiences Who needs to hear the message? Internal External
7. Communication strategies How will you deliver the message?
8. Evaluation How will you know what worked and what didn’t?
Research – the art of listening
What have you done?
Research tools and strategies
Define your audience
Primary research tools
Focus Groups-Consumer Conversations
Key Informant Interviews
Secondary research tools
What data is available?
How do you use it?
Describe the IRC – staff, support, services, trends
Action and Discussion
Thursday June 10, 2010
Why? – What is the current
Draft your introduction
Planning begins with the Introduction
The goals – the dream
no more than 3
Objectives – 3 to 5 measurable outcomes
Goals and Measurable Objectives
What is your unique selling proposition? – Personality?
What do you want people to think and feel about the IRC?
What is the most important thing you want people to know/do?.....In 10 words or less, plus 3 talking points that support it.
How will you test the message?
Internal and External – Be specific
Whom do you need to reach to meet your goals?
Review the possibilities
Strategies - Inreach
How to involve IRC and Embassy
Media relations –pr - publicity
Strategies - Outreach
Friday June 11, 2010
Action, Discussion and
Finish draft #1 of your Plan
Inventory the possibilities and share experiences
Develop guidelines for the best use of these tools by IRCs
The Power of Word-of-Mouth Marketing
“ Getting people to talk often, favorably, to the right people in the right way about your product is far and away the most important thing that you can do as a marketer.” —George Silverman, The Secrets of Word-of-Mouth Marketing