Your SlideShare is downloading. ×
0
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Marketing across the desk revised 5 3-10
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Marketing across the desk revised 5 3-10

466

Published on

Marketing presentation for La Grange Public Library's staff training on May 7, 2010. Original powerpoint document was shared by Chicago Public Library and modified by Bridget Bittman at La Grange …

Marketing presentation for La Grange Public Library's staff training on May 7, 2010. Original powerpoint document was shared by Chicago Public Library and modified by Bridget Bittman at La Grange Public Library.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
466
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Across the Desk Grassroots Marketing at the Library Level
  • 2. Definition of Marketing <ul><li>Marketing is the activity, set of institutions, and processes for </li></ul><ul><li>Creating </li></ul><ul><li>Communicating </li></ul><ul><li>Delivering and </li></ul><ul><li>Exchanging offerings that have VALUE for customers, clients, partners, and society at large. </li></ul><ul><li>(American Marketing Association) </li></ul>
  • 3. Who Markets the Library? <ul><li>Every staff member from the most visible person at Patron Services, to Technical Services, to Facility Management. </li></ul><ul><li>You may say I’m not trained or qualified to “market” our library, but you are! </li></ul><ul><li>Every staff member is in a unique position to communicate and deliver the value that our library offers. </li></ul>
  • 4. Why me? You are the face of the La Grange Public Library! <ul><li>The staff are friendly and provide apt and knowledgable assistance. Patron, La Grange 6-18-2009 </li></ul>
  • 5. You are the best ambassador for La Grange Public Library <ul><li>You know the people who use your library, you talk to them each time they visit. </li></ul><ul><li>The patrons know you as a valued member of their library and of their community. </li></ul><ul><li>If you suggest a program or service to them, they trust you to give them good advice. </li></ul><ul><li>“ I think that you have one of the best libraries in the western suburbs. Your staff is so friendly and the service is superb.” Patron, La Grange 6-8-2009 </li></ul>
  • 6. Library Messages <ul><li>Broad or “Big Picture” LGPL messages </li></ul><ul><ul><li>Value of Your Library Card – all the services available for free with a LGPL card </li></ul></ul><ul><ul><li>Our new tag line – Learn, Explore , Connect – how do we communicate that? </li></ul></ul><ul><ul><li>What are some other “big picture” messages? </li></ul></ul>
  • 7. Specific Messages <ul><li>Focused messages, specific to programs and services </li></ul><ul><ul><li>Our STAFF is our best and biggest resource, even before books! </li></ul></ul><ul><ul><li>Summer Reading Programs for Kids, Adults, Teens and Family </li></ul></ul><ul><ul><li>The Big Read </li></ul></ul><ul><ul><li>Databases </li></ul></ul><ul><ul><li>Media on Demand </li></ul></ul><ul><ul><li>Video games, CDs, DVDs </li></ul></ul><ul><ul><li>What are some more specific messages? </li></ul></ul>
  • 8. Personal Touch <ul><li>Know Your Audience – Almost every one of our staff members has their “personal patron fan club”.  </li></ul><ul><li>“ If you know which patrons listen to which staff members, ask those staff members to reach out to those patrons with information on upcoming programs.” </li></ul><ul><li>Shirley Yee, Chicago Public Library </li></ul>
  • 9. More personal touches… <ul><li>Think about keeping a calling/mailing list.  If someone tells you they are interested in something(books, movies, programs, take down their contact info. When their interest comes up, let them know personally.  </li></ul><ul><li>Get contact information at the desk when people sign up for/attend programs. We will have their number or email to tell them when the next similar program will is scheduled.  </li></ul><ul><li>Our Writers Workshop group is a good example of a group that uses the library to “connect”. They communicate by email to announce when a writer’s article or poem is published. </li></ul>
  • 10. Connections across the desk…or stacks <ul><li>When checking a patron out at the desk or answering question in the stacks remind them of the upcoming events in which they might be interested – or info they might need to know. </li></ul>
  • 11. Where you live… <ul><li>Don’t forget that your neighbors want to know what LGPL is doing…take some fliers or brochures with you to your condo building, the dry cleaners, a Girl Scout meeting, your grocery store or coffee shop. </li></ul><ul><li>Most places are happy to let you post a flier or poster on the bulletin board. Don’t forget your church or the churches in your area. </li></ul>
  • 12. Where you work… <ul><li>Have you thought about taking a flier with you when you walk to nearby establishments for lunch or to visit the bank?  </li></ul><ul><li>How about passing out flyers at an MLS special interest group for other libraries to hang our program information? </li></ul><ul><li>Where else can we post our fliers? </li></ul>
  • 13. Community contacts <ul><li>The Library partners with organizations like the La Grange Business Association (LGBA), park district, local schools, Go Green La Grange, League of Women Voters, Aging Care Connections. </li></ul><ul><li>By reaching out to local community groups, we can plan joint programming and promote our services. </li></ul><ul><li>Are you are a member of a local community group where you could take our message? Girl scouts, animal shelter, garden club? </li></ul>
  • 14. Outreach <ul><li>We’re fortunate to participate in a variety of events where we go out into the community: </li></ul><ul><ul><li>Battle of the Books </li></ul></ul><ul><ul><li>Pet Parade </li></ul></ul><ul><ul><li>Park District Family Fest </li></ul></ul><ul><ul><li>Parent University </li></ul></ul><ul><li>What other outreach opportunities do you think we should invest our time in? </li></ul>
  • 15. The Library has the product, we just need to spread the word… <ul><li>Focus groups at the Chicago Public Library confirmed that once adults hear about the following, they say they will give the Library a try: </li></ul><ul><ul><li>Free WiFi </li></ul></ul><ul><ul><li>Movies on DVD </li></ul></ul><ul><ul><li>Music CDs </li></ul></ul><ul><ul><li>Downloadable audio books </li></ul></ul><ul><ul><li>Access to the Internet </li></ul></ul><ul><ul><li>Access to online subscription databases. </li></ul></ul>
  • 16. Match audience to outlet <ul><li>Think about who would be interested in a program or service you offer; who is the target audience? Think of it as matchmaking… finding the right patron for the right program. </li></ul><ul><li>Where do those people get their information? Where do they go each day in their everyday activities? </li></ul><ul><li>Think about how to get that information in those places. </li></ul>
  • 17. Marketing materials <ul><li>There are a variety of publications like fliers, bookmarks, postcards and other marketing pieces for specific programs that we can give our patrons - Summer Reading Program, bibliographies, The Big Read, book discussions and more. </li></ul><ul><li>Even if the patron doesn’t take the flyer, they may share the information with a family member, friend or neighbor. </li></ul>
  • 18. The old fashioned approach <ul><li>Talk to the patrons who attend your events or use your services… ask them how they heard about the program, how did they know about our free WiFi or DVDs? That is the best way to know what is working and what’s not. </li></ul>
  • 19. We can’t do it without you! <ul><li>Thank you for all you do to make the La Grange Public Library brand one that is dependable and trustworthy. </li></ul><ul><li>Our value and reputation really rests on your shoulders and we appreciate all you do to enhance it every day. </li></ul>
  • 20. Thanks for the opportunity to Learn, Explore , Connect with you today!
  • 21. Special thanks to the Chicago Public Library for the use of their Marketing Across the Desk information.

×