2. agenda
0 Understanding Your
Community &
Customers
0 Developing your
Marketing Message &
Budget
0 Brainstorming Group
Project
0 Wrap up

3. Understanding your community
0 Are there segments of the community underserved?
0 Does my community want or value my unique
competitive offering?
0 Is there too much competition in the segment of my
market to be competitive?

4. Understand your customer
0 How does my potential customer get “information
products and/or services” (in a store, on the web)?
0 What kinds of habits does my customer have?
0 What are my target customer’s primary motivations
for seeking out information?

5. Develop your Marketing
Message
0 Two parts: brief tagline | marketing
message
0 tagline – short and right to the point!
0 Marketing message
0 An explanation of your target prospect’s
problem
0 An explanation about why you are the
only “business” that can solve your
prospect’s problem.
0 An explanation of the benefits people will
receive from using your solution.
0 Examples and testimonials from
customers you have helped with similar
problems.
0 Your unconditional guarantee.

6. How will you do it?
0 Newspaper ads 0 Special events
0 Social Media 0 Flyers
0 Posters 0 Email
0 Contests 0 Postcards/Rack
Cards
0 Card decks
0 Doorhangers
0 Seminars
0 Media releases
0 Television ads
0 Fax broadcasts
0 Signs
0 Brochures
0 Radio ads
0 Gift certificates
0 Banners
0 Word-of-mouth
0 Articles
0 Website
0 Classified ads
0 Sign picketing
0 Newsletters
0 Business cards
0 Charity events
0 Catalogs
0 Networking
0 Public speaking
0 Billboards
0 Window display
0 Magazine ads

7. Develop the Marketing
Budget
0 Determine how much
money is available,
0 detail the financial
aspects,
0 and show how
implementation of your
plan will be profitable to
the library.

8. 0 In small groups, take ____ minutes to
work through the following items
(see worksheet) BRAINSTORM and
develop a workshop for the
Anytown Library.
0 What community are you serving?
0 Who are your customers?
0 Develop your workshop
message/description but be brief
and to the point.
0 Create an innovative workshop title
that best describes your workshop.
0 What specific news/media/other
outlets will you alert?
0 How much $$$ will you spend and
on what?
0 Each group will have time to report.

9. Thank you!
0 Dr. Curtis R. Rogers
0 Communications Director
0 803-734-8928
0 crogers@statelibrary.sc.gov