Draft marketing plan_presentation

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Draft marketing plan_presentation

  1. 1. Information and Library Systems Draft Marketing Plan AHEC Libraries & AHEC Digital Library ILS Marketing Committee
  2. 2. Information and Library System Draft Marketing Plan <ul><li>Sections of the Marketing Plan </li></ul><ul><li>What is a marketing plan? </li></ul><ul><li>Role of the AHEC Libraries and the AHEC Digital Library </li></ul><ul><li>ADL Financial Overview </li></ul><ul><li>ADL: Market Overview </li></ul><ul><li>Key Objectives: Large Group Discussion </li></ul><ul><li>Opportunities: Small Group Brainstorming </li></ul><ul><li>Critical Success Factors: Large Group Discussion </li></ul><ul><li>Competitor Analysis: Large Group Discussion </li></ul><ul><li>Key Strategies: Large Group Discussion </li></ul><ul><li>Remaining: Implementation & Assessment Measures </li></ul><ul><li>Questions or Comments </li></ul>
  3. 3. Information and Library System Sections of the Marketing Plan <ul><li>Role of the AHEC Libraries and the AHEC Digital Library </li></ul><ul><li>Financial Performance Summary </li></ul><ul><li>Market Description </li></ul><ul><li>Strategic Planning: Opportunities & Key Issues </li></ul><ul><li>Strategic Planning: Critical Success Factors & Competition </li></ul><ul><li>Strategic Planning: Key Objectives & Key Strategies </li></ul><ul><li>Implementation </li></ul><ul><li>Assessment Measures </li></ul>
  4. 4. Information and Library System What is a Marketing Plan? <ul><li>Why are we developing a marketing plan? </li></ul><ul><li>Common Elements </li></ul><ul><li>Outreach/Marketing Team Work </li></ul><ul><li>The benefits of the process </li></ul><ul><li>Organize our outreach/marketing </li></ul><ul><li>Inform stakeholders </li></ul><ul><li>Understand resource needs </li></ul><ul><li>Identify competitive advantages </li></ul><ul><li>Establish objectives and strategies </li></ul><ul><li>Focus </li></ul>
  5. 5. Information and Library System What is a Marketing Plan? “Matching process between an organization’s or company’s capabilities and the wants of the customer.” Information and Library System Resources Mission Clients’ Wants Knowledge & Skills Marketing McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.
  6. 6. Information and Library System What is a Marketing Plan? Definition: “Planned application of marketing resources to achieve marketing objectives” Define Objectives Implementation Identify Opportunities McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann. Review Current Market Situation Create Strategies
  7. 7. Information and Library System Role of the AHEC Libraries and the AHEC Digital Library Mission of AHEC Information & Library Systems Definition of Services Distinctive Competencies Future Directions
  8. 8. Information and Library System ADL Financial Overview <ul><li>A major strategic goal: To provide access to the AHEC </li></ul><ul><li>Digital Library to all North Carolina health professionals. </li></ul><ul><li>Two major financial goals for the ADL : </li></ul><ul><li>Cover the costs of information resources </li></ul><ul><li>Reserve fund of at least 25 percent of the annual expenditure for ADL information resources. </li></ul>For a non-profit organization – customer satisfaction is proxy for profitability
  9. 9. Information and Library System ADL Financial Overview AHEC Digital Library Financial Overview 2001-2006 AHEC Digital Library Financial Overview 2006-2007 ($8,326) $1,908,818 $1,9000,492 2001-2006 Balance Expenditures (ADL Resources) Members’ Payments Fiscal Years $27,884 $455,939 $483,823 2006-2007 Balance Expenditures (ADL Resources) Members’ Payments Fiscal Years
  10. 10. Information and Library System ADL Financial Overview ADL Revenue by Membership Type 2006-2007 1% 1% Grants & AHEConnect 10% 9% Northwest & Southern (AHEC Region) 14% 13% Individual Paid Memberships 81% 77% Hospital Memberships % Contribution to Fixed Costs (information resources) % of Revenue Type
  11. 11. Information and Library System ADL: Market Overview Total AHEC Digital Library Members by Type, 2006-2007
  12. 12. Information and Library System Market Overview Community Health Facilities & Organizations 22 have ADL memberships Individual 486 individual paid memberships: 311 basic & 175 enhanced Preceptors & Residents 4,105 preceptors have access to the ADL 528 medical resident have access Hospitals There are approximately 137 hospitals in NC that either are or potentially could be ADL members. 107 of these hospitals currently have access to the ADL.
  13. 13. Information and Library System Key Objectives: Large Group Discussion Strategic Planning: Key Objectives Given the mission, values, goals, client needs, and market situation – What are our key objectives? What do we want to achieve?
  14. 14. Information and Library System Opportunities: Small Group Brainstorming Strategic Planning: Opportunities Given the mission, goals, client needs, and market situation – What are our opportunities? Community Health Facilities & Organizations Individual Basic, Enhanced Preceptors & Residents Hospitals
  15. 15. Information and Library System Critical Success Factors: Large Group Discussion Critical Success Factors What are the few key things from the customer’s point-of-view that any competitor has to do right in order to succeed? 100 A favorable cost-benefit to the provider or institution Importance 0-100 Critical Success Factor
  16. 16. Information and Library System Competitor Analysis: Large Group Discussion Competitor Analysis: Strengths and Weaknesses Total Score 5 4 3 2 1 ADL CSF
  17. 17. Information and Library System Key Strategies: Large Group Discussion Strategic Planning: Key Strategies Given our mission, goals, the market situation, our clients’ needs, our critical success factors, our key objectives, and our opportunities – What are our key strategies? How do we plan to achieve our objectives?
  18. 18. Information and Library System Remaining: Implementation & Assessment
  19. 19. Information and Library System Questions or Comments Information and Library System

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