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C:\fakepath\barber irc marketing 2010 quito[1]


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C:\fakepath\barber irc marketing 2010 quito[1]

  1. 1. IRC Marketing: The Power of a Plan Library Communication Strategies © 2010
  2. 2. Goals <ul><li>Learn basic marketing principles </li></ul><ul><li>Build a marketing communication plan that works </li></ul>
  3. 3. Wednesday June 9, 2010 <ul><li>Introduction to Marketing </li></ul>
  4. 4. “ 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
  5. 5. Key Elements <ul><li>Research </li></ul><ul><li>Plan </li></ul><ul><li>Communicate </li></ul><ul><li>Evaluate </li></ul>
  6. 6. Organized Focused Consistent
  7. 7. The Communication Plan 1. Introduction: Why? 2. Goals: The Dream. 3. Objectives: Measurable. Doable.
  8. 8. <ul><ul><li>4. Positioning Statement: </li></ul></ul><ul><ul><li> What is your “unique selling proposition”? </li></ul></ul><ul><ul><li> Our library combines big city service with small town friendliness. We have something </li></ul></ul><ul><ul><li>for everyone on- and off-line. Our staff </li></ul></ul><ul><ul><li> provides personal, flexible and hassle free </li></ul></ul><ul><ul><li> service. Our library is a best value for taxpayers. </li></ul></ul>
  9. 9. 5 . Key Message + 3 You’ll find big city service and small town friendliness at your --- Library. <ul><li>We have something for everyone. </li></ul><ul><li>If we don’t have it, we’ll get it for you. </li></ul><ul><li>Our library is a best value. </li></ul><ul><li>Big city service. Small town friendliness </li></ul><ul><li>@ your library. </li></ul>
  10. 10. 6 . Target Audiences Who needs to hear the message? Internal External
  11. 11. 7. Communication strategies How will you deliver the message?
  12. 12. 8. Evaluation How will you know what worked and what didn’t?
  13. 13. Research – the art of listening <ul><li>What have you done? </li></ul><ul><li>What works? </li></ul>
  14. 14. Research tools and strategies <ul><li>Primary-Secondary </li></ul><ul><li>Quantitative-Qualitative </li></ul><ul><li>Communication Audit- </li></ul><ul><li>Communication Checklist </li></ul>
  15. 15. Define your audience <ul><li>Inreach </li></ul><ul><li>Outreach </li></ul>
  16. 16. Primary research tools <ul><li>Focus Groups-Consumer Conversations </li></ul><ul><li>Key Informant Interviews </li></ul><ul><li>Intercept Interviews </li></ul><ul><li>Staff Feedback </li></ul><ul><li>Surveys </li></ul>
  17. 17. Secondary research tools <ul><li>Community analysis </li></ul><ul><li>IRC analysis </li></ul><ul><li>What data is available? </li></ul><ul><li>How do you use it? </li></ul><ul><li>Describe the IRC – staff, support, services, trends </li></ul>
  18. 18. <ul><li>Action and Discussion </li></ul>Thursday June 10, 2010
  19. 19. <ul><li>Why? – What is the current </li></ul><ul><li>situation? </li></ul><ul><li>SWOT analysis </li></ul><ul><li>Draft your introduction </li></ul>Planning begins with the Introduction
  20. 20. <ul><li>The goals – the dream </li></ul><ul><li>no more than 3 </li></ul><ul><li>Objectives – 3 to 5 measurable outcomes </li></ul>Goals and Measurable Objectives
  21. 21. <ul><li>What is your unique selling proposition? – Personality? </li></ul><ul><li>What do you want people to think and feel about the IRC? </li></ul>Positioning
  22. 22. <ul><li>What is the most important thing you want people to know/do?.....In 10 words or less, plus 3 talking points that support it. </li></ul><ul><li>How will you test the message? </li></ul>Key Message
  23. 23. <ul><li>Internal and External – Be specific </li></ul><ul><li>Whom do you need to reach to meet your goals? </li></ul>Key Audiences
  24. 24. <ul><li>Strategies </li></ul><ul><li>Review the possibilities </li></ul><ul><li>Share experiences </li></ul>
  25. 25. <ul><li>Strategies - Inreach </li></ul><ul><li>How to involve IRC and Embassy </li></ul><ul><li>staff </li></ul>
  26. 26. <ul><li>Media relations –pr - publicity </li></ul><ul><li>Advertising </li></ul><ul><li>Programs </li></ul><ul><li>Print Materials </li></ul><ul><li>Partnerships </li></ul><ul><li>Word-of-mouth marketing </li></ul><ul><li>Social media </li></ul>Strategies - Outreach
  27. 34. Friday June 11, 2010 <ul><li>Action, Discussion and </li></ul><ul><li>Finish draft #1 of your Plan </li></ul>
  28. 35. Social Media <ul><li>Inventory the possibilities and share experiences </li></ul><ul><li>Develop guidelines for the best use of these tools by IRCs </li></ul>
  29. 36. The Power of Word-of-Mouth Marketing
  30. 37. “ 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
  31. 38. Customers Clients Champions Prospects Suspects
  32. 40. Word of Mouth vs Word-of-Mouth Marketing
  33. 41. Have a plan !  
  34. 42. People—not stuff!  
  35. 43. Listen! Don’t just talk.
  36. 44. Word-of-Mouth “Musts” <ul><li>A good product. . . </li></ul><ul><li>GREAT customer service! </li></ul><ul><li>A plan </li></ul><ul><li>A clear and memorable message </li></ul><ul><li>A prepared and committed sales force </li></ul><ul><li>People willing to testify </li></ul>
  37. 45. <ul><ul><ul><ul><ul><li>10 x 10 x 10 x </li></ul></ul></ul></ul></ul>
  38. 46. <ul><li>What does your IRC have to offer as a partner? </li></ul><ul><li>Who/what are possible strategic partners? </li></ul><ul><li>Where do you need to be ‘at the table?’ </li></ul><ul><ul><ul><ul><ul><li>Partnerships </li></ul></ul></ul></ul></ul>
  39. 47. <ul><ul><ul><ul><ul><li>Finish your plan </li></ul></ul></ul></ul></ul>
  40. 48. <ul><li>Basic Fact Sheet </li></ul><ul><li>Message Sheet </li></ul><ul><li>Communication policy </li></ul><ul><li>Customer service policy </li></ul><ul><ul><ul><ul><ul><li>Review/Develop useful tools </li></ul></ul></ul></ul></ul>
  41. 49. <ul><li>What will you do next? </li></ul><ul><li>What additional tools do you want/need? </li></ul><ul><li>Can you/will you turn your plan into action? </li></ul><ul><ul><ul><ul><ul><li>Wrap-up </li></ul></ul></ul></ul></ul>