The document outlines a marketing plan for the new East Campus Library at James Madison University. The plan's goals are to promote the library and clear up misconceptions about its opening date and features. Tactics include producing a brochure, taking out ads in the school newspaper, creating posters and bookmarks, and holding a coffee break information event. The budget for promotional materials, advertising, and the event is over $8,000. Effectiveness will be evaluated through pre- and post-tests.

1. EAST CAMPUS LIBRARY Books. Space. Coffee …Community.

5. Target Publics Primary Publics: - JMU students and faculty who will use the JMU library system in fall 2008 and beyond. Secondary Publics: - JMU students and faculty that will benefit from subject- specific material (science materials). - Faculty who will use the CIT and CFI resource centers.

6. Facts About the ECL

7. The TEAM “Mix” Collaboration of talents: - Writing (Carla) - Graphics (Marissa) - Organization (Hushmath) - Communication (Meghan)

8. Initial Timeline Date Deliverable Friday, February 22 Proposal, presentation, brochure mock up Friday, February 29 Conduct pretest Final flyer design and ECL brochure design March 1-March 9 Spring break, students off Friday, March 14 General library brochure mock up Orders of promotional materials Table tent submissions due Slides for Wilson, ISAT, Grafton TVs submitted Friday, March 21 Article submitted to Breeze and DNR Bulletin boards and display cases (TDU, Carrier) Friday, March 28 PSA Screen savers, computer backgrounds in Carrier Mass email submission (2 weeks processing) Friday, April 4 Conduct posttest Friday, April 11 Final presentation of results and future action plans

9. Budget Item Quantity Item Cost Total Cost Marketing Graphic design $0.00 Digital Sign Creation $0.00 Press Releases $0.00 Email Blasts $0.00 Talking Points- Liasons, Staff contacts $0.00 Brochure 5,000 * * Posters 500 $0.98 $490.96 Large Posters 3 $168.00 $504.00 Bookmarks 5,000 $0.10 $483.75 Due-date Slips 8,000 * * Misc materials (adhesive, chalk, markers) $125.00 Marketing subtotal $1,603.71

10. Budget (cont.) Advertising Campus Flat Panel Displays $0.00 Library Screen Savers $0.00 Campus TV Ch 43 $0.00 Campus bulletin boards $0.00 Buses $0.00 Grafton-Stovall movie slides 6 weeks $20.00 $80.00 Facebook 7 $10.00 $70.00 The Breeze Ads (~1/4 page) 1 $230.00 Madison 101 Ad 1 $165.00 $165.00 Advertising subtotal $315.00

11. Budget (cont.) Promotional Items Pens 2,000 $1.12 $2,268.00 Sticky-note pads 5,000 $0.34 $1,800.90 Stainless steel travel mug 72 $6.91 $497.98 Plastic water bottle 100 $3.30 $447.00 USB drives 25 $19.99 $575.00 Promotional items total $5,588.88 Events Coffee Break (est. 300 people) 1 $500.00 $500.00 Events subtotal $500.00 TOTAL $8,007.59 * Expenses will come from existing library budget Brochure 10,000 $0.28 $2,827.67 Due-date Slips 8,000 $0.08 $653.95

12. Tactics and Promotional Materials

13. Swag

14. Brochure

15. The Breeze Monday, April 7, 2008

16. Madison 101 Ad

17. Bookmark

19. Limitations We are promoting something that we haven’t seen, experienced, and isn’t available to the public yet Exact needs and wants were unclear initially Had to get approval from steering committee and the Dean of Libraries on most aspects of the campaign Brochure design was timely, had to wait Printer was having color problems, had to wait While ordering swag, SOS Advertising was rebooting, had to wait

20. Evaluation We envision success! Comparable to real public relations campaign Higher budget allowed us greater opportunities Breeze article, brochure, and future informational materials will have cleared myths about library