Marketing DNA: Best Fit  for Small and Rural  Libraries
Presented by The Settlement Library Project Promoting an Eclectic Librarianship in Rural Appalachia
<ul><li>“ Library service responds to community needs, and the community responds to that library which meets those needs....
Passionate Players Association <ul><li>Recruit </li></ul><ul><li>An Idea Person </li></ul><ul><li>A Writer/Editor </li></u...
Raw Beginnings <ul><li>Create the Power of Intention </li></ul><ul><li>Believe you can be successful </li></ul><ul><li>Com...
Prepare Your Toolkit <ul><li>Get Focused </li></ul><ul><li>Know Your Value </li></ul><ul><li>Identify Your Goals </li></ul...
<ul><li>Get Help </li></ul><ul><li>Identify Resources </li></ul><ul><li>Accentuate Support Systems </li></ul><ul><li>Netwo...
<ul><li>Get Noticed </li></ul><ul><li>Be Human </li></ul><ul><li>Be Smart </li></ul><ul><li>Be Everywhere </li></ul>
<ul><li>Get In Gear </li></ul><ul><li>Expect Success </li></ul><ul><li>Buck the Trends </li></ul><ul><li>Commit to a Posit...
<ul><li>Get Moving </li></ul><ul><li>Create Targets </li></ul><ul><li>Create an Emotional Connection </li></ul><ul><li>Cre...
The Point and The Plan <ul><li>Analyze your situation </li></ul><ul><li>Who are we and how did we get  here? </li></ul><ul...
Strategic Beginnings <ul><li>SWOT Yourself </li></ul><ul><li>Start the Writing Process </li></ul><ul><li>Build a Team </li...
Identify Champions <ul><li>Focus on Loyal Donors </li></ul><ul><li>Create Donor Events </li></ul><ul><li>Locate Civic Mind...
Funder Development <ul><li>Private Foundations </li></ul><ul><li>Corporate Giving </li></ul><ul><li>Family Foundations </l...
Define Yourself <ul><li>Research Based Plan </li></ul><ul><li>Public Relations </li></ul><ul><li>Customer Service </li></u...
Resonate Success <ul><li>Package Yourself </li></ul><ul><li>Communicate Accomplishments </li></ul><ul><li>Expand Your Skil...
Preparation <ul><li>Manage First Impressions </li></ul><ul><li>Uncover Needs and Problems </li></ul><ul><li>Communicate Ap...
Set Your Priorities <ul><li>Vision Statement </li></ul><ul><li>Mission Statement </li></ul><ul><li>Positioning Statement <...
Embrace Engagement <ul><li>Identify Promotional Methods </li></ul><ul><li>Define Advantages </li></ul><ul><li>Determine Di...
<ul><li>“ The most important group you can cooperate with are the people in your own community.” </li></ul><ul><li>Anne Ge...
Become Visible <ul><li>Signage </li></ul><ul><li>Printed Sources </li></ul><ul><li>Local Newspapers </li></ul><ul><li>Cabl...
Ensure Involvement <ul><li>Attend Public Gatherings </li></ul><ul><li>Offer Premiums/Contests </li></ul><ul><li>Offer Raff...
Grow With Your Community <ul><li>Build a Community Bridge </li></ul><ul><li>Build Educational Advancement  </li></ul><ul><...
Keep It Real <ul><li>Create the Vision </li></ul><ul><li>Make a Plan </li></ul><ul><li>Qualify the Staff </li></ul><ul><li...
Marketing Mantra <ul><li>“ There is no safety net in being cheap because we will never be cheap enough. Our safety lies in...
<ul><li>The Settlement Library Project </li></ul><ul><li>http://circuit-out-rider.blogspot.com/ </li></ul>
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The Settlement Library Project presents Marketing DNA (1): Best Fit for Small and Rural Libraries (part one)

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Part (1)

What drives you?
What skills do you have?
What is your best industry?
What is your passion?
It\’s not a marathon, it\’s a life.
So find what best fits your library and get real.

Here is how to articulate success through creating that emotional connection and filling the community\’s needs.

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The Settlement Library Project presents Marketing DNA (1): Best Fit for Small and Rural Libraries (part one)

  1. 1. Marketing DNA: Best Fit for Small and Rural Libraries
  2. 2. Presented by The Settlement Library Project Promoting an Eclectic Librarianship in Rural Appalachia
  3. 3. <ul><li>“ Library service responds to community needs, and the community responds to that library which meets those needs.” </li></ul><ul><li>Darlene E. Weingand </li></ul>
  4. 4. Passionate Players Association <ul><li>Recruit </li></ul><ul><li>An Idea Person </li></ul><ul><li>A Writer/Editor </li></ul><ul><li>A Finance Person </li></ul><ul><li>A Human Resource Person </li></ul><ul><li>A Project Manager </li></ul>
  5. 5. Raw Beginnings <ul><li>Create the Power of Intention </li></ul><ul><li>Believe you can be successful </li></ul><ul><li>Communicate </li></ul><ul><li>Facilitate </li></ul><ul><li>Delegate </li></ul>
  6. 6. Prepare Your Toolkit <ul><li>Get Focused </li></ul><ul><li>Know Your Value </li></ul><ul><li>Identify Your Goals </li></ul><ul><li>Determine What You Can Deliver </li></ul>
  7. 7. <ul><li>Get Help </li></ul><ul><li>Identify Resources </li></ul><ul><li>Accentuate Support Systems </li></ul><ul><li>Network, Network, Network </li></ul>
  8. 8. <ul><li>Get Noticed </li></ul><ul><li>Be Human </li></ul><ul><li>Be Smart </li></ul><ul><li>Be Everywhere </li></ul>
  9. 9. <ul><li>Get In Gear </li></ul><ul><li>Expect Success </li></ul><ul><li>Buck the Trends </li></ul><ul><li>Commit to a Positive Outcome </li></ul>
  10. 10. <ul><li>Get Moving </li></ul><ul><li>Create Targets </li></ul><ul><li>Create an Emotional Connection </li></ul><ul><li>Create an Identity </li></ul>
  11. 11. The Point and The Plan <ul><li>Analyze your situation </li></ul><ul><li>Who are we and how did we get here? </li></ul><ul><li>How do we fit into the community? </li></ul><ul><li>What is our community looking for? </li></ul><ul><li>What drives our community? </li></ul>
  12. 12. Strategic Beginnings <ul><li>SWOT Yourself </li></ul><ul><li>Start the Writing Process </li></ul><ul><li>Build a Team </li></ul><ul><li>Organize Partnerships </li></ul><ul><li>Begin Dialog with Funders </li></ul><ul><li>Be Persistent </li></ul>
  13. 13. Identify Champions <ul><li>Focus on Loyal Donors </li></ul><ul><li>Create Donor Events </li></ul><ul><li>Locate Civic Minded People </li></ul><ul><li>Institute Membership Campaigns </li></ul><ul><li>Broaden Mailing List </li></ul><ul><li>Offer Planned Giving Options </li></ul>
  14. 14. Funder Development <ul><li>Private Foundations </li></ul><ul><li>Corporate Giving </li></ul><ul><li>Family Foundations </li></ul><ul><li>Local Organizations </li></ul><ul><li>Small Business </li></ul><ul><li>Individuals </li></ul><ul><li>Government </li></ul>
  15. 15. Define Yourself <ul><li>Research Based Plan </li></ul><ul><li>Public Relations </li></ul><ul><li>Customer Service </li></ul><ul><li>Staff Focus </li></ul>
  16. 16. Resonate Success <ul><li>Package Yourself </li></ul><ul><li>Communicate Accomplishments </li></ul><ul><li>Expand Your Skills </li></ul><ul><li>Demonstrate Your Value </li></ul><ul><li>Be Compelling </li></ul>
  17. 17. Preparation <ul><li>Manage First Impressions </li></ul><ul><li>Uncover Needs and Problems </li></ul><ul><li>Communicate Appropriate Strengths </li></ul><ul><li>Anticipate Objections </li></ul><ul><li>Present a Consistent Message </li></ul><ul><li>Become Problem Solvers </li></ul>
  18. 18. Set Your Priorities <ul><li>Vision Statement </li></ul><ul><li>Mission Statement </li></ul><ul><li>Positioning Statement </li></ul><ul><li>Build the Brand </li></ul><ul><li>Connect with Social Media </li></ul><ul><li>Create the Image </li></ul><ul><li>Expedite Goals </li></ul>
  19. 19. Embrace Engagement <ul><li>Identify Promotional Methods </li></ul><ul><li>Define Advantages </li></ul><ul><li>Determine Disadvantages </li></ul><ul><li>Feature Creativity </li></ul><ul><li>Show your Face </li></ul>
  20. 20. <ul><li>“ The most important group you can cooperate with are the people in your own community.” </li></ul><ul><li>Anne Gervasi </li></ul>
  21. 21. Become Visible <ul><li>Signage </li></ul><ul><li>Printed Sources </li></ul><ul><li>Local Newspapers </li></ul><ul><li>Cable T.V. </li></ul><ul><li>Radio Spots/Interviews </li></ul><ul><li>Public Presentations </li></ul>
  22. 22. Ensure Involvement <ul><li>Attend Public Gatherings </li></ul><ul><li>Offer Premiums/Contests </li></ul><ul><li>Offer Raffles/Auctions </li></ul><ul><li>Host Local Community Programs </li></ul><ul><li>Attend Community Festivals </li></ul><ul><li>Offer Memorial Funds </li></ul>
  23. 23. Grow With Your Community <ul><li>Build a Community Bridge </li></ul><ul><li>Build Educational Advancement </li></ul><ul><li>Build Recreational Collections </li></ul><ul><li>Build Local Culture </li></ul><ul><li>Build Opportunities for Service </li></ul>
  24. 24. Keep It Real <ul><li>Create the Vision </li></ul><ul><li>Make a Plan </li></ul><ul><li>Qualify the Staff </li></ul><ul><li>Solidify the Image </li></ul><ul><li>Implement the Strategy </li></ul>
  25. 25. Marketing Mantra <ul><li>“ There is no safety net in being cheap because we will never be cheap enough. Our safety lies in being essential.” </li></ul><ul><li>Herbert White </li></ul>
  26. 26. <ul><li>The Settlement Library Project </li></ul><ul><li>http://circuit-out-rider.blogspot.com/ </li></ul>

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