This document outlines a strategic communications plan for the Massanutten Regional Library (MRL) to address issues related to lack of resources, competition for patrons' attention, and need to better tailor programming. It identifies key publics and conducts a SWOT analysis. Goals are to increase awareness of MRL's educational resources, strengthen community relationships, and improve library resources. Strategies include building alliances, engaging audiences, and generating publicity. Tactics will be implemented over 4 months, with evaluation to assess progress on goals.

1. Account Executive: Bree Riddick
Research Director: Kortney Brand
Client Relations Director: Bri Sayasithsena

2. Table of Contents
Chapter 1:
RESEARCH
Chapter 2:
ACTION
Chapter 3:
COMMUNICATION
Chapter 4:
EVALUATION

3. introduction

4. secondary research
Industry
Competitors
Recent Changes
Cuts in Public Funding
Digital Trends
Local Businesses
Technology
Digital Services
Fiscal Budget

5. primary research
Methods
Populations
Analysis
6 Research Questions
Qualtrics Online Survey
Paper-Pencil Surveys
JMU Students
Harrisonburg Residents Ages Under 24
25-35
36-46
47-57
58 and Older

6. primary research
26% 20%
Ages Under 24 aware
of Teen Events
Ages 25-35 aware
of Homework Helpline
42%
Ages 26-46 aware
of Teen Events

7. primary research
PartnershipsPartnerships
Big Brothers Big
Sisters
Local Sports
Teams

8. Strengths
Weaknesses
Opportunities
Seven Branches with
a Central Hub
Funding &
the Economy
Ability to offer more
services/programs
with greater ease
SWOT analysis
Threats
Technological
Competition

9. Problem
Statement 1
Problem
Statement 2
Problem
Statement 3
MRL faces issues due to the lack of resources
Potential patrons are finding other ways to entertain themselves
Programming efforts could be better tailored to varying age groups

10. key publics
ACTIVE

11. key publics
AWARE

12. key publics
LATENT

13. key publics
APATHETIC

14. Goals and Objectives
Generate a Higher Level of awareness for MRL's educational
resources among those in the Harrisonburg Community
To strengthen Massanutten Regional Library's relationship with
organizations and leaders in the Harrisonburg community.
Improve the resources for the Massanutten Regional
Library

15. Goal 1
Increased Social Media Presence
Increase the amount of JMU
students interacting

16. Goal 2
Increased Partnerships
with Nonprofits
Increase Partnerships with Local
High School Organizations

17. Goal 3
Increase the amount of Book
Donations
Increase in the amount of teens
holding Library Cards

18. key messages
"...Well-Rounded and
Meaningful Lives..."

19. key messages
"...Dedicated to
incorporating the
community..."

20. key messages
"...Continually
providing quality and
beneficial services to
its patrons..."

21. Sample #1
Sample #2
Sample #3

22. Strategy 1:
ALLIANCE
Strategy 2:
AUDIENCE
ENGAGEMENT
Strategy 3:
PUBLICITY
Local High Schools; Local Nonprofit Organizations;
Local Political Leaders
Audience Awareness, Engagement, & Participation
Generate Newsworthy Information Through Events

23. Sample
Tactic

24. calendar
STRATEGY 1
STRATEGY 2
STRATEGY 3
September: Tactics 1-3
October: Tactics 1-3
November Tactics 1 & 3
December: Tactics 1-4
September: Tactic 1
October: Tactic 1 & 3
November Tactics 1 &
2
December: Tactic 1
September: Tactic 1 &
4
October: Tactic 4
November Tactics 2 &
4
December: Tactic 3 & 4

25. Goals and Objectives
Generate a Higher Level of awareness for MRL's educational
resources among those in the Harrisonburg Community
To strengthen Massanutten Regional Library's relationship with
organizations and leaders in the Harrisonburg community.
Improve the resources for the Massanutten Regional
Library