A complete digital marketing strategy presentation for a young nonprofit community library. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads/inbound traffic for fundraising and capital campaigns.

2. Aloha Library
Digital Marketing Strategy
Audit and Recommendations
Prepared by CR Creative Marketing Strategies
Presented July 15, 2015

3. Table of Contents
• Who is Aloha Community Library?
– Mission, Vision, and Values
• Our Target Audience
• Our Organization’s Challenges
• Our Organization’s Objectives
• Our Online Presence Today
• Our Opportunities
• So Now What? Our Plan
– Concepts, Platforms, Tools
• Next Steps
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

4. Who Are We?
Mission
• To grow and support a library that serves as a gateway to
lifelong learning and enrichment for our community, bringing
people, information and ideas together
Vision
• We strive to provide open access to informational,
technological, and cultural resources through a broad
spectrum of services, material and programming.
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

5. Who Are We?
Statement of Purpose (summarized)
ACLA offers community engagement, supports youth and family,
celebrates diversity, and offers a relevant collection of materials,
technology and access.
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

6. Our Target Audience
Aloha Demographics
• Population – 41,741
– Density of 2,014 per square mile
• Households – 14,228
– 43% or 6,118 households have children under the age of 18
– 3.5% or 498 households with single person over 65
– 23.8% or 3,387 households were non-families
• Median Age is 31
– 29.8 is under 18
– 9.1% is 18-24
– 35% is 25-44
– 20.3% is 45-64
– 5.7% is 65
• Household Median Income is $52,300
– 5.6% of families and 7.9% of the population is below the poverty line
Data compiled via Wikipedia citing 2000 census data
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

7. Our Target Audience
Trends in Library Usage
• 54% of people 16 or older have used a library in some way within the
past twelve months
• Younger patrons read and use a library at the same rate as older
patrons
• 94% of Americans say that “having a public library improves the quality
of life in community”
• Public computers, free WiFi, and digital materials (web sites and e-
books) are leading to higher usage of libraries nationwide
• 32.7% increase in library visits within the US from 2000 to 2010
• Patrons are using libraries differently – public program participation is
up 22% nationwide
• Book borrowing has started to decrease slightly but less than
predicted, probably due to economic downturn
Data compiled via Wikipedia citing 2013 Pew research, American Library Association, and the Institute of Museum and Library Services
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

8. Organization’s Challenges
• Professional Staff Development
– Size
– Allocation of Duties
• Volunteer Turnover
• Unity
• Leadership Development – Staff and Board
• Internal Structure
– Resources, organization of
• Marketing, Communications, Public Relations
– Policies and Procedures do not yet exist
– Cohesive, coordinated strategy does not yet exist
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

9. Organization’s Objectives
• Fundraising
• Nov., 2015 Voter Referendum – ensure passage
• Respond to Community
• Increase Staff
• Program and Service Additions
• Add Meeting Space
• Improve In-house Technology
• Improve Organizational Infrastructure
• Improvements and Capital Project Development
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

10. How Do Compare?
ACLA’s Online Visual Presence
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

11. How Do We Compare?
Online Visual Presence for “Corvallis Public Library”
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

12. How Do We Compare?
Online Visual Presence for “Cedar Mill Library”
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

13. Opportunities DO Exist!
• Brand Defined – The Horse that Pulls the Cart
• Improve Imagery – Logo and Brand
• Website Replacement
– Layout/Appearance, Keywords, Navigation, Content, Sales Funnel Considerations
• Content Considerations
– It’s about the Patron – Less is More, but
– Educate/Inform -> Target = Value Increase
– Simple and Powerful will Rule the Day
• Blogs are uncommon in library world but Can Be
Effective for fundraising, referendum, and building a
community
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

14. Opportunities DO Exist!
• Inconsistent and Spotty Usage
• No Activity and/or No Updates
• LOW Engagement
• Consistency Across Channels Lacking
• SEO is poor and an easy fix
• Overall, Washington County Libraries are not using
Digital Media effectively
• Any traditional Marketing/Communications/PR must
be integrated into our Strategy
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

15. Our Plan
• Define the Brand
• Strategic Goals Alignment
• Website Replacement
• SEO/Keyword Development
• Analytics Development
• Implementation
– Key Messages and Offers
– Social Media Channels to Deliver
– Engaging Industry and Market Influencers
– Measurements of Success
– SEM Possibilities (post Website and SM re-launch)
– Paid Social Media possibilities (post Website and SM re-launch)
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

16. Our Plan
Define the Brand
• Brand Exercise (in process)
• Who We Are and What We Do, and Consider:
– Target Audience
– Brand Promise
– Brand Behavior
– Brand Practice
• Linguistics, Visuals, Messages
• Update Logo
– Make it POP & Hit Emotional Touch Points
• Update Image & Video Library
– Brand (logo) all visual content
• Distribute Images and Videos Across All Channels
• Ensure Logo and Slogan Shown Everywhere
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

17. Our Plan
Define the Brand
Apply to all channels; online, offline, onsite, behaviors and
practices:
– Website Header and SM Profiles to Match
– Consistent Graphics / Colors / “Feel” Across All Online Channels
– Consistent Layout and Functionality Across All Online Channels
– Incorporate the Brand strategy into all content, marketing and
operational thoughts
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

18. Our Plan
Strategic Goals Alignment
We will address Brand Goals:
• Identify each Goal Category
• Define each Goal(s) within Category
• Identify Actions to Reach each Goal
• Identify the Audience for each Goal
• List the Benefits of Reaching each Goal
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

19. ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

20. Our Plan
Website Replacement
• Create Site Organizational Chart, New vs. Old
• De-Clutter and Simplify
• Incorporate Updated Branding (visuals, art, etc)
• Home Page – Clean-Up for Site Visit Depth
• Ensure Brand Strategy and SEO Objectives Met
– Breadcrumb Navigation
– Keyword-aided links
– Sitemap and Robot.txt files
– Content Strategy
• Insert Landing Pages for SEM and Campaigns’ Use
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

21. Our Plan
SEO/Keyword Development
• SEO Audit and Identify Keywords
• Insert Keywords into Website Structure
– Appropriate Title and Description for each page
– Meta Tag for all pages
– Alt Tags for Images/Graphics
– Proper Link Creation
• Insert Keywords into all Online Content
– Aka Content Strategy
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

22. Our Plan
Analytics Development
• Build KPIs Report for Website and Social Media
• Build Google Analytics Dashboard for Website
• Prepare Monthly KPIs Reports
– Initial/Baseline Report(s) prior to re-launch of website and
Social Media and Campaigns
– Post re-launch
• Insert other Social Media Reporting Source Data post
re-launch
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

23. Our Plan
Methods for Success
Key Messages and Offers Development
• Develop Touchpoint Matrix for Channel Optimization and
Engagement
– Attach to each key message: Content Topic, Online Location, Offers,
Keywords, Thought Leaders
• Determine Key Messages for Social Media and Blog
– List topics based on SEO, Brand, Audience, Channel using Touchpoint
Matrix, and Industry & Market Influencer Strategy Table
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

24. Our Plan
Methods for Success
Channels to Deliver – Social Media
• Primary:
• Secondary:
• Other: Email, Social Media News Release
Touchpoint Matrix – Helps Us to Manage Social
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

25. ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

26. Our Plan
Methods for Success
Our Proposed Teams
• Social Web Action Team
– Chris
– Staff and Volunteer Involvement TBD
• Subject Matter Experts
– Chris
– Staff, Board, Volunteer Involvement TBD
• Content Creation Partners; visual and written assets
– Chris to have role in writing, editing and media placement
– Internal SMEs and 3rd Party/volunteer visual experts to create
• Board and Staff will review monthly Reporting
– Website, Social Media, Campaigns, SEM and Paid Social Media
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

27. Our Plan
Methods for Success
Measurements
• Monthly Reports - weekly statistics
• Sources: Google Analytics and other sources TBD (such as
Klout, SocialMention, Twitalyzer, SproutSocial)
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

28. Our Plan
Methods for Success
SEM and Paid Social Development (when appropriate)
• Utilize Keyword Audit and Budget for Google
Campaign
• Build Google Ads, Display Ads, and Landing Pages
• Incorporate any Special Campaigns and Events
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

29. Closing Summary
Recommended Next Steps
1. Complete Brand Strategy Project
2. Brand Assets Project
a. Logo, visuals, etc.
3. Analytics and Measurement Project (pre-launch)
4. Website Project
a. SEO and Keyword Development included
5. Strategic Goals Alignment Project
6. Social Media, Blog, Content Strategy Project
a. Touchpoint Matrix, Influencer Engagement Strategy, and Content
Calendar included
7. Analytics and Measurement Project 2 (post-launch)
8. SEM & Paid Social Development (post Website and SM re-launch)
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

30. Closing Summary
Impacting Items
1. Complete Tools Login Data Compilation
a. Once all compiled, create one document and make sure stored
and maintained on ACLA “server”…include vendors too
b. Tools include:
a. Website
b. Facebook
c. Twitter
d. Google Adwords
e. Wikipedia
f. Google Analytics
g. Google+
h. LinkedIn
2. Website Domain and Hosting
a. Ownership and GoDaddy account needs to transfer to ACLA
ACLA – Digital Marketing StrategyCR Creative Marketing Strategies