This document outlines a strategic communications plan for the Massanutten Regional Library (MRL) to address issues related to lack of resources, patrons finding entertainment elsewhere, and need to better tailor programming to age groups. Key goals are to generate higher awareness of MRL's educational resources, strengthen relationships with community organizations and leaders, and improve library resources. Strategies include developing alliances, engaging audiences, and generating publicity. Tactics include events with local schools and nonprofits. The plan's budget is $1,469 and evaluation will assess progress on the three 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 researchIndustry
Competitors
Recent Changes
Cuts in Public Funding
Digital Trends
Local Businesses
Technology
Fiscal Budget
of 2017
pages 18-21

5. secondary research
Social
Media
Youth
Programs
Digital
Services
page 27

6. primary research
Methods
Populations
Analysis
6 Research Questions
Qualtrics Online Survey
Paper-Pencil Surveys JMU Students
Harrisonburg Residents Ages Under 24 (202)
25-35 (10)
36-46 (7)
47-57 (7)
58 and Older (17)
pages 31-32

7. primary research
26% 20%
Ages Under 24 aware
of Teen Events
Ages 25-35 aware
of Homework Helpline
42%
Ages 36-46 aware
of Teen Events
page 42

8. primary research
PartnershipsPartnerships
Big Brothers Big
Sisters
Local Sports
Teams
page 46

9. primary research
Unaware of
E-Resources
Mostly
Renting
Books
Spare
Time Spent
Elsewhere
pages 56-58

10. Strengths
Weaknesses
Opportunities
Seven Branches with
a Central Hub
Funding &
the Economy
Ability to offer more
high quality and
interesting
services/programs
SWOT analysis
Threats
Technological
Competition and
Interest in Other
Activities
page 60

11. 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
~ page 64
~ page 64
~ page 64

12. Active publics
MRL Staff
&
Volunteers
page 65

13. Aware publics
MRL Patrons
&
Community Leaders

14. Latent publics
Local Teens
&
JMU Students

15. 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
page 72

16. Goal 1
Increased awareness of MRL's
Eduational Resources
Increase the amount of JMU
students interacting
page 73

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

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

19. key messages
"...Well-Rounded and
Meaningful Lives..."
page 72

20. key messages
"...Dedicated to
incorporating the
community..."
page 72

21. key messages
"...Continually
providing quality and
beneficial services to
its patrons..."
page 72

22. Sample #1
Sample #2
Sample #3
page 76

23. 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
page 78

24. Sample
Tactic
page 91

25. September October November December
Strategy 1
Strategy 2
Strategy 3
Strategy 1
Strategy 2
Strategy 3
Strategy 1
Strategy 2
Strategy 3
Strategy 1
Strategy 2
Strategy 3
Tactics 1-3
Tactic 1
Tactics 1 & 4
Tactics 1-3 Tactics 1 & 3 Tactics 1-4
Tactics 1 & 3
Tactic 4
Tactics 1 & 2
Tactics 2 & 4
Tactic 1
Tactics 3 & 4
page 86

26. budget
$1,469
$629
$379
page 87

27. Evaluation
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
page 89